Cruz Investments & Wealth Management
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Cruz Investments & Wealth Management primarily serves pooled investment vehicles and institutional clients while offering financial planning, qualified plan management for workplace retirement accounts, and the selection and monitoring of third-party investment advisers. The firm generally does not hold client assets directly; portfolio management and custody are handled by third-party advisers and accounts are managed on a non-discretionary basis.
The firm’s investment approach emphasizes asset allocation using external research sources and analytical tools, with recommendations tailored to clients’ objectives, risk tolerance and time horizon. When recommending third-party managers it evaluates factors such as reputation, performance, financial strength and reporting capabilities and continues to monitor those managers as part of its ongoing advisory role.
This firm is distinctive among peer investment managers in that its principal also acts as a registered broker-dealer representative, sells insurance and other financial products, and operates an affiliated tax/accounting business—relationships the brochure discloses as potential conflicts and describes steps taken to mitigate. It also commonly uses hourly and modular planning engagements alongside percentage-of-assets arrangements and provides recommendations of unaffiliated third-party advisers rather than directly executing or custodializing client portfolios.
Client services
Expertise
Fee options
Fixed fees for financial planning services starting at $1,500 for two modules, increasing by $1,000 per additional module, up to $10,000 maximum
$500 per hour for financial planning and qualified plan management services; hourly fee is negotiable with a minimum of $500
Fee-only: Fixed fees starting at $1,500 for two modules, increasing by $1,000 per additional module, max $10,000; Hourly fee $500/hour
Main office
605 North Broadway, 2nd Floor
Aurora IL 60505
Advisors at this office
4
Most active in
Illinois · Texas · Wisconsin
Also doing business as
Cruz Investments & Wealth Management · Cruz, Reynaldo
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is active or affiliated with:
Insurance agent
They sell insurance products and may earn commissions on those sales.
Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Is not active or affiliated with:
-
Bank
They're affiliated with a bank that may offer its own financial products and services.
-
Trust company
They provide trust and estate administration services, typically for separate fees.
-
Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
-
Lawyer
They provide legal services, typically billed separately.
-
Real estate agent
They facilitate real estate transactions and may earn commissions.
Forms ADV
Quick links
Advisors at this firm
Daniel D
Series 65
Aurora, IL
Cruz Investments & Wealth Management
Daniel De Boer is a Series 65 credentialed financial advisor at Cruz Investments & Wealth Management with one year of industry experience. Prior to joining the firm, he worked at Aurora University and Kaneland School District 302. Cruz Investments & Wealth Management serves pooled investment vehicles and institutional clients, offering financial planning, qualified plan management, and third-party investment adviser selection and monitoring. The firm’s approach focuses on asset allocation informed by external research, with portfolio management handled by third-party advisers on a non-discretionary basis.
Reynaldo C
CFP®, Series 63
Aurora, IL
Cruz Investments & Wealth Management
Reynaldo Cruz is a CFP® professional with 36 years of industry experience, currently serving at Cruz Investments & Wealth Management in Aurora, IL. He has held roles at Madison Avenue Securities, LLC and Gf Investment Services, LLC. Outside of his advisory work, he is the creator of retail content through Sparton Eye Candy, LLC, which sells financial-themed products. Cruz Investments & Wealth Management provides investment management primarily by recommending and monitoring third-party advisers and offering qualified plan management. The firm’s approach emphasizes asset allocation and ongoing evaluation of external managers, while delivering modular financial planning and ancillary insurance and tax-planning services.
Colin S
Series 65
Aurora, IL
Cruz Investments & Wealth Management
Colin Staub is a financial advisor at Cruz Investments & Wealth Management in Aurora, IL. He holds a Series 65 designation and has been in the industry since 2025. His prior experience includes roles at Arbor Financial Advisors, Barcocina Lakeview, and Coda di Volpe, as well as non-financial positions at Open Range Southwest Grill and Kaneland High School. Cruz Investments & Wealth Management primarily serves pooled investment vehicles and institutional clients, focusing on financial planning, qualified plan management, and the selection and monitoring of third-party investment advisers. The firm’s investment approach centers on asset allocation informed by external research and analytical tools, with ongoing evaluation of recommended managers based on reputation, performance, and financial strength.
Christian C
Series 65
Aurora, IL
Cruz Investments & Wealth Management
Christian Cruz is a financial advisor at Cruz Investments & Wealth Management with four years of industry experience. He holds a Series 65 designation and previously worked at Advisors Excel from 2016 to 2019. In addition to his advisory role, Cruz is licensed as an insurance agent, focusing on life and health insurance sales and policy reviews for clients. Cruz Investments & Wealth Management primarily serves pooled investment vehicles and institutional clients, offering financial planning, qualified plan management, and third-party investment adviser selection and monitoring. The firm emphasizes asset allocation using external research and analytical tools, tailoring recommendations to clients' objectives, risk tolerance, and time horizon.
Not sure where to start?
We'll help you think it through—whether you ultimately need an advisor or not. Warmer helps you compare advisors clearly, so you can choose with confidence.
For advisor listings, we rely on sources including public filings and data provided by advisors, and we cannot guarantee that all information is current or accurate. Advisors are independent and may not have reviewed or updated this information. Please review an advisor's Form ADV and do your own diligence before deciding whether to work with them.
Advisor matching and referrals are provided by FinanceHQ LLC ("FHQ"), a wholly-owned subsidiary of Warmer and an SEC-registered investment adviser. We may be compensated by participating advisors. You pay no fee to use our matching service, and advisor fees are not increased because of a referral. We do not supervise advisors, manage or hold assets, guarantee performance, or provide advice about specific investments.
By using our service, you agree to the Warmer Terms of Service and FHQ Advisory Agreement, and acknowledge Warmer's Privacy Policy. Please review FHQ's ADV Part 2A and Form CRS. Logos provided by Logo.dev
© 2026 Warmer Holdings Inc. ("Warmer")