Sandra LawsManaging your money isn’t just about numbers on a spreadsheet; it’s about protecting your lifestyle, your family, and your long-term goals. The right financial adviser can help you grow your wealth and plan for retirement.
I’ve watched friends struggle with confusing investment options, unclear advice, or advisers who didn’t really listen to what they wanted. In some cases, poor guidance led to missed opportunities or unnecessary financial stress.
That’s why I put together this guide to some of the most trusted financial advisers in San Diego. These are professionals locals rely on for everything from retirement planning and investments to tax strategies and long-term wealth management.
How much do financial advisers charge in San Diego?
Financial advisers in San Diego typically charge between 0.5% and 1.5% of assets under management per year, depending on portfolio size and services offered. Some advisers charge hourly rates ranging from $200 to $400.
1. Pure Financial Advisors
Address: 3131 Camino Del Rio N #1550, CA 92108
Contact: +1 619 814 4100
Operating Hours:
- Monday to Friday: 9:00 AM – 5:00 PM
- Saturday to Sunday: Closed
Pure Financial impressed me right from the first free assessment. The conversation didn’t feel rushed or sales-driven. Instead, they took the time to understand my situation and helped me clearly define my short- and long-term goals, especially around retirement.
We talked through realistic expectations, income strategies, and tax efficiency. They also checked whether my investments were actually aligned with what I want down the line.
What stood out was how everything felt structured yet personal. The advisers offered tailored advice rather than generic recommendations. And the free financial blueprint made it easy to visualise where I am now and where I’m heading.
I also appreciated their retirement classes, which break down complex topics into practical, easy-to-understand guidance for life after work.
On top of that, their website is packed with educational resources, so I could keep learning at my own pace. It’s the kind of learning experience I prefer, honestly.
The only downside I noticed is that because Pure Financial is fee-only and focused on planning and education, they don’t offer commission-based products.
It is always a fun and interesting discussion when meeting with them
“We are lucky to be working with Rob Canavan at Pure Financial Advisors as our financial planning advisor. He and the Pure Financial team have been doing an excellent job of helping us analyze, invest, and manage our financial resources, as well as monitoring taxes implications. Rob has an easy going personality and is excellent at explaining the concepts and details of financial planning and investing. He takes the time to explain concepts and important items so that we can understand them and make appropriate decisions. He listens to concerns and provides valuable feedback and recommendations. He also provides valuable insights to think about as we go through the various phases of maturing, retiring, and subsequent aging, to help with understanding not only financial planning sides, but also other things to expect in various life stages also. It is always a fun and interesting discussion when meeting with him, and I always learn new things. He’s great!!”
- Todd, Google Review
Always provides trustworthy guidance
“Michael Chipperfield has been a great partner in our planning. Our initial introduction to Michael was a financial planning class that really drove home how to plan with the tax implications in mind – not just leaving the tax implications on the side line. His ability to convey the intricate details is excellent.
As our financial planner, Michael has been respectful and supportive of our beliefs and attitudes about our finances, our retirement, and our other goals. For example, we title/give offering off of all income and that is reflected in our plan. Additionally, he has understood the variability in our (wife’s) consulting business and helped us plan accordingly. Finally, as our three kids are in college/getting closer to college Michael has been helpful in offering alternatives to our 529 plan and how best to maximize the resources for the benefit of our three children. Michael has been a great sounding board, willing to entertain and play out the “what ifs” that we come up with, but always provides trustworthy guidance.”
- Eric Trull, Google Review
2. Copley Financial Group, Inc.
Address: 2650 Camino Del Rio N, Suite #350, CA 92108
Contact: +1 619 294 6008
Operating Hours:
- Monday to Friday: 9:00 AM – 5:00 PM
- Saturday to Sunday: Closed
Copley Financial Group, Inc. impressed me from the very start with how they approach financial planning — not just as numbers on a page, but as a personalized roadmap to achieving long-term security.
Their 30 years of experience and $260 million in assets under management immediately gave me confidence. Additionally, their A+ BBB accreditation and rating were reassuring.
One standout feature is their free eBook, “Retirement Planning: Hard Facts & Straight Answers.” It breaks down how to maximize retirement income while minimizing risk in a practical way, providing a solid foundation before even speaking with an adviser.
I also appreciated their complimentary consultation. During this session, the team took the time to understand my goals and explained complex concepts in a straightforward way. It felt collaborative and informative, not sales-driven.
On the downside, because they manage a sizable client portfolio, response times can sometimes be slower than expected. This may require patience for new clients seeking immediate answers.
