Willow Certification for Financial Advisors

By 2045, there will be $84 trillion
in wealth transfers*

Become a

Advisor For Women™ Certificate Holder

Advisor For NextGen™ Certificate Holder

*McKinsey, 2020

Deepen Expertise

Gain access to customized trainings that equip you with the skills to effectively serve women and NextGen, and their specific financial needs.

Grow Your Business

An Advisor For Women™ Certificate Holder and Advisor For NextGen™ Certificate Holder is featured in the Willow Directory and exclusively matched with women and NextGen clients seeking advisory services.

Establish Credibility

Prove your expertise serving women and NextGen clients while demonstrating a strong commitment to their financial well-being.

“As transfers lead to changes in family dynamics as well as engagement preferences, financial services providers across the wealth spectrum must adapt their business models.”

Cerulli Associates, 2022. “Cerulli Anticipates $84 Trillion in Wealth Transfers Through 2045”.

Earning Your Certificate is Simple and Convenient

Certificate Process*

50-minute CE-approved trainings* to understand women and NextGen investors and the steps to build a suitable wealth management plan

*1 CE credit for: CFP®, CIMA®, CIMC®, RMA®, and CPWA®

Willow’s Financial Life Coaches are highly qualified with backgrounds rooted in financial services. This session will guide you on how to best attract and win women and NextGen clients, while growing existing client relationships.

Willow requires both a peer and client reference. Willow also verifies that you are in good standing with regulatory bodies.

Willow helps you create a bio and advisor page for clients to call and schedule introductory calls with you.

Enrollment Criteria & Requirements

To become a Advisor For Women™ Certificate Holder or Advisor For NextGen™ Certificate Holder, you must:

Provide one client reference from a client who you have been servicing for a minimum of one year attesting to your ability to serve women and NextGen clients

Watch three seminars and pass the assesment at the end of each

Receive an approval rating by a Willow Financial Life Coach and provide references from one peer at a different advisory firm

Provide one client reference from a client who you have been servicing for a minimum of one year attesting to your ability to serve women and NextGen clients

Complete a minimum of one CE credit on platform each year to maintain certificate

*Willow’s certificate programs are designed to give vetted 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.

What Our Clients Say

“...your process is excellent and user interface is easy. Well thought-through and impressive…”

“I think this is such necessary training that all advisors, regardless of who they serve, would benefit from taking.”

“I am so excited to be a Willow advisor! Serving women and their families is half of my mission…and has always been part of my "why" in doing this work.”

“I thought it was very simple - the 3 webinars, the quizzes at the end… my coaching call… & then the references– it was so easy!”

“Willow is helping us gain a larger portion of our client’s outside assets.”

“Willow helped my team retain a divorcing client amid an extremely challenging period.”

“Willow is helping me win new women and next-generation clients.”