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Form ADV Part 2A – Firm Brochure
Item 1: Cover Page
March 2025
4675 MacArthur Court, Suite 770
Newport Beach, CA 92660
www.PurusWealthManagement.com
Firm Contact:
Bonnie Larsen
Chief Compliance Officer
This brochure provides information about the qualifications and business practices of Purus Wealth
Management, LLC. If you have any questions about the contents of this brochure, please contact us
by telephone at (949) 356-6330 or blarsen@puruswm.com. The information in this brochure has not
been approved or verified by the United States Securities and Exchange Commission or by any State
Securities Authority.
Additional information about Purus Wealth Management, LLC also is available on the SEC’s website
at www.adviserinfo.sec.gov.
Please note that the use of the term “registered investment adviser” and description of Purus Wealth
Management, LLC and/or our associates as “registered” does not imply a certain level of skill or
training. You are encouraged to review this Brochure and Brochure Supplements for our firm’s
associates who advise you for more information on the qualifications of our firm and our employees.
Item 2: Material Changes
Purus Wealth Management, LLC is required to advise clients of any material changes to the Firm
Brochure (“Brochure”) from our last annual update.
Since our last Annual Amendment filing on 02/08/2024, our firm does not have any material changes
to disclose.
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Item 3: Table of Contents
Item 1: Cover Page .................................................................................................................................................................. 1
Item 2: Material Changes ...................................................................................................................................................... 2
Item 3: Table of Contents ..................................................................................................................................................... 3
Item 4: Advisory Business.................................................................................................................................................... 4
Item 5: Fees & Compensation ............................................................................................................................................. 6
Item 6: Performance-Based Fees & Side-By-Side Management ........................................................................... 8
Item 7: Types of Clients & Account Requirements .................................................................................................... 8
Item 8: Methods of Analysis, Investment Strategies & Risk of Loss ................................................................... 8
Item 9: Disciplinary Information..................................................................................................................................... 12
Item 10: Other Financial Industry Activities & Affiliations .................................................................................. 13
Item 11: Code of Ethics, Participation or Interest in Client Transactions & Personal Trading ............. 13
Item 12: Brokerage Practices ........................................................................................................................................... 14
Item 13: Review of Accounts or Financial Plans ....................................................................................................... 17
Item 14: Client Referrals & Other Compensation ..................................................................................................... 17
Item 15: Custody .................................................................................................................................................................... 18
Item 16: Investment Discretion ....................................................................................................................................... 19
Item 17: Voting Client Securities ..................................................................................................................................... 19
Item 18: Financial Information ........................................................................................................................................ 19
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Item 4: Advisory Business
We are dedicated to providing individuals and other types of clients with a wide array of investment
advisory services. Our firm is a limited liability company formed in the State of California. Our firm
has been in business as an investment adviser since 2015 and is owned by:
John D. Morreale, CFP®, CMFC
• Bonnie Larsen
• Mark Larsen, CFP®, CMFC
•
• Laura E. Sillen, AIF®
• Lauren A. Rivera
• Tiffany Nekritz
• Hannah Morreale
Description of the Types of Advisory Services We Offer
PURUS Seminar Services (“PSS”):
We offer clients the opportunity to attend educational seminars hosted by investment adviser
representatives of our firm. The seminars will cover a range of topics which will include but are not
limited to the following:
• General: We will discuss how individuals may live within their means, save more and spend
less. This discussion will also touch on budgeting, creating an emergency fund, and basic
financial planning.
• Market Overview – Presentation of data pertaining to stock market performance in the
previous year, economic factors, and outlook for the coming year.
• Estate Planning: We will explore various estate-planning issues such as wills, the need for a
durable power of attorney for health care, using a financial power of attorney, and when a
trust makes sense. Additionally, we will discuss using life insurance, the potential impact of
estate taxes, business succession, and funeral expense planning.
•
• Retirement – Topics include types and characteristics of various retirement vehicles,
projecting income, expenses and needs, deciding when to retire, retirement lifestyle,
budgeting, and money management during retirement.
Investments: An emphasis will be placed on familiarizing attendees with investment
terminology and types of investment products to include but not limited to bonds, stocks,
mutual funds, and commodities. This is in addition to, the distinctions among various asset
classes such as value and growth; large, medium, and small cap; and municipal, corporate and
other types of bond classification.
PURUS Planning Services (“PPS”):
We provide a variety of financial planning and consulting services to individuals, families and other
clients regarding the management of their financial resources based upon an analysis of the client’s
current situation, goals, and objectives. Generally, such financial planning services will involve
preparing a financial plan or rendering a financial consultation for clients based on the client’s
financial goals and objectives. This planning or consulting may encompass one or more of the
following areas: Investment Planning, Retirement Planning, Estate Planning, Charitable Planning,
Education Planning, Corporate and Personal Tax Planning, Cost Segregation Study, Corporate
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Structure, Real Estate Analysis, Mortgage/Debt Analysis, Insurance Analysis, Lines of Credit
Evaluation, Business and Personal Financial Planning.
Our written financial plans or financial consultations rendered to clients usually include general
recommendations for a course of activity or specific actions to be taken by the clients. For example,
recommendations may be made that the clients begin or revise investment programs, create or revise
wills or trusts, obtain or revise insurance coverage, commence or alter retirement savings, or
establish education or charitable giving programs. It should also be noted that we refer clients to an
accountant, attorney or other specialist, as necessary for non-advisory related services. For written
financial planning engagements, we provide our clients with a written summary of their financial
situation, observations, and recommendations. For financial consulting engagements, we usually do
not provide our clients with a written summary of our observations and recommendations as the
process is less formal than our planning service. Plans or consultations are typically completed within
six (6) months of the client signing a contract with us, assuming that all the information and
documents we request from the client are provided to us promptly. Implementation of the
recommendations will be at the discretion of the client.
