How Help Ensure Your Advisor Truly Understands You
Every advisor on Willow is carefully vetted to support women and next-generation clients with empathy, real-world experience, and a deep understanding of what matters most in your life and goals.
All Willow Advisors Must:
How We Vet the Advisors You’ll Be Matched With
At Willow, we don’t just list advisors. We purposefully select advisors who are trustworthy, caring, and equipped to support you — and the people who depend on you.
Real Experience That Matters
Every Willow advisor has hands-on experience helping clients make thoughtful financial decisions — not just managing numbers on a page.
Certified to Support Women and Their Families
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 Willow, advisors meet one-on-one with a Willow coach to ensure they lead with empathy, inclusivity, and a values-based approach — not just formulas or metrics.
Screened for Trust & Transparency
We verify each advisor’s background and references, and confirm they’re in good standing with regulatory bodies — so you can feel confident from your very first conversation.
Committed to Growing With You
Willow advisors continue learning through quarterly training and ongoing education to stay aligned with women’s needs and real-life financial priorities.
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.