Frequently Asked Questions

Is your program a designation?

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 advisors can message completion of the course in their public facing materials.

What are the program requirements?

In order to earn the Advisor for Women™ or Advisor for NextGen™ Certificate, an advisor must:

Complete three video trainings. These trainings are each 50 minutes in length, include a quiz and are eligible for CE credit for CFP®, CIMA®, CIMC®, RMA®, CPWA® and CDFA®.
Complete a 1-1 coaching session with a Willow Financial Life Coach and receive an approval rating to continue in the program.
Receive references from both a peer from another firm and a client you have serviced for at least one year.
Be in good standing with regulatory bodies.

How is your content developed?

Willow has an extensive content library and leverages both our in-house expertise as well as that of our Financial Life Coaches to develop and maintain all content on our platform. Willow Financial Life Coaches are put through a rigorous evaluation process that includes education, business structure, emotional intelligence, commitment to growth, background and ability to embrace the Willow way. Additional details on this can be provided upon request.

Are the video trainings which are part of earning the certificate eligible for CE credit?

Can advisors mention that they have completed the certificate program in their bio and/or on social media?

Yes. We encourage advisors to include the fact that they have completed the program. Upon completion of the program, the advisor will receive their certificate as well as our Usage Guide which includes detailed information about how they can and cannot use their certificate badge and refer to the program across their marketing channels. A copy of this can be provided at request. We encourage all advisors to get approval from their marketing and compliance teams before including in their materials and social presence.

How does Willow know which types of individuals to showcase my profile to?

Willow uses semantic matching and a proprietary algorithm to match advisors with potential clients. We use the data imputed from the potential investor and compare that to the information the advisor enters in their client criteria settings. Advisors are able to define the types of clients they are looking for across a wide spectrum of attributes including asset minimum, geography, personality, life stage, etc.

Is Willow able to provide matched individuals with specific disclosures at the request of my marketing and compliance departments and/or to be in compliance with the SEC Marketing Rule?

Yes. Willow can include any necessary disclosures on your advisor profile and/or to the matched potential client, whichever is preferred by your marketing and/or compliance department.

Additionally, Willow requires that the advisor approve their profile before it is made visible to matched investors. We encourage all advisors to ensure the content meets the requirements of their internal marketing and/or compliance program and secure any necessary approvals.

Does Willow have a process by which feedback is collected and reviewed?

How do I know if my RIA/Broker-Dealer has approved Willow?

If you have any additional questions that are not covered on this page, please reach out to members@trustwillow.com and a member of the Willow team will be in touch.