Susan Brandeis

Susan is a CERTIFIED FINANCIAL PLANNER™ professional who earned her BA in Financial Services from San Diego State’s College of Business Administration, also receiving a SDSU Personal Financial Planning Certificate. In addition, prior to working with a fee-only advisory firm, Susan held the FINRA series 7 and 63 securities registration. Until joining Pure Financial Advisors, [...]

What is a CERTIFIED FINANCIAL PLANNER™? Do I really need a CERTIFIED FINANCIAL PLANNER™? How do CERTIFIED FINANCIAL PLANNER™s get paid? Pure Financial Advisors’ Director of Financial Planning, Susan Brandeis, CFP® answers these questions.


So today what we’re going to talk about is, what is a CERTIFIED FINANCIAL PLANNER™? So what a CERTIFIED FINANCIAL PLANNER™ is, is somebody that’s there to work with you to create the retirement of your dreams.

Now, CERTIFIED FINANCIAL PLANNER™s have extensive training in this area, and have extensive experience, and are held to a rigorous standard. They understand the complexities of the changing financial climate and know how to make recommendations in your best interest.

As a CFP®, we’re fiduciaries. And what that means is, we act in the best interests of our clients.

A lot of people asked me, “Do I really need a CERTIFIED FINANCIAL PLANNER™? And the answer is yes!

We look at your financial health, from your budgeting to your savings to your cash flow to how your investments are, to do you have enough insurance in case anything were to happen? To your estate planning. Those are all the things that we cover, and we look at it all as a whole.

As a CERTIFIED FINANCIAL PLANNER™, I am your coach, right? I have your back. And basically, what I do is I help you keep on track for your financial goals. If it’s from being able to retire in five years or 10 years, to be able to take vacations every year, to be able to have your grandkids go to college, or your kids go to college.

So there are several ways that a CERTIFIED FINANCIAL PLANNER™ can get paid. One of the ways is we get paid for our advice, similar to how a lawyer does. We get paid by the hour. Or, we can manage our assets and charge you a percentage. All of our fees are transparent, which means we’re always going to tell you all the fees upfront. Some advisors charge fees, and some advisors take commissions.

So what a commission is, is the company selling the product will actually pay the advisor in an incentive to sell that product. And so when an advisor does that, they really have an incentive to sell that product, versus actually looking at the best interests of the client.

As a CERTIFIED FINANCIAL PLANNER™ who gets paid fees, were not incentivized by any company: we’re paid by you. It’s our job to work in your best interest.

Being a CERTIFIED FINANCIAL PLANNER™, I get to do creative problem solving with you build relationships with you and help ensure that you have the retirement of your dreams. If you’d like any more information, give us a call at Pure Financial: (877) 222-6044*.


*Note: This number has changed to (866) 876-7873.