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:

Be a fiduciary in good standing with the SEC
and FINRA
Have at least 4 years of experience working with women and/or NextGen clients
Hold CFP®, CDFA® or CFA designation(s)
Complete Willow’s training and coaching program to earn their Advisor for Women™ or Advisor for NextGen™ certificate

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 4 years of professional experience in financial planning or advising. They also undergo background checks, reference checks, and compliance screening before joining Willow.

Every advisor completes specialized training through our Advisor for Women™ or NextGen Investor™ certification program. This helps them better support clients navigating major life transitions, wealth-building goals, and historically underserved financial experiences.

Yes. Our matching service is completely free for consumers. You’ll never pay to get matched or to meet with an advisor through Willow. If you decide to work with an advisor, you may pay associated fees for their services. Financial advisors pay associated fees to be on the Willow platform.

Yes — advisors on our platform are independent professionals who may charge fees for ongoing financial planning or investment management. You’ll get clear information about pricing before making any decisions.

Advisors go through quarterly training and must complete ongoing education to stay aligned with Willow’s standards. We also review their standing with regulators and consistently collect client feedback.

Once you complete the matching survey, we’ll introduce you to an advisor who fits your goals, values, and communication style. From there, you can schedule a free intro call to see if it’s a good fit — no pressure, no commitment.

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.