Our Story

For 25 years Cross Financial has helped financial institutions connect their needs and goals to solutions¬ that lead to results. Now, our logo has transformed to reflect how we work. The word, Cross, represents our cross-section of professional services and proven practices, ranging from business planning and marketing strategy to staff development and customer retention. Graphically, the logo demonstrates how we create a bridge between results and success, drawing an arc over our name. Furthermore, the graphic represents solutions that are crafted with care, putting the right elements in place to achieve the best outcome for each organization we serve. 

Collectively, the new brand identity for Cross Financial reflects professionalism, proven expertise, and our commitment to developing unique strategies that fit the desired outcomes of our clients on an individual basis. Just as no two bridges are identical; neither are the solutions we create for our clients. Each organization we serve is actively selecting the right elements among the many options available for implementation of their strategic direction.