We had the good fortune of connecting with Luis Cruz and we’ve shared our conversation below.

Hi Luis, what do you attribute your success to?

I have been in the financial industry for 32 years. As a new advisor or agent, you go out and try to sell to everyone everything that your company offers because you truly think that that is the best way to help your clients. Early on I learned that was not the best way to help my clients, the best way was by first listening (what a noble idea) and many times by leaving them exactly where they were and that was very critical. Why is that critical? Because that is what is behind the success of my company and my brand.

It may sound like a cliché; however, I do take it very seriously when I say that what makes my company successful is the success of my clients. In my career I have represented several different companies where I heard the words “we really want to be sensitive to the Spanish market or to the women’s market, but the words and actions of those companies did not mach. Being Spanish of Puerto Rican decent I am very sensitive to the needs of all Spanish speaking cultures (yes there are more than one) in my community and of the women’s market which are very unique for a lot of different reasons. I have never been an individual that does business via transactions, I am a very relational type of individual, I like to build relationships, I like to build trust. Those relationships are apparent in the fact that a lot of my clients become friends, not all my friends are clients, but several of my clients have become friends.

So, I can confidently and arguably say that my success and that of my brand is 100 percent dependent on the success of my clients. See, in my industry we are taught to always do what is right for the client, so I learned early on by a good mentor to never undo the good works that other advisors have done and that goes a long way in building trust.


Alright, so for those in our community who might not be familiar with your business, can you tell us more?

My practice, what can I say? I pride myself on delivering on my word every time, it is very important to me. I tell my clients in advance that they will never hear from me what they want to hear but what they need to hear, that is not always easy. What is exciting about that is that when I go home at the end of the day, I know that I left that person or group or business in a better place that when I got there. Getting to where I am today was not easy, I work very differently than most advisors and my approach is more systematic, in fact my wife will say that I can talk to wall, however, I’m easier going than that, more often than none, designing a plan takes longer and that, gives me peace of mind knowing that when I present my options they have been checked and verified, not only by me but by other professionals that I rely on.

One thing that I have learned is that it does not matter where you are in your journey, the reason that you are there is because all the decisions that you have made in your life (think about that for a minute) have anyone ever told you that you are here because of all the decisions that you have ever made. It can be very sobering to realize that our position in life is a culmination of every one of those decisions that we have made overtime.

I want my clients to know that I have had hardship just like them and that my goal is to use those lessons that I have learned to help my clients avoid hardships where possible. It is never too late to change direction, in fact here is a quote that I have on my desk to remind me of how I can accomplish changing directions.

“The secret of success of every person who has ever been successful-lies in the fact that he/she have formed the habit of doing things that failures don’t like to do”

By Albert E.N. Gray

We want our clients to know that they are never alone that we are here to guide them every step of the way because my success is completely dependent on their success.


If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
My wife and I moved here from Chicago Illinois, I like to say that I used to have friends in Illinois however, the first year I used to send pictures during the wintertime, and I lost all my friends, lol. When my daughter and her husband and friends visit from Illinois, or the Midwest, Sedona is always on the schedule as well as the Grand Canyon. Closer to home is Camel Back Mountain and Tom’s Thump. After a good day’s work out Mastro’s SteakHouse is a most or Eddie Merlot’s for dinner.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
There have been several people in my lifetime that have been instrumental in whom I am today from my dad that taught me the value of hard work to my drill instructors in the military to a manager that I had when I first came out of the military. However, my son Erik and my daughter Kristina unbeknownst to them taught me the responsibility to get up in the morning and to work with a smile on my face. My wife Debbie has taught me to be true to myself and to always treat others with respect and decency, yet none of these all I am today and all I will became would not be possible without the blessings of my Lord Jesus Christ.

Website: www.cruz-fg.com

Image Credits
The picture with the car is from a Studebaker club that we belong. The picture with the flag was while hiking something we do very regularly, and the other two pictures were from a client appreciation event at the Scottsdale Polo Club.

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