The Financial Planning Firm That
Makes Complexity Simple
Why I Switched Sides
I'm Steve Cruice, CPA, CFP® professional, and I spent years in corporate financial services. Part of my background included reviewing insurance and annuity contracts that even I—someone who audited financial companies—had to read three times to understand.
Here's what I realized: Complexity usually serves the industry, not the customer.
I watched too many good people get sold products they didn't understand by advisors who got paid to sell them.
That's when I decided to sit on your side of the table, not theirs.
What Drives My Approach
For me, financial planning is about stewardship—using resources wisely for what matters most. As a business owner, husband, and dad, I face the same financial decisions my clients do. That keeps me grounded in real life, not textbook theories.
And my rule is simple: I’ll never recommend something I wouldn’t to my own family.
What You Can Expect
Real Integration
As both a CPA and CFP® professional, I don't refer your tax questions elsewhere. I handle the complete coordination of your financial life.
Proactive Planning
We don't just meet once a year. I'll reach out when opportunities arise or when changes in tax law affect your situation.
Straight Talk
You'll get clear explanations without jargon, honest assessments of your situation, and realistic timelines for your goals.
Meet the Team
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Steve Cruice, CPA, CFP® professional
Founder & Lead Advisor
Ten-plus years of combining tax expertise with comprehensive financial planning.
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Shellana Keeling
Operations Manager
The detail-oriented backbone of the firm, making every client experience seamless.
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Cary Riggs
Administrative Support
Keeps goals moving forward while ensuring every client feels cared for.
"We've been with Steve for over 4 years now. He's incredibly knowledgeable and truly cares about his work. He has always been incredibly responsive when we needed something and has helped us with some very important decisions. He's incredibly trustworthy and I would recommend him to even my closest friends and family.”
— Ben F.
Testimonials are from current or previous clients of Simply Steward, LLC. No compensation was paid for any testimonial on this website and were freely provided by clients. For a listing of all Google reviews, please go to simply steward - Google Search
Ready for Financial Planning
That Actually Integrates?
If you’re tired of fragmented advice and advisors who don’t coordinate, let’s talk about a different approach.
Schedule a 15-minute call to discuss your situation.
No sales pitch—just an honest conversation about whether we're a fit.
Note: We limit new clients to ensure exceptional service to current families.