Joseph Anderson (AIF®, CFP®)

Joseph Anderson focuses in the
following client markets or areas of practice:

  • High Net Worth Client Needs
  • Investment Advice with Ongoing Management
  • Retirement Plan Investment Advice
  • Retirement Planning & Distribution Rules
  • Tax Planning

Planning Specialties

There are many opinions about how money should be managed. Our position is that we will rely on credible research from unbiased sources to determine what factors matter in portfolio construction. One advantage you have with us is that as a fee-only advisor, we charge a fixed fee for managing portfolios regardless of the portfolio composition or internal strategy. This way we have the exact same goal, produce the highest expected return at the lowest risk relative to your individual goals. We are not incentivized by the content of the portfolio so we cannot create a conflict of interest with you while benefiting ourselves by choosing one investment or strategy over another. There is tremendous research and debate regarding investment strategy. During select periods most strategies will create value. The challenge is to identify investment strategies that predictably create reliable long-term value relative to your individual needs. The Pure investment philosophy is primarily passive, although we seek strategic advantages available within the passive strategy. The substantial body of academic research strongly suggests that a passive asset allocation approach will produce a more reliable, predictable, and manageable investment discipline and methodology. Pure asset management seeks to positively impact performance with factors that can be controlled. These factors include planning-based investment decisions related to specific objectives, asset class investing, and asset diversification which utilizes broad market diversification rather than individual security selection.

Additional Information

Joe Anderson CFP®, AIF® President of Pure Financial Advisors, a financial planning, investment advisement, and financial services company. As of March 29, 2021, Pure Financial Advisors has $3.29 billion in client assets under management. Pure has reached these numbers in just fourteen years of starting the firm, due in large part to Joe's leadership. Today, Pure Financial is one of the top registered investment advisers (RIA) in America according to Financial Times.

Joe has shown incredible leadership skills, provides innovative thinking, and has a drive that has positioned him among the top professionals in San Diego. In addition to acting as president, Joe is also the firm's advanced planner, directly responsible for the activities of the firm's 80 employees and 37 CFPs and CPAs, all of whom he personally hired and trained. He has extensive experience in estate planning, advance tax planning, portfolio analysis, and investment management which he uses to coach and foster junior financial planners in the office. In addition to training all of Pure's advisors, Joe teaches retirement classes all across San Diego. Pure also offers retirement classes in Orange County and Los Angeles.

Joe is the co-host of Your Money, Your Wealth®, a financial talk show that has consistently been a top-rated weekend radio show in San Diego's financial market on AM 760. Evolving from the radio show's success, Joe launched the first Your Money, Your Wealth® television broadcast in June of 2014. He was also named on the Forbes Best-In-State Wealth Advisors list in 2019 and 2020. Joe graduated from the University of Florida with a bachelor's of science in finance. He is a CERTIFIED FINANCIAL PLANNER™ professional (CFP®) and an accredited investment fiduciary (AIF®) both of which require extensive education and testing to achieve.

NAPFA Start Date

December 09, 2011


This Office

3131 Camino Del Rio N Ste 1550 San Diego, CA 92108-5743 Phone: (619) 814-4100