About us

It’s nice to meet you

”You’ve got to find what you love in life & the only way to be truly be satisfied is to do what you believe is great work, & the only way to do great work, is to love what you do.

– Steve Jobs

Welcome to Pure

Pure launched in 2017 with a big vision – to innovate the way people receive financial advice across Australia. 

Today, we are one of Australia’s first digital personal advice practices, encompassing a team of highly motivated individuals who help you achieve your personal life goals.

We deliver digital interactive goals based financial advice – a highly visual client co-creation experience.

Our belief is g.o.a.l.s are the guide of all limitations. We keep our you focused on goal-oriented outcomes and celebrate the milestones along the way.

We continue to guide your progress with our ongoing services to support, manage, track and adjust goals achievability over time.

Our mission

We’re on a mission to empower Millennials and Gen X’s live more fulfilling lives by aligning life goals and personal values to strategic and attainable outcomes. 

To continually adapt Pure to think big by innovating our practice to continue delivering goals driven and outcome focused advice to our clients using today’s technology.

We have a goal for financial advice to have greater meaning with goals based advice by engaging you with your goals and vision for the future with a plan to get you where you want to be.

Our core values

learn more about what makes us different

Think big

Think big, grow big. We believe change starts in your mind and it takes thinking big to understand how to get there.

Goals driven

We believe it starts with a dream and g.o.a.l.s are our guide of all limitations on the journey to reaching a desired outcome.

Outcome focused

It starts with a dream. Your goals maintain our focus at all times and we’re right beside you to adjust your sail and celebrate milestones along the way.

Always innovating

Our promise to always look for and continue to adjust in a world that is always innovating as we work towards achieving your dreams.

Why us?

Pure advisers are #notyouraverageadvisers. We bring the future of financial advice to you with intelligent advice. We bring your advice into the future to help you achieve & track your goals.


Pure founders

Meet the team behind Pure Private Wealth

Stefano Duro

Founder, Managing Director, Principal Adviser

Stefano Duro is a goal-oriented entrepreneur and financial coach who is also known as the Gary-Vee of Goals Based Advice in Australia. In 2017, he co-founded Pure Private Wealth with Danielle Soppa.

His ambitions of innovating the way people receive financial advice led Pure Private Wealth to be one of the first companies in Australia to digitalise the way they deliver advice and interact with clients.

Stefano’s experience practicing as a goals based advice financial adviser has seen him help people identify, manage and track client’s life goals to achieve new heights and life a happy and fulfilling life. 

A big goal-setter himself, Stefano practices what he preaches. He has a natural tendency to educate, inspire and empower his client’s to work towards their goals.

Danielle Soppa

Founder, CEO, Head of Client Care

Danielle is a freedom seeking entrepreneur, game-changing mentor for women in business, a money & mindset mentor & the co-founder of Pure Private Wealth in 2017.

Originally from Canada, Danielle has studied formal education in Business at Dalhousie University and also completed her Canadian Securities Course (CSC) but acknowledges the power of self-education, mindset, discovery and discipline to be the root of her successes.

Her drive in life is fuelled through empowering others to live their best life and go after their goals. Danielle speaks about Money & Mindset in podcasts, online events and interviews regularly to share her thoughts and inspire people to discover their inner potential. 

How to start your journey

Our online interactive discovery process is where you start your WealthMap from home.

Our blog

Thoughts, tips and things that inspire us

It’s not just about money – it’s a mindset thing too

Growing up, I quickly learned money doesn’t grow on trees. It’s commonly known that early childhood experiences form beliefs and attitudes that impact how we interact money when become adults. An early negative experience can develop beliefs such as ‘I can’t afford my goal and that stressing about money is just a way of life.’Continue reading “It’s not just about money – it’s a mindset thing too”

Let’s dream

Get your goals-score today

Want to know more?