Pure Financial Advisors, Llc
SEC-registered
Wealth Manager · Large ($10B–$100B)
CRD 144316
· SEC file 801-70137
· San Diego, CA
· www.linkedin.com
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ADV data as of Feb 26, 2026
- Regulatory AUM
- $11.1B
- Discretionary
- $10.9B
- Clients
- 7,509
- Avg AUM / client
- $1.5M
- Accounts
- 7,509
- Employees
- 204
AUM over time
$398M
$11.1B
Nov 2011
Dec 2025
Annual snapshots from Form ADV filings · as of Feb 26, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 3,936 | $1.8B | 16.2% |
| High net worth individuals | 3,567 | $9.3B | 83.7% |
| Pension and profit sharing plans | 4 | $9.4M | 0.09% |
| Charitable organizations | 2 | $1.3M | 0.01% |
Retirement plan clients
Plans that reported this firm as an investment service provider on Form 5500 Schedule C.
| Plan | Location | Plan year |
|---|---|---|
| Knobbe Martens Olson & Bear, Llp 401(k) Retirement Savings Plan Knobbe Martens Olson & Bear, Llp | 2024 | |
| Scripps Clinic Medical Group, Inc. Retirement Savings Plan Scripps Clinic Medical Group, Inc. | 2024 | |
| Scpmg Keogh Plan Southern California Permanente Medical Group | 2024 | |
| Taylor Made Employees Savings Retirement Program Taylor Made Golf Company, Inc. | 2024 | |
| Schwabplan Retirement Savings And Investment Plan The Charles Schwab Corporation | 2024 |
People (91)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Joseph Dennis Anderson | Ceo & President | CFP | Jan 2008 (19y) | Less than 5% |
| Martin, Danielle, Luv | Cco | May 2014 (12y) | Less than 5% | |
| Brian Keith Perry | Executive Vice President & Cio | CFP CFA | Aug 2017 (9y) | Less than 5% |
| Hasan, Abbas, Syed | Coo | Oct 2022 (4y) | Less than 5% | |
| Alan Robert Clopine | Executive Chairman | Jun 2023 (3y) | Less than 5% | |
| Carver, Jason, Timothy | Cfo & Managing Partner | Jun 2023 (3y) | Less than 5% | |
| Matthew C Balderston | Registered representative | CFP | Nov 2007 (19y) | |
| Benjamin Littman | Registered representative | CFP | Jan 2008 (19y) | |
| John Lee Dugan | Registered representative | CFP | Feb 2008 (18y) | |
| Karen Lisa Baszak | Registered representative | CFP | Mar 2009 (17y) | |
| Matthew James Horsley | Registered representative | CFP | Aug 2009 (17y) | |
| Michael Peter Pash | Registered representative | CFP | Jul 2010 (16y) | |
| Brian Kennedy Sauter | Registered representative | CFP | Jan 2011 (16y) | |
| Nathaniel Theodore Ritchison | Registered representative | CFP | Mar 2011 (15y) | |
| Peter Jonathan Keller | Registered representative | CFP | Feb 2012 (14y) | |
| Thomas Kendall Vance | Registered representative | CFP | Sep 2012 (14y) | |
| Robert James Mccullock | Registered representative | CFP | Sep 2013 (13y) | |
| David Michael Cook | Registered representative | CFP | Dec 2014 (12y) | |
| Allison Jo Alley | Registered representative | CFP | Feb 2015 (11y) | |
| Jacob Aaron Greenberg | Registered representative | CFP Chartered Financial Consultant | Jun 2015 (11y) | |
| Nathan Cody Nicholas | Registered representative | CFA | Nov 2015 (11y) | |
| Bryan Benjamin Ross | Registered representative | CFP | May 2017 (9y) | |
| Amy Lynn Moore | Registered representative | CFP | Feb 2018 (8y) | |
| Kyle Colton Stacey | Registered representative | CFP | Feb 2018 (8y) | |
| Robert Greene Canavan | Registered representative | CFP | Mar 2018 (8y) | |
| Richard Anthony Avilez Alexander | Registered representative | CFP | Mar 2018 (8y) | |
| Peter F Stokes | Registered representative | CFP | Nov 2018 (8y) | |
| Gary Scott Huband | Registered representative | CFP | Mar 2019 (7y) | |
| Dean William Heimbach | Registered representative | CFP | Feb 2020 (6y) | |
| Kendle Francom Smith | Registered representative | CFP | Feb 2020 (6y) | |
| Annie Ju Yin Chen | Registered representative | CFP | Feb 2020 (6y) | |
| Brian Jay Wolff | Registered representative | CFP | Apr 2020 (6y) | |
| Phillip T Chinothai | Registered representative | CFP | Oct 2020 (6y) | |
| Joseph Daniel Schweiger | Registered representative | CFP | Jan 2021 (6y) | |
| Michael Thomas Chipperfield | Registered representative | CFP | Feb 2021 (5y) | |
| Jeffrey Douglas Brecht | Registered representative | CFP | Jun 2021 (5y) | |
| William Anthony Hodapp | Registered representative | CFP | Aug 2021 (5y) | |
| Dominic Jon Knauf | Registered representative | Sep 2021 (5y) | ||
| Joseph James Sanchez | Registered representative | CFP | Sep 2021 (5y) | |
| Johnson George Andrews | Registered representative | CFP | Dec 2021 (5y) | |
| Valerie Marie Kampe | Registered representative | CFA | Jan 2022 (5y) | |
| Rachel Brooke Fuss | Registered representative | CFP | Jan 2022 (5y) | |
