Cruz Investments & Wealth Management
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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:
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Lawyer
They provide legal services, typically billed separately.
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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®-certified financial advisor with 37 years of industry experience. He is the principal of Cruz Investments & Wealth Management in Aurora, IL, and has held roles at Madison Avenue Securities, LLC and Gf Investment Services, LLC. Outside of financial advising, he operates a retail business selling financial-themed products and content through Sparton Eye Candy, LLC. Cruz Investments & Wealth Management serves pooled investment vehicles and institutional clients, focusing on financial planning, qualified plan management, and third-party investment adviser selection. The firm employs an asset allocation approach using external research, provides non-discretionary portfolio management, and monitors third-party managers based on multiple criteria.
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.
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