Most of us were never taught how to handle money the way we were taught how to read or write. And when life throws big changes our way — a new job, a divorce, the loss of a partner, the arrival of a child, retirement planning — it can feel like you suddenly need a financial manual written just for you.
But for far too many people, especially women and younger investors, the financial system hasn’t worked that way. The advisors they found either didn’t get them, or the process felt confusing, impersonal, and full of jargon. The team behind Willow noticed this gap — and decided to do something about it.
A Different Kind of Financial Experience
The idea for Willow didn’t come from a boardroom or a spreadsheet — it grew out of real experiences, both professional and personal, with the financial world. The team saw something important: lots of people want help with money, but traditional financial services weren’t set up to meet them where they are. Women, next‑generation investors, and people from all walks of life often felt overlooked or misunderstood when seeking financial guidance.
That realization led to a simple but powerful insight: financial support should be personal, inclusive, and human — not one‑size‑fits‑all. Willow was created to solve this problem by building a platform that helps people connect with advisors who listen first, understand your life context, and truly support you through change.
Built for Real People and Real Life
Willow started with a clear mission: to make financial advice more accessible, personal, and supportive for everyone — especially those who have historically been underserved or left out of the financial advice ecosystem. That includes women, young professionals, families, caregivers, LGBTQ+ individuals, and anyone else whose financial needs don’t fit a traditional mold.
Rather than focusing solely on assets or net worth, Willow’s approach begins with you — your goals, your values, and your life story. That’s why the platform uses a short survey to learn about what matters most to you before matching you with advisors who align with your needs and preferences.
Empathy, Education, and Connection
Another key piece of Willow’s foundation is the belief that financial guidance should be empathetic as well as expert. The team behind Willow saw how many people who needed help felt intimidated by financial conversations, unsure where to start, or frustrated by advice that didn’t resonate with their lives. That inspired Willow to build a system that combines human understanding with financial rigor — a place where education, coaching, and advisor relationships can all play a role.
To support this vision, Willow also offers training and certification programs for financial professionals so they can better understand the needs of women and next‑generation investors. These programs help create a network of advisors who are not just technically qualified, but equipped to meet clients with care, clarity, and respect.
A Mission That Keeps Growing
Willow was born out of a need for a more human financial experience — one that respects where you’re coming from and helps you plan for where you’re going. But it didn’t stop there. As the team learned from early users and advisors, Willow expanded into a fuller support ecosystem that includes education, tools, coaching, and advisor connections — all designed to grow with you through life’s many moments.
The goal isn’t to sell you products or to push you in one direction. It’s to help you feel seen, understood, and confident in your financial life — at every stage. That’s the promise Willow was built on, and what continues to drive the team forward every day.
A Future Where Everyone Feels Supported
Today’s financial world is changing. Wealth is being transferred across generations, and more people than ever are taking control of their money — but many still struggle to find guidance that feels personal, accessible, and empowering. Willow is here to change that. By connecting people with advisors who truly listen and support them, Willow is helping build a future where everyone can feel confident making financial decisions — not just the wealthy or the traditionally “served,” but you, too.
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
