Pure Financial Advisors Review 2026

Pros explained

• Fee-only fiduciary: Pure Financial is a fee-only, fiduciary financial advisor. Its representatives don’t earn commission selling products to clients and are required to put your best interests ahead of their own. Working with a fee-only firm can be beneficial if you want to reduce potential conflicts of interest; however, it’s impossible to completely eliminate conflicts. For example, asset managers who charge an AUM fee have an incentive to recommend that you invest more aggressively—even if your money would be better spent elsewhere—because the more you invest, the more they earn.
• Highly qualified advisors: Nearly all of Pure Financial’s advisors are certified financial planners (CFPs), which is considered by many to be the gold standard for financial professionals. CFPs must complete rigorous education and experience requirements, pass an exam that covers every aspect of personal financial planning and adhere to CFP Board ethical standards. Many of Pure’s advisors also have additional certifications. The firm also employs in-house tax experts, including certified public accountants and enrolled agents.
• Offers free assessment: Before you commit to working with Pure, you have the option to receive a free initial assessment of your finances, which includes a review of your financial situation and recommendations regarding your tax strategy, retirement income needs, portfolio asset allocation and more. 

Cons explained

• Charges a fee for initial financial plan: When working with Pure Financial, you’ll first receive a comprehensive financial plan (ranging in cost between $1,000 and $5,000) that includes recommendations regarding your investments, retirement plan, insurance needs, tax situation, cash flow and estate plan. You then decide whether you want Pure to implement the plan or if you will handle it independently. If Pure implements the plan, you’ll then pay an AUM fee (which includes ongoing financial planning and portfolio management). This makes Pure potentially pricier than an RIA that includes its initial financial plan as part of its annual AUM fee.
• Relatively high AUM fee: Pure’s AUM fee starts at 1.60% for balances up to $350,000. After that, the fee percentage starts to go down, but it doesn’t drop below 1% until your balance surpasses $750,000. The fee goes down to 0.40% for balances over $10 million. The average AUM fee is around 1.05%, according to Envestnet. 
• Managed assets must be kept with specific brokerages: For portfolio management, Pure requires you to have a brokerage account with Schwab, Fidelity, Axos, TradePMR or TIAA Advisors. If you don’t already have an account with one of these firms, you’ll need to set one up and transfer your assets there. It’s not uncommon for RIAs to require you to keep your assets with a specific custodian, but if you want to use a different brokerage, you’ll need to find a compatible RIA. 

Who should consider Pure Financial Advisors?

Because Pure Financial doesn’t set a minimum account size, individuals of any net worth are able to work with this RIA. However, its fees are relatively high, particularly when you combine its initial flat planning fee and annual AUM fee for portfolio management. If you have fewer investable assets, you might want to consider firms with lower AUM fees or even a robo advisor if your finances are relatively straightforward.

If you’re in a higher tax bracket or want to prioritize reducing your tax burden, you might find Pure’s tax-first philosophy, which puts an emphasis on using tax-minimizing strategies like diversification, Roth conversions and tax-loss harvesting, to be a good fit. 

FAQ

What types of accounts does Pure Financial Advisors support?

Pure Financial can advise on both taxable and tax-advantaged accounts, including employer-sponsored retirement plans.

Is Pure Financial Advisors safe? 

Pure Financial is a reputable firm that’s been in business for nearly 20 years, opening its doors in 2007. Almost all of its advisors are CFPs, and many have additional financial certifications. Additionally, when you use Pure for portfolio management, the brokerages you can keep your assets with are all members of the Securities Investor Protection Corporation, which provides up to $500,000 in investor protection in the event of a brokerage failure.

How does Pure Financial Advisors compare to other advisors?

Compared to other advisors, Pure stands out for its focus on tax optimization and its free initial assessment. While many firms offer no-cost initial consultations for potential clients, Pure’s assessment is more in-depth and personalized to the client’s finances. However, it charges high fees compared to Buy Side’s best financial advisors.

Is Pure Financial Advisors suitable for beginners?

Pure Financial doesn’t set a minimum account size, so it could be suitable for beginners with fewer investable assets. Some RIAs require clients to have $100,000 or more, so if you are in need of investment management but are having trouble finding a firm where you meet the investment minimum, Pure could be a good fit. But its high AUM fees for lower balances make it relatively pricey. 

What customer support options are available with Pure Financial?

You can contact Pure Financial from 9 a.m. to 5 p.m. Monday through Friday. As a client, your advisor will be your main point of contact. Pure also provides educational materials, retirement workshops and web tools that let you plan for your goals, track your spending, model “what-if” scenarios and more.

Methodology

We analyzed hundreds of data points and assigned ratings on a scale of 1 to 5 stars to create a list of advisors that cater to different preferences. We assign points based on weighted factors, with a maximum score of 100. Advisors with the highest point values are assigned 5 stars, and other advisors are assigned their ratings based on their total point values, with the lowest-scoring firms receiving 2 stars.

Each factor is weighted based on our assessment of how important features are to consumers, using information and data collected from Dow Jones surveys and the expertise of Buy Side team members.