Wade Cross

Wade Cross came to financial advisory by way of two careers that had nothing to do with it - and everything to do with it.

Wade is a graduate of the United States Military Academy at West Point, where he earned a degree in Engineering Management. He served five years as a commissioned Army officer, rising to the rank of Captain. His roles included Scout Platoon Leader, Tank Platoon Leader, and Brigade Training Officer. He earned multiple Army commendations and holds Parachutist and Air Assault qualifications. The systematic, mission-focused approach to planning and decision-making that defined his military service continues to shape how he works with clients today.

After the Army, Wade spent several years in medical device sales and marketing - working across Fortune 500 companies, mid-size firms, and start-ups, and ultimately serving as an Area Sales Director managing six states. That career included direct engagement with the health insurance system as a patient advocate, giving him a perspective on coverage and benefits that most financial advisors don't have. He went on to serve as Director of Group Health Benefits at West Texas Insurance Exchange before co-founding Intuitive Wealth.

Wade holds an MBA from East Texas A&M University and carries Series 6, 63, and 65 securities licenses, along with Life & Health and Property & Casualty insurance licenses. He is a credentialed Behavioral Financial Advisor (BFA) and holds a Certification in Blockchain & Digital Assets.

His approach to this work is grounded in a simple belief: Having money means having the flexibility, optionality, and nimbleness to choose your own path rather than an singular path forward. Money decisions are rarely just about money. They affect families, employees, businesses, and future generations. Wade works to give clients a complete picture of their options - the trade-offs, the timing, the implications - so they can make decisions from a position of clarity rather than uncertainty.

Wade volunteers with the United States Military Academy Admissions Field Force, supporting qualified candidates from Texas' 19th Congressional District through the West Point application process. He is involved in veteran-related causes and fundraising throughout the community and is a member of the Lubbock Chamber of Commerce and First Christian Church of Lubbock.

He and his wife Michelle - a Texas Tech graduate and former securities advisor - have three children: son Connor, studying business at UT Austin's McCombs School of Business, and twin daughters Finley and Emersyn, both high schoolers in Lubbock. Outside of work, Wade's interests include guitars and firearms enthusiast.