PURUS Pension Consulting (“PPC”):
We provide pension consulting services to employer plan sponsors on an ongoing basis. Generally,
such pension consulting services consist of assisting employer plan sponsors in establishing,
monitoring and reviewing their company's participant-directed retirement plan. As the needs of the
plan sponsor dictate, areas of advising could include: investment options, plan structure and
participant education.
All pension consulting services shall be in compliance with the applicable state law(s) regulating
pension consulting services. This applies to client accounts that are pension or other employee
benefit plans (“Plan”) governed by the Employee Retirement Income Security Act of 1974, as
amended (“ERISA”). If the client accounts are part of a Plan, and we accept appointments to provide
our services to such accounts, we acknowledge that we are a fiduciary within the meaning of Section
3(21) of ERISA (but only with respect to the provision of services described in section 1 of the PPC
Agreement).
Non-Wrap Asset Management for Held Away Accounts:
Our firm has entered into a service agreement with Pontera. In order to be able to create a portfolio,
consisting of the securities/investment opportunities available depending on the type of held away
account being managed by our firm. The Pontera platform allows us to avoid being considered to have
custody of Client funds since we do not have direct access to Client log-in credentials to affect trades. We
are not affiliated with the platform in any way and receive no compensation from them for using their
platform. A link will be provided to the Client allowing them to connect an account(s) to the platform.
The client’s individual investment strategy is tailored to their specific needs and may include some or all
of the securities made available. Portfolios will be designed to meet a particular investment goal,
determined to be suitable to the client’s circumstances. Once the appropriate portfolio has been
determined, portfolios are continuously and regularly monitored, and if necessary, rebalanced.
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Purus Wealth Management, LLC
Tailoring of Advisory Services
We offer individualized investment advice to clients utilizing our PAM and CAMx services (described
in our Wrap Fee Program Brochure). Additionally, we offer general investment advice to clients
utilizing our PSS, PPS, and PPC services.
Each client has the opportunity to place reasonable restrictions on the types of investments to be held
in the portfolio. Restrictions on investments in certain securities or types of securities may not be
possible due to the level of difficulty this would entail in managing the account. Restrictions would
be limited to our PAM and CAMx service. We do not manage assets through our other services.
Participation in Wrap Fee Programs
With the exception of the Non-Wrap Asset Management for Held Away Accounts, we only offer our
Asset Management and Comprehensive Asset Management services via wrap fee programs as further
described in Part 2A, Appendix 1 (the “Wrap Fee Program Brochure”) of our Brochure. Our wrap fee
accounts are managed on an individualized basis according to the client’s investment objectives,
financial goals, risk tolerance, etc. As further described in our Wrap Fee Program Brochure, we
receive a portion of the wrap fee for our services.
Regulatory Assets Under Management
As of December 31, 2024, our firm manages $301,048,386 on a discretionary basis and $136,468,089
on a non-discretionary basis for a total of $437,516,475 in assets under our management.
Item 5: Fees & Compensation
How We Are Compensated for Our Advisory Services
PURUS Seminar Services (“PSS”):
Clients will be charged up to $500 to attend an educational seminar. The fee is payable in advance
and will be detailed in the signed PSS Agreement. Client will have up to 48 hours prior to the seminar
to unconditionally rescind their reservation and receive a full refund of all fees.
PURUS Planning Services (“PPS”):
We charge on an hourly or flat fee basis for financial planning and consulting services. The total
estimated fee, as well as the ultimate fee that we charge you, is negotiable and is based on the scope
and complexity of our engagement with you. Our hourly fees are maximum $500 and our flat fees
generally range from $1,500 to $20,000.
We may require a retainer of fifty-percent (50%) of the ultimate financial planning or consulting fee
with the remainder of the fee directly billed to you and due to us within thirty (30) days of your
financial plan being delivered or consultation rendered to you. In all cases, we will not require a
retainer exceeding $1,200 when services cannot be rendered within 6 (six) months.
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PURUS Pension Consulting (“PPC”):
We charge on either a fixed fee or on an annualized basis for pension consulting services. The
ultimate fee that we charge you is based on the scope and complexity of our engagement with you.
Our flat fees generally range from up to $45,000 and our annualized fees are as follows:
Assets Under Management
$0 to $2,000,000
$2,000,000 to $5,000,000
$5,000,000 to $10,000,000
Over $10,000,000
Annual Percentage of Assets Charge
1.50%
0.75%
0.50%
0.20%
The fee-paying arrangements for our pension consulting service are negotiable, will be determined
on a case-by-case basis and will be detailed in the signed advisory agreement.
