Find a financial advisor who gets you. For free.
Objective advice.
Personalized guidance.
All built around you.

How Willow Works
Not just any financial advisor — Willow connects you with someone who understands you.
Find the Right Financial Advisor — in 3 Simple Steps
01.
Take the Quiz
Discover your goals, values, and financial priorities
Answer a few quick questions so we can understand what you’re looking for in a financial advisor — from your investment goals to your communication style.
02.
Get Matched
Personalized financial advice from someone who gets you
We match you with a vetted, trained financial advisor who aligns with your values, life stage, and long-term goals.
03.
Build a Real Relationship
Plan your financial future with expert guidance
Connect one-on-one with your advisor to create a financial plan tailored to your life — no pressure, no product pushing.

Why Willow Is Different
The face of wealth is changing — it’s more diverse, more independent, and shaped by lives in motion.
At Willow, we get to know you first — your goals, values, and what’s really happening in your life — before we ever suggest an advisor. Then we connect you with someone who’s not just qualified, but trained to support who you are and where you’re headed.
Because financial advice should reflect the life you’re actually living — and the future you’re building.
At Willow, we get to know you first — your goals, values, and what’s really happening in your life — before we ever suggest an advisor. Then we connect you with someone who’s not just qualified, but trained to support who you are and where you’re headed.
Because financial advice should reflect the life you’re actually living — and the future you’re building.
How does Willow match me with a financial advisor?
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.
Is Willow really free?
What makes Willow different from other financial advisor platforms?
Are Willow’s financial advisors certified?
What happens after I get matched with an advisor?
Willow in the News!
Check out Willow’s CEO, Lacy Garcia, on the Today Show.
Ready to meet your financial advisor?
It’s free, and only takes a few minutes.