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Kelli Cruz

Cruz Consulting Group


Speaker Bio

Kelli Cruz brings more than 20 years of experience to her role as founder of Cruz Consulting Group (CCG), working closely with advisory firm owners and executives of financial services institutions. CCG helps firms build talent and realize their potential by providing consulting in human capital, including organizational design, compensation planning, performance management, and succession planning. 



Prior to starting CCG, Ms. Cruz served as the director of research and consulting for InvestmentNews. She founded InvestmentNews Adviser Solutions, overseeing advisor consulting engagements and the InvestmentNews/Moss Adams research studies. Before that, she was a director at Schwab Advisor Services™, where she pioneered the industry’s first human-capital practice management program for registered investment advisory firms. Previously, she held several management positions at Wells Fargo. Ms. Cruz is a frequent speaker at national industry conferences and a regular columnist for Financial Planning. She has a bachelor’s degree from San Francisco State University.

Speaker Sessions