Non-Wrap Asset Management For Held Away Accounts:
The maximum annual fee charged for this service will not exceed 1%. Fees to be assessed will be
outlined in the advisory agreement executed by the Client. Annualized fees are billed on a pro-rata
basis quarterly and in advance based on the value of your account on the time-weighted daily average
of the previous quarter. Fees are negotiable. PWM will either directly debit the advisory fees from
one of the clients managed accounts or send a direct invoice payable within 30 days. As part of this
process, Clients understand the following:
a) The client’s independent custodian sends statements at least quarterly showing the market
values for each security included in the Assets and all account disbursements, including the
amount of the advisory fees paid to our firm;
b) Clients will provide authorization permitting our firm to be directly paid by these terms. Our
firm will send an invoice directly to the custodian; and
Other Types of Fees & Expenses
Clients are subject to the following separately incurred expenses, which we do not receive any part
of: charges imposed directly by a mutual fund, index fund, or exchange traded fund which shall be
disclosed in the fund’s prospectus (i.e., fund management fees and other fund expenses).
Wrap fee clients will receive our Form ADV, Part 2A, Appendix 1 (the “Wrap Fee Program Brochure”).
Wrap fee clients will not incur transaction costs for trades. More information about this is disclosed
in our separate Wrap Fee Program Brochure.
Termination & Refunds
We charge our advisory fees quarterly in advance. In the event that you wish to terminate our
services, we will refund the unearned portion of our advisory fee to you. You need to contact us in
writing and state that you wish to terminate our services. Upon receipt of your letter of termination,
we will proceed to close out your account and process a pro-rata refund of unearned advisory fees.
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Purus Wealth Management, LLC
Commissionable Securities Sales
Our firm and representatives do not sell securities for a commission in advisory accounts.
Item 6: Performance-Based Fees & Side-By-Side Management
Our firm does not charge performance-based fees.
Item 7: Types of Clients & Account Requirements
We have the following types of clients:
Individuals and High Net Worth Individuals;
•
• Trusts, Estates, Non-Profit Organizations or Charitable Organizations;
• Pension and Profit Sharing Plans;
• Corporations, Limited Liability Companies and/or Other Business Types.
We do not impose requirements for opening and maintaining accounts or otherwise engaging us.
Item 8: Methods of Analysis, Investment Strategies & Risk of Loss
Methods of Analysis and Investment Strategies
Our firm will utilize several disciplines of analysis. On occasion we will use a technical analysis for
forecasting the direction of prices through the study of past market data, primarily price and volume
by examining what investors fear or think about those developments and whether or not investors
have the wherewithal to back up their opinions as opposed to a fundamental analysis which examines
earnings, dividends, new products, research and the like. Technical analysis is frequently contrasted
with fundamental analysis and each has limitations because of assumptions about the market. We
enlist a more rational approach by utilizing both types of analyses. In addition to these we may
employ charting which plot the span between the high and low prices of a trading period. Some widen
and fill the interval between the open and close prices to emphasize the open/close relationship. The
risk of relying on charting would be similar to the weaknesses of the technical approach, where the
price reflects the trend as opposed to fundamental which holds that economic factors influence the
price. Studying recurring, preferably periodic, movements in prices or other time series or cyclical
analysis may also be incorporated in our methods of analysis. Cyclical may too narrowly predict price
without integrating relevant factors. We strive to avoid risks of any one method by incorporating
several methods.
Our firm will make long term purchases (securities held at least a year), short term purchases
(securities sold within a year), trading (securities sold within 30 days). Generally, there is more risk
involved with shorter trading. We also use short sales to implement our strategies in which we would
hope to make a profit from prices going down. The related risks occur when the price of the assets
rises. There may also be costs for shorting such as a fee for borrowing the assets and payment of any
dividends on the borrowed assets. Similarly margin transactions, option writing, including covered
options, uncovered options or spreading strategies may be used to implement our strategies.
For some Accredited Investors, we may purchase private funds. A private fund is an investment
vehicle that pools capital from a number of investors and invests in securities and other instruments.
In almost all cases, a private fund is a private investment vehicle that is typically not registered under
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federal or state securities laws. So that private funds do not have to register under these laws, issuers
make the funds available only to certain sophisticated or accredited investors and cannot be offered
or sold to the general public. Private funds are generally smaller than mutual funds because they are
often limited to a small number of investors and have a more limited number of eligible investors.
Many but not all private funds use leverage as part of their investment strategies. Private funds
management fees typically include a base management fee along with a performance component. In
many cases, the fund’s managers may become “partners” with their clients by making personal
investments of their own assets in the fund. Most private funds offer their securities by providing an
offering memorandum or private placement memorandum, known as “PPM” for short.
The PPM covers important information for investors and investors should review this document
carefully and should consider conducting additional due diligence before investing in the private
fund. The primary risks of private funds include the following: (a) Private funds do not sell publicly
and are therefore illiquid. An investor may not be able to exit a private fund or sell its interests in the
fund before the fund closes.; and (b) Private funds are subject to various other risks, including risks
associated with the types of securities that the private fund invests in or the type of business issuing
the private placement.
We may also utilize interval funds in client accounts. These funds have increased liquidity risk due to
the fact that the shares are only redeemable at pre-determined intervals. This can further increase
the risk of wide price fluctuations as market information over an extended period of time is
condensed into a single tradeable event.
Preferred Securities Recommended to Clients
Alternative Investments: Hedge funds, commodity pools, Real Estate Investment Trusts (“REITs”),
Business Development Companies (“BDCs”), and other alternative investments involve a high degree
of risk and can be illiquid due to restrictions on transfer and lack of a secondary trading market. They
can be highly leveraged, speculative and volatile, and an investor could lose all or a substantial
amount of an investment. Alternative investments may lack transparency as to share price, valuation
and portfolio holdings. Complex tax structures often result in delayed tax reporting. Compared to
mutual funds, hedge funds and commodity pools are subject to less regulation and often charge
higher fees and may require “capital calls” which would require additional investment. Alternative
investment managers typically exercise broad investment discretion and may apply similar
strategies across multiple investment vehicles, resulting in less diversification.
