Become a 



Demonstrate that you are a top advisor who is committed to supporting the unique needs of Millennial and GenZ clients. Certified advisors are showcased in the Willow Directory as qualified and trusted advisors.


By 2030, GenZ’s income is projected to be $33 trillion¹.


By 2030 Millennials will own 5x the wealth they do today.¹

Despite being younger in age, NextGen (Millennials and GenZ) investors have already lived through multiple “once-in-a-lifetime” market crashes, major technological advancements, and socioeconomic and social justice issues that have shaped their perspective and behavior when it comes to their money. They’ve also come of age when technology is omnipresent, with financial services increasingly delivered online. These experiences have led them to seek financial information and guidance from online sources and friends, including third party reviews and social media. You must first demonstrate your understanding of their unique needs and preferences in order to build the trusted and collaborative relationship they seek.


Complete three video CE trainings

Willow’s 50-minute trainings are each eligible for 1 CE credit for: CFP®, CIMA®, CIMC®, RMA®, and CPWA®. Complete Integrating Coaching into your Practice, Supporting the Unique Needs of Women Investors, and one training of your choice.

Receive one coaching session

Willow’s Financial Life Coaches are highly qualified with backgrounds rooted in financial services. This coaching session focuses on how you can best attract new clients, better support and grow relationships with your existing clients, and retain the heirs.

Submit client and peer references

Submit two references through a short, easy to complete form. One from a financial advisory client who you have served for at least one year. The second from a financial advisor at another firm. Willow will also confirm you are in good standing with regulatory bodies.

Join the directory of certified advisors

The Willow Directory showcases advisors who have successfully completed the certification process and are certified to serve tomorrow’s clients. Willow helps you create a bio for your custom web page tailored to tomorrow’s clients where prospects can contact and schedule introductory calls with you.


To become a CERTIFIED ADVISOR FOR NEXTGEN™, you must be in good standing with SEC and BrokerCheck. In addition, you must pass the three CE assessments at the end of each seminar required as part of the certification, receive an approval rating by a Willow Financial Life Coach and provide references from one peer at a different advisory firm, and one client who you have been servicing for a minimum of one year attesting to your ability to serve NextGen clients.

Program Benefits


*$800 for advisors 35 & younger

1 Baghai, P., Olivia Howard, O., Prakash, L., & Zucker, J. (2020, July 29). Women as the next wave of growth in US wealth management. McKinsey & Company