Today we’d like to introduce you to Jose Cruz.
Hi Jose, so excited to have you with us today. What can you tell us about your story?
Going into my senior year of high school, I wasn’t sure what I wanted to study in college. That uncertainty changed when I landed a summer internship at a local accounting firm in Doral. I started out handling basic office tasks, with a little accounting mixed in, but it didn’t take long for the profession to catch my attention. I quickly realized that accounting is the language of business, and I became eager to learn more. I picked up the fundamentals fast, and by the end of that summer, the firm offered to keep me on as a part-time intern while I pursued my bachelor’s degree in accounting at FIU.
My parents immigrated from Cuba when I was three years old, and while they were incredibly hardworking, there were no financial resources to fund my college education, and scholarships weren’t an option. With the help of a few Pell Grants, I worked my way through school. I interned at the accounting firm during the day, took classes in the afternoons, and studied at night. Whenever possible, I scheduled all my classes on a single day so I could work full-time the rest of the week. While many students spent spring break at the beach, I was putting in long hours during busy season to earn income and gain hands-on experience. Over those four years, I worked on a wide range of attestation engagements and tax filings without taking a single semester off.
After earning my bachelor’s degree in accounting, I decided to pivot into forensic accounting, a more specialized and competitive field. To stand out, I obtained my Certified Fraud Examiner (CFE) credential, which helped me secure an associate role at one of South Florida’s largest accounting firms. There, I worked on high-profile cases, gained invaluable experience, and earned two promotions. During this time, I also completed my master’s degree at FAU and went on to pass all four CPA exams, becoming a licensed CPA in the state of Florida.
With that foundation, I felt called to bring my knowledge, professionalism, and experience back to my community in South Florida. While I work with investors and entrepreneurs, my focus is especially on the Hispanic community I come from. The small business owners and mom-and-pop shops who are building a life in a new country and often lack access to the financial guidance they deserve. Helping them grow, protect, and understand their finances is what truly drives my work.
We all face challenges, but looking back would you describe it as a relatively smooth road?
My journey was far from smooth. My parents were incredibly hardworking, but as they got older, they began facing health challenges that limited their ability to work consistently. Despite that, the household bills didn’t stop. Unlike many college students, I couldn’t afford to focus solely on school, I had to work to help support my family and fund my education, which represented our best chance at a better life.
Because I worked throughout my entire college career, time was always tight. I also wasn’t an honor roll student in high school, so I had to teach myself how to study effectively once I got to college. Balancing long work hours with coursework forced me to become disciplined, efficient, and intentional with my time.
Even after earning my bachelor’s degree, the most difficult academic challenge was still ahead: passing all four parts of the CPA exam. I did this while finishing my master’s degree and working full-time at one of South Florida’s largest accounting firms. My routine was relentless. I woke up before sunrise every day to study for two to three hours, worked full eight-hour days (often longer depending on client needs), and then studied another two to three hours at night after dinner. I repeated this schedule day after day, taking only Sundays off.
That period tested my discipline and resilience more than anything else, but it also shaped the work ethic and mindset I carry with me today.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Cruz Tax & Advisory Group is a family-owned accounting and advisory firm based in South Florida, built on the belief that high-quality financial guidance should be accessible, transparent, and proactive, not just reserved for large corporations or the ultra-wealthy. Our mission is to help individuals and business owners make smarter financial decisions, reduce tax exposure, and build sustainable long-term growth through education and strategy.
We provide a comprehensive range of Accounting and Tax services, including individual and business tax planning and preparation, bookkeeping and accounting support, and year-round advisory services. In addition, we offer specialized consulting services such as business valuations, forensic accounting, litigation and divorce support, remote controller services, and fractional CFO support. These offerings allow us to assist clients through complex financial events including buy-sell agreements, partner disputes, mergers and acquisitions, estate and succession planning, and litigation matters.
What truly sets Cruz Tax & Advisory Group apart is the depth of our technical expertise combined with a highly personalized, hands-on approach. Our team includes licensed Certified Public Accountants and Certified Valuation Analysts, and we operate fully bilingually in English and Spanish. In addition to providing strategic tax and accounting guidance, we are also known for helping clients restructure their businesses into more favorable positions, whether that involves entity selection, operational changes, or tax-efficient structuring. We prioritize education throughout this process so clients fully understand the benefits and feel confident and comfortable implementing changes that improve both current performance and long-term value.
We are especially known for helping business owners understand the story behind their numbers. Beyond compliance, we focus on education, strategic tax planning, process improvement, and forward-looking financial insight. Through our valuation and advisory services, we help clients understand what their businesses are truly worth and how today’s decisions impact long-term value.
Brand-wise, what we are most proud of is the trust we’ve built within our community. Cruz Tax & Advisory Group serves a diverse client base. From seasoned entrepreneurs and real estate investors to small business owners, startups, and new U.S. immigrants navigating the U.S. financial system for the first time. As a firm deeply rooted in the Hispanic community, we understand these challenges firsthand and take pride in being a long-term partner in our clients’ success.
We want readers to know that Cruz Tax & Advisory Group is more than an accounting firm. We’re strategic advisors committed to clarity, integrity, and results. Whether it’s tax planning, business valuation, forensic analysis, business restructuring, or ongoing financial leadership, our goal is to help clients protect what they’ve built and confidently plan for what’s next.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
My biggest advice is to not be afraid to take the leap of faith, even when you don’t feel fully ready. Early in your career, clarity often comes from action, not from having everything figured out ahead of time. Getting started, whether it’s in your career, a business, or a new opportunity, creates momentum, and that momentum compounds over time.
I also wish I had fully understood how powerful starting early and staying disciplined really is. Small, consistent efforts done day after day matter far more than short bursts of motivation. Discipline compounds just like interest, especially when it’s paired with patience. The habits you build early, whether that’s how you manage your time, how seriously you take learning, or how you treat your responsibilities, will shape your results years down the line.
Lastly, don’t underestimate the value of learning the fundamentals and asking questions. It’s okay to not know everything, but it’s not okay to stay stuck because of fear. Be curious, stay humble, and trust that if you keep showing up and doing the work, the results will eventually follow.
Contact Info:
- Website: https://www.cruztaxadvisory.com/
- Instagram: https://www.instagram.com/ctagroup/