Very proactive in keeping me informed
“I am so impressed with Copley Financial Group. After attending a social security seminar for retirement presentation at the local community center, I made an appointment to sit down with Dave to learn more. He is knowledgeable and very professional and has taught me so much about making vast financial choices. He is also very patient with my many questions and promptly gets back to me and my family with any follow-up information.
During the past few years, when the market fluctuated due to circumstances such as bank failures, Dave was very proactive in keeping me informed, often sending update messages. Thanks for looking out for my future.”
- Meria Patricia Alvarez Del Castillo, Google Review
All in all, we are glad to be part of the Copley client family
“We switched to Copley Financial several months ago. Wish we had done it sooner! Regardless. they had a comprehensive and thoughtful plan for us in no time that made it easy to sleep at night once we took the plunge a year ago. Their amiable, smart and responsive team has made our communications easy and efficient, explaining options and never talking over our heads. We appreciate the tax knowledge as well. A big plus! All in all, we are glad to be part of the Copley client family and know that we will be taken care of in years to come.”
- Claudia Piedro Rojas, Google Review
3. One°
Address: 8880 Rio San Diego Dr # 1000, CA 92108
Contact: +1 619 282 3288
Operating Hours:
- 8:30 AM – 5:00 PM
- Saturday and Sunday: Closed
When I started looking for a financial advisory firm, One Degree Advisors quickly stood out for its thorough, client-focused approach.
With 24 years of service, over $340 million in assets under care, and a 99$ client retention rate, it’s clear they combine experience with reliability.
Their process is what really sets them apart. It begins with a deep discovery session to understand your financial goals and current situation.
From there, they develop a tailored strategy covering investment planning, risk management, and retirement and estate planning. All are integrated into a cohesive roadmap.
They also specialise in proactive tax planning, helping clients reduce future taxes and integrate tax strategies into their overall financial plan. The only downside is that they do not prepare a file tax returns, so clients need another provider for that service.
Nonetheless, regular reviews keep everything on track. Additionally, ongoing communication ensures clients are informed and confident every step of the way.
They handled all the transactions
“One Degree was everything we were looking for to restructure of our financials under one roof. We were spread between 3 brokers and knew it was time to consolidate. With the help of NCF (National Christian Foundation) who directed us to One Degree and we couldn’t be happier. They handled all the transactions of moving all the accounts, restructuring our finance which are now more profitable and saving us thousands in taxes all because of their God given brain power and heart for righteous giving!! Not only are they handling our finance, they helped shape our Northstar vision statement which clearly describes our values and goals now and the hopes of passing those Kingdom values to the next generations. (We now have 2 great grand daughters!!) It’s composed, framed and hangs with purpose in our home for all to see. From One Degree they then sent us to attorney Stacey DenHerder of DenHerder Grier & Associates to completely over haul our trust. Let’s just say after 33 yrs. of practice she leaves no stone unturned. We have a few items to complete, but every detail down to our memorial is laid out. The freedom and relief we are now experiencing is one of complete joy and confidence in both One Degree and DenHerder Grier & Assoc. If you have a kingdom heart, these are your people.”
- Jennifer Nogle Thompson, Google Review
With them, I felt comfortable enough to ask anything
“I’ll be honest — I was the skeptical one. I’ve been a DIY investor for years, done pretty well, and I’m tech-savvy enough to leverage AI and do my own research. But over time, I’ve learned that information is not the same as wisdom.
My wife and I chose One Degree Advisors for three reasons:
1) They’re truly excellent at what they do.
2) They make you feel welcomed, cared for, and never judged.
3) They share and respect our Christian values.
I’ve spoken to many financial advisors before, but after our discovery calls with One Degree, I felt genuine peace. They actually listened — to my goals, my concerns, and yes, my many (many!) questions. They were patient, thorough, and never made me feel like a burden. Honestly, if I were in their shoes, I might have gotten annoyed, but with them, I felt comfortable enough to ask anything.
Philip and Alex worked with us to create a flexible plan that can adapt to our ever-changing lives. We’ve had zero regrets — the peace of mind alone is worth it.
If you’re looking for trusted guidance, deep expertise, and people who genuinely care, One Degree Advisors is the real deal!”
- Alex Tran, Google Review
4. TruFinancial
Address: 444 West C St, Suite 340, CA 92101
Contact: +1 619 955 5565
Operating Hours:
- Monday to Friday: 9:00 AM – 5:00 PM
- Saturday to Sunday: Closed
TruFinancial immediately stood out when I started looking for a financial advisor who actually makes planning feel approachable.
They’re an independent, full-service financial services firm with a simple mission — help clients control spending, save money, and reduce overall financial stress.
I decided to start with one of their Bronze, Silver, or Gold packages, which begin at just $50/month. My first two meetings were free, giving me a chance to get a feel for their approach without any pressure.
