RC
CFP
RC
CFP

Reynaldo Cruz

36 Years of Experience
Aurora, IL
BrokerSells Insurance

Reynaldo Cruz is a CFP-designated registered investment advisor at Madison Avenue Securities, LLC, based in Aurora, IL, with 36 years of industry experience. Their practice areas include Education Planning, Estate Planning, Financial Planning & Coaching, Insurance Planning, and 3 more. Their firm serves 14,528 clients with $2B in assets under management.

Compensation
Commission-BasedFee-Only (% of Portfolio)Fixed/Hourly
Firm Size
237 advisors
Number of Clients
14,528 clients
Average Client Portfolio
$140K average
Assets Under Management
$2.0B

Fee Structure

Minimum Investment:$15K
Planning is included in investment management (also available separately)

Madison Avenue Securities (MAS) offers several investment management programs with different fee structures:

  • Fee Plus Transaction Charge Program: You'll pay a management fee (0.50% to 2.00% annually) plus transaction charges for buying and selling securities.
  • Standard Wrap Program: You'll pay a "wrap fee" (0.50% to 2.25% annually) based on the value of your investments. This fee covers advisory, brokerage, and custodial services.
  • Low-Minimum Wrap Program: (No longer accepting new accounts) You'll pay a "wrap fee" (0.50% to 2.25% annually) based on the value of your investments. This fee covers advisory, brokerage, and custodial services.
  • AE Wealth Management Program: You'll pay a wrap fee up to 2.5% annually, which includes advisory, brokerage, and custodial services. This program also offers strategies managed by third-party investment managers.
  • Envestnet Program: You'll pay a wrap fee up to 2% annually, which includes advisory, brokerage, and custodial services. Fees attributable to Envestnet and the manager depend on the specific program/portfolio the account is invested in and may range anywhere between 0.10% - 2.31%.

Fees are negotiable and may vary depending on account size and other factors.

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Location

605 North Broadway, 2nd Floor, Aurora, IL, 60505

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History

Regulatory History
Clean regulatory record

No disclosures, customer disputes, or regulatory actions on file.

Disclosures include customer complaints, regulatory actions, and other events that advisors must report to the SEC. A clean record means none have been reported.

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Other Business ActivitiesSells Insurance

Reynaldo is the owner and investment advisor representative of Aurora Financial Alternatives Inc (DBA Cruz Investments & Wealth Management) and provides tax advice through Cruz Tax Advisory, LLC. He also sells insurance products, invests in real estate, is a registered representative with Madison Avenue Securities, and has a retail business selling financial products.

Employment History
Current Registrations
Madison Avenue Securities, LLCBroker
February 2019 - Present · 7 yrs 3 mos
Cruz Investments & Wealth Management
June 2012 - Present · 13 yrs 11 mos
Previous Registrations
G.F. Investment Services, LLCBroker
October 2012 - February 2019 · 6 yrs 4 mos
Independent Financial Group, LLCBroker
September 2009 - October 2012 · 3 yrs 1 mo
Independent Financial Group, LLC
September 2009 - October 2012 · 3 yrs 1 mo
Waterstone Financial Group, INC.
August 2003 - September 2009 · 6 yrs 1 mo
Waterstone Financial Group, INC.Broker
July 2003 - September 2009 · 6 yrs 2 mos
Re-Direct Securities CORP
October 1997 - September 2003 · 5 yrs 11 mos
Re-Direct Securities CORPBroker
February 1994 - July 2003 · 9 yrs 5 mos
Long Grove Trading CO.Broker
October 1989 - February 1994 · 4 yrs 4 mos
State Registrations14 states
AZCACOFLILINMIMNMONCNVTXVAWI
AdvisorBrokerBoth

You can work with an advisor not registered in your state. Most advisors can legally serve a small number of clients across state lines without registering.

Exams
No exam information available for this advisor.
Reynaldo Cruz - Financial Advisor | TrueAdvisor