Mercer Island, WA Office

Pure Financial Advisors, LLC is an enterprise-scale registered investment adviser with roughly $11.05 billion in assets under management, about 83 advisors, and several thousand individual and high‑net‑worth clients. The firm provides comprehensive financial planning and discretionary portfolio management and also offers related services including pension/401(k) consulting, variable annuity management, donor‑advised fund solutions, and assistance with held‑away retirement plan accounts.

Pure follows a financial‑planning‑centered approach grounded in academic frameworks such as modern portfolio theory and tax‑aware asset‑location, and it emphasizes continuous planning through its Foundation Financial Plan process as the typical pathway to ongoing asset management. Portfolios are managed primarily on a discretionary basis, may include ETFs, mutual funds, stocks, bonds, alternatives and option strategies, and the firm sometimes uses third‑party sub‑advisers or model portfolios to implement specialized allocations.

Noteworthy features that distinguish Pure from many peers include its use of the Pontera order‑management platform to implement discretionary changes in held‑away retirement plans without access to client login credentials, and the option to manage donor‑advised funds under its advisory program (with those assets aggregated for household fee tiers). The firm is indirectly owned in part by Lee Equity Partners, discloses and supervises conflicts arising from held‑away and advisory‑managed DAF services, and offers ancillary services such as adult‑education courses, limited bookkeeping, and transitional portfolio management.