Been going to get my taxes done here for years and been through the change of owners. Still amazing service throughout the years and even with the change a few years ago. Julia was amazing! She was very nice, patient, and helpful. W will be returning again next year! read more

*UPDATED REVIEW AS OF 12/24/2021* Well guys, unfortunately the quality of customer service has fallen off dramatically for Cruz Tax services since 2015. I'm definitely switching to a different CPA after a year long of trusting my missing income tax report issue with the IRS. I don't mind paying for my unreported tax income from the past tax filings. I understand if CPA offices would follow up and tell me that they are too busy and they have to be on vacation and no longer follow up with my IRS past due balance. The lady (Tess) and the entire Cruz office never followed up with my IRS lien letter and I now have to pay additional interest of $600 on top of original balance of $3300 because Cruz tax was too buy to follow up with the IRS. All they did was fax the document to the IRS and said "Done" This is ridiculous... I confirmed with IRS that they never even received a single fax or letter from the Cruz tax, and the interest was added during past 10 months.. and I recently received final notice letter from the IRS to pay the entire balance of $3900 or they would pursue wage garnishment, lien on my assets, and levy my checking accounts... I called Cruz tax immediately and asked for Tess since October, and all they told me was Tess was out for vacation... and now it's December and she's still on vacation... and nobody in the office is aware of my situation and I had to explain my concern every time I called the office... and nobody really gave me a resolution until last Monday, the employee told me I just have to pay the entire balance with interest... yea... thanks for following it up professionally and assisting my concern. If you are going to file with Cruz tax, just be aware... Your filings and papers could be delayed or ignored... or worst... forgotten! Merry Christmas everyone and Happy new year. Stay safe and hope you guys shop around to find a better CPA than Cruz Financial. read more

I used Pete Cruz's tax services for over 7 years before it was sold. This new company still uses Pete's name to send out their spam emails to come and "book" an appointment. Don't be fooled! Pete no longer does your taxes! also, this new tax company charges a $50 non-refundable fee just to book an appointment LOL! So you either use their services or lose out on $50. It says a lot about a company that needs to charge $50 even before going in for a consultation or to get an estimate. I'm staying far away from this company. read more

Cruz Financial Services - Financial Advising Near Me - Los Angeles, California

I would highly recommend Cruz Financial Services! As tax season is approaching, I remembered I didn't have the chance to leave them a review this year. I had an easy, seamless, experience and they were super easy to work with and attentive to all of my questions and concerns. My only thing is to be on TOP of your taxes! I'm sure every firm is busy during tax season but they do get really busy. I will be using their services again come January! read more

**Edited to add: Reading other reviews, I see I am not the only one to experience issues in the past year. Clearly this once reliable company is experiencing severe problems right now. Consider this your sign to take your taxes somewhere else.** ----------- Cruz Financial Services has prepared my taxes for the past 10+ years. Until now, I've never had a problem. But they really screwed me over this year, and I can only call it willful negligence. In August 2020, I received a notice from the IRS that there was a $600+ underpayment on my 2019 taxes. I immediately forwarded the notice to the Cruz Offices. Moments later, Jojo emailed me Form 2848 to sign - Power of Attorney and Declaration of Representative. I signed, sent back, and Jojo assured me the Cruz Team was on it! I hadn't heard anything by October - either from Cruz Financial Services or the IRS. So I called the Cruz Offices to follow up. The receptionist put me on hold for a few minutes. When she came back, she said everything had been handled and the case was closed. In January 2021, I received another notice from the IRS. This time, there was a penalty added. Over the next 5 months, I followed up with the Cruz Offices over two dozen times. Every receptionist assured me the matter had been handled and the case was closed. Every email I sent went unanswered. 16 of them. 16 emails went unanswered. Then in June, the IRS kept my 2020 Tax Refund to use toward my now nearly $700 balance. At this point, I was irate. Mr. Cruz got involved and told me I needed to FILE THE APPEAL MYSELF. After 10 months of being ignored and lied to - the owner and namesake of this business told me I needed to handle this myself. I sent the appeal that day. But sadly, the IRS's response informed me Appeals must be filed with 90 days of the first notice. So now I'm out nearly $700 due to the willful negligence of Cruz Financial Services. I emailed Cruz Financial Services to alert them to the ending of this journey. No reply. No apology. No nothing. I can never trust this company with my taxes again. And I strongly suggest you find someone else to trust with your taxes, as well. read more