Cash & Cash Equivalents: Cash and cash equivalents generally refer to either United States dollars
or highly liquid short-term debt instruments such as, but not limited to, treasury bills, bank CD’s and
commercial papers. Generally, these assets are considered nonproductive and will be exposed to
inflation risk and considerable opportunity cost risk. Investments in cash and cash equivalents will
generally return less than the advisory fee charged by our firm.
Debt Securities (Bonds): Issuers use debt securities to borrow money. Generally, issuers pay
investors periodic interest and repay the amount borrowed either periodically during the life of the
security and/or at maturity. Alternatively, investors can purchase other debt securities, such as zero
coupon bonds, which do not pay current interest, but rather are priced at a discount from their face
values and their values accrete over time to face value at maturity. The market prices of debt
securities fluctuate depending on such factors as interest rates, credit quality, and maturity. In
general, market prices of debt securities decline when interest rates rise and increase when interest
rates fall. Bonds with longer rates of maturity tend to have greater interest rate risks.
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Certain additional risk factors relating to debt securities include: (a) When interest rates are
declining, investors have to reinvest their interest income and any return of principal, whether
scheduled or unscheduled, at lower prevailing rates.; (b) Inflation causes tomorrow’s dollar to be
worth less than today’s; in other words, it reduces the purchasing power of a bond investor’s future
interest payments and principal, collectively known as “cash flows.” Inflation also leads to higher
interest rates, which in turn leads to lower bond prices.; (c) Debt securities may be sensitive to
economic changes, political and corporate developments, and interest rate changes. Investors can
also expect periods of economic change and uncertainty, which can result in increased volatility of
market prices and yields of certain debt securities. For example, prices of these securities can be
affected by financial contracts held by the issuer or third parties (such as derivatives) relating to the
security or other assets or indices. (d) Debt securities may contain redemption or call provisions
entitling their issuers to redeem them at a specified price on a date prior to maturity. If an issuer
exercises these provisions in a lower interest rate market, the account would have to replace the
security with a lower yielding security, resulting in decreased income to investors. Usually, a bond is
called at or close to par value. This subjects investors that paid a premium for their bond risk of lost
principal. In reality, prices of callable bonds are unlikely to move much above the call price if lower
interest rates make the bond likely to be called.; (e) If the issuer of a debt security defaults on its
obligations to pay interest or principal or is the subject of bankruptcy proceedings, the account may
incur losses or expenses in seeking recovery of amounts owed to it.; (f) There may be little trading in
the secondary market for particular debt securities, which may affect adversely the account's ability
to value accurately or dispose of such debt securities. Adverse publicity and investor perceptions,
whether or not based on fundamental analysis, may decrease the value and/or liquidity of debt
securities.
Our firm attempts to reduce the risks described above through diversification of the client’s portfolio
and by credit analysis of each issuer, as well as by monitoring broad economic trends and corporate
and legislative developments, but there can be no assurance that our firm will be successful in doing
so. Credit ratings for debt securities provided by rating agencies reflect an evaluation of the safety of
principal and interest payments, not market value risk. The rating of an issuer is a rating agency's
view of past and future potential developments related to the issuer and may not necessarily reflect
actual outcomes. There can be a lag between the time of developments relating to an issuer and the
time a rating is assigned and updated.
Equity Securities: Equity securities represent an ownership position in a company. Equity securities
typically consist of common stocks. The prices of equity securities fluctuate based on, among other
things, events specific to their issuers and market, economic and other conditions. For example,
prices of these securities can be affected by financial contracts held by the issuer or third parties
(such as derivatives) relating to the security or other assets or indices. There may be little trading in
the secondary market for particular equity securities, which may adversely affect our firm 's ability
to value accurately or dispose of such equity securities. Adverse publicity and investor perceptions,
whether or not based on fundamental analysis, may decrease the value and/or liquidity of equity
securities. Investing in smaller companies may pose additional risks as it is often more difficult to
value or dispose of small company stocks, more difficult to obtain information about smaller
companies, and the prices of their stocks may be more volatile than stocks of larger, more established
companies. Clients should have a long-term perspective and, for example, be able to tolerate
potentially sharp declines in value.
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Exchange Traded Funds (“ETFs”): An ETF is a type of Investment Company (usually, an open-end
fund or unit investment trust) whose primary objective is to achieve the same return as a particular
market index. The vast majority of ETFs are designed to track an index, so their performance is close
to that of an index mutual fund, but they are not exact duplicates. A tracking error, or the difference
between the returns of a fund and the returns of the index, can arise due to differences in
composition, management fees, expenses, and handling of dividends. ETFs benefit from continuous
pricing; they can be bought and sold on a stock exchange throughout the trading day. Because ETFs
trade like stocks, you can place orders just like with individual stocks - such as limit orders, good-
until-canceled orders, stop loss orders etc. They can also be sold short. Traditional mutual funds are
bought and redeemed based on their net asset values (“NAV”) at the end of the day. ETFs are bought
and sold at the market prices on the exchanges, which resemble the underlying NAV but are
independent of it. However, arbitrageurs will ensure that ETF prices are kept very close to the NAV
of the underlying securities. Although an investor can buy as few as one share of an ETF, most buy in
board lots. Anything bought in less than a board lot will increase the cost to the investor. Anyone can
buy any ETF no matter where in the world it trades. This provides a benefit over mutual funds, which
generally can only be bought in the country in which they are registered.
