Pure Financial Advisors
- Company typePrivate
- Founded2007
- HeadquartersSan Diego, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
Pure Financial Advisors firmographics
Firmographics- Name
- Pure Financial Advisors
- Legal name
- Pure Financial Advisors, LLC
- Website
- https://purefinancial.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Pure Financial Advisors industry classification
Industry- Product category
- Wealth Management and Retirement Planning Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Fee-Only Advisory (FSAEAAAL)
- akta.pro secondary industries
- Comprehensive Financial Planning (FSAEAAAA), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
Keywords
Where Pure Financial Advisors is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices13 records
Markets served
Pure Financial Advisors business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Assets Under Management (AUM) Fee: Pure Financial charges an annual fee based on a percentage of assets under management (0.4-1.6% of AUM). This is the primary revenue stream. The fee is fully disclosed, transparent, and covers the entire service platform including financial planning, investment management, rebalancing, tax management, and advisory services. The fee-only model eliminates commissions and sales loads.
- Initial Planning Fee: One-time initial financial planning fee ranging from $1,000 to $5,000, covering comprehensive financial plan development including cash flow analysis, retirement planning, tax planning, estate planning, and risk management.
- Retirement Course Tuition: Revenue from in-person retirement planning courses, with tuition ranging from $30-60 depending on location, which includes a 200+ page textbook. Online events are free. This serves as both a revenue stream and a customer acquisition channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Assessment — Zero Dollars |
| One time/ perpetual license | Pay-as-you-go | Initial Planning Fee — $1,000 to $5,000 |
| Subscription | Annual | Continuous Planning — 0.4% to 1.6% of AUM |
| Unit Pricing | Pay-as-you-go | In-Person Retirement Course — $30-60 per course |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
Pure Financial Advisors product offering
Product offeringCore offering
Pure Financial Advisors is a fee-only Registered Investment Advisor that delivers comprehensive financial planning and evidence-based investment management services to individuals and families. Its core offering combines retirement planning, cash flow analysis, tax planning, estate planning, and risk management with institutional-class investment management, daily portfolio rebalancing, tax-lot-level tax-loss harvesting, and forward-looking asset location. The firm serves clients across 13 offices in 9 U.S. states, charging a transparent AUM-based annual fee (0.4-1.6%) and an initial planning fee ($1,000-$5,000), with no commissions, sales loads, or product revenue.
Product overview
Pure Financial Advisors is a fee-only Registered Investment Advisor (RIA) offering a unified financial advisory platform. The core offering combines financial planning services (cash flow analysis, estate planning, retirement planning, risk management, tax planning) with investment management services (portfolio allocation, rebalancing, tax management). The company provides educational resources including retirement workshops, a learning center with white papers and videos, and the 'Your Money, Your Wealth' media brand (TV show and podcast). Key client-facing tools include the free Financial Blueprint analysis tool and the Free Assessment service. All services are delivered through a team of credentialed CFP professionals operating from multiple office locations across the United States.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Planning Services Comprehensive financial planning services including Cash Flow Analysis, Estate Planning, Retirement Planning, Risk Management Consulting, and Tax Planning, delivered through fee-only fiduciary advisors for individuals and families.
- Investment Planning Services Investment management services including Investment Philosophy & Best Practices, Portfolio Asset Allocation, Global Portfolio Diversification, Institutional Access, Portfolio Rebalancing, Tax Management, and the Portfolio Blueprint video-based guide for clients.
- Retirement Workshops and Courses In-person and online retirement planning courses for individuals approaching or in retirement. Tuition ranges from $30-60 for in-person courses including textbook; online events are free. Courses cover retirement life planning, distributions, needs and expenses, investments, retirement obstacles, risk management, sources of retirement income, and estate planning.
- Free Financial Assessment No-cost, no-obligation financial assessment providing in-depth in-person 1-on-1 meetings to assess the prospective client's current financial situation and deliver actionable insights, including net worth analysis, retirement goal definition, income and tax strategies, portfolio alignment, and benchmark comparisons.
- Financial Blueprint A free financial analysis tool accessible from Pure Financial's website that provides a quick analysis calculating financial success and delivers a personalized financial blueprint for the user.
- Learning Center Educational resource platform providing articles, white papers, educational videos, and blog posts on financial planning and investment topics for individuals researching retirement and personal finance.
- Your Money, Your Wealth (YMYW) TV Show and Podcast Television show and podcast hosted by Joe Anderson and Alan Clopine covering retirement planning, investing, and tax reduction topics, airing on CBS 8 San Diego and KIRO 7 Seattle.
Quantifiable outcome
- According to Vanguard research, working with an advisor can add approximately 3% in net returns through behavioral coaching, tax efficiency, and portfolio optimization (Vanguard Advisor's Alpha framework)
- +1 more outcomes
Companies that use Pure Financial Advisors
Customer profileSegments3 records
Ideal customer profiles3 records
Pure Financial Advisors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Pure Financial Advisors partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Fairhaven Wealth Management, LLCminorPure Financial Advisors acquired Fairhaven Wealth Management, LLC, a Chicago-area financial firm with nearly $900 million in assets under management, marking Pure's second acquisition of 2025. The deal expanded Pure's presence in Chicago and enhanced its retirement consulting capabilities. This represents a strategic M&A acquisition rather than a traditional partnership.