Downhill since it was sold. In the past, a junior accountant would do a preliminary pass and Pete (or even Alain, the new owner) would look it over and make some adjustments that worked in your favor, but that doesn't happen anymore. The junior accountants were amateurs and the kid made a couple of mistakes that ended costing me more money than necessary. What?? On top of that, the kid was rude and my bill was twice what it was the year prior. I reached out to them and explained they had made an error and they said, "Just don't give the IRS that additional money." What?? read more

5-STAR SERVICE!!! I have been going to Cruz Financial Services for three years now. Every employee there has been extremely helpful to me, not only during my individual tax session with them, but after the filing of my personal and business taxes - whether it be additional documentation needed or to send me files at a quick, turn-around notice. They are always there with a positive attitude, and it's clear that they are there for YOU - the client. When I tell my friends about Cruz Financial Services, this is how I describe them. They are: * extremely organized * credible and trustworthy * focused on the client * personable (especially Rexy!) * attentive to detail * communicate well * flexible with their schedule * great at finding creative, out-of-the-box solutions MY ONLY REGRET: That I did not know about them sooner! :) Thank you, Cruz Financial Services, for all your great assistance these past few years. I appreciate all that you have done for me and continue to do for me! read more

Cruz Financial Services - Financial Advising Near Me - Los Angeles, California

Alain's team is the new and AMATEUR crew. We have never had this type of "amendments, revisions, and adjustments from the TAX board/ IRS with Mr Cruz before. All the taxes that they filed this year came back with adjustments and incorrect numbers. They are amateurs and don't know what they are doing!!! They charge a lot for a very poor service. Not coming back. We have been with Pete Cruz for over 10 years. read more

I took my parents here on the recommendation of a friend. When we go to the location, they had us wait outside their door. What? Don't they have chairs for my parents? My father has a hard time walking; seriously? What I can see of the inside when they open the door was a table that was blocking the entrance (can you say fire hazard) and someone sitting behind it to take your forms and answer questions (if possible). So, my parents gave them all their paperwork and they said they will call back when they are done. 20 mile trip and that's it? Ok. so, a week passes and my parents were informed to come on over to sign the forms. We went there and again we can't sit down in their office. They said to sign the forms where they indicated and they will file it for them. Mind you my parents are trusting and not internet savvy. Safe to say they were not coming back here again for this kind of experience so the next year they went some place else. Here's the bad experience with this place and a lesson to be learned. Fast forward to today. My parents gets a letter from Mayor Karen Bass (I didn't vote for her) and her financial office. Apparently, the tax forms Cruz Financial Services made my parents a business company in order to get some tax write off and the mayor wants to tax them for that. Call to Cruz Financial Service to explain this? Nothing. Audit protection against this kind of error? None existent, like the other reviews I have read of this wicked dealing this company runs. Recommendations? Call a news channel's investigative reporter to look into this company's bad practice and how they are still in business making money for themselves and you taking all the blame. Lesson: review the forms before signing and have a second company take a look at this to make sure you are not being taken advantage of. read more

We have had our taxes done here for over 5 years. The year in the middle we tried someone else to supposedly try to "get more $ back" it blew up in our face from the mistakes by the other guy. We already did well with returns from Cruz and learned our lesson. We come here as our tax returns are entertainment business related and we heard they are good for this and used by several colleagues. Mr Cruz has a big team of trustworthy people, this year we used Jojo for both our business and personal taxes and he was great. Doing taxes via zoom this year was really cool, sharing the screen to go through it all. We will never stray again LOL. Thanks to you all! read more

I have been with Pete Cruz for almost 20 yrs. I had no complaints about their service, IRS matters were addressed right away, as soon as I tell them that I got a letter, they will deal with it right away. Pete always gives good advise on how to handle financial matters so you can have good refunds, but with this new owner everything went downhill. Very bad customer service, not very knowledgeable, very bad with communication, will not even acknowledge emails/faxed documents, you're just left hanging.. waiting.... read more