One of the main features of ETFs are their low annual fees, especially when compared to traditional
mutual funds. The passive nature of index investing, reduced marketing, and distribution and
accounting expenses all contribute to the lower fees. However, individual investors must pay a
brokerage commission to purchase and sell ETF shares; for those investors who trade frequently,
this can significantly increase the cost of investing in ETFs. That said, with the advent of low-cost
brokerage fees, small or frequent purchases of ETFs are becoming more cost efficient.
Mutual Funds: A mutual fund is a company that pools money from many investors and invests that
money in a variety of differing security types based on the objectives of the fund. The portfolio of the
fund consists of the combined holdings it owns. Each share represents an investor’s proportionate
ownership of the fund’s holdings and the income those holdings generate. The price that investors
pay for mutual fund shares are the fund’s per share net asset value (“NAV”) plus any shareholder fees
that the fund imposes at the time of purchase (such as sales loads). Investors typically cannot
ascertain the exact make-up of a fund’s portfolio at any given time, nor can they directly influence
which securities the fund manager buys and sells or the timing of those trades. With an individual
stock, investors can obtain real-time (or close to real-time) pricing information with relative ease by
checking financial websites or by calling a broker or your investment adviser. Investors can also
monitor how a stock’s price changes from hour to hour—or even second to second. By contrast, with
a mutual fund, the price at which an investor purchases or redeems shares will typically depend on
the fund’s NAV, which is calculated daily after market close.
The benefits of investing through mutual funds include: (a) Mutual funds are professionally managed
by an investment adviser who researches, selects, and monitors the performance of the securities
purchased by the fund; (b) Mutual funds typically have the benefit of diversification, which is an
investing strategy that generally sums up as “Don’t put all your eggs in one basket.” Spreading
investments across a wide range of companies and industry sectors can help lower the risk if a
company or sector fails. Some investors find it easier to achieve diversification through ownership of
mutual funds rather than through ownership of individual stocks or bonds.; (c) Some mutual funds
accommodate investors who do not have a lot of money to invest by setting relatively low dollar
amounts for initial purchases, subsequent monthly purchases, or both.; and (d) At any time, mutual
fund investors can readily redeem their shares at the current NAV, less any fees and charges assessed
on redemption.
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Mutual funds also have features that some investors might view as disadvantages: (a) Investors must
pay sales charges, annual fees, and other expenses regardless of how the fund performs. Depending
on the timing of their investment, investors may also have to pay taxes on any capital gains
distributions they receive. This includes instances where the fund performed poorly after purchasing
shares.; (b) Investors typically cannot ascertain the exact make-up of a fund’s portfolio at any given
time, nor can they directly influence which securities the fund manager buys and sells or the timing
of those trades.; and (c) With an individual stock, investors can obtain real-time (or close to real-
time) pricing information with relative ease by checking financial websites or by calling a broker or
your investment adviser. Investors can also monitor how a stock’s price changes from hour to hour—
or even second to second. By contrast, with a mutual fund, the price at which an investor purchases
or redeems shares will typically depend on the fund’s NAV, which the fund might not calculate until
many hours after the investor placed the order. In general, mutual funds must calculate their NAV at
least once every business day, typically after the major U.S. exchanges close.
When investors buy and hold an individual stock or bond, the investor must pay income tax each year
on the dividends or interest the investor receives. However, the investor will not have to pay any
capital gains tax until the investor actually sells and makes a profit. Mutual funds, however, are
different. When an investor buys and holds mutual fund shares, the investor will owe income tax on
any ordinary dividends in the year the investor receives or reinvests them. Moreover, in addition to
owing taxes on any personal capital gains when the investor sells shares, the investor may have to
pay taxes each year on the fund’s capital gains. That is because the law requires mutual funds to
distribute capital gains to shareholders if they sell securities for a profit, and cannot use losses to
offset these gains.
Risk of Loss
Investing in securities involves risk of loss that clients should be prepared to bear. While the stock
market may increase and your account(s) could enjoy a gain, it is also possible that the stock market
may decrease and your account(s) could suffer a loss. It is important that you, understand the risks
associated with investing in the stock market, are appropriately diversified in your investments, and
ask us any questions you may have.
Description of Material, Significant or Unusual Risks
We generally invest client’s cash balances in money market funds, FDIC Insured Certificates of
Deposit, high-grade commercial paper and/or government backed debt instruments. Ultimately, we
try to achieve the highest return on our client’s cash balances through relatively low-risk
conservative investments. In most cases, at least a partial cash balance will be maintained in a money
market account so that our firm may debit advisory fees for our services related to our PAM and
CAMx services, as applicable.
Item 9: Disciplinary Information
There are no legal or disciplinary events that are material to the evaluation of our advisory business
or the integrity of our management.
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Item 10: Other Financial Industry Activities & Affiliations
Our firm is additionally licensed as an insurance agency as Purus Insurance Services, LLC. In their
individual capacity, our investment adviser representatives may offer fixed insurance products and
receive normal and customary commissions as a result of any purchases made by the clients. Clients
are under no obligation to purchase these products. To mitigate this conflict of interest, disclosure is
made to the client at time of purchase identifying the nature of the transaction and relationship, the
role to be played by and any compensation paid to our investment adviser representatives. In every
case, the interests of the clients are placed before that of our representatives.
