{
  "crd_number": 287686,
  "slug": "cross-financial-advisors-portland-or-287686",
  "primary_business_name": "CROSS FINANCIAL ADVISORS",
  "legal_name": "CROSS FINANCIAL ADVISORS, LLC",
  "dbas": [
    "ABACUS WEALTH MANAGEMENT",
    "BY THE TREE FINANCIAL, LLC",
    "CLARK WEALTH MANAGEMENT",
    "HOPE WEALTH PLANNING",
    "LYDA FINANCIAL"
  ],
  "city": "Portland",
  "state": "OR",
  "country": "United States",
  "cbsa_code": "38900",
  "metro": {
    "cbsa_code": "38900",
    "common_name": "Portland",
    "msa_name": "Portland-Vancouver-Hillsboro, OR-WA",
    "path": "/advisors/or/portland"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2017-06-22",
  "years_registered": 9,
  "period": "2026-10-01",
  "filing_date": "2026-09-27",
  "carried_forward": false,
  "raum_total": 481819342.0,
  "raum_discretionary": 481819342.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "100m_500m",
  "raum_band_label": "$100 million to $500 million",
  "total_employees": 12,
  "advisory_employees": 11,
  "client_count_bucket": null,
  "clients_by_type": {
    "other": {
      "raum": 0.0,
      "count": 0
    },
    "charitable": {
      "raum": 2424761.0,
      "count": 11
    },
    "individuals": {
      "raum": 163617754.0,
      "count": 1283
    },
    "banking_thrift": {
      "raum": 0.0,
      "count": 0
    },
    "state_municipal": {
      "raum": 0.0,
      "count": 0
    },
    "insurance_companies": {
      "raum": 0.0,
      "count": 0
    },
    "investment_companies": {
      "raum": 0.0,
      "count": 0
    },
    "pension_profit_sharing": {
      "raum": 3707072.0,
      "count": 17
    },
    "other_investment_advisers": {
      "raum": 0.0,
      "count": 0
    },
    "high_net_worth_individuals": {
      "raum": 304356480.0,
      "count": 548
    },
    "pooled_investment_vehicles": {
      "raum": 0.0,
      "count": 0
    },
    "corporations_other_businesses": {
      "raum": 7713275.0,
      "count": 14
    },
    "business_development_companies": {
      "raum": 0.0,
      "count": 0
    },
    "sovereign_wealth_foreign_official": {
      "raum": 0.0,
      "count": 0
    }
  },
  "compensation_types": [
    "fixed",
    "hourly",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "financial_planning",
    "portfolio_management_individuals"
  ],
  "wrap_fee_participant": true,
  "disclosure_yes_count": 0,
  "states_registered": [
    "AK",
    "AZ",
    "CA",
    "FL",
    "ID",
    "IN",
    "MA",
    "MN",
    "NJ",
    "NV",
    "OH",
    "OR",
    "TX",
    "UT",
    "VA",
    "WA"
  ],
  "websites": [
    "https://bythetreefinancial.com",
    "https://crossfinancialmgmt.com",
    "https://facebook.com/CrossFinancialMgmt",
    "https://hopewealthplanning.com",
    "https://linkedin.com/company/cross-financial-management",
    "https://lydafinancial.com"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/287686",
  "city_as_filed": "PORTLAND",
  "url": "https://advisorcensus.com/firm/cross-financial-advisors-portland-or-287686",
  "display_name": "Cross Financial Advisors",
  "summary": "Cross Financial Advisors is an SEC-registered investment advisory firm in Portland, OR, registered since 2017, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated September 27, 2026.",
  "citation": "AdvisorCensus. Cross Financial Advisors (CRD 287686): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Hourly charges",
    "Fixed fees (other than subscription fees)"
  ],
  "advisory_activity_labels": [
    "Financial planning services",
    "Portfolio management for individuals and/or small businesses"
  ],
  "quick_answers": [
    {
      "q": "How is Cross Financial Advisors compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Cross Financial Advisors reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees)."
    },
    {
      "q": "How much does Cross Financial Advisors charge?",
      "a": "Its Form ADV Part 2A brochure dated March 20, 2026 states: Asset-based fee: up to 2.5% of assets a year (the maximum the brochure states); Hourly rate: $200 to $500 an hour (financial planning services). Fees can differ by service and may be negotiable; the brochure is the complete statement."
    },
    {
      "q": "Where is Cross Financial Advisors located?",
      "a": "Cross Financial Advisors' principal office is in Portland, OR, according to its Form ADV; the October 2026 filing also lists 3 other offices (Schedule D, Section 1.F)."
    },
    {
      "q": "Is Cross Financial Advisors registered with the SEC or a state?",
      "a": "Cross Financial Advisors is an SEC-registered investment advisory firm, registered since 2017. Status as filed: Approved. CRD 287686."
    },
    {
      "q": "How much does Cross Financial Advisors manage?",
      "a": "Cross Financial Advisors reports $481,819,342 in regulatory assets under management in its Form ADV filing dated September 27, 2026 (100% discretionary)."
    },
    {
      "q": "How have Cross Financial Advisors' assets and staff changed since 2021?",
      "a": "In the Form ADV data for Cross Financial Advisors: Regulatory assets under management: $258,051,473 in the October 2021 data and $481,819,342 in the October 2026 data, up 87%. Total employees: 15 in October 2021 and 12 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Cross Financial Advisors serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (1,283); high net worth individuals (548); pension and profit sharing plans (but not the plan participants or government pension plans) (17)."
