It's a tough sell on Wall Street for Cruz, who is distrusted if not outright disliked by many in high finance and across corporate America. Many of these people despise Cruz's penchant for partisan warfare in Washington — particularly on the debt ceiling — and deplore his populist bashing of big banks.
Cruz himself acknowledged the problem on "Squawk Box": "I can't tell you how many people come in, particularly in the business world, hearing all these skeptical things about 'this guy Cruz is a troublemaker,'" he said.
But Cruz argued that his fights in Washington were meant to stand on principle against President Barack Obama on spending, immigration and health care, and that as president he would be willing to sit down and cut deals on taxes and spending. He also said Wall Street "performs an important function" while continuing his opposition to taxpayer bailouts and any other "special favors" from Washington.
Cruz also spent a good bit of time talking up his tax plan, which would impose a flat 16 percent value-added tax for business and 10 percent for individuals. Cruz claims this would ignite economic growth and dramatically simplify the tax code.
He also said that after four years as president, companies in Europe in Asia would be trying to "invert" their corporate structure into the United States to take advantage of the newly reduced tax rate. And he claimed his tax plan would bring high-paying jobs back to the U.S. while Trump's threats of big new tariffs would ignite damaging trade wars.
Cruz has a couple of problems on this front. Republicans traditionally loathe value-added taxes because they believe they are hidden from consumers and are easily boosted. Critics of Cruz's plan, including Florida Sen. Marco Rubio before he dropped out of the primaries, also say businesses will simply pass the tax on to consumers by raising prices for products.
But Cruz's issue with Wall Street is not really the fine print of his tax plan. It's that many bankers don't like his stringent stances on social issues like abortion and gay marriage and simply don't like the guy personally and think he would be a disaster as president.