Building a better way to find financial advice — for everyone.
Why we started Willow
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.
Hear from Willow founder,
Lacy Garcia
Meet the Team
Lacy Garcia
Founder & CEO
Alana Santarelli
Head of Product & Customer Success
Nitya Kowtha
Chief Operating Officer
Mirko Bojčić
Lead Engineer
We use a short survey to understand your financial goals, values, and preferences. Then we match you with a vetted advisor who aligns with your needs — not just your net worth.
Yes. Our matching service is completely free for consumers. You’ll never pay to get matched or to meet with an advisor through Willow. If you decide to work with an advisor, you may pay associated fees for their services. Financial advisors pay associated fees to be on the Willow platform.
Willow only works with vetted advisors who are certified to work with women, younger investors, and underrepresented communities. We focus on personalized matching — not sales funnels or directories.
Yes. Every advisor on our platform is licensed, vetted, and certified in how to support the financial needs of women and the next generation of investors.
You’ll have a chance to connect directly with your matched advisor for a free consultation. From there, it’s up to you if you’d like to move forward.