A Message of Gratitude: Vistage Lifetime Achievement Award

By Kirk Francis, CFP®

CEO, Financial Life Advisors

April 30, 2025

I am deeply honored to share that I received the Lifetime Achievement Award from Vistage Worldwide on Tuesday, April 22. This recognition is both humbling and energizing—it marks not only a moment of reflection but also a reaffirmation of why I began this journey more than five decades ago.

My career in financial services began while I was still a student at Texas A&M University, working for an insurance company. At 24, I became a licensed stockbroker, and by 27, I was proud to serve as the youngest Branch Manager for Dean Witter Reynolds. The next 16 years were spent managing branches for major Wall Street firms, gaining invaluable experience and insight into the industry.

But I also saw something missing—an emphasis on truly independent advice and comprehensive financial planning. In 1993, I founded Cross Financial Services, now Financial Life Advisors, to fill that gap. Since then, our firm has been privileged to walk alongside individuals and businesses, helping align their financial lives with their most deeply held goals and values.

Over the years, I’ve been fortunate to contribute to the profession as a writer, speaker, and workshop leader, with my work appearing in publications such as the Journal for Financial Planning and Investment News. Whether working with family-owned businesses on succession plans, advising fiduciaries, or supporting clients through major life transitions, I’ve always believed our role goes far beyond the numbers.

As I reflect on this recognition, I keep coming back to something simple but deeply meaningful:

"I have been blessed to have a career and a job that adds value to people and makes a difference in their lives every day."

This award from Vistage also honors a life of public service, which has always been core to who I am. Whether serving as the Mayor of Hill Country Village, Chair of the Bexar County Housing Authority, or on the Bexar County Sheriff's Civil Service Commission, I’ve sought to give back to the community that has given so much to me.

But none of this would have been possible without the people who’ve surrounded me on this journey. To our clients whom I have had the honor to build lasting relationships with through the years—thank you for your trust. To our dedicated team at Financial Life Advisors—thank you for your commitment to excellence. And to my fellow leaders at Vistage—thank you for pushing me to grow.

This award is not the end of the story. It is a meaningful milestone—and a reminder to continue serving with clarity, purpose, and gratitude.

Warmly,

Kirk Francis, CFP®

CEO, Financial Life Advisors