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Your Team

W. Dustin Cross


(318) 238-7700

(318) 238-7701

For 20 years, Dustin has helped business owners and individuals achieve their financial goals through his personalized financial approach and high-level commitment to his clients.  As a CERTIFIED FINANCIAL PLANNER, he has undergone an extensive certification process which involved a demonstration of thorough knowledge in a diverse mix of financial topics including retirement, investments, insurance, taxes, financial planning and estate planning.


Originally from Natchitoches, Dustin received a Bachelor of Business Administration Degree in Financial Services and Planning from Baylor University.  He worked as a Retirement Specialist for Fidelity Investments in Dallas, TX before returning to Natchitoches to take a position as a Financial Advisor with A.G. Edwards & Sons.  In 2010 Dustin and his father Bill Cross formed Cross Financial Group, LLC where Dustin currently serves as Managing Partner. In January 2014 Dustin was named one of Rep Magazine’s “Top 40 Under 40 Independent Broker Dealer Advisors”.


Dustin and his wife Amy have two sons, Colton and Luc, and the family is active members of the Immaculate Conception Catholic Church.  Dustin is an involved member of the Natchitoches community serving as chairman of the Natchitoches Area Chamber of Commerce in 2013 and as a past president of the local Jaycees chapter.  He currently serves on the board of the Louisiana Sports Hall of Fame and as a supporter of numerous philanthropic organizations. In his spare time, Dustin can be found coaching his sons in their various sports, cooking for friends and family at tailgating events, and co-hosting the NSU Demon Huddle Radio Show.


William H. Cross

Registered Assistant

(318) 238-7700

(318) 238-7701

With over 35 years of experience, Bill has cultivated loyal clients thanks to his steady advice and knowledge of wealth management.  In 1983 Bill opened the Natchitoches office of A.G. Edwards & Sons where he became a Sr. Vice-President of Investments and a Chairman’s Council Producer, and where he served on the Million Dollar Forum.  Attracted by the advantages of being an independent financial advisor, he became co-founder and partner of Cross Financial Group, LLC.


Bill and his wife Charlotte Sicard Cross reside in Natchitoches where they are members of the Immaculate Conception Catholic Church.  They have two grown children and four grandchildren. Bill is a Knights of Columbus 4th Degree Member, a Life Member of the NRA, as well as a member of Duck’s Unlimited and Delta Waterfowl.  Being a musician himself, Bill is a lover of music, an avid reader and a well-known history buff.

Tracy W. Maxey


(318) 238-7700

(318) 238-7701

Tracy has been a valued team member of Cross Financial Group, LLC since it was established.  Tracy began her financial career in banking before becoming a Registered Financial Assistant with A.G. Edwards & Sons.  Tracy is a lifelong resident of Natchitoches and a graduate of Northwestern State University. She is married to James Maxey and they have two sons, Logan and Reagan.  Tracy is a past board member for the Service League of Natchitoches and the Natchitoches Area Dixie Youth. On the weekends Tracy can be found with her family hunting and enjoying outdoor activities.