If you look up Cruz on opensecrets.org, he has Goldman Sachs (his wife), and Berkshire Hathaway (Warren Buffet).
Cruz is not independently wealthy so like nearly all candidates in the last 100 years must accept donations and get Super Pacs funded.
He knows what these donors want before he walks into the fundraiser/speaking forum/party and he speaks to what they want as any other candidate would do.
And, such a system has a consistent ability to shape the narrative of the candidate and acts as a fairly reliable predictor of their policy position.
Unless Ted Cruz is different than nearly every candidate that preceded him.