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Financial Advisors · San Diego, CA/Updated June 13, 2026

The 10 Best Financial Advisors in San Diego, CA

Finding the right financial advisor can be daunting. Avoid common hiring mistakes with our guide to San Diego's best options.

Editorially independent10 companies evaluated
cover story
★ Editor's ChoicePure Financial Advisors, LLC
96Score
Latest update · June 13, 2026: Initial ranking published. 10 San Diego-metro financial advisors businesses evaluated, top 10 ranked by Vetted Score.

In San Diego, the right financial advisor can make a significant difference in achieving your financial goals. With a growing population and diverse economic landscape, the demand for trusted financial guidance is at an all-time high.

Our list of the top 10 financial advisors is based on a thorough evaluation of local providers. We assessed their ratings and reviews, ensuring that our rankings reflect genuine client experiences and satisfaction.

10financial advisors evaluated in San Diego
4.96average rating across the field
554customer reviews analyzed

Cityvetted analysis of public Google review data, updated June 13, 2026.

How much does financial advisors cost in San Diego? See the price breakdown →

Our top picks

At a glance · three categories
★ Editor's Choice
96Score

Pure Financial Advisors, LLC

★★★★★5.0(190 reviews)

With a perfect 5-star rating from 190 reviews, Pure Financial Advisors, LLC, is praised for its personalized financial strategies and transparent fee structure.

Read full review
Best Value
95Score

TruFinancial

★★★★★5.0(87 reviews)

TruFinancial also holds a 5-star rating but with 87 reviews, showcasing a strong reputation among clients.

Read full review
Most Reviewed
94Score

One Degree Advisors

★★★★★5.0(68 reviews)

One Degree Advisors enjoys a 5-star rating from 68 reviews.

Read full review

All 10, compared

Data as of June 13, 2026
BusinessVetted ScoreGoogle ratingReviewsBest for
1
96Score
5.0★★★★★
190Retirement planning and investment management
2
TruFinancial
Best Value
95Score
5.0★★★★★
87Financial education and personalized investment advice
3
One Degree Advisors
One Degree Advisors
Most Reviewed
94Score
5.0★★★★★
68Comprehensive financial planning and wealth management
4
88Score
4.8★★★★★
82Estate planning and tailored investment services
5
87Score
5.0★★★★★
31Retirement planning and personalized service
6
86Score
4.9★★★★★
27Holistic financial planning and risk management
7
85Score
4.9★★★★★
24Financial literacy and retirement savings
8
84Score
5.0★★★★★
17Straightforward financial planning
9
83Score
5.0★★★★★
17Tech-savvy financial management
10
82Score
5.0★★★★★
11Tailored financial advice
Methodology

How we evaluated all 10 financial advisors.

To create this ranking, we evaluated 10 financial advisors in the San Diego metro area. Each provider was assessed based on their star ratings and review counts, ensuring a transparent and fair comparison.

We do not accept payment for placement on our list, and we refresh our rankings monthly to reflect the latest client feedback and performance metrics.

The Vetted Score: six weighted factors

Customer sentiment25%
Rating quality20%
Review volume & velocity20%
Website trust signals15%
Service breadth10%
Business longevity10%

Sentiment is measured by AI analysis of review text, recency-weighted, with verified-pattern checks to discount suspicious review bursts.

Full reviews

The rankings · in order
1
★ Editor's Choice

Pure Financial Advisors, LLC

★★★★★5.0(190 reviews)
96Score

With a perfect 5-star rating from 190 reviews, Pure Financial Advisors, LLC, is praised for its personalized financial strategies and transparent fee structure. Clients appreciate their thorough approach to retirement planning and investment management. However, the firm may be less ideal for those seeking a more aggressive investment strategy. That is a substantial body of feedback for a local operator, enough to trust the rating rather than credit a lucky streak. Most of what reviewers hire it for is retirement planning and investment management. It serves San Diego, CA, with $200 to $500 per hour pricing, and the honest trade-offs are less suitable for aggressive investors and higher fees compared to some competitors.

Pros

  • Highly personalized service
  • Transparent fee structure
  • Strong retirement planning expertise

Cons

  • Less suitable for aggressive investors
  • Higher fees compared to some competitors
Best forRetirement planning and investment management
Service areaSan Diego, CA
Typical pricing$200 to $500 per hour
2
Best Value

TruFinancial

★★★★★5.0(87 reviews)
95Score

TruFinancial also holds a 5-star rating but with 87 reviews, showcasing a strong reputation among clients. They are known for their focus on financial education and investment advice tailored to individual needs. While they offer great value, some clients mention longer wait times for appointments. That is a substantial body of feedback for a local operator, enough to trust the rating rather than credit a lucky streak. Most of what reviewers hire it for is financial education and personalized investment advice. It serves San Diego, CA, with $150 to $400 per hour pricing, and the honest trade-offs are longer appointment wait times and smaller team may limit availability.

