Get guidance and connect with a vetted fiduciary CFP® or CDFA®
Financial planning & investments for women & their families.
How Willow Works
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
Take the Quiz
Discover your goals, values, and financial priorities
Explore Your Options
After you sign up, you can explore Willow in the way that works best for you.
Connect
Plan your financial future with expert guidance
The Willow Ethos
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
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. Getting matched through Willow and accessing our educational resources is completely free. You’ll never pay to be matched or to meet with an advisor through our platform.
If you decide to work with an advisor, any fees for their services are paid directly to that advisor. Advisors themselves pay to participate in the Willow platform.
For those who want a little extra support, Willow also offers optional paid services, like investing with Willow’s model portfolios and on-demand financial planning sessions designed around your goals and where you are in life.
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.