I mean, I don't know what to say. I've been going here for 15 years and this year it's like they don't know their left foot from their right! Emails never returned or responded to. Staff admins not asking for all the required documents. Not sending in my tax return on time despite me sending them all paperwork they asked for on-time!!! ( 'We were too busy to check our emails and DocuSign we sent you because it was deadline day' - Jasmine) I asked them three times over 2 months via email and in-person to submit a extension for me for a new corp business I wanted to bring to them. Mr Cruz himself said he would do it to my face twice. Nothing was done! Nothing! And when I call to ask what my options are they tell me I have no options, the extension has to be submitted before the deadline. So now these taxes will be late. What is going on here!?? And when I call to ask for an explanation I get told they will relay the message and someone will call me back, no call back! When I call back the following day, the message says they are on vacation!! Email 3 times to have someone call me back, no response! What about my tax return? Was it filed? The extension? What do I do now? No answers. Thanks Cruz Tax! I don't know what happened to this place, but I will not be recommending anyone to this place again. UPDATE: I was going to post this a couple months ago but they finally did call me and attempted to resolve the situation... Or so they told me it was resolved... Now I got a call from the IRS saying that the tax return that I paid this company to file has not been filed! And yet again I've called their office 15 different times and gotten no response... Their voicemail doesn't allow messages... And asks you to email them and I've emailed them three times over the course of this week with no response no call back nothing! THIS PLACE IS THE WORST!! Go here ONLY if you want to pay top dollar only to see the ball dropped on your taxes, get fines and bills from the IRS, and get no explanation because you can't reach them. read more

My husband and I had a great experience this year working with Julia. It was our first time filing taxes together since buying a home and getting married and she made the process so smooth and efficient. She was so detail oriented and helped us find tax credits we didn't even know about. She was honest, caring and very thorough. We are so grateful to have worked with her this year especially since Pete left a few years ago. We will be back next year and have since recommended Julia to other members of our family. read more

I've been going to this place for over 10 years and prior years has been consistently good with the same knowledgeable and friendly employees, this year it's all new employees and they're not as knowledgeable. It seems like this year they have admin people processing your tax and then there's a more senior guy double checking it (no longer Pete Cruz). Though this more senior guy is definitely more knowledgeable than the first person we met who processed the taxes. I had to double check everything the admins put in my taxes to confirm because there were misses and I had to go back To tell them to re-do. I don't know what happened to this place. May have to look for another tax guy next year. read more

New Faces most of the old staff is missing/gone. Pete is also not available. Paid in cash and couldn't get a receipt, who's in charge? Scary.... Also most of the staff weren't to professional, what happened to the old staff they where much nicer and helpful. Definitely will not be planing on coming back. read more

If you're are concerned with filing during pandemic, come to Cruz Financial. They make it easy, very safe, and I finish my transaction with ease. They have renovated and 100% covid prevention compliant. Shout out to Jojo! I dread tax time, but you make the whole process seamless and you're surely are detailed... until next year! read more

My family and I have been coming here for years to file our taxes. My mom and I came in on a Saturday at 11AM. It was busy, however we did not wait that long. Lupita helped us and she was very knowledgeable. She explained things very thoroughly. The staff was also friendly. We will definitely be coming back and hopefully have Lupita as our tax preparer again in the future. I highly recommended getting your taxes done with Cruz Financial Services. read more

My first year going here and we had an amazing experience. We worked with Lupita and she was highly knowledgeable, very friendly, and could not be more helpful! I am definitely going back to her for years to come! The receptionist was an angel as well. Thank you team! read more

Cruz did my taxes for 3 years and I loved them. Very attentive, prompt, responsive and on top of things. In 2019 everything changed. Not sure if they sold and kept the name or what, but it was a totally different experience. Took them days/weeks to get back to me, no responses to calls, promises they'd get to it tomorrow, and then tomorrow, and then weeks would go by. Finally got it done only to be slapped with a $1200 bill from the IRS a month later. Called Cruz to see what was up, they said theres nothing they can do about it, didn't even apologize or explain. This is after I already paid 1300. Found a different accountant, I suggest you do the same read more

I've been coming to Cruz Financial Services (CFiS - not to be confused with the long standing tradition of Chinese For Sunday (CFS)) for nearly a decade. In my near decade of visits, CFiS has been a steady ship helmed by a very capable Admiral. There has been (financial) storms and rough waters and the Admiral has always kept the ship steady. As always, I will be returning to CFiS in 2023! read more