Item 11: Code of Ethics, Participation or Interest in Client
Transactions & Personal Trading
An investment adviser is considered a fiduciary and our firm has a fiduciary duty to all clients. As a
fiduciary, it is an investment adviser’s responsibility to provide fair and full disclosure of all material
facts and to act solely in the best interest of each of our clients at all times. Our fiduciary duty is
considered the core underlying principle for our Code of Ethics which also includes Insider Trading and
Personal Securities Transactions Policies and Procedures. If a client or a potential client wishes to review
our Code of Ethics in its entirety, a copy will be provided upon request.
We recognize that the personal investment transactions of members and employees of our firm demand
the application of a high Code of Ethics and require that all such transactions be carried out in a way that
does not endanger the interest of any client. At the same time, we believe that if investment goals are
similar for clients and for members and employees of our firm, it is logical and even desirable that there
be common ownership of some securities.
Therefore, in order to prevent conflicts of interest, we have in place a set of procedures (including a pre-
clearing procedure) with respect to transactions effected by our members, officers and employees for
their personal accounts1. In order to monitor compliance with our personal trading policy, we have a
quarterly securities transaction reporting system for all of our associates. Upon employment or
affiliation and at least annually thereafter, all supervised persons will sign an acknowledgement that
they have read, understand, and agree to comply with our Code of Ethics.
Neither our firm nor a related person recommends to clients, or buys or sells for client accounts,
securities in which our firm or a related person has a material financial interest. Related persons of
our firm may buy or sell securities and other investments that are also recommended to clients. In
order to minimize this conflict of interest, our related persons will place client interests ahead of their
own interests and adhere to our firm’s Code of Ethics. Further, our related persons will refrain from
buying or selling the same securities prior to buying or selling for our clients in the same day. If related
persons’ accounts are included in a block trade, our related persons’ accounts will be traded in the same
manner every time.
Our firm and supervised persons must conduct business in an honest, ethical, and fair manner and avoid
all circumstances that might negatively affect or appear to affect our duty of complete loyalty to all
clients. This disclosure is provided to give all clients a summary of our Code of Ethics.
1 For purposes of the policy, our associate’s personal account generally includes any account (a) in the name of our associate, his/her spouse,
his/her minor children or other dependents residing in the same household, (b) for which our associate is a trustee or executor, or (c) which our
associate controls, including our client accounts which our associate controls and/or a member of his/her household has a direct or indirect
beneficial interest in.
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Purus Wealth Management, LLC
Item 12: Brokerage Practices
Selecting a Brokerage Firm
We seek to recommend a custodian/broker who will hold your assets and execute transactions on
terms that are overall most advantageous when compared to other available providers and their
services. We consider a wide range of factors, including, among others, these:
• Ability to maintain the confidentiality of trading intentions
• Timeliness of execution
• Timeliness and accuracy of trade confirmations
• Liquidity of the securities traded
• Willingness to commit capital
• Ability to place trades in difficult market environments
• Research services provided
• Ability to provide investment ideas
• Execution facilitation services provided
• Record keeping services provided
• Custody services provided
• Frequency and correction of trading errors
• Ability to access a variety of market venues
• Expertise as it relates to specific securities
• Financial condition
• Business reputation
With the aforementioned in consideration, we recommend the services of Charles Schwab & Co., Inc.
(“Schwab”) a FINRA-registered broker-dealer, member SIPC, as the qualified custodian. We are
independently owned and operated and not affiliated with Schwab. Schwab offers to independent
investment advisers non-soft dollar services which include custody of securities, trade execution,
clearance and settlement of transactions.
Products and Services Available to Us from Schwab
Schwab Advisor Services (formerly called Schwab Institutional) is Schwab’s business serving
independent investment advisory firms like us. They provide us and our clients with access to its
institutional brokerage – trading, custody, reporting and related services – many of which are not
typically available to Schwab retail customers. Schwab also makes available various support services.
Some of those services help us manage or administer our clients’ accounts while others help us manage
and grow our business. Here is a more detailed description of Schwab’s support services:
Services that Benefit You:
Schwab’s institutional brokerage services include access to a broad range of investment products,
execution of securities transactions, and custody of client assets. The investment products available
through Schwab include some to which we might not otherwise have access or that would require a
significantly higher minimum initial investment by our clients. Schwab’s services described in this
paragraph generally benefit you and your account.
Services that May Indirectly Benefit You:
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Purus Wealth Management, LLC
Schwab also makes available to us other products and services that benefit us but may not directly
benefit you or your account. These products and services assist us in managing and administering our
clients’ accounts. They include investment research, both Schwab’s own and that of third parties. We
may use this research to service all or some substantial number of our clients’ accounts, including
accounts not maintained at Schwab. In addition to investment research, Schwab also makes available
software and other technology that:
• provide access to client account data (such as duplicate trade confirmations and account
statements);
facilitate trade execution and allocate aggregated trade orders for multiple client accounts;
facilitate payment of our fees from our clients’ accounts; and
•
• provide pricing and other market data;
•
• assist with back-office functions, recordkeeping and client reporting.
Services that Generally Benefit Our Firm:
Schwab also offers other services intended to help us manage and further develop our business
enterprise. These services include:
technology, compliance, legal, and business consulting;
• educational conferences and events
•
• publications and conferences on practice management and business succession; and
• access to employee benefits providers, human capital consultants and insurance providers.
