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 adviser organized as an LLC and SEC-registered since 2009. The firm serves both individual/family and institutional clients and positions itself as a capital allocator that blends financial planning with portfolio management. Its advisory services include financial planning, portfolio management for individuals and small businesses, pension consulting and manager selection, and it runs educational seminars and workshops. Compensation is primarily fee-based, combining percentage-of-AUM billing with fixed fees. The firm is not flagged as an active ESG investor in the source dataset. Pure Financial Advisors has been recognized in industry rankings: it appeared among Financial Times' Top 300 RIA Firms (2020), was listed by FA Magazine in 2020, was included in Barron’s Top 100 RIA Firms for 2023, 2024 and 2025, and was named on Forbes’ Top RIA Firms list in 2024.