Pure Financial Advisors, LLC

Financial ServicesCalifornia, United States201-500 Employees

Pure Financial Advisors, LLC is a fee-only Registered Investment Advisor operating in the financial services sector. The firm provides retirement planning alongside tax-optimized investment management, aiming to coordinate tax planning, estate planning, and asset management within a single process delivered by credentialed professionals. It is based in San Diego and maintains branch offices across several U.S. cities, including locations in California, Washington, Colorado, Illinois, Utah, Tennessee, and Arizona, and it reports managing more than $11.05 billion in assets as of February 5, 2026. 

The company serves a broad client base, including high-net-worth individuals and others seeking accessible financial guidance, offering professional, team-based service in a fee-only environment without commission-based sales. In 2025, Pure Financial Advisors expanded its Midwest footprint with the acquisition of Fairhaven Wealth Management, expanding its geographic presence. The firm positions itself on a practice grounded in academically supported asset management and prudent planning, aiming to deliver high-quality, conflict-free advice within its fee-only framework.

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