Certified Financial Planner™

Accredited Investment Fiduciary


As CEO and President, Joe Anderson has created a unique, ambitious business model utilizing advanced service, training, sales, and marketing strategies to grow Pure Financial Advisors into the trustworthy, client-focused company it is today.

Pure Financial, a Registered Investment Advisor (RIA), was ranked 15 out of 100 top ETF Power Users by RIA channel (2023), was ranked 153 out of 715 RIA’s nationwide by total assets under management by Financial Advisor Magazine (2020) and was ranked one of the 300 Top U.S. Registered Investment Advisers (2020) by Financial Times. (The list recognizes top independent RIA firms from across the U.S.) Pure was also named to Glassdoor’s Top 50 Best Places to Work (2022) and Inc. Magazine’s 2021 Best Workplaces list (2021).

To no surprise, Joe was named to the 2023 Forbes Best-In-State Wealth Advisors list, ranking #9 out of 117 advisors on the list for Southern California (High Net Worth). In 2013, Joe earned San Diego Metro’s 40 Under 40 Award, representing some of the best and brightest minds of San Diego County.

Further to acting as CEO and President, Joe is also Pure Financial’s advanced planner, with extensive experience in estate planning, advanced tax planning, portfolio analysis, and investment management. Joe has a passion for helping others succeed through teaching and education. In addition to training all of Pure’s financial advisors, Joe teaches retirement classes for prospective clients all across San Diego and online.

Since 2008, Joe has co-hosted Your Money, Your Wealth®, a consistently top-rated weekend financial talk radio program in San Diego. Evolving from the radio show’s success, in June 2014, Joe launched the first Your Money, Your Wealth® television broadcast in San Diego and on the popular YMYW YouTube channel, now with over 20,000 subscribers. The Your Money, Your Wealth® podcast followed in 2016 and now places regularly in Apple Podcasts’ Top 100 Investing Podcasts. The YMYW podcast was also ranked as the Best Retirement Podcast With Humor (2023).

Prior to joining Pure, Joe worked for several years with one of the nation’s largest financial planning firms, where he was a financial advisor before becoming a district manager and then Vice President.

Beyond working with Pure Financial, Joe also participates in philanthropic activities. He’s also a member of the National Association of Personal Financial Advisors.

Joe received a Bachelor of Science degree in Finance from the University of Florida. He is a frequent speaker for a wide range of professional groups in San Diego County and enjoys playing golf and cheering for his alma mater, the Florida Gators.


If you have any questions about the awards mentioned, please visit our awards page.

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