    },
    {
      "q": "Which custodians does Cross Financial Advisors use?",
      "a": "Cross Financial Advisors' most recent Form ADV filing (Schedule D, Section 5.K(3)) lists LPL Financial LLC as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Cross Financial Advisors report any disciplinary disclosures?",
      "a": "Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/287686"
    },
    {
      "q": "What changed in Cross Financial Advisors' recent Form ADV filings?",
      "a": "In the October 2026 filing data: Registered or notice-filed in NJ."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 258051473.0,
      "total_employees": 15,
      "filing_date": "2021-09-21"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 339791825.0,
      "total_employees": 17,
      "filing_date": "2022-06-23"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 285800326.0,
      "total_employees": 16,
      "filing_date": "2023-03-29"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 346251122.0,
      "total_employees": 14,
      "filing_date": "2024-08-01"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 418897353.0,
      "total_employees": 14,
      "filing_date": "2025-07-14"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 481819342.0,
      "total_employees": 12,
      "filing_date": "2026-09-27"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-10-01",
      "period_label": "October 2026",
      "notes": [
        "Registered or notice-filed in NJ."
      ]
    },
    {
      "period": "2026-08-01",
      "period_label": "August 2026",
      "notes": [
        "Added an office in Portland, OR.",
        "No longer lists an office in Beaverton, OR."
      ]
    },
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "No longer lists the business name Rock Creek Wealth Management.",
        "No longer lists the business name Retzlaff Wealth Management.",
        "Added the business name By the Tree Financial, LLC.",
        "Employees performing advisory functions went from 13 to 11.",
        "Regulatory assets under management went from $418,897,353 to $481,819,342 (+15%).",
        "Changed its office addresses in Lake Oswego, OR.",
        "No longer lists an office in Tualatin, OR."
      ]
    },
    {
      "period": "2026-03-01",
      "period_label": "March 2026",
      "notes": [
        "Added the business name Abacus Wealth Management."
      ]
    },
    {
      "period": "2026-01-01",
      "period_label": "January 2026",
      "notes": [
        "No longer lists the business name Cross Inland Wealth Management.",
        "Employees performing advisory functions went from 14 to 13.",
        "No longer registered or notice-filed in CO, GA, MT."
      ]
    }
  ],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated March 20, 2026",
    "provided_by_the_firm": false,
    "tiers": [],
    "flat_rate": null,
    "stated_range": null,
    "stated_maximum": "2.5% of assets a year",
    "account_minimum": null,
    "account_minimum_may_be_waived": false,
    "minimum_annual_fee": null,
    "planning_fees": [
      "Hourly rate: $200 to $500 an hour (financial planning services)"
    ],
    "figures": [
      {
        "label": "Asset-based fee",
        "statements": [
          "Asset-based fee: up to 2.5% of assets a year (the maximum the brochure states)"
        ],
        "quotes": [
          "Our maximum annual fee is 2.50%."
        ]
      },
      {
        "label": "Planning fee",
        "statements": [
          "Hourly rate: $200 to $500 an hour (financial planning services)"
        ],
        "quotes": [
          "There is a range in the amount of the hourly fee charged by our Firm for financial planning services. The minimum fee is $200 per hour, and the maximum is $500 per hour."
        ]
      }
    ],
    "values": {
      "tiers": [],
      "range_pct": null,
      "max_pct": 2.5,
      "account_minimum": null,
      "minimum_annual_fee": null,
      "planning": [
        {
          "kind": "hourly",
          "amount": null,
          "min": 200.0,
          "max": 500.0,
          "period": "hour",
          "service": "financial planning services"
        }
      ]
    },
    "quotes": [
      "Our maximum annual fee is 2.50%.",
      "There is a range in the amount of the hourly fee charged by our Firm for financial planning services. The minimum fee is $200 per hour, and the maximum is $500 per hour."
    ],
    "note": "As stated in the firm's brochure; fees can differ by service and may be negotiable."
  },
  "custodians": [
    {
      "name": "LPL Financial LLC",
      "name_as_filed": "LPL FINANCIAL LLC",
      "affiliated": false
    }
  ],
  "custodians_note": "Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.",
  "markdown_url": "https://advisorcensus.com/firm/cross-financial-advisors-portland-or-287686.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 1283,
      "fewer_than_5": false,
      "raum": 163617754.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 548,
      "fewer_than_5": false,
      "raum": 304356480.0
    },
    {
      "type": "banking_thrift",
      "label": "Banking or thrift institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "investment_companies",
      "label": "Investment companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "business_development_companies",
      "label": "Business development companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pooled_investment_vehicles",
      "label": "Pooled investment vehicles (other than investment companies and business development companies)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 17,
      "fewer_than_5": false,
      "raum": 3707072.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 11,
      "fewer_than_5": false,
      "raum": 2424761.0
    },
    {
      "type": "state_municipal",
      "label": "State or municipal government entities (including government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "insurance_companies",
      "label": "Insurance companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "sovereign_wealth_foreign_official",
      "label": "Sovereign wealth funds and foreign official institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 14,
      "fewer_than_5": false,
      "raum": 7713275.0
    },
    {
      "type": "other",
      "label": "Other",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/287686",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}