Gretchen Caldwell, CFP® Pure Planning

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About Gretchen Caldwell, CFP®

I specialize in creating the comprehensive financial plans people want, without the ongoing commitment required by traditional advisors.

I founded Pure Planning to serve the people who used to call me on a daily basis asking for financial planning help. They were willing to pay, but I had to turn them away because they didn’t need or want ongoing investment management services. Pure Planning is exclusively focused on providing holistic financial plans for a flat fee.

Our plans help clients understand their options and make informed decisions. They show clients the impact of making specific financial choices (say retiring early or buying rental property) over their lifetime. These illustrations help guide decision making and reduce the overwhelm many clients feel when facing competing financial priorities.

Our financial plans include a prioritized checklist so clients can easily take action based on our advice. Of course clients also receive the complete comprehensive plan so they can dig into the details.

Please reach out to learn more about our flat fee financial planning services or you can find more details on our website.

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Recently Published


March 31, 2021

One of my favorite ways to get the most up-to-date personal finance information is through podcasts. I’ll be honest though. I’m a podcast snob. I need the sound to be high quality and for there to be some type of editing happening. I can’t listen to an unedited 1 hour 45 minute conversation with someone […]

The post 5 PERSONAL FINANCE PODCASTS WORTH YOUR TIME appeared first on Pure Planning.

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March 31, 2021

Frequently my friends and clients ask for my favorite personal finance books. There is no shortage of personal finance books on the market, and not all of them are good, so I’m happy to make a recommendation. Below are my top 5 books with a quick review of each. THE ONE PAGE FINANCIAL PLAN The One […]

The post THE 5 BEST PERSONAL FINANCE BOOKS appeared first on Pure Planning.

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Are Financial Planners Licensed?

January 25, 2021

When I first tried to hire a financial planner I looked to find out what licenses were required for planners. As it turned out anyone can call themselves a financial planner. It’s shocking to realize that in the heavily regulated financial services industry there is no license required for financial planners. Consumers must research each […]

The post Are Financial Planners Licensed? appeared first on Pure Planning.

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Ideal Clients

  • Equity Recipients (RS/RSU SOP ESPP)
  • Established Professionals
  • Gen X
  • Technology Professionals

Ways Advisor Charges

  • Flat Fee

Fee Options

  • Flat Fee: $2999+/engagement

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