Pros

  • Emphasis on financial education
  • Tailored advice
  • Good value for services

Cons

  • Longer appointment wait times
  • Smaller team may limit availability
Best forFinancial education and personalized investment advice
Service areaSan Diego, CA
Typical pricing$150 to $400 per hour
3
Most Reviewed

One Degree Advisors

★★★★★5.0(68 reviews)
94Score

One Degree Advisors enjoys a 5-star rating from 68 reviews. Clients commend their comprehensive approach to financial planning and wealth management. They excel in creating customized investment strategies. However, some clients feel the firm could improve its communication regarding investment performance updates. The sample is modest but steady, with reviewers describing the same strengths instead of one-off praise. Most of what reviewers hire it for is comprehensive financial planning and wealth management. It serves San Diego, CA, with $200 to $450 per hour pricing, and the honest trade-offs are communication could be improved and limited online resources for clients.

Pros

  • Custom investment strategies
  • Comprehensive financial planning
  • Strong client relationships

Cons

  • Communication could be improved
  • Limited online resources for clients
Best forComprehensive financial planning and wealth management
Service areaSan Diego, CA
Typical pricing$200 to $450 per hour
4

Copley Wealth Management

★★★★★4.8(82 reviews)
88Score

Copley Wealth Management carries a 4.8-star rating from 82 reviews. Clients appreciate their knowledgeable advisors and tailored investment plans. They are particularly noted for their estate planning services. However, some users mention a lack of transparency in fee structures. That is a substantial body of feedback for a local operator, enough to trust the rating rather than credit a lucky streak. Most of what reviewers hire it for is estate planning and tailored investment services. It serves San Diego, CA, with $150 to $400 per hour pricing, and the honest trade-offs are lack of transparency in fees and limited availability of advisors.

Pros

  • Knowledgeable advisors
  • Tailored investment plans
  • Strong estate planning services

Cons

  • Lack of transparency in fees
  • Limited availability of advisors
Best forEstate planning and tailored investment services
Service areaSan Diego, CA
Typical pricing$150 to $400 per hour
5

Platt Wealth Management

★★★★★5.0(31 reviews)
87Score

Platt Wealth Management has a solid 5-star rating from 31 reviews. Clients highlight their personalized financial strategies and attentive service. They are well-regarded for retirement planning. A downside is their limited review base, which might make potential clients hesitant. The sample is modest but steady, with reviewers describing the same strengths instead of one-off praise. Most of what reviewers hire it for is retirement planning and personalized service. It serves San Diego, CA, with $200 to $450 per hour pricing, and the honest trade-offs are limited review base and smaller firm may lack resources.

Pros

  • Personalized financial strategies
  • Attentive service
  • Strong retirement planning

Cons

  • Limited review base
  • Smaller firm may lack resources
Best forRetirement planning and personalized service
Service areaSan Diego, CA
Typical pricing$200 to $450 per hour
6

WestPac® Wealth Partners (San Diego)

★★★★★4.9(27 reviews)
86Score

WestPac® Wealth Partners holds a 4.9-star rating from 27 reviews. Clients appreciate their holistic approach to financial planning and investment management. They excel in risk management strategies. However, the limited number of reviews may leave some clients uncertain about their overall reliability. The review base is still thin, so we read the rating as promising rather than proven and weighted it accordingly. Most of what reviewers hire it for is holistic financial planning and risk management. It serves San Diego, CA, with $150 to $400 per hour pricing, and the honest trade-offs are limited review base and may not suit conservative investors.

Pros

  • Holistic financial planning
  • Strong risk management strategies
  • Personalized service

Cons

  • Limited review base
  • May not suit conservative investors
Best forHolistic financial planning and risk management
Service areaSan Diego, CA
Typical pricing$150 to $400 per hour
7

Define Financial

★★★★★4.9(24 reviews)
85Score

Define Financial has a commendable 4.9-star rating from 24 reviews. Clients find their approach to financial literacy refreshing, and they appreciate the focus on retirement savings. However, their smaller team may lead to longer response times for inquiries. The review base is still thin, so we read the rating as promising rather than proven and weighted it accordingly. Most of what reviewers hire it for is financial literacy and retirement savings. It serves San Diego, CA, with $150 to $400 per hour pricing, and the honest trade-offs are smaller team may slow response times and limited service offerings.

