Pure Financial Advisors
SEC-registered investment adviser in San Diego, CaliforniaRegistered since 2009
Figures as filed with the SEC on 11 September 2026. Checked against the SEC's public record on 17 September 2026.
Pure Financial Advisors, LLC is a San Diego-based, SEC-registered investment adviser reporting $11.05B in regulatory assets in its September 2026 Form ADV. Its brochure lists 0.50% to 1.60% a year; relationships over $10,000,001 are negotiable in advisory fees.
Assets and clients#
| Client type | Clients | Regulatory AUM | Share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 3,936 | $1,786,603,056 | 16.2% | $454K |
| High-net-worth individuals | 3,567 | $9,256,712,796 | 83.7% | $2.60M |
| Pension and profit-sharing plans | 4 | $9,413,007 | 0.1% | $2.35M |
| Charitable organizations | 2 | $1,330,507 | 0.0% | $665K |
| Total | 7,509 | $11,054,059,366 | 100% | $1.47M |
- Regulatory AUM
- $1,786,603,056
- Share
- 16.2%
- Avg. per client
- $454K
- Regulatory AUM
- $9,256,712,796
- Share
- 83.7%
- Avg. per client
- $2.60M
- Regulatory AUM
- $9,413,007
- Share
- 0.1%
- Avg. per client
- $2.35M
- Regulatory AUM
- $1,330,507
- Share
- 0.0%
- Avg. per client
- $665K
Discretion
- Discretionary
- $10,850,613,808 across 6,954 accounts (98.2% of AUM)
- Non-discretionary
- $203,445,558 across 555 accounts (1.8%)
- Non-U.S. clients
- 1% of clients
- Non-AUM advisory clients
- 0 clients received advice without assets under management last fiscal year
Form ADV Part 1A, Items 5.D and 5.F. Fiscal year ends December; amendment filed 11 September 2026. View Item 5 in the filing
Reported holdings#
| Largest positions | Value | Share |
|---|---|---|
| STATE STR SPDR S&P 500 ETF TTR UNIT | $869,841,653 | 11.1% |
| VANGUARD BD INDEX FDSTOTAL BND MRKT | $676,930,599 | 8.6% |
| ISHARES TRCORE MSCI EAFE | $469,023,677 | 6.0% |
| DIMENSIONAL ETF TRUSTUS TARGETED VLU | $399,265,918 | 5.1% |
| DIMENSIONAL ETF TRUSTUS HIGH PROF ETF | $344,548,490 | 4.4% |
- Share
- 11.1%
- Share
- 8.6%
- Share
- 6.0%
- Share
- 5.1%
- Share
- 4.4%
Form 13F lists long positions in exchange-traded securities over which the filer had investment discretion, valued at quarter end. It excludes cash, bonds held outside 13(f) securities, private funds, and assets the firm does not have discretion over, so the $7.86B reported here is not the firm's $11.05B in regulatory assets, and no client's portfolio looks like this table.
Form 13F-HR for the quarter ended 30 June 2026, filed 17 August 2026. View the filing on EDGAR
Fees#
| Service | How it is charged | Stated range |
|---|---|---|
| Portfolio management | Progressive percentage of managed assets, calculated on ending quarterly gross value and deducted quarterly in advance. | 0.50% to 1.60% a year; relationships over $10,000,001 are negotiable |
| Financial planning | Flat fee agreed before the engagement. | Typically $1,000 to more than $5,000 |
| Pension consulting | Percentage of plan assets under advisement. | Typically 0.20% to 1.00% a year |
| Educational seminars and workshops | Participant price or sponsor flat fee. | Typically $49 per participant; may be waived |
- How it is charged
- Progressive percentage of managed assets, calculated on ending quarterly gross value and deducted quarterly in advance.
- How it is charged
- Flat fee agreed before the engagement.
- How it is charged
- Percentage of plan assets under advisement.
- How it is charged
- Participant price or sponsor flat fee.
Asset-management schedule
The brochure’s progressive schedule is 1.60% through $350,000, 1.25% from $350,001 to $500,000, 1.00% from $500,001 to $750,000, 0.90% from $750,001 to $1 million, 0.85% from $1,000,001 to $2 million, 0.80% from $2,000,001 to $3 million, 0.75% from $3,000,001 to $4 million, 0.70% from $4,000,001 to $5 million, and 0.50% from $5,000,001 to $10 million.
Minimum
The brochure states that Pure does not have a minimum asset requirement to become a client.
Form ADV Part 2A brochure, Item 5, dated 12 February 2026. View Item 5 in the brochure
Custodians#
| Custodian | Location | SMA assets held | Share |
|---|---|---|---|
| National Financial Services LLC | Boston, Massachusetts | $4,597,389,698 | 41.6% |
| Charles Schwab & Co., Inc. | San Francisco, California | $5,266,005,271 | 47.6% |
| All other custodians | — | $1,190,664,397 | 10.8% |
- Location
- Boston, Massachusetts
- Share
- 41.6%
- Location
- San Francisco, California
- Share
- 47.6%
- Location
- —
- Share
- 10.8%
Custody of client assets
The brochure states that Pure does not take physical custody, but is deemed to have custody where it deducts advisory fees from a client custodian or bank account, or executes a transfer under a client-authorized standing letter of authorization.
