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Bob Cross
Lakeside, CA
Certified CFO Since  
Certification ID: CFO-44CQ7QS 
Why Business Owners Love Working With Me  
As a dedicated financial professional, I bring clarity and confidence to the complex world of business finances. Clients value my ability to translate numbers into actionable strategies, helping them achieve sustainable growth and profitability. With a knack for problem-solving and a proactive approach, I ensure businesses stay ahead of challenges while capitalizing on opportunities. My passion lies in empowering business owners to make informed decisions, optimize cash flow, and realize their vision—all with a personal touch that turns cash flow strategies into a true partnership.
My Biggest Success Story  
I helped an electrical contractor client who was about to shut down his business turn it into a $1.5 million business with consistent positive cash flow year over year. Together we developed his objectives and action steps to completely turn his business into something that was about done to something that supports his family. His wife was able to quit her job to be a full time Mom, and he is able to take more time away from his business for vacations, family time, and spending more time with his children at their school and sporting functions.
About Me  
During my time in the United States Naval Nuclear Power Program, I built my career based on integrity. It was also during this time that as operational commitments would permit, I often volunteered to assist shipmates with their tax preparation. It was something I loved to do, and knew that eventually I would return to it after my service ended. In 2010 I began pursuing my Bachelor’s of Science in Accounting Degree from the University of Phoenix, and graduated in September, 2014. While earning my degree, I maintained a full time position as a Power Plant Manager operating three power plants in San Diego County where I wrote and managed a multi million dollar per year budget. I have also had the pleasure of raising 5 children with my beautiful and supportive wife Beth. It was during this time attending classes that the desire to return to the tax, business, and financial world returned and again help others with confusing tax laws and business coaching. In January of 2016, I earned my status as an Enrolled Agent, authorized to practice all aspects of taxation before the IRS. ​Always trying to improve myself to be better for my clients, in July of 2017, I completed the Business Tax Verified Program through Pronto Tax School. It is an intensive course of instruction to better prepare me for the various business entities including LLC’s, C-Corporations, and S-Corporations. As I began working with more businesses, I realized that business owners often wanted more than a tax professional. I began using my knowledge from my Accounting Degree and my Lean Six Sigma Certifications to help coach business owners in continuous improvement and understanding their financials. In 2018, I became a Registered Tax Planner, assisting clients look forward in their tax planning needs. In 2023, I began working on and eventually attaining my Certified CFO status so that I could learn better systems to coach my business family in their quest to improve their cash flow and business finances. When I’m not in the office, I can be found in my BBQ Pit, working around my house, coaching my son’s soccer team, or cruising around on my Harley. ​You have my personal guarantee that you will always receive the best possible services, whether you need services ranging from simple 1040, to business tax returns, to complicated Tax Planning. I don’t treat you like a client, I treat you like my family!
Top 3 Types of Businesses I Help  
Construction & Trades
Professional Services
Retail
Schedule a Right Fit Call  
To see how I can help your business, let's get on a 20-minute call. This complimentary call will determine if we're a 'right fit' for each other. If we are, then I'll tell you exactly how I can help you and your business.

On this call, I'll learn more about you and the goals you have for your business. Together, we'll determine if it makes sense to continue exploring how I can help you grow your business.

To schedule a Right Fit call. Click the button below.
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 What a Certified CFO Can Do for Your Business 
 Give you financial oversight. 

Get someone who knows how to grow successful businesses that make real money.

 Be your go-to financial guide. 

Get a 'go-to' financial expert who will be with you every step of the way.

 Give you direction on what to do. 

Get direction on the exact next steps to have a growing and successful business.

 Understand your numbers. 

A successful business is one that understands and is improving their numbers.

 Be a trusted confidant. 

Finally have someone to turn to for advice and to bounce ideas off of.

Own a machine. Not a job. 

Your business needs to be a machine that makes money for you. Not a low-paying job.

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