Accounting firm · Arlington, NE · reviewed since 2019
iHow the Experts Score is calculatedEach factor is scored 0–100 on absolute terms (standing in the category can only raise it), then weighted; problems flagged in review highlights or a recent slide in ratings are subtracted:Satisfaction 55%82+44.7Reliability 24%88+21.3Value 14%43+6.1Replies to reviews 7%100+7.1Experts Score= 79Grade B: A = 80+, B = 60–79, C = 40–59, D = 20–39. Needs 10+ reviews.79SCORE
BGradeiLetter from the Experts Score: A = 80+, B = 60–79, C = 40–59, D = 20–39, F = under 20.
#44 of 66 accountantsiPosition by Experts Score among all companies we track in this category. · better than 34%
4.8★★★★★37 Google reviews · 1 photos
86%five-star reviews
4.82★last 12 monthsiAverage stars on reviews from the last 12 months only.
0%1–2★ in 2 yearsiShare of 1–2★ reviews in the last 24 months — or the 20 newest reviews when the company had fewer than 20 in that time.
Customers frequently cite friendly, professional staff and long-term loyalty, noting that the firm handles tax preparation, accounting, and financial planning with attention to detail. Reviewers appreciate the team's responsiveness, willingness to explain complex issues, and ability to secure refunds or set up payment plans. However, some clients report pricing concerns, while others criticize the firm for deprioritizing retainer accounts in favor of larger projects and requiring multiple calls to resolve simple matters.
Google rating: 4.8 out of 5 from 37 reviews (86% five-star).
Reviews on this page: 37 Google reviews (28 with written comments, 1 with photos).
Owner responses: the business replied to 76% of reviews.
Most recent review: July 17, 2026.
Service: Accountant serving Arlington, Nebraska.
Data from Google, last updated October 27, 2026.
Score profile vs other accountants
Score per factor (100 = best)iEach factor is scored 0–100 on absolute terms (star average, share of 1–2★ reviews, price verdicts…); standing within the category can only raise it, never lower it.. Strongest: momentum and replies to reviews; weakest: value.
Cruise & AssociatesAccountants median0 = centre, 100 = best
SatisfactioniSatisfaction · 54% of the scoreRecency-weighted star average (2-year half-life), shrunk toward the category mean by review volume; the company’s own lifetime average as the prior; absolute: 4.0★ = 0, 5★ = 100.Cruise & Associates: 82/100 on this factor. Category median: 90.A
82
ReliabilityiReliability · 24% of the scoreHow rarely jobs go badly: share of 1–2★ reviews — 60% the last 24 months (or the 20 newest if fewer), 40% all-time; 0% = 100, 15%+ = 0; the category percentile can only raise it.Cruise & Associates: 88/100 on this factor. Category median: 86.A
88
Craft & serviceiCraft & service · penalty only, up to −10 pointsGoogle review highlights: Quality, Professionalism, Responsiveness, Punctuality — how rarely reviewers flag them as a negative, per review since highlights began; 0% = 100, 5%+ = 0. Subtracted from the score (up to −10), never averaged in — clean highlights are the norm, not a bonus.Not enough reviews for this factor yet. Category median: 99.–
–
ValueiValue · 14% of the scoreCustomers’ own price verdicts (Great / Reasonable vs Overpriced) and Value highlights; 65% absolute (all “reasonable” ≈ 80, “great” = 100), the category percentile can only raise it.Cruise & Associates: 43/100 on this factor. Category median: 93.C
43
MomentumiMomentum · penalty only, up to −10 pointsPenalises only a real slide: last-12-month average below lifetime (−0.5★ = 0). Still 4.8★+ over the last year, or steady/improving = 100. Subtracted from the score (up to −10), never averaged in.Cruise & Associates: 100/100 on this factor. Category median: 100.A
100
Replies to reviewsiReplies to reviews · 7% of the scoreHow often the owner publicly replies to reviews under 5★ (1–4★). Needs 3+ such reviews, otherwise not counted; 65% absolute (80%+ replied = 100), the category percentile can only raise it.Cruise & Associates: 100/100 on this factor. Category median: 85.A
100
Bar = this company · dark tick = category median.
Star ratings
37 Google reviews we collected
4.8of 5
5 stars3286%
4 stars411%
3 stars00%
2 stars00%
1 star13%
Praise vs complaints
Phrases our text analysis found in 28 written reviews
95%praise
Praise3795%
Complaints25%
PriceiGoogle asks reviewers whether the price was great, reasonable or overpriced; these are their answers.
Price verdicts customers left with their Google review
89%fair
Great price00%
Reasonable880%
Overpriced110%
Not sure110%
Topic share
How often each topic comes up in the written reviews
7topics
Staff & attitude1333%
Speed & response821%
Would recommend718%
Quality & results615%
Price & value25%
Honesty & trust25%
Communication13%
What customers talk about
We read 28 written reviews and marked every phrase about these topics. The same colors are highlighted in the reviews.
“The staff here are very friendly and even recognized me and remembered my name!”
“Professional and got all paperwork done in a timely manner”
“I recommend Cruise and Associates often and all that have used them have been pleased.”
“These folks are world class accounting nerds who do a great job.”
“…n't say how they compare to other services regarding price, but it's reasonable and worth it to us to have professionals with up to date tax informati…”
“She is personable, patient, honest and knowledgeable.”
“Professional people with expertise, as well as desire and time to explain answers to my questions and concerns.”
praise complaint · found by our text analysis, Google review wording unchanged.