| Ryan Arthur Miiller | Registered representative | CFP | Jan 2022 (5y) | |
| Daniel James Goldstein | Registered representative | CFP | Mar 2022 (4y) | |
| Anthony Tien Vu | Registered representative | CFP | Jun 2022 (4y) | |
| Nicholas Brent Rose | Registered representative | CFP | Jun 2022 (4y) | |
| Alexander Joseph Valles | Registered representative | Aug 2022 (4y) | ||
| Maxwell Leonard Hacker | Registered representative | CFP | Aug 2022 (4y) | |
| Robert Nowak | Registered representative | CFA | Nov 2022 (4y) | |
| Garrett Matthew Bradbury | Registered representative | CFP | Dec 2022 (4y) | |
| Sumit Mehta | Registered representative | Mar 2023 (3y) | ||
| Jeffery Jacob Wille | Registered representative | CFP | Apr 2023 (3y) | |
| Kamel Miqdadi | Registered representative | CFP | Nov 2023 (3y) | |
| Michael Albert Moore | Registered representative | Dec 2023 (3y) | ||
| Joseph Steven Dean Bailey | Registered representative | CFP | Mar 2024 (2y) | |
| Robert Louis Lucente | Registered representative | CFP CFA | Mar 2024 (2y) | |
| Ian Thomas Barr | Registered representative | CFP | Apr 2024 (2y) | |
| Blaine Alexander Thiederman | Registered representative | CFP | Apr 2024 (2y) | |
| Kathryn Meleski Bowie | Registered representative | Jun 2024 (2y) | ||
| Alexandra Lauren Swanson | Registered representative | CFP | Sep 2024 (2y) | |
| Taylor Anne Rios | Registered representative | CFP | Sep 2024 (2y) | |
| Brennon Sterling Bowen | Registered representative | CFP | Nov 2024 (2y) | |
| David Kleinman | Registered representative | CFP | Nov 2024 (2y) | |
| Ryan Burgess | Registered representative | CFP | Dec 2024 (2y) | |
| Joseph Christopher Schaaf | Registered representative | CFP | Jan 2025 (2y) | |
| Kyle Joseph Farmer | Registered representative | CFP | Feb 2025 (1y) | |
| David Lee Edmisten | Registered representative | CFP | Mar 2025 (1y) | |
| Brian Charles Fahey | Registered representative | CFA | Mar 2025 (1y) | |
| Christopher James Reedy | Registered representative | CFP | Mar 2025 (1y) | |
| Jennifer Ann Laduca | Registered representative | CFP | Mar 2025 (1y) | |
| John Michael Burkhardt | Registered representative | Mar 2025 (1y) | ||
| Rodney George Coyan | Registered representative | Apr 2025 (1y) | ||
| Matthew J Frederick | Registered representative | Apr 2025 (1y) | ||
| Phillip Brian Smolinski | Registered representative | Apr 2025 (1y) | ||
| Jennifer Allison Taylor | Registered representative | CFP | Apr 2025 (1y) | |
| Gerald William King | Registered representative | Apr 2025 (1y) | ||
| Kurt D. Anderson | Registered representative | CFP | Apr 2025 (1y) | |
| Marc David Horner | Registered representative | CFP | Apr 2025 (1y) | |
| Trent Edward Warren | Registered representative | CFP | Apr 2025 (1y) | |
| Marcus Gonzalez | Registered representative | CFP | Jul 2025 (1y) | |
| Vijay Kailash | Registered representative | CFP CFA | Aug 2025 (1y) | |
| Joseph William Hodapp | Registered representative | CFP | Sep 2025 (1y) | |
| Harley Nicole King | Registered representative | CFP | Sep 2025 (1y) | |
| Matthias Shortridge | Registered representative | CFP | Jan 2026 (1y) | |
| Alexandra Bellini | Registered representative | CFP | Jan 2026 (1y) | |
| Bryan Danny Mc Dermott | Registered representative | CFP | Mar 2026 (0y) | |
| Christopher O'brian Jackson | Registered representative | CFP | Apr 2026 (0y) | |
| Blake Kenneth Naylor | Registered representative | CFP | May 2026 (0y) | |
| Bradley Loren Anderson | Registered representative | CFP | Jun 2026 (0y) | |
| Branden Randall | Registered representative | CFP | Jul 2026 (0y) | |
| Daron Edward Estrada | Registered representative | CFP | Jul 2026 (0y) |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Pfa Acquisition 1, Llc | Member | Oct 2021 | A | 75% or more |
| Pfa Intermediate Holdings, Llc | Member | Jul 2021 | B | ≈ 56.25% – 100% via Pfa Acquisition 1, Llc |
| Pfa Holdings, Llc | Member | Jul 2021 | B | ≈ 42.19% – 100% via Pfa Intermediate Holdings, Llc |
| Lee Equity Partners Fund Iii(a), L.P. | Member | Jun 2021 | B | ≈ 7.91% – 50% via Lep Pfa Holdings 2, Llc |
| Canada Pension Plan Investment Board | Shareholder | Jul 2008 | B | ≈ 1.48% – 25% via Cpp Investment Board (Usre V) Inc. |
| Lep Pfa Holdings 2, Llc | Member | Oct 2021 | B | ≈ 10.55% – 50% via Pfa Holdings, Llc |
| Cpp Investment Board (Usre V) Inc. | Limited Partner | Sep 2018 | B | ≈ 1.98% – 25% via Lee Equity Partners Fund Iii(a), L.P. |
| Lee Equity Partners Iii Gp, Llc | General Partner | Jun 2018 | B | GP / trustee / elected manager of Lee Equity Partners Fund Iii(a), L.P. (indirect) |
Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.
