WHO WE ARE

OUR DIFFERENCE                    OUR TEAM                    CONTACT US

KIRK W. FRANCIS, CFP®, AIF®

Kirk Francis is a CERTIFIED FINANCIAL PLANNER™ Professional, an Accredited Investment Fiduciary™, was the founder of Cross Financial Services, an independent financial planning and wealth management firm serving individuals and businesses from San Antonio, Texas. With over 39 years of experience in the financial services industry, he now serves as CEO and Chief Compliance Officer for Financial Life Advisors.
Kirk has always had a passion for investments and wealth management. At 27 years of age, he became one of the youngest branch managers for Dean Witter Reynolds. After 16 years of working for Wall Street firms, he recognized the need for deeper relationship with clients with a focus on financial planning that was delivered with objective, independent advice. With this goal in mind, he founded Cross Financial Services in 1993 with a clear mission: make a difference in people’s lives.
In 2017 Cross became Financial Life advisors and the mission to make a difference continues. Their team of subject matter experts help individuals and business owners with Personal Financial Planning, Investment Management, Business and Exit Planning, and 401(k) Fiduciary Consulting.

Experience and Expertise

Kirk enjoys planning for other business owners. He speaks and leads workshops on financial planning issues including business management, strategic planning, family-owned businesses, employee compensation and retention, and business succession. A contributing author to the book Prudent Practices for Fiduciary Advisers published by The Financial Planning Association (FPA), Kirk was chairman of the FPA’s national committee on Retirement and Tax. He is well regarded for his experience and knowledge of regulatory matters and financial planning, and has been quoted in the Journal for Financial Planning, Investment News, Hunting in a Farmer’s World and other industry publications

Meet Kirk


Kirk has spent decades investing in the San Antonio community through numerous civic leadership roles. He served for as a Councilman then and 4 terms as Mayor of Hill Country Village (a suburban city of San Antonio), for many years in the Bexar County Sheriff’s Department attaining the rank of Sergeant., as a member of the Bexar Met Integration Advisory Committee of the San Antonio Water System, and as the Chair on the Financial Planners Association’s National Committee on Tax and Retirement. He is currently the Chairman of the Board of Trustees of the Housing Authority of Bexar County. Kirk attended Texas Military Institute and Texas A&M University and holds a Master Peace Officer’s License. He is the proud father of two grown sons and a proud grandfather.

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