- Kaufman Kampe Advisors LLCminorPure Financial Advisors acquired Kaufman Kampe Advisors LLC, a Seattle-area registered investment advisor (RIA), in a transaction expected to close by end of 2021. The acquisition expanded Pure Financial's presence in the Pacific Northwest and involved integrating experienced advisors Lori Kaufman and Valerie Kampe into the firm. This represents a strategic M&A acquisition rather than a traditional partnership.
Scale indicators11 records
Recent moves8 records
Expansion highlights6 records
Pure Financial Advisors competitors and assessment
Company assessmentDirect peers
- Creative Planning: Large fee-only RIA offering comprehensive financial planning and investment management to households across multiple U.S. offices. Closely comparable in business model (fee-only, holistic planning) and growth-by-acquisition strategy.
- Mariner Wealth Advisors: National fee-only RIA serving high-net-worth and ultra-high-net-worth households with financial planning, investment management, and tax services. Comparable in multi-office model, comprehensive planning offering, and acquisition-driven growth.
- Mercer Advisors: National fee-only RIA focused on comprehensive retirement and tax planning for households. Highly comparable in target segment (pre-retirees/retirees), fee-only fiduciary model, and multi-office national footprint built through acquisitions.
- Edelman Financial Engines: Large independent RIA combining financial planning with workplace retirement plan services and individual investment advice. Comparable in fee-only model, retirement-focused planning, and scale-driven acquisition history.
- Carson Group: National wealth management firm serving advisors and individual clients with financial planning, investment management, and coaching. Comparable in holistic planning model and advisor-centric partnership ecosystem.
- Savant Wealth Management: Fee-only RIA providing financial planning and investment management to individuals and businesses across multiple U.S. offices. Comparable in fee-only fiduciary model, multi-office expansion, and acquisition-led growth.
Broad incumbents
- Fisher Investments: Large global investment manager primarily serving high-net-worth retail clients with discretionary portfolio management. Overlaps with Pure in serving retail/HNW investors but is significantly larger and more focused on portfolio management than comprehensive planning.
- Charles Schwab Wealth Advisory: Incumbent brokerage-affiliated advisory service offering financial planning and managed portfolios at scale. Competes with Pure for mass-affluent and HNW clients but offers a less boutique, more standardized experience.
- Vanguard Personal Advisor: Hybrid robo-plus-advisor service from Vanguard, offering goal-based planning and managed portfolios at low fees. Represents the low-cost incumbent against which fee-only RIAs like Pure must differentiate on personalization and service.
Others
- Focus Financial Partners: Partner-owned network of independent RIAs providing capital, technology, and back-office support. Not a direct competitor but a strategic counterparty and acquirer of RIAs of Pure's profile; relevant for benchmarking M&A and roll-up dynamics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Pure Financial Advisors social profiles
Digital presencePure Financial Advisors financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Financial Advisors leadership team
Management profileNumber of profiles
Profiles25 records
Pure Financial Advisors subsidiaries and ownership
Company hierarchySubsidiaries2 records
Pure Financial Advisors funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Financial Advisors M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pure Financial Advisors
What does Pure Financial Advisors do?
Pure Financial Advisors is a fee-only Registered Investment Advisor that delivers comprehensive financial planning and evidence-based investment management services to individuals and families. Its core offering combines retirement planning, cash flow analysis, tax planning, estate planning, and risk management with institutional-class investment management, daily portfolio rebalancing, tax-lot-level tax-loss harvesting, and forward-looking asset location. The firm serves clients across 13 offices in 9 U.S. states, charging a transparent AUM-based annual fee (0.4-1.6%) and an initial planning fee ($1,000-$5,000), with no commissions, sales loads, or product revenue.
Is Pure Financial Advisors a public or private company?
Pure Financial Advisors is a private company. It is classified as private equity controlled and is currently operating.
When was Pure Financial Advisors founded?
Pure Financial Advisors was founded in 2007. It employs 51 to 100 people.
Where is Pure Financial Advisors based?
Pure Financial Advisors is headquartered in San Diego, United States, in the North America region.
How does Pure Financial Advisors make money?
Three revenue lines are on record. Assets Under Management (AUM) Fee is the primary driver. The others are initial Planning Fee and retirement Course Tuition.
Who are Pure Financial Advisors's main competitors?
Direct peers on record are Creative Planning, Mariner Wealth Advisors, Mercer Advisors, Edelman Financial Engines, Carson Group and Savant Wealth Management. Broad incumbents are Fisher Investments, Charles Schwab Wealth Advisory and Vanguard Personal Advisor. Focus Financial Partners is listed as an others.
Does Pure Financial Advisors have an API?
No public API is recorded for Pure Financial Advisors.
What industry is Pure Financial Advisors in?
Pure Financial Advisors's product category is Wealth Management and Retirement Planning Services. Its primary akta.pro industry code is FSAEAAAL, Fee-Only Advisory, with a secondary code of FSAEAAAA, Comprehensive Financial Planning. Its NAICS code is 523940 and its SIC code is 6282.