The financial system hasn’t worked for everyone. For too long, it has overlooked people navigating life’s real complexities — especially women, younger investors, and those historically underserved by traditional financial services.

At Willow, we saw a gap: people with diverse goals, values, and life experiences were searching for advice, and instead finding systems that weren’t built with them in mind.

We set out to build something better.

Willow was created to connect people to trusted, vetted financial advisors who truly listen, understand, and support their journey — through transitions, growth, and everything in between. Our platform was designed to reflect the evolving face of wealth and the growing demand for advice that’s both personal and inclusive.

We’re building a future where everyone feels seen, supported, and confident in their financial life. We’re glad you’re here.