SEC-registered firm
Registration does not mean the SEC approves or recommends the firm, and it does not imply a certain level of skill or training.
Pure Financial Advisors, LLC
San Diego, CA
CRD 144316
Firm filing updated September 11, 2026 ·
- $11.1BAssets
- 7,509Clients
- 76Advisory staff
- 7,509Accounts
Fees and minimums
All fee types on the form
- Percentage of assets under managementYes
- Fixed feesYes
- Hourly chargesNo
- Subscription fees (for a newsletter or periodical)No
- CommissionsNo
- Performance-based feesNo
- OtherNo
Who the firm serves
- Individuals3,936
- High net worth individuals3,567
- Pension and profit sharing plans4
- Charities2
See the client table
| Client type | Approximate number of clients | Assets |
|---|---|---|
| Individuals (other than high net worth) | 3,936 | $1.8 billion |
| High net worth individuals | 3,567 | $9.3 billion |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 4 | $9.4 million |
| Charitable organizations | 2 | $1.3 million |
What the client labels mean
Here, "individuals" includes trusts, estates, and IRAs of individuals. A "high net worth individual" is a qualified client or qualified purchaser.
Services
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Pension consulting services
See all 5 services
- Selection of other advisors (including private fund managers)
- Educational seminars/workshops
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Pension consulting services
- Selection of other advisors (including private fund managers)
- Educational seminars/workshops
Assets and accounts
- Regulatory assets$11.1 billion
- Accounts7,509
- Discretionary$10.9 billion · 6,954 accounts
- Non-discretionary$203.4 million · 555 accounts
People
- Employees204
- Advisory staff76
- Broker-dealer reps0
- Licensed insurance agents0
- Planning clients7,000
Advisors
52 advisors with a profile on Advisable
Listed A to Z by last name. Not a ranking.
Registration details
- SEC-registered investment advisor. CRD 144316, SEC file 801-70137.
- Registered with the SEC as an investment advisor (status date on record: May 1, 2009).
Is Pure Financial Advisors, LLC a fiduciary?
Short answer: Pure Financial Advisors, LLC is registered with the SEC as an investment advisor.
More detail
The SEC put it this way in 2019: 'Under federal law, an investment adviser is a fiduciary.'
The firm does not report commissions, a broker-dealer role, a related broker-dealer, or staff who are broker-dealer representatives.
The firm's Form CRS explains its services, fees and conflicts in plain language: Form CRS.
About this data
Informational only. Advisable Finance is not an investment advisor, does not give investment advice, and does not endorse any advisor.