Our mission is to financially empower today’s clients through all life’s journeys


Why we started Willow

In my mid-30’s, my life changed unexpectedly, and I needed financial and life guidance to help me make decisions and feel more confident and secure. Despite having been in financial services…

I struggled to find the answers and the right trusted advisors.

I founded Willow to provide the coaching and personalized guidance women need to achieve financial strength, stability, and security through all life’s journeys.

I hope you’ll join us!

Lacy Garcia
Founder & CEO

Our Clients & Partners

Meet our team

Lacy Garcia
Founder & CEO

Jason Aronson, CFA
Founder & CFO

Ivan Mitrovic
Founder & Exec CTO

Karen Weiskopf
VP, Head of Marketing

Alana Santarelli
Director of Customer Success

Suad Abdalla
Sales Director

Krista Elliott
Product Designer

Ivona Brajovic

Julia Hoffman
Marketing Specialist

Our Commitment to Diversity, Equity & Inclusion

At Willow, our perspective is that our differences make us better. We live in a diverse world, and our success depends on our ability to support, embrace and celebrate diversity.

We respect and value diverse life experiences and heritages

And strive to ensure that all voices are valued and heard. By cultivating and upholding a diverse, inclusive, and equitable culture where all members, whatever their gender expression, identity, race, ethnicity, national origin, age, sexual orientation or identity, education or ability, feel valued and respected, we are committed to modeling diversity and inclusion, and upholding an inclusive environment with equitable treatment for all.

The heart of Willow is supporting women along their financial journeys

While financial challenges affect all people, we know that women experience unique challenges and our goal is to support them as they navigate their path. We have specific focus in helping women during divorce, widows, those making career decisions and caregivers.

Join us on our mission to change the landscape of advice

Willow’s Expert Network

Marla Capozzi

Leader, McKinsey Academy

Farah Hussain

Global Marketing Director, PayPal

Sarah Hodkinson

Global Head of DTC, NortonLifeLock

Kameelah Benjamin-Fuller

Chief Diversity Officer & CSR Leader, PTC

Lesley Seymour

CEO, CoveyClub

Christine C. Chang

CEO, 6th Avenue Capital

Micho Fernandez Spring

Chair, Global Practice, Weber Shandwick

Diane Hessan

Entrepreneur, Investor, Board Member & Columnist

Cheryl Kiser

Exec. Director, Lewis Institute, Babson

Smaiyra Million

Exec. Director, Arthur M. Blank Center, Babson

Emily Boorstein Wikman

Personal Life, Executive & Corporate Coach

Ashley Bernon

Director, Marketing & Client Relations, Sonja B. Selami

Courtney Evans

CEO, Well Refined

Gretchen Gunlocke Fenton

Fashion Editor, Consultant