So quick, easy and efficient! Really appreciate this team of people! I'm so grateful read more

Cruz Tax has the right staff to address your Tax return needs . All of them are qualified and efficient! With new management, it has delivered superior results ! Thank you! read more

this has been my third time filing taxes with Cruz Tax and I must say they have been consistently great. They provide fast, friendly, but most of all professional help. Shoutout to Julia, Alain, and Yasmin who were very efficient and knowledgeable. I brought my elderly aunt this 3rd time and Yasmin was very patient helping her out. Will definitely recommend to friends and family. :) read more

I highly recommend Cruz Tax & Financial Service to all my friends and family. For over 20 years, they've been my trusted Tax Experts. The entire staff is very kind and helpful, from making appointments to preparing my tax returns. I especially recommend Alain, Julia, and Jazmin. They go the extra mile to make the whole process of filing taxes painless. Jazmin helped me through very complicated forms and has gone above and beyond to ensure that my taxes are done correctly. I can't thank her enough! read more

I had an appointment that I scheduled a week ahead and told me to check in an hour before and so I did. It was a virtual appointment but they did not follow up I wasted my time not recommended. read more

This is one of the best spots to have your taxes done. Everyone is professional and can answer any questions you may have from pending tax changes in the coming year to current tax changes that could benefit you in the long term. When your taxes are completed you feel satisfied with the results with no regrets. If you want your taxes done right at a good rate this is the place to get them done. read more

I've been coming to Cruz Financial to do my taxes for 5 years now and there's no other place I would trust more to do my taxes than this location. They're accommodating, helpful and super friendly. They accommodate my last minute request today and kept me in the loop every step of the way. Thanks Cruz Financial services. You have gained a customer for life! read more

Had been going here for seven years and never had any complaints. They always took care of me and did my taxes in a timely manner with great customer service and never charged me more than $200. I go to do my taxes this year and come to find that they've been sold to a new owner and have a new name, when I go to pay for my taxes, they tell me that it's gonna be $300 for some reason when I push back they hit me with the bottled response of the increase in price is due to the complexity of the documents being filed keep in mind I was filing the same way for the past seven years and nothing has ever changed I wasn't filing a different document than I ever filed before. When I continued to push back they finally hit me with the real reason which they said was the cost of doing business has gone up again complete horseshit I will never be doing my taxes with them again and anyone I referred that is a customer of theirs, I will tell them to find someone else and I won't refer to them again they can kiss my ass. read more

We had been going to Mr Cruz for the last seven year but since he retired it's all gone down hill. We had a bad experience last tax year and tried to give them one more shot this year but very disappointed. We will be finding a new tax preparer for next year. You pay hundreds of dollars to have "experts" file your taxes but we could have gone to turbo tax and saved the money. They recently have added intuit to their process and you have to upload all tax documents before hand- you would think that would streamline the process- but they still print all the docs and submit them in front of you. What's the difference if I had just brought everything in myself? Then at least I would trust that they have everything. Exorbitant pricing for bare minimum work- No thanks. read more

Zero communication. Disrespectful tone from Tess and others. Unbelievably unprofessional. Don't trust these people. Taking my business somewhere else. read more

They do not respond to emails and if you call them, their voicemail is full so you can't leave a message. Tax day is tomorrow and still haven't heard from them. UNACCEPTABLE! read more

Cruz Financial Services came highly recommended from a former co-worker of mine. We made an appointment for 4PM on a Sunday and the entire process took about an hour and a half. We only waited a few minutes while we helped ourselves to complimentary coffee, soda, and water. We began by sitting with an associate to go over our paperwork and begin filling out the forms. We really appreciated how the associate helped us evaluate whether it was better to file jointly or separately as well as explaining our options given our circumstances. He helped us find write offs that we ourselves we unaware of. After that, we saw Mr. Cruz himself who gave us the final overview prior to submitting our taxes. Although he was just echoing what the associate had already said, I liked the personal touch of meeting and consulting with each and every client that walks through the door. After that, it was time to pay the bill. The tax preparation fee was $327. I felt like it was a great deal considering the service exceeded expectations and I felt like we ended up getting maximizing our tax returns. I highly recommend this place to everyone! read more

Last year Got back just a little over $300 from both federal and state. How the heck can u charge $90?

