Pure Financial Advisors, LLC

RIASEC RegisteredEst. 2009

Total AUM

$11.1B

Discretionary

$10.9B

98% of AUM

Avg account

$1.5M

Accounts

7,509

Employees

204

Advisory reps

Firm details

Headquarters: San Diego, California
CRD number: 144316
Registered since: May 1, 2009
Website: purefinancial.com
Custodians: CHARLES SCHWAB & CO., INC., NATIONAL FINANCIAL SERVICES LLC
Fee structure: Percentage of AUM, Fixed Fees
Client types: HNWI83.74%
Individuals16.16%
Pension & Profit Sharing Plans0.09%
Charitable Organizations0.01%
Services: Financial PlanningPortfolio Management for IndividualsPension ConsultingSelection of Other AdvisersEducational Seminars / Workshops

Firm profile

FINTRX

Overview

Pure Financial Advisors, LLC is an independent registered investment advisor organized as an LLC and SEC-registered since 2009. The firm serves both individual and family clients as well as institutional mandates, operating as a capital allocator that hires third‑party managers and selects sub-advisers when appropriate. Its fee model combines percentage-of-AUM billing with fixed fees, and its advisory services include comprehensive financial planning, portfolio management for individuals and small businesses, pension consulting, manager selection, and educational seminars and workshops. The firm also identifies as an active ESG investor and lists accounting among its business activities. Pure Financial has been recognized by industry publications several times: it appeared in the Financial Times Top 300 RIAs (2020), FA Magazine’s Top RIA Firms (2020), Barron’s Top 100 RIAs (2023, 2024, 2025), and Forbes’ Top RIA Firms (2024).