The Pure Financial Advisors Vision

Although he'd spent 26 successful years in the financial services industry, Michael Fenison felt a desire for change. Negative press about common industry practices made it difficult for him to feel passionate and positive about the public image and direction of financial planning. Realizing that financial services industry practices and his personal values were not in alignment, he had decided to sell his company and retire. Then a friend challenged him. "Michael, what would you do if you had no limits, if you could do anything?" After seriously pondering the question, he made a commitment to create a new kind of financial services company. He envisioned nothing less than a new business model that would revolutionize the financial services management industry by meeting these criteria:

• Eliminate the major sources of negative criticism against the financial industry from the media, academia and finance professionals - issues such as unqualified financial advisors and conflict of interest arising from commissions and other compensation structures.
  
  
• Provide a better value for clients than any traditional companies, including no-load mutual funds and discount brokerages.
  
  
• Offer a healthy professional environment where CFP Board Certified Planners could build a quality career without the ethical burden of selling financial products to earn commissions.
  
  
• And, these financial services would be priced affordably so they would be within reach of people of average means.
  
  

The vision has been realized. Pure Financial Advisors is that company.

You can hear Mike's story in his own words here.

Integrity

All Pure Financial Advisors employees shall offer and provide professional services with integrity.

Objectivity

Pure Financial Advisors shall be objective in all aspects of providing services to the client. Investment Advisor representatives will always strive to be as unbiased as possible by eliminating conflict of interest.

Competence

Pure Financial Advisors shall provide services to clients competently and maintain the necessary knowledge and skill to continue to do so. Pure Financial Advisors shall not provide advice in areas where they are not capable.

Fairness

Pure Financial Advisors shall always put the client's interest first. Pure Financial Advisors shall perform services in a manner that is fair and reasonable to clients, principals, partners and employees and shall disclose any conflict of interest.

Confidentiality

Pure Financial Advisors shall not disclose any private client data unless authorization is received from the client to share it, or it is in response to proper legal process.

Professionalism

Pure Financial Advisors representatives at all times shall conduct themselves in a way that would be a credit to Pure Financial Advisors and the financial planning profession.

Regulatory Compliance

Pure Financial Advisors will strive to maintain compliance with legal regulations.

Diligence

Pure Financial Advisors shall act diligently in providing professional services.