Schedule D, Section 5.K.(3) lists every custodian holding 10% or more of separately managed account assets. View Section 5.K.(3) in the filing
Leadership and ownership#
| Name | Title | CRD |
|---|---|---|
 Joseph Dennis Anderson | CEO | 3232667 |
 Alan Robert Clopine | Executive Chairman | 5730680 |
 Danielle Luv Martin | CCO | 5138971 |
 Brian Keith Perry | Executive Vice President & CIO | 2786332 |
 Jason Timothy Carver | CFO & Managing Partner | 6928603 |
 Eugene Henri Elias Jr | President | 3113124 |
Joseph Dennis Anderson3232667- Title
- CEO
Alan Robert Clopine5730680- Title
- Executive Chairman
Danielle Luv Martin5138971- Title
- CCO
Brian Keith Perry2786332- Title
- Executive Vice President & CIO
Jason Timothy Carver6928603- Title
- CFO & Managing Partner
Eugene Henri Elias Jr3113124- Title
- President
Ownership chain
- Direct owner
- Schedule A lists PFA Acquisition 1, LLC as a member in the 75% or more ownership band, with control-person status, since October 2021.
- Intermediate ownership
- Schedule B lists PFA Intermediate Holdings, LLC and PFA Holdings, LLC, each in the 75% or more band in the ownership chain.
- Reported upstream owners
- Schedule B lists LEP PFA Holdings 2, LLC in the 25% to 50% band of PFA Holdings; Lee Equity Partners Fund III(A), L.P. in the 75% or more band of LEP PFA Holdings 2; and CPP Investment Board (USRE V) Inc. in the 25% to 50% band of that fund.
- Additional upstream ownership
- Schedule B reports Canada Pension Plan Investment Board in the 75% or more ownership band in CPP Investment Board (USRE V) Inc., and Lee Equity Partners III GP LLC as general partner of Fund III(A).
Schedules A and B. Ownership percentages are the SEC's reporting bands, not exact figures. View Schedule A in the filing
Offices and registrations#
- Branch offices
- 7 reported to IAPD; Part 1A lists 14 office addresses in at least 7 states
- SEC registration
- Approved 1 May 2009, file number 801-70137
- State notice filings
- 44 jurisdictions, most recently Alaska, 12 February 2026
- Advisory staff
- 76 of 204 employees perform advisory functions; 0 are also broker-dealer registered representatives and 0 are licensed insurance agents
- Promoters
- 10 outside firms or persons solicit clients on the firm's behalf
Offices by state
- Arizona2
- California5
- Colorado1
- Illinois2
- Tennessee1
- Utah1
- Washington2
Other business names
Pure Financial Advisors has reported 3 other business names to the SEC in Item 1.B. Its brochure states that advisory services are provided by Pure Financial Advisors, LLC in every case, and that some names are used by its advisors for marketing.
- Fairhaven Wealth Management
- Pure Advisory Group
- Pure Financial Advisors, Inc.
Headquartered at 3131 Camino del Rio N, Suite 1550, San Diego, CA 92108. Organized as a Limited liability company. The brochure dates the firm's founding to March 2007. View Section 1.F in the filing
Other business and affiliations#
This directory does not report disciplinary history, for any firm or individual, in either direction. The SEC publishes the complete record, including any disciplinary events, and it is the authoritative place to check one. See this firm's record on adviserinfo.sec.gov
Form ADV Part 1A, Items 6 and 7, and Schedule D. View Item 6 in the filing
Common questions#
What regulatory assets does Pure Financial Advisors report?
Pure Financial Advisors reports $11,054,059,366 of regulatory assets under management in Item 5.F. Its Item 5.D client rows are individuals, high-net-worth individuals, pension and profit-sharing plans, and charitable organizations.
How much does Pure Financial Advisors charge for portfolio management?
Its brochure states that its progressive annual portfolio-management fee generally ranges from 0.50% to 1.60%, with relationships over $10 million negotiated. Fees are calculated from ending quarterly gross value and deducted quarterly in advance.
Source: Part 2A brochure, Item 5
Does Pure Financial Advisors have a minimum asset requirement?
No. Its brochure states that the firm does not have a minimum asset requirement to become a client.
Source: Part 2A brochure, Item 7
Answered from the filings above.
Sources
- Form ADV Part 1A, amendment filed 11 September 2026. Items 1, 5, 9, 11 and Schedules A, B and D.
- Form ADV Part 2A brochure, dated 12 February 2026. Items 4, 5, 7, 12 and 15.
- IAPD firm record, CRD 144316, compiled 12 September 2026.
Retrieved 17 September 2026. All three are published by the SEC and may have been amended since. The logo is reproduced for identification from Pure Financial Advisors, website.
Report a correctionThis profile is compiled from public regulatory filings and is provided for informational purposes only. Simple Money is not affiliated with Pure Financial Advisors, LLC and makes no representation about the quality of its services. Figures reflect the filing dates shown and may have changed. Ownership percentages are the bands reported to the SEC, not exact figures.