Santacruz Advisory — About

Santacruz Advisory

When the numbers matter most,
you need more than a report.

You need someone who understands the financial complexity of running a healthcare business — and is invested in helping you navigate it with clarity and confidence.

Roger Santacruz
CPA  ·  MBA  ·  CHFP
Background

The experience behind every engagement.

What you get with Santacruz Advisory isn't a generalist who dabbles in healthcare. It's over 16 years of focused healthcare finance experience — across skilled nursing facilities, physician groups, and multi-site operations — applied directly to your business.

That depth means faster answers, sharper analysis, and a CFO who doesn't need to be educated on your industry before adding value.

Philosophy

Finance should tell you where you're going, not just where you've been.

Most financial reporting is backward-looking. At Santacruz Advisory, every engagement is built around the belief that finance exists to support decisions — not just document them. That means you get reporting, forecasting, and analysis that actually helps you lead.

Your financials should drive decisions, not just document them.

Every report delivered comes with a CFO-level narrative — what the numbers mean and what action they call for.

Cash flow visibility is non-negotiable.

You shouldn't be surprised by a cash crunch. Forward-looking cash flow modeling keeps you ahead of what's coming, not reacting to it.

A budget is only useful if it reflects your real plan.

Generic budgets built from last year's numbers aren't a strategy. Your financial plan should be built around where you're actually trying to go.

You deserve a financial partner, not just a vendor.

The best CFO relationships are built on trust and continuity. The goal is to know your business well enough to anticipate your challenges before they become problems.

Credentials

The qualifications behind the work.

CPA

Certified Public Accountant — the foundation of technical financial expertise and fiduciary credibility.

MBA

Master of Business Administration — strategic business thinking applied alongside the financial analysis.

CHFP

Certified Healthcare Financial Professional — specialized expertise in the financial and operational complexity of healthcare businesses.

Ready to work with a CFO
who knows your industry?

Every engagement starts with a conversation. No obligation, no pressure — just a straightforward discussion about where your business is and what it needs.

Let's Talk

Schedule a Consultation

If you're looking for clearer financial insight, better forecasting, and stronger financial leadership, Santacruz Advisory can help. Reach out to start the conversation.

Roger Santacruz Jr., MBA, CPA

Principal | Fractional CFO

Santacruz Advisory LLC

roger@santacruzadvisory.com