# Pure Financial Advisors, LLC

> Pure Financial Advisors, LLC is an SEC-registered investment advisory firm in San Diego, CA, registered since 2009, reporting over $5 billion in regulatory assets under management in its Form ADV filing dated September 29, 2026.

- CRD: 144316
- Filed as: PURE FINANCIAL ADVISORS, LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: San Diego, CA
- Filing period: October 2026
- Form ADV filing dated: September 29, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/144316
- AdvisorCensus page: https://advisorcensus.com/firm/pure-financial-advisors-llc-san-diego-ca-144316

## Quick answers

**How is Pure Financial Advisors, LLC compensated?**
On its Form ADV (Item 5.E, October 2026), Pure Financial Advisors, LLC reports these compensation arrangements: a percentage of assets under its management; fixed fees (other than subscription fees).

**How much does Pure Financial Advisors, LLC charge?**
Its Form ADV Part 2A brochure dated February 12, 2026 states: Hourly rate: $275 an hour (actual planning time spent through the effective date of termination). Fees can differ by service and may be negotiable; the brochure is the complete statement.

**Where is Pure Financial Advisors, LLC located?**
Pure Financial Advisors, LLC's principal office is in San Diego, CA, according to its Form ADV; the October 2026 filing also lists 13 other offices (Schedule D, Section 1.F).

**Is Pure Financial Advisors, LLC registered with the SEC or a state?**
Pure Financial Advisors, LLC is an SEC-registered investment advisory firm, registered since 2009. Status as filed: Approved. CRD 144316.

**How much does Pure Financial Advisors, LLC manage?**
Pure Financial Advisors, LLC reports $11,054,059,366 in regulatory assets under management in its Form ADV filing dated September 29, 2026 (98% discretionary).

**How have Pure Financial Advisors, LLC's assets and staff changed since 2021?**
In the Form ADV data for Pure Financial Advisors, LLC: Regulatory assets under management: $3,291,653,194 in the October 2021 data and $11,054,059,366 in the October 2026 data, up 236%. Total employees: 73 in October 2021 and 204 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Pure Financial Advisors, LLC serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (3,936); high net worth individuals (3,567); pension and profit sharing plans (but not the plan participants or government pension plans) (4).

**Which custodians does Pure Financial Advisors, LLC use?**
Pure Financial Advisors, LLC's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. and National Financial Services LLC as custodians holding 10% or more of its separately managed account assets.

**Does Pure Financial Advisors, LLC report any disciplinary disclosures?**
Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/144316

**Does Pure Financial Advisors, LLC state an account minimum?**
Its Form ADV Part 2A brochure dated February 12, 2026 says: "PURE does not have a minimum asset requirement to become a client."

**What changed in Pure Financial Advisors, LLC's recent Form ADV filings?**
In the October 2026 filing data: Registered or notice-filed in DE, SD. Updated its list of owners and control persons (Schedule A).

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Fixed fees (other than subscription fees)

### Fees and minimums (Form ADV Part 2A brochure dated February 12, 2026)

- Account minimum: None

> PURE does not have a minimum asset requirement to become a client.

- Hourly rate: $275 an hour (actual planning time spent through the effective date of termination)

> the client will receive a prorated refund of fees paid, calculated at $275.00 per hour for actual planning time spent through the effective date of termination.

As stated in the firm's brochure. Fees can differ by service and may be negotiable.

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.
- National Financial Services LLC

Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.

### Regulatory assets under management (Item 5.F)
- Total: $11,054,059,366
- Discretionary: $10,850,613,808
- Non-discretionary: $203,445,558

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 3,936 | $1,786,603,056 |
| High net worth individuals | 3,567 | $9,256,712,796 |
| Banking or thrift institutions | 0 | Not reported |
| Investment companies | 0 | Not reported |
| Business development companies | 0 | Not reported |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | Not reported |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 4 | $9,413,007 |
| Charitable organizations | 2 | $1,330,507 |
| State or municipal government entities (including government pension plans) | 0 | Not reported |
| Other investment advisers | 0 | Not reported |
| Insurance companies | 0 | Not reported |
| Sovereign wealth funds and foreign official institutions | 0 | Not reported |
| Corporations or other businesses not listed above | 0 | Not reported |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Pension consulting services
- Selection of other advisers (including private fund managers)
- Educational seminars/workshops

### Firm details
- Registered since: 2009 (17 years)
- Employees: 204 total, 76 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: AK, AL, AR, AZ, CA, CO, CT, DC, DE, FL, GA, HI, ID, IL, IN, KS, KY, LA, MA, MD, ME, MI, MN, MO, MT, NC, NE, NH, NJ, NM, NV, NY, OH, OK, OR, PA, SC, SD, TN, TX, UT, VA, VT, WA, WI, WY
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the October 2026 filing
- Brea, CA
- Davis, CA
- Denver, CO
- Franklin, TN
- Irvine, CA
- Lehi, UT
- Mercer Island, WA
- Northbrook, IL
- Prescott, AZ
- Redmond, WA
- Scottsdale, AZ
- Wheaton, IL
- Woodland Hills, CA

### Websites listed on Form ADV (Item 1.I)
- bfrworkshop.com
- easiretirement.com
- partnerwithpure.com
- purefinancial.com
- Facebook @purefinancialadvisors
- LinkedIn @pure-financial-advisors
- X @ymywshow
- YouTube @PureFinancialAdvisors
- YouTube @YourMoneyYourWealth

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $3,291,653,194 | 73 | March 30, 2021 |
| October 2022 | $4,084,060,108 | 102 | September 15, 2022 |
| October 2023 | $4,600,614,925 | 123 | June 27, 2023 |
| October 2024 | $6,292,814,320 | 139 | March 27, 2024 |
| October 2025 | $8,023,229,867 | 171 | July 21, 2025 |
| October 2026 | $11,054,059,366 | 204 | September 29, 2026 |

Regulatory assets under management: $3,291,653,194 in the October 2021 data and $11,054,059,366 in the October 2026 data, up 236%.
Total employees: 73 in October 2021 and 204 in October 2026.

## Changes in the filing (last 12 months)

### October 2026
- Registered or notice-filed in DE, SD.
- Updated its list of owners and control persons (Schedule A).

### September 2026
- No longer lists the business name Fairhaven Wealth Management.
- Added an office in Scottsdale, AZ.
- Updated its list of owners and control persons (Schedule A).

### March 2026
- Employees performing advisory functions went from 64 to 76.
- Regulatory assets under management went from $8,023,229,867 to $11,054,059,366 (+38%).
- Added an office in Denver, CO.
- No longer lists an office in Greenwood Village, CO.
- Registered or notice-filed in AK, DC.

### December 2025
- Registered or notice-filed in AR, KS, VT.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Pure Financial Advisors, LLC (CRD 144316): Form ADV filing data as of October 2026.