Our Story

Welcome to Willow

We’re here to financially empower women throughout their life journeys


Much of Willow is based upon my own experience and the many incredible women I draw inspiration from daily. I am the daughter of a Cuban refugee, which shaped my money mindset early on and eventually led me to pursue a career in financial services. In my mid-30’s, my life changed unexpectedly and I emerged from a challenging time as a divorced single mother. Like many women, I needed personalized financial and life guidance to help me make decisions and feel more confident and secure. I founded Willow so that other women can access the coaching and personalized guidance that I have benefited from throughout many life events and transitions.

Our dedicated team is committed to providing financial life coaching, easy-to-use tools and inspirational content to help women achieve financial strength, stability and security throughout all life’s journeys.

We hope you will join us!

Lacy Garcia, Founder & CEO


“I believe that “Willow Women” are like willow trees - able to stand tall against the changing winds with the right personalized guidance.”Lacy Garcia, Founder & CEO

Are you a Willow Woman?


The Willow Woman wants to be in charge of her life and her future. She desires to protect and care for her family. She cares about the bottom line. She also cares about the impact of her decisions on others.
Through knowledge, personalized guidance and ongoing support, Willow empowers her with the right financial guidance and tools to achieve her life goals.


Our Team

We’re a seasoned team from financial services and a diverse set of industries. We are committed to putting our clients first and upholding Willow’s core values of trust, transparency, empathy and respect in everything we do.

Lacy Garcia

Founder & CEO



Ivan Mitrovic

Executive CTO



Miracle Olatunji

Gen Z Advisor



Jason Aronson, CFA

Founder & CPO



Sarina Sherwin

Head of Marketing



Sheila Walsh, CFP®

GM of Financial Coaching



Natalie Taylor

Content Manager




Want to be part of an exciting, new, female-focused company?

We’re looking for a go-getting Director of Sales who is passionate about financially empowering women. You'll drive the achievement of sales targets by creating and implementing sales plans and leading sales activities. In an ideal world, you’ll have led sales efforts within the financial services/planning industry and have excellent communication, negotiation, and problem-solving skills.

Sound like you or know someone who'd be a fit? Apply here.

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.

At 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.

To learn more about our Pathways to Diversity, Equity & Inclusion Plan, click here.

Willow Expert Network

Inspiration provides the creative spark for each Willow Woman’s journey.
The Willow Community benefits from the wisdom of an exceptional group of diverse female leaders. The focus of conversations and content includes both professional advice and more personal life journey experiences.


Marla Capozzi

Leader of the McKinsey Academy at McKinsey & Company



Kameelah Benjamin-Fuller

Chief Diversity Officer & CSR Leader of PTC; Diversity, Equity & Inclusion Advisor for Willow



Micho Fernandez Spring

Chair, Global Practice, Weber Shandwick



Smaiyra Million

Director, Diana International Research Institute, Babson College



Courtney Evans

Founder & CEO, Well Refined



Farah Hussain

Director, Global Partner Marketing, PayPal and Leadership Coach



Lesley Seymour

Founder of CoveyClub



Diane Hessan

Entrepreneur, Investor, Board Member & Columnist



Emily Boorstein Wikman

Certified Personal Life Coach, CPCC, Inner Fitness Program



Gretchen Gunlocke Fenton

Fashion Editor and Consultant



Sarah Hodkinson

General Manager, SmarterTravel at TripAdvisor



Christine C. Chang

Chief Executive Officer of 6th Avenue Capital



Cheryl Kiser

Executive Director, The Lewis Institute & Babson Social Innovation Lab



Ashley Bernon

Director of Marketing and Client Relations at Law Offices of Sonja B Selami