Manalapan, NJ Office

Cross Financial Advisors provides investment management, financial planning, consulting and retirement-plan services to individuals (including high‑net‑worth clients), families, estates, trusts, corporations, charitable organizations and pension plans. The firm delivers both discretionary and non‑discretionary portfolio management, access to third‑party separately managed account managers and model programs, and reports approximately $481.8 million in discretionary assets under management for about 1,831 clients supported by 11 advisors.

The firm’s investment approach blends strategic and tactical asset allocation with long‑term and value‑oriented holdings, primarily using individual equities, ADRs, fixed income, mutual funds, ETFs and options, while also considering alternatives (including private funds and cryptocurrency‑related ETFs) and ESG/sustainable investing on a client‑requested basis. Cross Financial combines in‑house management with access to LPL-sponsored programs and third‑party managers, employs technology platforms for aggregation and reporting, and offers financial planning and tax‑related consulting (including referrals) as part of its advisory services.

A distinctive feature is its affiliation with an accounting firm (Cross Financial Accounting), through which it may refer clients for tax planning and preparation; the affiliate is a separate legal entity, clients are not required to use it, and the relationship and potential conflicts are disclosed. The firm also participates in third‑party lead‑generation and platform relationships (for example, Ramsey SmartVestor Pro, multiple LPL program offerings, and the use of AdvicePay and other third‑party technology), which provide operational benefits and are disclosed as potential sources of referral or soft‑dollar conflicts.