Estimated effective ownership (look-through of filed bands):
- Pfa Intermediate Holdings, Llc: 75% – 100% of Pfa Acquisition 1, Llc × 75% – 100% direct ≈ 56.25% – 100% of the firm
- Pfa Holdings, Llc: 75% – 100% of Pfa Intermediate Holdings, Llc × 75% – 100% of Pfa Acquisition 1, Llc × 75% – 100% direct ≈ 42.19% – 100% of the firm
- Lee Equity Partners Fund Iii(a), L.P.: 75% – 100% of Lep Pfa Holdings 2, Llc × 25% – 50% of Pfa Holdings, Llc × 75% – 100% of Pfa Intermediate Holdings, Llc × 75% – 100% of Pfa Acquisition 1, Llc × 75% – 100% direct ≈ 7.91% – 50% of the firm
- Canada Pension Plan Investment Board: 75% – 100% of Cpp Investment Board (Usre V) Inc. × 25% – 50% of Lee Equity Partners Fund Iii(a), L.P. × 75% – 100% of Lep Pfa Holdings 2, Llc × 25% – 50% of Pfa Holdings, Llc × 75% – 100% of Pfa Intermediate Holdings, Llc × 75% – 100% of Pfa Acquisition 1, Llc × 75% – 100% direct ≈ 1.48% – 25% of the firm
- Lep Pfa Holdings 2, Llc: 25% – 50% of Pfa Holdings, Llc × 75% – 100% of Pfa Intermediate Holdings, Llc × 75% – 100% of Pfa Acquisition 1, Llc × 75% – 100% direct ≈ 10.55% – 50% of the firm
- Cpp Investment Board (Usre V) Inc.: 25% – 50% of Lee Equity Partners Fund Iii(a), L.P. × 75% – 100% of Lep Pfa Holdings 2, Llc × 25% – 50% of Pfa Holdings, Llc × 75% – 100% of Pfa Intermediate Holdings, Llc × 75% – 100% of Pfa Acquisition 1, Llc × 75% – 100% direct ≈ 1.98% – 25% of the firm
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Retirement plans served (5)
| Plan | Sponsor | Participants | Plan assets | As of |
|---|---|---|---|---|
| Knobbe Martens Olson & Bear, Llp 401(k) Retirement Savings Plan | Knobbe Martens Olson & Bear, Llp | 676 | $363M | 01/01/2024 |
| Scripps Clinic Medical Group, Inc. Retirement Savings Plan | Scripps Clinic Medical Group, Inc. | 1,073 | $962M | 01/01/2024 |
| Scpmg Keogh Plan | Southern California Permanente Medical Group | 11,088 | $7.9B | 01/01/2024 |
| Taylor Made Employees Savings Retirement Program | Taylor Made Golf Company, Inc. | 911 | $206M | 01/01/2024 |
| Schwabplan Retirement Savings And Investment Plan | The Charles Schwab Corporation | 32,145 | $8.9B | 01/01/2024 |
From Form 5500 service-provider disclosures.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 02/26/2026 | 1 MB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Percentage of assets under management
- • Fixed fees
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Pension consulting services
- • Selection of other advisers
- • Educational seminars/workshops
Custody
Reported custodians
- Charles Schwab & Co. $5.3B (48% of AUM) Feb 2026
- National Financial Services (Fidelity) $4.6B (42% of AUM) Feb 2026
- Axos Clearing $12.5M (0% of AUM) Sep 2025
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports having custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Feb 26, 2026.
View current Form ADV (SEC/IAPD) ↗