Schwab may provide some of these services itself. In other cases, it will arrange for third-party
vendors to provide the services to us. Schwab may also discount or waive its fees for some of
these services or pay all or a part of a third party’s fees. Schwab may also provide us with other
benefits such as occasional business entertainment of our personnel.
We do not use client brokerage commissions to obtain research or other products or
services. The aforementioned research and brokerage services are used by our firm to
manage accounts for which we have investment discretion. Without this arrangement, our
firm might be compelled to purchase the same or similar services at our own expense.
As a result of receiving these services, we may have an incentive to continue to use or expand the use of
Schwab services. Our firm examined this potential conflict of interest when we chose to enter into the
relationship with Schwab and we have determined that the relationship is in the best interest of our
firm’s clients and satisfies our fiduciary obligations, including our duty to seek best execution.
Schwab charges brokerage commissions and transaction fees for effecting certain securities
transactions (i.e., transaction fees are charged for certain no-load mutual funds, commissions are
charged for debt securities transactions). It is important to note that Schwab does not charge
commission fees on domestic equity and exchange traded fund transactions. Schwab enables us to
obtain many no-load mutual funds without transaction charges and other no-load funds at nominal
transaction charges. Schwab commission rates are generally discounted from customary retail
commission rates. However, the commission and transaction fees charged by Schwab may be higher
or lower than those charged by other custodians and broker-dealers.
Our non-wrap clients may pay a commission to Schwab that is higher than another qualified broker
dealer might charge to effect the same transaction where we determine in good faith that the
commission is reasonable in relation to the value of the brokerage and research services received In
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Purus Wealth Management, LLC
seeking best execution, the determinative factor is not the lowest possible cost, but whether the
transaction represents the best qualitative execution, taking into consideration the full range of a
broker-dealer’s services, including the value of research provided, execution capability, commission
rates, and responsiveness. Accordingly, although we will seek competitive rates, to the benefit of all
clients, we may not necessarily obtain the lowest possible commission rates for specific client
account transactions.
Soft Dollars
Although the investment research products and services that may be obtained by our firm will
generally be used to service all of our clients, a brokerage commission paid by a specific client may
be used to pay for research that is not used in managing that specific client’s account. The research
products may benefit some but not all of the clients or may benefit only the firm.
Our firm does not accept products or services that do not qualify for Safe Harbor outlined in Section
28(e) of the Securities Exchange Act of 1934, such as those services that do not aid in investment
decision-making or trade execution.
Brokerage for Client Referrals
Our firm does not receive brokerage for client referrals.
Directed Brokerage
Neither we nor any of our firm’s related persons have discretionary authority in making the
determination of the brokers with whom orders for the purchase or sale of securities are placed for
execution, and the commission rates at which such securities transactions are effected. We routinely
recommend that a client directs us to execute through a specified broker-dealer. Our firm
recommends the use of Schwab. Each client will be required to establish their account(s) with Schwab
if not already done. Please note that not all advisers have this requirement.
Permissibility of Client-Directed Brokerage
We allow clients to direct brokerage outside our recommendation. However, we may be unable to
achieve the most favorable execution of client transactions. Client directed brokerage may cost
clients more money. For example, in a directed brokerage account, you may pay higher brokerage
commissions because we may not be able to aggregate orders to reduce transaction costs, or you may
receive less favorable prices.
Special Considerations for ERISA Clients
A retirement or ERISA plan client may direct all or part of portfolio transactions for its account
through a specific broker or dealer in order to obtain goods or services on behalf of the plan. Such
direction is permitted provided that the goods and services provided are reasonable expenses of the
plan incurred in the ordinary course of its business for which it otherwise would be obligated and
empowered to pay. ERISA prohibits directed brokerage arrangements when the goods or services
purchased are not for the exclusive benefit of the plan. Consequently, we will request that plan
sponsors who direct plan brokerage provide us with a letter documenting that this arrangement will
be for the exclusive benefit of the plan.
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Aggregation of Purchase or Sale
We perform investment management services for various clients. There are occasions on which
portfolio transactions may be executed as part of concurrent authorizations to purchase or sell the same
security for numerous accounts served by our firm, which involve accounts with similar investment
objectives. Although such concurrent authorizations potentially could be either advantageous or
disadvantageous to any one or more particular accounts, they are affected only when we believe that to
do so will be in the best interest of the effected accounts. When such concurrent authorizations occur,
the objective is to allocate the executions in a manner which is deemed equitable to the accounts
involved. In any given situation, we attempt to allocate trade executions in the most equitable manner
possible, taking into consideration client objectives, current asset allocation and availability of funds
using price averaging, proration and consistently non-arbitrary methods of allocation.
Item 13: Review of Accounts or Financial Plans
We review accounts on at least a quarterly basis for all our asset management clients. The nature of
these reviews is to learn whether clients’ accounts are in line with their investment objectives,
appropriately positioned based on market conditions, and investment policies, if applicable. We may
review client accounts more frequently than described above. Among the factors which may trigger
an off-cycle review are major market or economic events, the client’s life events, requests by the
client, etc. Only our Financial Advisors, Portfolio Managers and Relationship Managers will conduct
reviews. We do not provide written reports to clients, unless asked to do so. Verbal reports to clients
take place on at least an annual basis when we contact clients who receive asset management
services.
Clients who attend an educational seminar will not receive reviews of accounts, written and/or
verbal reports. PSS clients should engage our firm separately if they would like to receive
individualized investment advice.
