For more than three decades, Cruise & Associates (cruise-associates.com) has been a trusted partner for small and mid-sized business owners seeking to streamline their financial operations and maximize their growth potential. Founded in 1991 by Robert F. Cruise, the Lincoln-based accounting firm has built its reputation on delivering personalized financial solutions tailored to the unique needs of each client. With a mission to work for people who work, Cruise & Associates goes beyond traditional accounting services to provide expert guidance that helps businesses thrive. In addition to their Lincoln office, they also have locations in Albion, Columbus, Grand Island, Norfolk, Omaha and Wayne.
At the core of Cruise & Associates’ approach is a commitment to fostering strong client relationships. Each client is paired with a dedicated accountant who works with them year after year, gaining an in-depth understanding of their business and financial goals. This individualized attention ensures that every client receives strategic advice and customized financial strategies, from tax planning and preparation to bookkeeping, payroll and business controls. The firm’s proactive approach to tax strategies helps clients reduce their tax liability while optimizing their financial health.
One of the standout features of Cruise & Associates is its dedication to client education. The team believes that informed clients make better financial decisions, so they take the time to explain complex financial matters in a way that is easy to understand. Whether a business owner needs guidance on wealth management or assistance with financial forecasting, Cruise & Associates provides the insights and tools necessary to drive success.
Beyond their expertise in accounting and tax services, Cruise & Associates is deeply invested in the communities they serve. With multiple offices across eastern Nebraska, they are accessible to businesses in a variety of industries. Their active involvement in local chambers of commerce, including the Columbus Area Chamber of Commerce, Grand Island Area Chamber of Commerce, LIBA, Ralston Area Chamber of Commerce and Norfolk Area Chamber of Commerce and Wayne America Inc., demonstrates their commitment to fostering economic growth and supporting fellow business owners.
Business owners who partner with Cruise & Associates can expect a firm that genuinely cares about their financial well-being. The firm’s team of seasoned professionals takes a hands-on approach, working closely with clients to identify opportunities for growth, mitigate financial risks and ensure long-term success. Their comprehensive services not only keep businesses compliant with tax laws and regulations but also provide valuable insights that help them navigate an ever-changing financial landscape.
With a strong foundation built on integrity, expertise and personalized service, Cruise & Associates continues to be a leading force in business accounting and financial planning in Lincoln and beyond. Their unwavering commitment to client success sets them apart, making them a go-to resource for entrepreneurs looking to take their businesses to the next level. Whether it’s tax planning, payroll management, or strategic business consulting, Cruise & Associates remains a trusted partner for businesses striving for financial efficiency and growth.