How We Make Sure Your Advisor Gets It
Every Willow advisor is vetted for experience, empathy, and real-life know-how — so you can feel confident from the first conversation.
What Sets Willow Advisors Apart
How We Vet the Advisors You’ll Be Matched With
At Willow, we don’t just list advisors — we carefully select them. Here’s how we make sure you’re connecting with someone you can trust:
Real Experience That Matters
Every Willow advisor has at least 2 years of real-world experience helping clients make smart financial decisions.
Certified to Support People Like You
Our advisors complete Willow’s Advisor for Women™ or NextGen Investor™ training — built to support women, younger investors, and people often overlooked by traditional finance.
Aligned With Our Values — and Yours
Before joining our platform, every advisor meets 1:1 with a Willow coach to make sure they lead with empathy, inclusivity, and real-life understanding — not just spreadsheets.
Screened for Trust & Transparency
We check each advisor’s background and references, and confirm they’re in good standing with industry regulators — so you don’t have to wonder.
Committed to Growing With You
Advisors on Willow don’t stop learning. They complete quarterly training and ongoing education to make sure their guidance stays relevant and real.
Frequently Asked Questions
What qualifications do Willow advisors have?
All advisors on our platform have at least 2 years of professional experience in financial planning or advising. They also undergo background checks, reference checks, and compliance screening before joining Willow.
How does Willow make sure advisors understand women, younger investors, and underrepresented clients?
Does it cost anything to be matched with an advisor?
Do Willow advisors charge for their services?
How often are advisors re-evaluated?
What happens after I’m matched with an advisor?
Ready to meet your financial advisor?
It’s free, and only takes a few minutes.
Willow’s certificate programs are designed to give financial advisors the tools and knowledge to best support specific groups of consumers. This is not a formal designation and there are restrictions as to how the advisor can message completion of the course in their public facing materials.