The only downside is that, while their packages focus on guidance and planning, they don’t handle full investment management or specialised products, so you may need to work with another provider for those services.
Still, the president’s experience really impressed me. He started at Western & Southern Financial Group and still holds the record for most business placed in a first year, bringing 7 years of financial services expertise to TruFinancial.
They take the time to understand your habits, tailor strategies to your lifestyle, and make the planning process feel manageable.
Easy to work with
“As an independent hairstylist my job requires me to wear many hats – including accountant/bookkeeper etc. I’ve tried my best to manage the past few years but separate from my business accounts I had credit card debt, no savings, no budget and nothing even rhyming with retirement. I felt like I was making good money but nothing to show for it. Now after a little less than a year my business and personal finances are very well organized, my debt is dwindling down, I have more than one savings account and I never have to open turbo tax again.
I’m so grateful for Evan & TruFinancial because a giant weight has been taken off my shoulders and I’m able to focus on my clients in the salon. Evan has a great attitude, is very knowledgeable and he’s easy to work with. From just the few changes he made to my banking at our first meeting I already felt like I had a better handle on my money and where it was going. I’m learning a lot, it’s been so easy and the best thing I’ve done for myself and my business.”
- Alicia Percy, Google Review
I recommend them without a doubt
“We have been so fortunate to have found Daniel and the TruFinancial team. We have been clients since 2017 and found right away that their services were everything we were looking for. After shopping around for financial advising services we knew right away that this was the right firm for us. The business is the complete package, and offers all the services you would need in one location including tax, estate, business and insurance services to name a few . Meetings are very easy to schedule, we never feel rushed or limited in what we can ask or discuss and we are always given enough information to make informed educated decisions. Daniel is more than an advisor he is a friend to our family and we appreciate his expertise and time he takes to ensure we are building a financially fit comprehensive portfolio for our family’s future. I recommend them without a doubt.
Positive: Responsiveness, Quality, Professionalism”
- Stephanie Attella, Google Review
5. PLATT Wealth Management
Address: 3838 Camino Del Rio N, Unit 365, CA 92108
Contact: +1 619 255 9554
Operating Hours:
- Monday to Friday: 9:00 AM – 4:30 PM
- Saturday to Sunday: Closed
Platt Wealth Management is one of those names you’ll often come across when searching for trusted financial advisors in San Diego. They’ve built a strong reputation for combining professionalism with a comprehensive, client-focused approach.
When I spoke to a friend who used their services, they mentioned how the team helped create a clear, actionable financial plan that made saving and investing feel completely manageable.
Hearing that made me check out their services myself. I was impressed that their team includes CFP® advisers with fiduciary responsibility, is fee-only and independent, and NAPFA-registered.
Another bonus is that they have experts with Chartered Financial Analyst (CFA), Juris Doctor (JD), and Trusted Charitable Advisor (TCA) credentials.
Their investment philosophy focuses on long-term, diversification, tax efficiency, and periodic portfolio rebalancing. All are designed to provide a seamless, holistic experience.
The only minor snag noted by some clients is that, due to their thorough approach and high level of expertise, initial consultations may require booking a little in advance.
I feel less stressed and more secure about my financial future
“I have had an excellent experience working for several years now with Platt Wealth Management. Jeff Platt is knowledgeable, personable, and ethical. He consistently takes the time to review my portfolio and explain financial strategies with clarity and thoroughness. I feel confident knowing that my investments and planning are being handled with care, professionalism and integrity.
Thanks to the expertise of the Platt Wealth Management team, I feel less stressed and more secure about my financial future.
I highly recommend Platt Wealth Management to anyone seeking a trustworthy and skilled financial manager.”
- Judy Stern, Google Review
Organized, detail-oriented, and will take the time to answer all of our questions
“As we are getting closer to retirement, my wife and I decided that we wanted to hire a financial advisor to make sure that we were on track with our goals. Of utmost importance to us was to find someone trustworthy to manage our growing portfolio and whom we can build a long term relationship with to guide us through important financial decisions. Once we me Curtis, Jeff and the team at PWM, we knew that they were the right fit for us. With PWM, there’s no flashy sales pitches or grand promises to make you money based on unproven investments. Instead, they are focused on getting to know their clients unique situations and building a portfolio with quality, data driven investment choices tailored to each person’s risk tolerance. With Curtis, we have found an advisor who is organized, detail oriented and will take the time to answer all of our questions. Plus, there is a special level of personalized attention that feels unique to PWM compared to other companies we looked at. Overall we are very happy with our decision and trust that the team at PWM will continue to guide us in the right direction for many years to come.”
- Craig Waters, Google Review
