Cross Financial, a preeminent accounting and advisory firm deeply rooted in the Pacific Northwest business community, today announced a transformative partnership that marks a new strategic chapter for both the firm and its national ally. Cross Financial has officially joined the Crete Professionals Alliance, becoming the network’s inaugural dedicated wealth management firm. This landmark addition signifies a critical evolution in Crete’s overarching strategy, reinforcing its commitment to establishing a comprehensive, multi-disciplinary platform capable of delivering a full spectrum of integrated financial services to clients across its expansive national footprint.
The fusion of Cross Financial’s trusted local brand, regional expertise, and deep client relationships with Crete’s extensive enterprise resources and national scale creates a powerful synergy. This collaboration significantly enhances Cross Financial’s capacity to serve its diverse clientele by providing access to deeper capital resources, state-of-the-art technological infrastructure, advanced AI-powered tools, and the collective expertise of the country’s fastest-growing accounting firm network, as recognized by Accounting Today. The firm will maintain its respected local identity and its proven leadership team, ensuring continuity and the personalized service upon which its reputation was built.
A Vision for the Future: Integrated Client Service
“This partnership represents an exciting and carefully considered new chapter for our firm, one that is driven by a commitment to our clients’ evolving needs,” said Jay Torgerson, CEO of Cross Financial. “By joining the Crete Professionals Alliance, we are making a robust investment in the future of our service delivery. This alliance enhances the tools, technology, and support available to every member of our team, empowering them to deliver even greater value. Crucially, we remain fiercely committed to the culture, core values, and personalized, high-touch service that have defined our firm and our client relationships for decades. This is not a change of identity; it is an amplification of capability.”
The decision to integrate wealth management expertise directly into the Alliance is a testament to the modern demands of sophisticated private businesses and high-net-worth individuals. Today’s clients seek holistic financial guidance—a seamless integration of tax planning, business advisory, and wealth preservation strategies. The traditional siloed approach is rapidly becoming obsolete. Cross Financial’s specialty in wealth management bridges this gap, creating a streamlined experience for clients who will now benefit from a ‘single-source’ solution for their complex financial lives.
Crete’s Strategic Diversification and Growth
For the Crete Professionals Alliance, the addition of Cross Financial is not merely an expansion, but a strategic leap forward.
“Cross Financial is a tremendous and pivotal addition to the Crete family,” commented Steve Stagner, CEO of Crete Professionals Alliance. “Their profound expertise in the critical area of wealth management, combined with their strong presence in a dynamic Western market, fundamentally expands the value proposition we can deliver across our entire national network of firms. This reflects a core pillar of our long-term strategy: to continually diversify our portfolio beyond core accounting services to become the preeminent full-service professional alliance in the nation. By adding new, high-demand capabilities like dedicated wealth management, we create exponentially more opportunities for organic growth within all our member firms and significantly deepen the meaningful ways we can serve our clients’ ever-evolving financial needs, from tax compliance to succession planning and investment stewardship.”
Crete Professionals Alliance has earned its reputation through a unique model that fosters rapid growth by providing best-in-class operational and technological support while preserving the autonomy and market-specific expertise of its member firms. The addition of a wealth management component is expected to unlock significant cross-referral opportunities across the existing network of over 30 highly respected CPA firms, making the entire ecosystem more resilient and profitable.
Cross Financial: A Profile of Excellence
Founded on the principles of integrity and meticulous client care, Cross Financial has established itself as a cornerstone financial partner for businesses and individuals throughout the Northwest. The firm’s comprehensive service portfolio is robust, including:
- Tax Planning and Compliance: Specialized strategies for complex corporate and individual tax situations.
- Business Advisory Services: Strategic consulting for growth, efficiency, and market expansion.
- Business Valuation: Expert analyses for M&A, shareholder disputes, and regulatory compliance.
- Litigation Support: Forensic accounting and financial expertise for legal matters.
- Client Accounting Services (CAS): Modern, outsourced financial management and operational support.
Crucially, the firm’s leadership in wealth management for high-net-worth individuals and owners of privately held businesses provides the specialized knowledge needed to navigate the intricate intersection of personal and business finance, particularly during liquidity events and generational transfers.
The Power of Alliance: Resources for Enhanced Service
As a member of the Crete Professionals Alliance, Cross Financial is positioned for accelerated growth and operational excellence. The partnership’s structure is designed to offload non-client-facing operational burdens from the firm’s talented professional staff, allowing them to focus entirely on advisory service and client relationships.
The resources Cross Financial gains access to are comprehensive and cutting-edge:
- A Collaborative National Network: Access to over 30 highly respected CPA firms across the country, facilitating specialized expertise sharing and seamless service for multi-state and multi-national clients.
- Enterprise-Level Corporate Services: Centralized access to sophisticated operational functions, including Human Resources, Finance, Legal Counsel, and cutting-edge IT support, streamlining back-office operations.
- Advanced Technology and Automation: Deployment of advanced, AI-powered tools and automation solutions to enhance efficiency, reduce manual tasks, and elevate the speed and accuracy of service delivery across all practice areas.
- Global Talent Support: Access to established offshore teams in strategic locations like India and the Philippines, ensuring consistent, high-quality support and scalability for complex projects and peak seasons.
- Growth Operations and M&A Capabilities: Dedicated support for organic growth initiatives, robust recruiting programs to attract and retain top talent, and future M&A capabilities to strategically expand the firm’s geographic and service reach within the Northwest.
Solidifying the Western Presence
The Western United States remains one of the Crete Professionals Alliance’s most active and dynamic regions. It is currently home to two of the network’s largest accounting firms, alongside others with deep, focused sector expertise in areas critical to the regional economy, such as agriculture, mortgage banking, and HOA services. Cross Financial’s complementary strength in wealth management is the final, crucial piece that significantly broadens the region’s service capabilities. This synergy is expected to enhance both internal collaboration and client referrals, leading to a more robust, integrated offering that is unmatched in the local market.
In an industry undergoing rapid transformation through technological disruption and evolving client expectations, the partnership between Cross Financial and the Crete Professionals Alliance is a proactive statement. It asserts a commitment to scale, innovation, and, most importantly, the delivery of comprehensive, future-proof financial guidance. The Northwest will continue to see the trusted faces and leadership of Cross Financial, now backed by the power, resources, and growth engine of a national industry leader.
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