Finding a financial advisor can feel overwhelming. You might be wondering: Who can I trust? Will they really understand my life? Do I even need an advisor right now?
At Willow, we hear these questions all the time. That’s why advisor matching is just one part of a larger wealth accelerator ecosystem designed to support women and their families as they learn, plan, and make financial decisions over time.
Whether you’re just starting to explore your options or you’re ready for hands-on support, here’s how Willow’s advisor matching works — and what we look for in every advisor we introduce.
It All Starts With You
Before we ever talk about advisors, we start by getting to know you.
When you take Willow’s short assessment, we’re not just asking about numbers. We’re learning about your goals, your priorities, and what’s happening in your life right now — whether that’s building a career, caring for family, navigating change, or planning ahead.
The goal isn’t to push you toward an advisor. It’s to help you understand your options and decide what kind of support feels right, at your own pace.
Exploring Support
Many women want time to learn before committing to an advisor relationship. Others prefer to start with tools, planning resources, or investing independently. Some are ready to talk to a professional right away.
Willow is built to support all of those paths.
After your assessment, you’ll be able to explore education, guidance, and tools within Willow — and if working with an advisor feels like the right next step, that option is there when you’re ready.
You’re always in control of what comes next.
What We Look for in Every Willow Advisor
When you choose to explore advisor support, we take that responsibility seriously.
We don’t offer lists or directories. Every advisor on Willow is individually vetted — not just for credentials, but for how they show up for women and families in real life.
Here’s what that means in practice.
Strong Professional Foundations
All Willow advisors are required to meet clear professional and regulatory standards before they’re ever matched with a Willow member.
Act as fiduciaries and be in good standing with the SEC and FINRA
Being a fiduciary means an advisor is legally required to act in their client’s best interest. Willow verifies that advisors are in good standing with regulatory bodies like the Securities and Exchange Commission (SEC) and the Financial Industry Regulatory Authority (FINRA), helping ensure transparency and accountability from the start.
Hold professional designations such as CFP® and/or CDFA®
We look for advisors who have completed rigorous, recognized training programs — not just basic licensing.
- CFP® (Certified Financial Planner™) professionals complete extensive education and testing across core areas of financial planning, including investing, retirement, taxes, insurance, and estate considerations. They’re also held to ongoing ethical and education standards.
- CDFA® (Certified Divorce Financial Analyst®) professionals receive specialized training to support individuals navigating the financial complexities of divorce. This designation is especially relevant for women experiencing or planning for major life transitions.
These designations signal a deeper level of training and a commitment to continuing education — not just technical knowledge, but responsible, ethical practice.
Have at least four years of experience working with women and/or next-generation clients
Experience matters, especially when it comes to understanding the financial realities women and families face.
Willow advisors must have a proven track record of working with women and/or next-generation clients, including experience with:
- Career changes and income shifts
- Caregiving and family responsibilities
- Life transitions such as marriage, divorce, or loss
- Long-term planning across different stages of life
These standards help ensure advisors bring both technical expertise and real-world perspective to the conversation.
Training That Goes Beyond the Numbers
Credentials are important — but they’re not the whole picture.
Every Willow advisor completes specialized training and coaching through our Advisor for Women™ and Advisor for NextGen™ programs. This training focuses on the realities women face, including:
- Life transitions and changing family needs
- Communication styles and emotional intelligence
- Inclusivity, respect, and values-based planning
The goal isn’t to tell advisors what to recommend. It’s to make sure they know how to listen, explain, and support thoughtfully.
A Values Check — Before Any Introductions Are Made
Before an advisor ever meets a Willow member, they meet with us.
Each advisor has one-on-one conversations with a Willow coach to ensure they lead with empathy, inclusivity, and care — not pressure or one-size-fits-all thinking.
If an advisor doesn’t align with Willow’s values, they don’t join the platform. It’s that simple.
Trust, Transparency, and Ongoing Learning
We also verify every advisor’s background, references, and regulatory standing before any matches are made.
And because financial lives evolve, Willow advisors continue learning through ongoing education and quarterly training — so they stay aligned with the real-life needs of women and families.
A Matching Process Designed for Real Life
There’s no single “right” way to work with a financial advisor.
Some women want long-term, comprehensive guidance. Others want support around a specific transition. Many start on their own and choose advisor support later.
Willow’s approach is designed to flex with you — offering education, tools, and connections within one supportive ecosystem, rather than pushing you down a single path.
Curious if Advisor Support Is Right for You?
You don’t have to decide today.
Willow’s short assessment is simply a starting point — a way to explore your options, understand what support is available, and see whether working with a financial advisor makes sense for you right now.
Take the survey and start your Willow experience when you’re ready.
The statements and opinions expressed in this article are for general informational purposes only and are not intended to provide specific financial, tax, or investment advice. Views expressed are subject to change without notice. Individuals should consult a qualified financial advisor regarding their personal situation before making financial decisions.
Advisory services offered through Willow Partner Advisors, LLC, an SEC-registered investment advisers. Past performance or examples are not guarantees of future results