Pros

  • Focus on financial literacy
  • Strong retirement savings strategies
  • Personalized advice

Cons

  • Smaller team may slow response times
  • Limited service offerings
Best forFinancial literacy and retirement savings
Service areaSan Diego, CA
Typical pricing$150 to $400 per hour
8

Jon Luskin, CFP®

★★★★★5.0(17 reviews)
84Score

Jon Luskin, CFP® has a perfect 5-star rating from 17 reviews. Clients appreciate his straightforward approach to financial planning and investment strategies. However, the limited number of reviews raises questions about the consistency of service quality. The review base is still thin, so we read the rating as promising rather than proven and weighted it accordingly. Most of what reviewers hire it for is straightforward financial planning. It serves San Diego, CA, with $200 to $450 per hour pricing, and the honest trade-offs are limited review base and may lack resources for larger clients.

Pros

  • Straightforward approach
  • Custom investment strategies
  • Strong client rapport

Cons

  • Limited review base
  • May lack resources for larger clients
Best forStraightforward financial planning
Service areaSan Diego, CA
Typical pricing$200 to $450 per hour
9

Financial Haus

★★★★★5.0(17 reviews)
83Score

Financial Haus holds a 5-star rating from 17 reviews. Clients enjoy their modern approach to financial management and investment strategies. They are particularly noted for their tech-savvy solutions. However, like others, their thin review base suggests a need for more client feedback. The review base is still thin, so we read the rating as promising rather than proven and weighted it accordingly. Most of what reviewers hire it for is tech-savvy financial management. It serves San Diego, CA, with $200 to $450 per hour pricing, and the honest trade-offs are limited review base and may not suit traditional clients.

Pros

  • Modern approach to financial management
  • Tech-savvy solutions
  • Custom investment strategies

Cons

  • Limited review base
  • May not suit traditional clients
Best forTech-savvy financial management
Service areaSan Diego, CA
Typical pricing$200 to $450 per hour
10

Daniel Shahmoradian, CFP - Financial Planner

★★★★★5.0(11 reviews)
82Score

Daniel Shahmoradian, CFP, has a 5-star rating from 11 reviews. Clients appreciate his personalized service and thorough financial analysis. He is a good choice for individuals seeking tailored advice. However, his small client base may indicate limited experience compared to larger firms. The review base is still thin, so we read the rating as promising rather than proven and weighted it accordingly. Most of what reviewers hire it for is tailored financial advice. It serves San Diego, CA, with $200 to $450 per hour pricing, and the honest trade-offs are small client base and limited resources compared to larger firms.

Pros

  • Personalized service
  • Thorough financial analysis
  • Tailored advice

Cons

  • Small client base
  • Limited resources compared to larger firms
Best forTailored financial advice
Service areaSan Diego, CA
Typical pricing$200 to $450 per hour
Before you book

How to choose a financial advisor in San Diego

Selecting a financial advisor is a critical decision. Here are key questions to ask potential advisors to ensure you find the right fit for your needs.

What is your investment philosophy?

Understanding how an advisor approaches investments can help you gauge if their style aligns with your financial goals.

What are your fees and how are they structured?

Clarifying fees upfront can prevent surprises later and ensure you understand the cost of their services.

Can you provide references from current clients?

Speaking with existing clients can give you insight into the advisor's reliability and the quality of their services.

What it costs

What financial advisors cost in San Diego

Financial advisor fees can vary widely based on services offered and experience. Here's a breakdown of typical pricing.

Hourly RateExpect to pay between $150 to $400 per hour for advisory services.
Flat FeeSome advisors charge a flat fee ranging from $1,000 to $5,000 for comprehensive planning.
Percentage of Assets Under ManagementMany advisors charge around 1% of assets managed, which can be an effective way to align incentives.
Retainer FeeRetainer fees typically range from $2,000 to $10,000 annually, depending on the services included.

Frequently asked questions

How much does hiring a financial advisor cost in San Diego?

In San Diego, financial advisors typically charge fees ranging from $150 to $400 per hour, or may work on a percentage of assets under management, usually around 1% annually.

What should I look for in a financial advisor?

Look for qualifications, experience, and client reviews. Consider your specific financial needs, as some advisors specialize in retirement planning, while others may focus on investment strategies.

How often is this ranking updated?

We re-run the full analysis monthly with fresh review data. Last updated June 13, 2026.

Our verdict

For most San Diego residents: <strong>Pure Financial Advisors, LLC</strong>

Pure Financial Advisors, LLC comes highly recommended for its strong track record and extensive client base, making it the best overall choice for comprehensive financial planning. If you're looking for a smaller firm with personalized service, consider TruFinancial, which may be better suited for those seeking a more tailored approach. Alternatively, One Degree Advisors is ideal for younger clients or those just starting their financial journey, as they provide accessible advice and planning for building wealth.