Willow Certification for Financial Advisors

By 2030, women will control $30 trillion.
Will they trust you to manage their wealth?*

Complete the

Advisor For Women™

Certificate Program

*McKinsey, 2020.

Deepen Expertise

Gain access to customized trainings that equip you with the skills to effectively serve women and their specific financial needs.

Grow Your Business

Advisor For Women™ Certificate Holders are eligible to join Willow’s client acquisition program, and be exclusively matched with women actively seeking advisory services.

Establish Credibility

Prove your expertise serving women clients while demonstrating a strong commitment to their financial well-being.

94%

of women believe they’ll be personally responsible for their finances at some point in their lives

Sabbia, Lorna. 2022. “Women, Money, Confidence: A Lifelong Relationship.” Bank of America.

A variety of factors impact women’s wealth, requiring a personalized wealth management approach.

On average, women:

Live Longer

Earn less due to gender pay disparities and pauses from workforce (caregiver)

Incur greater medical expenses and costs

Assume primary caregiver roles more frequently

Manage more household responsibilities

Our Certificate Program is Simple and Convenient

Certificate Process*

50-minute CE-approved trainings* deepen your knowledge and skills to help you grow your business with new and existing women clients.

*1 CE credit for: CFP®, CIMA®, CIMC®, RMA®, CPWA®, and CDFA®

Willow’s Financial Life Coaches are highly qualified with backgrounds rooted in financial services. This session will guide you on how to best attract and win new women clients, while growing existing client relationships.

Willow requires both a peer and client reference. Willow also verifies that you are in good standing with regulatory bodies.

Willow helps you create a bio and advisor page for clients to call and schedule introductory calls with you.

Program Benefits

$800 annually

*special pricing available for advisors 35 and younger

Request More Info

Enrollment Criteria & Requirements

To complete your certificate, you must:

Be in good standing with SEC and BrokerCheck

Watch three seminars and pass the assesment at the end of each

Receive an approval rating by a Willow Financial Life Coach and provide references from one peer at a different advisory firm

Provide one client reference from a client who you have been servicing for a minimum of one year attesting to your ability to serve women clients

To Maintain Certificate: Each year you will be required to complete at least one additional session with your Willow Coach and at least one CE training session as well as remain in good standing with all regulatory bodies.

*Willow’s certificate programs are designed to give financial advisors the tools and knowledge to best support specific groups of consumers. This is not a formal designation and there are restrictions as to how the advisor can message completion of the course in their public facing materials. Additional information can be found on our Frequently Asked Questions page.

What Our Clients Say

“...your process is excellent and user interface is easy. Well thought-through and impressive…”

“I think this is such necessary training that all advisors, regardless of who they serve, would benefit from taking.”

“I am so excited to be a Willow certified advisor! Serving women and their families is half of my mission…and has always been part of my "why" in doing this work.”

“I thought it was very simple - the 3 webinars, the quizzes at the end… my coaching call… & then the references– it was so easy!”

“Willow is helping us gain a larger portion of our client’s outside assets.”

“Willow helped my team retain a divorcing client amid an extremely challenging period.”

“Willow is helping me win new women and next-generation clients.”

"I truly feel that I am a better advisor for going through the Willow certificate program. I know my clients will have amazing outcomes because of what I learned."