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RIA comparison · SEC Form ADV

Apella Wealth vs Pure Financial Advisors, LLC

Two independent wealth managers side by side: assets, clients, staff, services and fees, from each firm’s own filing.

The short answer

Apella Wealth and Pure Financial Advisors, LLC are almost exactly the same size, with $11B and $11B in regulatory assets (Apella Wealth slightly ahead), by their latest Form ADV filings. Apella Wealth reports more individual clients (8,139 vs 7,503), while Pure Financial Advisors, LLC’s clients hold more on average (about $1.5 million each against $1.3 million). Apella Wealth is based in West Hartford, Connecticut and Pure Financial Advisors, LLC in SAN Diego, California.

FigureApella WealthPure Financial Advisors, LLC
Regulatory AUM$11B$11B
National rank#86#87
HeadquartersWest Hartford, ConnecticutSAN Diego, California
Individual clients8,1397,503
High-net-worth clients3,5913,567
Average client assets$1.3 million$1.5 million
Accounts24,0587,509
Discretionary79% of AUM98% of AUM
Employees179204
Advisory staff8876
Clients per advisory employee9299
Offices3814
Form ADV filed2026-09-082026-09-29

Apella Wealth

Full profile →

Services

  • Financial planning
  • Portfolio management for individuals and small businesses

How it’s paid

  • A percentage of assets under management
  • Other

Pure Financial Advisors, LLC

Full profile →

Services

  • Financial planning
  • Portfolio management for individuals and small businesses
  • Pension consulting
  • Selecting other advisers
  • Educational seminars and workshops

How it’s paid

  • A percentage of assets under management
  • Fixed fees

Questions

Which is bigger, Apella Wealth or Pure Financial Advisors, LLC?

Apella Wealth, with $11B in regulatory assets under management against $11B at Pure Financial Advisors, LLC. Nationally they rank #86 and #87 among 5,657 independent wealth management RIAs.

How many clients do Apella Wealth and Pure Financial Advisors, LLC have?

Apella Wealth reports 8,139 individual clients (3,591 high-net-worth) with 88 advisory employees; Pure Financial Advisors, LLC reports 7,503 (3,567 high-net-worth) with 76 advisory employees.

How do Apella Wealth and Pure Financial Advisors, LLC charge clients?

Only Apella Wealth lists other forms of compensation on Form ADV. Only Pure Financial Advisors, LLC lists fixed fees. Fee schedules and minimums are in each firm’s Form ADV Part 2A brochure.

What services do Apella Wealth and Pure Financial Advisors, LLC offer?

Pure Financial Advisors, LLC lists pension consulting; selecting other advisers; educational seminars and workshops, which Apella Wealth does not. Both offer financial planning; portfolio management for individuals and small businesses.

More comparisons

Where these numbers come from

Every figure is the firm’s own answer on its latest Form ADV, from the SEC’s registered-adviser list as of October 1, 2026: regulatory assets and accounts (Item 5.F), clients by type (5.D), employees (5.A and 5.B), compensation (5.E) and services (5.G). Average client assets divide the assets held for individual and high-net-worth clients by their number. Ranks compare each firm with all US-based independent wealth management RIAs, the same field as The Largest RIAs. Figures can lag recent deals and market moves.

Not an endorsement or a recommendation of either firm. Before hiring an adviser, read its Form ADV Part 2A brochure and check its record on the SEC’s adviser search: Apella Wealth ↗, Pure Financial Advisors, LLC ↗. How to check a financial advisor →