I've been coming to Mr. Cruz's tax agency for over four years now. Not only has his staff been very welcoming, nice and professional; Mr. Cruz has made my tax returns so fast, easy and wondeful. Mr Cruz is very knowledgeable man and is always happy to answer all your questions regarding your yearly tax changes. He is always looking out for all his customers well being. Nothing but my respects to Mr. Cruz and his staff! Cruz financials, has helped me out so much that I am so very grateful for these wonderful folks! Thank you again for another smooth and pleasant year doing taxes with you. Highly recommend them!! Bless you all! read more

Rexy helped me yesterday with my taxes. Business and personal and she did an amazing job. She was patient and explained everything to me and most importantly saved me some money!! Thank you REXY for your expertise:) read more

Cruz Financial Services has taken great care of me and my family for many years. I just realized my review 10years ago isn't here((5 stars)), possibly because it was at his place, which I miss going to and checking out all of his accomplishments on the walls. But from my previous review, I grew up with his services. My grandparents used to take me with them, then my parents, until I started having to file taxes for myself and started taking my son who would get toys and cookies from Mr.Cruz. He knew his stuff and having him run through our taxes and seeing what he can do to help us was always a plus. He was our go to person for tax preps and any tax related questions. Sadly, that time has come, through the years I asked myself how long will he continue to do my taxes and take care of us, I knew this time would come and I was worried I would be posting this 3 star review. As the most recent reviews had posted, this place has changed a bit, you can feel it too once you walk in, new faces for the most part and Mr. Cruz is no longer around to take care of all the people he had taken care of for many years. I know it's tax season and it's busy, but you can't get much smile out of them anymore like good ol days. I do hope that the new crew will quickly learn and get back on track to keep Mr. Cruz name in good terms with the people he took care of. read more

Pete Cruz and his staff are fantastic! They've been doing my taxes since 2011 and I recommend them unequivocally. I can't overstate how superb Mr. Cruz and his staff are. Far beyond just "doing my taxes," they are my #1 financial advisors. They explain the real-world implications and steps involved with every document while also explaining how the forms and line items interact and impact with broader financial considerations. Hence, in every meeting with Mr. Cruz and his staff, I've walked out financially smarter. Over the years they've deftly managed my financials around my assortment of income (i.e. W2s, 1099s, etc.) and my evolving life-status (i.e. growing older and going from filing "single" to "married" and then to "married-with-dependents"). And at every step of the way, Mr. Cruz and his team has delivered world-class service. I'd like to send a huge "Thank You" to Mr. Cruz and his entire staff. Thanks for providing eight years (and counting) of phenomenal service and results! read more

I have been working with Cruz Financial for over a decade. They are beyond knowledgeable and know how to maximize your tax benefits. I will say that their customer service has taken a bit of a decline over the past two years, however, if you are able to stay on top of them it's well worth it. This year I worked with Emilio and he is incredible - by far the most efficient in preparing documents. He is the most organized and detail-oriented. He follows through and ensures your items are taken care of. I hope that they will improve their overall customer service, however, I am still coming back for Pete's experience. read more

I started my tax preparation journey with Mr Cruz back in 2016, and my only regret is that I didn't visit him sooner. The staff is well-versed, organized, and polite as can be. They will let you know all the necessary criteria of your processed data, and upon completion of the forms, Mr. Cruz himself does a walk-through of the complete filing. He will explain all the deductions (if applicable), and give you a thorough summary of all expenses and/or refunds. For an honest experience, supportive staff, and a concise evaluation of your tax preparations, go see Cruz Financial Services. The visit will be an experience worth your while. read more

Updating my previous 5 star review.. My family and I have been coming for years, at least 15. This year the service has gone way downhill. They didn't efile my return when they said there were going to. They sat on it for over 3 weeks and only sent it in after I called. People that went in a week later had already gotten their refund from IRS. They just blamed the IRS even though they didn't send it for 3 weeks. Finally, after several weeks the IRS had my return and actually made corrections on it and gave me MORE money back on my refund. Regardless, the overall service was just bad. They don't respond to emails, I called three times and was told they would look in to it but nobody ever called back. Each time they told me Alain would call back. The first time it was Alain personally. I've referred several people over the years but after this year my family and I will not be returning. read more