Michael Fenison


Michael Fenison

After selling his current firm at the time, Michael Fenison figured it was time to retire. He had built one of the largest branch office systems in the ING broker-dealer network, but had grown frustrated with many issues in the financial industry.

The commission and sales culture of the brokerage industry never quite sat right with Fenison. The competitive sales environment caused a conflict of interest between the advisor and client. Oftentimes the advisors were only looking out for their own best interest.

When Fenison was ready to hit the beach, friends and colleagues challenged him to use his experience to craft a new type of business model. This business model would minimize conflicts and create a positive change for the financial industry.

Experience Meets Innovation

The result was Pure Financial Advisors, LLC, a fee-only Registered Investment Advisor providing comprehensive retirement planning services and tax-optimized investment management. A pure business model was the vision, and Pure Financial Advisors became the reality.

Doors opened for business in 2007 with no clients, negative revenue, and zero assets under management. Within just seventeen years of the firm’s opening, Pure Financial surpassed $6.29 billion in client assets under management (as of March 25, 2024), and is currently helping over 4,975 clients plan for their future.

Education and Growth

The foundation of Pure’s planning is rooted in years of time-tested research. Pure Financial looks to financial science as the guiding light to form our strategies. As the world continues to evolve, Pure continues to learn.

Pure Financial puts education at the core of everything we do. We strive to be a financial resource that people can turn to when they need a helping hand. Join us at our next educational event or talk to an advisor today to find out how we can help you reach your financial goals.