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Pure Financial Advisors, llc

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Client assets under management

$11,043,315,852

Clients

7,503

48% high-net worth

Advisors

84

of 204 employees

Firm type

Multi Team

Clients per advisor

89

High

Average account size

$1,471,853

About

Pure Financial Advisors, LLC is an enterprise-scale registered investment adviser with roughly $11.05 billion in assets under management, about 83 advisors, and several thousand individual and high‑net‑worth clients. The firm provides comprehensive financial planning and discretionary portfolio management and also offers related services including pension/401(k) consulting, variable annuity management, donor‑advised fund solutions, and assistance with held‑away retirement plan accounts.

Pure follows a financial‑planning‑centered approach grounded in academic frameworks such as modern portfolio theory and tax‑aware asset‑location, and it emphasizes continuous planning through its Foundation Financial Plan process as the typical pathway to ongoing asset management. Portfolios are managed primarily on a discretionary basis, may include ETFs, mutual funds, stocks, bonds, alternatives and option strategies, and the firm sometimes uses third‑party sub‑advisers or model portfolios to implement specialized allocations.

Noteworthy features that distinguish Pure from many peers include its use of the Pontera order‑management platform to implement discretionary changes in held‑away retirement plans without access to client login credentials, and the option to manage donor‑advised funds under its advisory program (with those assets aggregated for household fee tiers). The firm is indirectly owned in part by Lee Equity Partners, discloses and supervises conflicts arising from held‑away and advisory‑managed DAF services, and offers ancillary services such as adult‑education courses, limited bookkeeping, and transitional portfolio management.

Client services

Financial planning Portfolio management Pension consulting Selection of other advisers Educational seminars or workshops

Expertise

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing

Occupation focus

Founder/Business Owner Retired Executive

Demographic focus

Mid-Career Professionals Approaching retirement

Fee options

Fixed

Flat fees for comprehensive financial planning (e.g., Foundation Financial Plan) quoted in advance.

Percentage

$0 - $350,000: 1.60% annually $350,001 - $500,000: 1.25% annually $500,001 - $750,000: 1.00% annually $750,001 - $1,000,000: 0.90% annually $1,000,001 - $2,000,000: 0.85% annually $2,000,001 - $3,000,000: 0.80% annually $3,000,001 - $4,000,000: 0.75% annually $4,000,001 - $5,000,000: 0.70% annually $5,000,001 - $10,000,000: 0.50% annually $10,000,001+: Negotiable

Project-based

$275 per hour for prorated financial planning time if terminated after five days.

Other

Fee-only: Financial planning fees typically range from $1,000 to over $5,000 on a flat fee basis; negotiated fees vary by complexity.

Main office location

Pure Financial Advisors, llc

3131 Camino Del Rio N, Suite 1550

San Diego CA 92108, United States

Number of offices

13

Most active in

Alabama · Alaska · Arizona · Arkansas · California · Colorado · Connecticut · District of Columbia · Florida · Georgia · Hawaii · Idaho · Illinois · Indiana · Kansas · Kentucky · Louisiana · Maine · Maryland · Massachusetts · Michigan · Minnesota · Missouri · Montana · Nebraska · Nevada · New Hampshire · New Jersey · New Mexico · New York · North Carolina · Ohio · Oklahoma · Oregon · Pennsylvania · South Carolina · Tennessee · Texas · Utah · Vermont · Virginia · Washington · Wisconsin · Wyoming

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Peter S

CFP®, Series 63, Series 65

San Diego, CA

Pure Financial Advisors, llc

Peter Stokes is a CFP® with 27 years of industry experience, currently serving as a financial advisor at Pure Financial Advisors, LLC. His prior experience includes 11 years at Fidelity Investments. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm employs a planning-centered investment approach overseen by an Investment Committee, incorporating modern portfolio theory, tax-aware strategies, and specialized sub-advisers.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Matthew H

CFP®, Series 63

San Diego, CA

Pure Financial Advisors, llc

Matthew Horsley is a CFP® professional with 23 years of industry experience, currently serving as an advisor at Pure Financial Advisors, LLC since 2014. He holds the Series 63 designation and is based in San Diego, CA. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm employs a planning-centered investment approach overseen by an Investment Committee, utilizing modern portfolio theory, tax-aware techniques, and specialized sub-advisers within an enterprise-scale platform.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Christopher R

CFP®, Series 63, Series 65, Series 66

Redmond, WA

Pure Financial Advisors, llc

Christopher Reedy is a CFP® professional with 17 years of industry experience. He is currently with Pure Financial Advisors, LLC and has been with Personal Investment Management Inc. since 2012. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm employs a planning-centered investment approach overseen by an Investment Committee, incorporating modern portfolio theory, tax-aware strategies, and specialized sub-advisers.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Michael M

Series 63, Series 66

Indian Wells, CA

Pure Financial Advisors, llc

Michael Moore is a financial advisor at Pure Financial Advisors, LLC with 20 years of industry experience. He holds Series 63 and Series 66 licenses and previously worked at Crestline Capital, LLC for 17 years. Moore is based in Indian Wells, CA. Pure Financial Advisors provides financial planning and portfolio management services primarily for individual and high-net-worth clients, as well as trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm employs a planning-centered investment approach with an Investment Committee overseeing portfolios that incorporate tax-aware techniques and specialized strategies.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Jacob G

CFP®, ChFC®, Series 66

San Diego, CA

Pure Financial Advisors, llc

Jacob Greenberg is a CFP®, ChFC®, and Series 66-licensed advisor at Pure Financial Advisors, LLC with 14 years of industry experience. He has been with Pure Financial Advisors since 2015. Outside of his advisory role, he is a co-owner of 1BREATH, an apparel brand, and serves as an advisory board member for the CFP program at California State University of Fullerton, where he contributes guest lectures and program advisement. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as services for trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm employs a planning-centered investment approach overseen by an Investment Committee, incorporating modern portfolio theory, tax-aware strategies, and specialized sub-advisers.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Benjamin L

