Get guidance and connect with a vetted fiduciary CFP® or CDFA®
Financial planning & investments for women & their families.
How Willow Works
Built by women. Designed for real lives.
Willow was built by women who experienced a gap in the financial industry — and decided to do something about it.
We designed Willow to help you understand your options and move forward with confidence, whether that means learning, investing on your own, planning for what’s next, or working with a financial advisor. Everything starts with understanding your goals, values, and life stage, because financial support should feel personal, not one-size-fits-all.
When you choose to work with an advisor through Willow, you’re connected with someone who has been carefully vetted and trained to support women and the next generation. Advisors must complete Willow’s Advisor for Women™ and Advisor for NextGen™ training, bringing both expertise and empathy to every conversation.
Willow was built by women who experienced a gap in the financial industry — and decided to do something about it.
We designed Willow to help you understand your options and move forward with confidence, whether that means learning, investing on your own, planning for what’s next, or working with a financial advisor. Everything starts with understanding your goals, values, and life stage, because financial support should feel personal, not one-size-fits-all.
When you choose to work with an advisor through Willow, you’re connected with someone who has been carefully vetted and trained to support women and the next generation. Advisors must complete Willow’s Advisor for Women™ and Advisor for NextGen™ training, bringing both expertise and empathy to every conversation.
“Financial advice had always felt generic and one-size-fits-all. In just a few conversations with a Willow advisor, I felt truly empowered — gaining insights beyond the usual risk profiles and mutual fund recommendations.” – Elissa
Find the Right Financial Support — in 3 Simple Steps
01.
Take the Quiz
Discover your goals, values, and financial priorities
Answer a short assessment so we can understand your life stage, priorities, and goals — and recommend support that makes sense for you and your family.
02.
Explore Your Options
After you sign up, you can explore Willow in the way that works best for you.
Willow guides you toward education, digital investing tools, planning resources, or advisor support — always with your preferences at the center.
03.
Connect
Plan your financial future with expert guidance
You can start in one place and shift over time — Willow is designed to support you as your needs grow and change.
The Willow Ethos
Willow was born from a deeply personal experience. Our founder, Lacy Garcia, unexpectedly became the sole provider and then a divorced, single mom. Even with a background in financial services, she found that conversations with financial advisors left her feeling more confused than confident.
Willow was created as a place where women can feel understood and supported — where financial guidance starts with empathy and is built around your real life.
At Willow, everything starts with understanding you — your goals, your values, your life journey. We then help you find the support that fits today and grows with you over time with:
Educational resources to build confidence in personal finance and investing
Research-driven investment portfolios designed for the long term
Planning tools to help you make thoughtful financial decisions
Introductions to vetted, fiduciary advisors who hold their CFP® and/or CDFA® designation and have completed Willow’s Advisor for Women™ or Advisor for NextGen™ certificate program
Willow was created as a place where women can feel understood and supported — where financial guidance starts with empathy and is built around your real life.
At Willow, everything starts with understanding you — your goals, your values, your life journey. We then help you find the support that fits today and grows with you over time with:
Educational resources to build confidence in personal finance and investing
Research-driven investment portfolios designed for the long term
Planning tools to help you make thoughtful financial decisions
Introductions to vetted, fiduciary advisors who hold their CFP® and/or CDFA® designation and have completed Willow’s Advisor for Women™ or Advisor for NextGen™ certificate program
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 explore your financial options?
It’s free, and only takes a few minutes.