Experience the Pure Difference

Fiduciary Responsibility

A fiduciary relationship is generally viewed as the highest standard of customer care available under law. Fiduciaries are required to act in the best interest of the client and to provide full and fair disclosure of material facts and conflicts of interest.

Pure Transparency

Pure Financial provides fee-only financial planning with no competing sales goals or directives. Our advisors are non-commissioned employees who never receive commissions. A partnership with Pure ensures that your best interest always comes first.

Credentialed Professionals

Pure’s financial advisors are generally required to be CERTIFIED FINANCIAL PLANNER® professionals, Certified Public Accountants, Chartered Financial Analyst, or to have at least five years of financial planning experience. Pure’s advisors may also hold additional credentials to indicate their commitment to their profession.

Fixation on Taxation

Tax planning is the art of arranging your affairs to minimize the impact of tax costs along the way. As tax laws are often complex and frequently change, our tax planning department work alongside our financial planners to help our clients reduce their tax liability now and in the future.

Commitment to Education

Education empowers personal growth while shaping new opportunities. Pure Financial is committed to providing ongoing education through a variety of different mediums.

No Minimum Net-Worth

We strive to help everyone exceed their financial goals, regardless of their net-worth.

Pure in the News

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Pure Financial Named on USA Today’s 2025 Best Financial Advisory Firms 2025

Pure Financial was ranked 67 out of 85 Best Financial Advisory Firms with over $5 billion assets under management (AUM) and 375 out of 500 Overall Best Financial Advisor Firms by USA Today. Over 30,000 companies were evaluated and 500 companies were awarded. Companies were awarded based on performance and market appreciation, evaluated in part...

MAY
2025

Pure Financial Advisors, LLC Deepens Midwest Presence with Acquisition of Fairhaven Wealth Management, LLC

April 15, 2025 – San Diego, CA – Pure Financial Advisors, LLC (“Pure”), a San Diego, CA-based financial education, planning and investment advice company, announced it has acquired Fairhaven Wealth Management, LLC (“Fairhaven”), located in the Chicago suburb of Wheaton, Illinois. Fairhaven is a financial planning and investment management firm with nearly $900 million in...

APR
2025

YMYW Ranked in Multiple Podcast Rankings by Million Podcasts (2025)

Pure Financial’s Your Money, Your Wealth® was recognized as one of the best tax planning, financial advisor, and retirement podcasts by Million Podcasts. Million Podcasts is a public relations software for podcast outreach. View individual rankings here: #2 out of 100 Best Tax Planning Podcasts #8 out of 100 Best Financial Advisor Podcasts #11 out...

APR
2025

Live a Life Well-Planned and Get to Know What a Fee-Only Firm Can Do for Your Financial Success

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Our Story

Learn how a vision became a reality by discovering how it all began.

Get to Know Pure

Meet the Team

Get to know the people working hard to help you reach a successful retirement.

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Lunch n’ Learn

Join us for a one-hour lunch n’ learn as we discuss the current state of the economy, the new tax reform, how to reduce taxes in retirement, and appropriate investment strategies for volatile markets.

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