CFP®, Series 65

San Diego, CA

Pure Financial Advisors, llc

Benjamin Littman is a CFP® with 18 years of industry experience, currently serving as a financial advisor at Pure Financial Advisors, LLC. He has been with Pure Financial Advisors since 2007. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as services for trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm employs a planning-centered investment approach overseen by an Investment Committee, incorporating tax-aware strategies and the use of sub-advisers for specialized portfolio management.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Joseph A

CFP®, Series 63, Series 66

San Diego, CA

Pure Financial Advisors, llc

Joseph Anderson is a CFP® professional with 20 years of industry experience, currently serving as a financial advisor at Pure Financial Advisors, LLC in San Diego, CA. He has been with Pure Financial Advisors since 2007. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as services for trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm employs a planning-centered investment approach overseen by an Investment Committee and incorporates tax-aware strategies, specialized sub-advisers, and a multi-advisor platform supported by enterprise-scale infrastructure.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Peter K

CFP®, Series 63, Series 65

San Diego, CA

Pure Financial Advisors, llc

Peter Keller is a CFP® with 25 years of industry experience, currently serving as a financial advisor at Pure Financial Advisors, LLC. He has been with Pure Financial Advisors since 2012. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm’s planning-centered investment approach incorporates tax-aware strategies and oversight by an Investment Committee, combining enterprise-scale infrastructure with specialized services such as adult-education teaching involvement.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Allison A

CFP®, Series 66

San Diego, CA

Pure Financial Advisors, llc

Allison Alley is a Certified Financial Planner™ (CFP®) with 20 years of industry experience. She has been with Pure Financial Advisors, LLC since 2015. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as services for trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm emphasizes a planning-centered investment approach overseen by an Investment Committee and incorporates tax-aware strategies and specialized sub-advisers.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Jeffery W

CFP®

Northbrook, IL

Pure Financial Advisors, llc

Jeffery Wille is a CFP® professional with two years of industry experience. He has worked at Pure Financial Advisors, LLC since 2023 and previously spent seven years at Gresham Partners, LLC, as well as four years at Northern Trust Corporation. Pure Financial Advisors serves individual and high-net-worth clients, offering financial planning and portfolio management with a planning-centered investment approach overseen by an Investment Committee. The firm integrates tax-aware strategies, sub-advisers, and enterprise-scale infrastructure to support a broad range of client needs, including trusts, estates, charitable organizations, and retirement plans.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Rodney C

Series 63, Series 65

Redmond, WA

Pure Financial Advisors, llc

Rodney Coyan is a financial advisor with Pure Financial Advisors, LLC in Redmond, WA, holding Series 63 and Series 65 licenses and having 14 years of industry experience. He also serves as Board Secretary for Personal Investment Management, Inc., where he is involved in financial planning. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as services for trusts, estates, charitable organizations, and retirement plans. The firm employs a planning-centered investment approach overseen by an Investment Committee, utilizing tax-aware techniques and diversified asset management across a multi-advisor platform.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Phillip S

Series 66

Wheaton, IL

Pure Financial Advisors, llc

Phillip Smolinski is a financial advisor at Pure Financial Advisors, LLC with 19 years of industry experience. He holds the Series 66 designation and has worked previously at Fidelity Brokerage Services and Fairhaven Wealth Management, LLC. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, including services for trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm employs a planning-centered investment approach overseen by an Investment Committee and combines enterprise-scale infrastructure with specialized operational features such as tax-aware strategies and advisor involvement in adult-education teaching.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Annie C

CFP®

San Diego, CA

Pure Financial Advisors, llc

Annie Chen is a CFP® professional with 10 years of industry experience, currently serving as a financial advisor at Pure Financial Advisors, LLC. Her prior experience includes roles at Falcon Wealth Planning and Westmount Asset Management. Pure Financial Advisors provides financial planning and portfolio management services primarily for individual and high-net-worth clients, as well as trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm employs a planning-centered investment approach overseen by an Investment Committee, utilizing tax-aware techniques and specialized strategies within a multi-advisor platform.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Jennifer T

CFP®, Series 63, Series 65

Wheaton, IL

Pure Financial Advisors, llc

Jennifer Taylor is a CFP® with 29 years of experience in the financial services industry. She currently works at Pure Financial Advisors, LLC and has prior experience at Fairhaven Wealth Management and Fidelity, where she spent over 25 years in various advisory roles. Pure Financial Advisors provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as trusts, estates, charitable organizations, and pension and profit-sharing plans. The firm emphasizes a planning-centered investment approach overseen by an Investment Committee and incorporates tax-aware strategies, sub-advisers, and a multi-advisor platform supported by enterprise-scale infrastructure.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
user avatar

Brian S

CFP®, Series 66

San Diego, CA

Pure Financial Advisors, llc

Brian Sauter is a CFP® and holds a Series 66 license with 15 years of industry experience. He has been with Pure Financial Advisors, LLC since 2009, serving in his current role since 2019. The firm provides financial planning and portfolio management primarily for individual and high-net-worth clients, as well as services for trusts, estates, charitable organizations, and pension and profit-sharing plans. Pure Financial Advisors employs a planning-centered investment approach overseen by an Investment Committee, combining enterprise-scale infrastructure with unique operational features such as private equity ownership and advisor involvement in adult-education teaching.

Retirement withdrawal strategies Options & derivatives strategies Tax-loss harvesting ESG / Sustainable investing Founder/Business Owner Retired Executive Mid-Career Professionals Approaching retirement
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