Financial Planning clients receive reviews of their written plans. We do not provide ongoing services
to financial planning clients, but are willing to meet with such clients upon their request to discuss
updates to their plans, changes in their circumstances, etc. Financial Planning clients do not receive
written or verbal updated reports regarding their financial plans unless they separately contract with
us for a post-financial plan meeting or update to their initial written financial plan.
PPC clients receive reviews of their pension plans for the duration of the pension consulting service.
We will meet with PPC clients upon their request to discuss updates to their plans, changes in their
circumstances, etc. We do not provide written reports to clients, unless asked to do so. Verbal reports
to clients take place on at least an annual basis when we contact clients subscribing to this service.
Item 14: Client Referrals & Other Compensation
Charles Schwab & Co., Inc.
We receive an economic benefit from Schwab in the form of the support products and services it
makes available to us and other independent investment advisors that have their clients maintain
accounts at Schwab. These products and services, how they benefit us, and the related conflicts of
interest are described above (see Item 12 – Brokerage Practices). The availability to us of Schwab’s
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Purus Wealth Management, LLC
products and services is not based on us giving particular investment advice, such as buying
particular securities for our clients.
Product Sponsor Funded Events
Various product wholesalers provide financial assistance to allow us to sponsor client educational
seminars, or attend such seminars hosted by the product sponsor. This money is not directly tied to
our use of their products, nor it is contingent upon any future business to be directed to their
products, nonetheless it creates a conflict of interest that may incentivize us to utilize their products.
Our firm will adhere to our fiduciary duty to act in our client’s best interest when selecting what
products to use in client accounts
Referral Fees
In accordance with Rule 206 (4)-1 of the Investment Advisers Act of 1940, our firm does not provide
cash or non-cash compensation directly or indirectly to unaffiliated persons for testimonials or
endorsements (which include client referrals).
Item 15: Custody
While our firm does not maintain physical custody of client assets (which are maintained by a
qualified custodian, as discussed above), we are deemed to have custody of certain client assets if
given the authority to withdraw assets from client accounts, as further described below under
“Standing Instructions.” All our clients receive account statements directly from their qualified
custodian(s) at least quarterly upon opening of an account. We urge our clients to carefully review
these statements. Additionally, if our firm decides to send its own account statements to clients, such
statements will include a legend that recommends the client compare the account statements
received from the qualified custodian with those received from our firm. Clients are encouraged to
raise any questions with us about the custody, safety or security of their assets and our custodial
recommendations.
The SEC issued a no‐action letter (“Letter”) with respect to the Rule 206(4)‐2 (“Custody Rule”) under
the Investment Advisers Act of 1940 (“Advisers Act”). The letter provided guidance on the Custody
Rule as well as clarified that an adviser who has the power to disburse client funds to a third party
under a standing letter of instruction (“SLOA”) is deemed to have custody. As such, our firm has
adopted the following safeguards in conjunction with our custodian:
• The client provides an instruction to the qualified custodian, in writing, that includes
the client’s signature, the third party’s name, and either the third party’s address or the
third party’s account number at a custodian to which the transfer should be directed.
• The client authorizes the investment adviser, in writing, either on the qualified
custodian’s form or separately, to direct transfers to the third party either on a specified
schedule or from time to time.
• The client’s qualified custodian performs appropriate verification of the instruction,
such as a signature review or other method to verify the client’s authorization, and
provides a transfer of funds notice to the client promptly after each transfer.
• The client has the ability to terminate or change the instruction to the client’s qualified
custodian.
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Purus Wealth Management, LLC
• The investment adviser has no authority or ability to designate or change the identity
of the third party, the address, or any other information about the third party contained
in the client’s instruction.
• The investment adviser maintains records showing that the third party is not a related
party of the investment adviser or located at the same address as the investment
adviser.
• The client’s qualified custodian sends the client, in writing, an initial notice confirming
the instruction and an annual notice reconfirming the instruction.
Item 16: Investment Discretion
Clients have the option of providing our firm with investment discretion on their behalf, pursuant to
an executed investment advisory client agreement. By granting investment discretion, we are
authorized to execute securities transactions, which securities are bought and sold, and the total
amount to be bought and sold. Limitations may be imposed by the client in the form of specific
constraints on any of these areas of discretion with our firm’s written acknowledgement.
Item 17: Voting Client Securities
We do not accept proxy authority to vote client securities. Clients will receive proxies or other
solicitations directly from their custodian or a transfer agent. In the event that proxies are sent to our
firm, we will forward them on to clients and ask the party who sent them to mail them directly to the
client in the future. Clients may call, write or email us to discuss questions they may have about
particular proxy votes or other solicitations.
Third party money managers selected or recommended by our firm may vote proxies for clients.
Therefore, except in the event a third party money manager votes proxies, clients maintain exclusive
responsibility for: (1) directing the manner in which proxies solicited by issuers of securities
beneficially owned by the client shall be voted, and (2) making all elections relative to any mergers,
acquisitions, tender offers, bankruptcy proceedings or other type events pertaining to the client’s
investment assets. Therefore (except for proxies that may be voted by a third party money manager),
our firm and/or the client shall instruct the qualified custodian to forward copies of all proxies and
shareholder communications relating to the client’s investment assets.
Item 18: Financial Information
We are not required to provide financial information in this Brochure because:
• We do not require the prepayment of more than $1,200 in fees and six or more months in
advance.
• We do not take custody of client funds or securities.
Disclosure of Financial Condition
We have never been the subject of a bankruptcy proceeding.
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