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Kelli Cruz

Cruz Consulting Group


Speaker Bio

Kelli Cruz is the founder and chief executive officer of Cruz Consulting Group (CCG), where she works with advisory firm owners and executives of financial services institutions. CCG is committed to helping advisory firms realize their potential by providing consulting on human capital issues, including organizational design, compensation planning, performance management, and succession planning.



Previously, Ms. Cruz founded InvestmentNews Adviser Solutions, overseeing advisor consulting engagements and the InvestmentNews/Moss Adams research studies. She has worked as director of Advisor Services at Charles Schwab & Co., Inc., where she pioneered the industry’s first human capital management program for RIA firms. She held a variety of management positions at Wells Fargo, including a role in human resources for the Private Client Services Group. She is a frequent speaker at national industry conferences, and a regular columnist for Financial Planning. Ms. Cruz holds a bachelor’s degree from San Francisco State University.

Speaker Sessions