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Pure Financial Advisors, LLC is 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 fifteen years of the firm's opening, Pure Financial surpassed $4.6 billion in client assets under management (as of March 29, 2023) and is currently helping over 4,100 clients plan for their future.

The foundation of Pure's planning is rooted in decades of time-tested research. Pure Financial looks to financial science as the guiding light to form our strategies, gaining insights and inspiration from the work of Nobel laureates. 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. Pure Financial collaborates with leading academics to provide education on financial strategies that work in the real world. 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.

Brian Penney takes stewardship of his client's finances as seriously as he takes his own. As a personal financial professional his investment recommendations are made first and foremost with your best interest in mind. Brian proudly holds himself and the firm to the highest ethical and legal standards.

What keeps Brian coming to work, though, is learning new strategies for clients, meeting new people, and building and reviewing client portfolios. He's a my-clients-come-first kind of adviser. That means maintaining his independence, so clients know he's acting according to their goals and not according to some corporate agenda. It's the best outlet for his love of people and his love of economics and the markets. He knows what he's doing is helping shape people's financial lives. Before moving forward with any financial plan, he listens carefully to your values and your vision for the future and for your legacy. His goal is to help you define and refine your vision, honor your decisions, and help you achieve those goals.

Brian holds his life, health, LTC, and securities licenses. He is a member of the Million Dollar Roundtable and a Platinum Advisor. When he's not at work, he enjoys golf, family movie night, and travel with his family, including his wife, Tammie, and their four kids.

We believe in continuing to set goals and imagine different futures.

Our mission is as consistent as the attention it provides: to have a dedicated, enduring relationship with clients, helping to grow and preserve their wealth while achieving their personal milestones and long-term goals.

Our rich investment experience enables us to craft a fully integrated wealth plan that embraces all aspects of a client's life. From those looking toward retirement or college to maximizing wealth for the next generation, or to minimizing tax exposure, our process provides strategies based on the client's overall investment goals.

We have the client's objective in mind when developing a fully personalized portfolio. We take an analytic look at a variety of financial strategies and how these may impact future cash flow and the ability to reach the client's goals.

To help ensure each client's plan moves in sync with their goals, asset allocations* are monitored and rebalanced based on changes in market conditions, client situations, and future ambitions.

*Asset allocation does not assure or guarantee better performance and cannot eliminate the risk of investment losses.