Recent reviews
ClayLocal Guide · 232 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · Edited 3 months ago★★★★
Loyal customer for 30+ years. Just make sure you call ahead to make sure that they are open at 8 AM if you’re gonna go early.
EvanLocal Guide · 16 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 6 months ago★★★★
The Omaha branch Cruise and Associates was great! They did a good job at answering my questions and what to do next time so we don’t owe any Federal tax. They were also very accommodating with making a payment plan; however, I think it was a little overpriced. Thank you for kindness and being very helpful!
Overpriced
Haley7 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · Edited 6 months ago★★★★★
The staff here are very friendly and even recognized me and remembered my name! Professional and got all paperwork done in a timely manner
Gary10 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 7 months ago★★★★★
Very friendly service and attention to detail. We got a refund from both the IRS and the state.
Reasonable price
Thomas4 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 7 months ago★★★★★
Cruise & Associates has been doing my taxes for probably 30 years. If it ain't broke, don't fix it.
Carolyn2 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 7 months ago★★★★★
I came back after being gone many years. I had a wonderful and pleasant experience with the lady who was doing my taxes.
Loyal customer for 30+ years. Just make sure you call ahead to make sure that they are open at 8 AM if you’re gonna go early.
Response from the owner · 4 months ago
Thank you for your feedback—and for speaking with us directly. We truly value your long-time loyalty and are sorry this experience left you feeling this way.
We regret that your arrival experience did not reflect the courtesy and professionalism we expect. You should always feel welcomed and respected, and we’re sorry that wasn’t the case.
We also take responsibility for the confusion around our office hours. We’ve updated our hours across Google, social media, and our signage to ensure everything is clear moving forward.
We appreciate you recognizing that we acted quickly, and we sincerely regret the frustration this caused. Your feedback helps us do better, and we’re grateful you shared it with us.
Evan BloomLocal Guide · 16 reviewsiTotal number of Google reviews Evan has written across all businesses on Google Maps, not just this one.
The Omaha branch Cruise and Associates was great! They did a good job at answering my questions and what to do next time so we don’t owe any Federal tax. They were also very accommodating with making a payment plan; however, I think it was a little overpriced. Thank you for kindness and being very helpful!
Price assessment: Overpriced
Response from the owner · 6 months ago
Thank you for sharing your experience with our Omaha office. We’re glad our team was able to answer your questions, help with future tax planning, and accommodate a payment plan. We appreciate your feedback and are thankful for the opportunity to work with you.
Haley Devney7 reviewsiTotal number of Google reviews Haley has written across all businesses on Google Maps, not just this one.
The staff here are very friendly and even recognized me and remembered my name! Professional and got all paperwork done in a timely manner
Response from the owner · a year ago
Thank you so much for taking the time to review us. If there is ever anything we can do to help, please let us know. Thank you for your referrals, we appreciate them. When your friends let us know you referred them, they'll receive $50 off their first tax return and we'll send you a $25 gift card to a restaurant!
Jagbekpo2 reviewsiTotal number of Google reviews Jagbekpo has written across all businesses on Google Maps, not just this one.
Thank you so much for your kind words. We truly appreciate you taking the time to share your experience and are grateful for the opportunity to work with you.
Gary Grimes10 reviewsiTotal number of Google reviews Gary has written across all businesses on Google Maps, not just this one.
Very friendly service and attention to detail. We got a refund from both the IRS and the state.
Price assessment: Reasonable price
Response from the owner · 6 months ago
Thank you for taking the time to share your experience. We’re glad you felt well taken care of and appreciated the care and friendliness of our team. We truly value the opportunity to work with you.
Tim “Tbone”Local Guide · 130 reviewsiTotal number of Google reviews Tim has written across all businesses on Google Maps, not just this one.
Seen on time. All paperwork ready. Both employees seemed outstanding.
Response from the owner · 6 months ago
Thank you so much! We’re glad your visit went smoothly and that our team made a great impression. We truly appreciate you taking the time to share your experience.
Brandi MacFarlane2 reviewsiTotal number of Google reviews Brandi has written across all businesses on Google Maps, not just this one.
Friendly accounting firm! Excited to do business with them.
Response from the owner · 6 months ago
Thank you for the kind words! We’re so glad to hear you found our team friendly and that you’re excited to work with us. We truly appreciate the opportunity and look forward to building a great working relationship with you.
Thomas Lowe4 reviewsiTotal number of Google reviews Thomas has written across all businesses on Google Maps, not just this one.
Cruise & Associates has been doing my taxes for probably 30 years. If it ain't broke, don't fix it.
Response from the owner · 6 months ago
Thank you for your many years of trust and loyalty—we truly appreciate it! We love your philosophy, and we’re honored to have been a consistent part of your tax planning for so long. We look forward to continuing to serve you for years to come.
Carolyn Rogers2 reviewsiTotal number of Google reviews Carolyn has written across all businesses on Google Maps, not just this one.
I came back after being gone many years. I had a wonderful and pleasant experience with the lady who was doing my taxes.
Price assessment: Not sure
Response from the owner · 6 months ago
Thank you for coming back and for sharing your experience. We’re so glad to hear your visit was pleasant and that you felt well taken care of. We truly appreciate the opportunity to work with you again.
Cathie Whitner3 reviewsiTotal number of Google reviews Cathie has written across all businesses on Google Maps, not just this one.
