# Pure Financial Advisors

Pure Financial Advisors is a Bank / Wealth / Trust based in San Diego, United States.

## Overview

- **Organization type:** Bank / Wealth / Trust
- **Headquarters:** San Diego, United States
- **Region:** North America
- **Address:** San Diego, CA, United States
- **Founded:** 2009
- **Assets under management:** Undisclosed
- **Website:** purefinancial.com
- **LinkedIn:** https://www.linkedin.com/company/pure-financial-advisors

## Regulatory record

- **CRD number:** 144316
- **SEC file number:** 801-70137
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/144316

## About

Pure Financial Advisors (PURE) is an SEC-registered investment adviser in San Diego, CA, registered since 2009. The firm manages $11.1 billion in assets, $10.9 billion on a discretionary basis. It has 204 employees and 76 investment advisers.

## Questions

### How does Pure Financial Advisors charge for its services?

Pure Financial charges fees based on a percentage of assets under management, a model typical of fee-only RIAs. This aligns its revenue with portfolio performance and client retention rather than transaction volume. The firm does not earn commissions from product sales, which distinguishes it from broker-dealer models.

### What type of client does Pure Financial Advisors serve?

The firm primarily serves individuals and families, with a concentrated focus on those nearing or in retirement. Its planning process emphasizes retirement-income modeling, Social Security claiming strategies, and tax-efficient withdrawal sequencing. The practice does not appear to target institutional investors or operate a family-office division.

### Does Pure Financial Advisors manage institutional capital or run commingled funds?

No. The firm is organized as a retail registered investment advisor and does not publicly offer commingled investment vehicles, institutional separate accounts, or private-market funds. Its activities are confined to managing individual client portfolios composed of publicly traded securities.

### Who founded Pure Financial Advisors?

Ownership and founding details are not prominent in the firm's limited public disclosures. RIA partnerships of this type are commonly owned by their senior practicing advisors, but specific founding principals and current equity holders have not been verified through primary sources for this record.

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Last updated: 2026-06-03T20:00:00.000Z

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