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PURE FINANCIAL ADVISORS, LLC
CRD 144316File 801-70137
APPROVED
Retail clients
Custody
Filing as of Sep 29, 2026
Feed vintage Oct 1, 2026
Regulatory AUM
$11.05B
Top 10% of cohort (national)
Discretionary AUM
$10.85B
Non-discretionary $203.4M
Clients
7,509
7,509 accounts
Employees
204
Top 10% of cohort in CA
Identity & registration
ADV Item 1- Organization form
- Limited Liability Company
- Firm type
- Registered
- SEC region
- LARO
- Registration date
- May 1, 2009
- Principal office
- 3131 CAMINO DEL RIO N, SUITE 1550, SAN DIEGO, CA, 92108
- Phone
- 866-876-7873
- Website
- https://purefinancial.com/
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $11.05B
- Discretionary AUM
- $10.85B
- Non-discretionary AUM
- $203.4M
- Discretionary accounts
- 6,954
- Non-discretionary accounts
- 555
- Total accounts
- 7,509
- AUM per client
- $1.5M
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| Charitable organizations | 2 | $1.3M |
| High net worth individuals | 3,567 | $9.26B |
| Pension and profit sharing plans | 4 | $9.4M |
| Individuals (other than high net worth individuals) | 3,936 | $1.79B |
Compensation & activities
ADV Items 5E, 5GCompensation
- Fixed fees
- A percentage of assets under your management
Advisory activities
- Other
- Financial planning services
- Selection of other advisers
- Portfolio management for other
- Portfolio management for individuals and/or small businesses
Custody
ADV Item 9- Firm Custody Cash
- Yes
- Firm Custody Assets
- No
- Firm Custody Clients
- No
- Firm Custody Securities
- No
- Related Person Custody Cash
- Yes
- Related Person Custody Assets
- No
- Related Person Custody Clients
- No
- Related Person Custody Securities
- No
Disclosure events
ADV Item 11This firm answered no to every Item 11 disclosure question in this filing.
Filed changes
| Date | Field | From | To | Change |
|---|---|---|---|---|
| Mar 1, 2026 | Employees | 171 | 204 | increased by33 |
| Mar 1, 2026 | Clients | 6,259 | 7,509 | increased by1,250 |
| Mar 1, 2026 | AUM | $8,023,229,867 | $11,054,059,366 | increased by$3,030,829,499 |
| Mar 1, 2026 | Accounts | 22,199 | 7,509 | decreased by14,690 |
| May 1, 2025 vs Oct 1, 2022 | Employees | 102 | 171 | increased by69 |
| May 1, 2025 vs Oct 1, 2022 | Clients | 3,431 | 6,259 | increased by2,828 |
| May 1, 2025 vs Oct 1, 2022 | AUM | $4,084,060,108 | $8,023,229,867 | increased by$3,939,169,759 |
| May 1, 2025 vs Oct 1, 2022 | Accounts | 3,471 | 22,199 | increased by18,728 |
| Mar 1, 2022 | Employees | 97 | 102 | increased by5 |
| Mar 1, 2022 | Clients | 2,900 | 3,431 | increased by531 |
| Mar 1, 2022 | AUM | $3,291,653,194 | $4,084,060,108 | increased by$792,406,914 |
| Mar 1, 2022 | Accounts | 10,417 | 3,471 | decreased by6,946 |
| Feb 1, 2022 | Employees | 73 | 97 | increased by24 |
| Apr 1, 2021 | Registration | — | APPROVED |
On Form 5500, an adviser usually appears as a plan service provider (Schedule C), not the plan sponsor.
See plans that list “PURE FINANCIAL” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“PURE FINANCIAL” may also match similarly-named firms). Confirm identity against each filing.
Every value above is reproduced from this firm's Form ADV filing. Fields the firm left blank are shown as “Not reported” rather than filled in from other sources.