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 advisors can message completion of the course in their public facing materials. 

In order to earn the Advisor for Women™ or Advisor for NextGen™ Certificate, an advisor must:

• Complete three video trainings. These trainings are each 50 minutes in length, include a quiz and are eligible for CE credit for CFP®, CIMA®, CIMC®, RMA®, CPWA® and CDFA®.
• Complete a 1-1 coaching session with a Willow Financial Life Coach and receive an approval rating to continue in the program.
• Receive references from both a peer from another firm and a client you have serviced for at least one year.
• Be in good standing with regulatory bodies.

Willow has an extensive content library and leverages both our in-house expertise as well as that of our Financial Life Coaches to develop and maintain all content on our platform. Willow Financial Life Coaches are put through a rigorous evaluation process that includes education, business structure, emotional intelligence, commitment to growth, background and ability to embrace the Willow way. Additional details on this can be provided upon request.

Yes. Willow is a recognized CE sponsor for CFP®, Investments and Wealth Institute, and Institute for Divorce Financial Analysts. All of Willow’s trainings are 50-minutes in length, include a 10 question assessment at the end (which requires an attestation of individual completeness) and are each eligible for continuing education credit for for CFP®, CIMA®, CIMC®, RMA®, CPWA® and CDFA®.

Yes. We encourage advisors to include the fact that they have completed the program. Upon completion of the program, the advisor will receive their certificate as well as our Usage Guide which includes detailed information about how they can and cannot use their certificate badge and refer to the program across their marketing channels. A copy of this can be provided at request. We encourage all advisors to get approval from their marketing and compliance teams before including in their materials and social presence. 

Willow uses semantic matching and a proprietary algorithm to match advisors with potential clients. We use the data imputed from the potential investor and compare that to the information the advisor enters in their client criteria settings. Advisors are able to define the types of clients they are looking for across a wide spectrum of attributes including asset minimum, geography, personality, life stage, etc.

Yes. Willow can include any necessary disclosures on your advisor profile and/or to the matched potential client, whichever is preferred by your marketing and/or compliance department.

Additionally, Willow requires that the advisor approve their profile before it is made visible to matched investors. We encourage all advisors to ensure the content meets the requirements of their internal marketing and/or compliance program and secure any necessary approvals.

Yes. Any compliments, feedback or complaints for any of our advisors or coaches can be sent to members@trustwillow.com for our Advisor Review Committee to review and respond to in a timely manner. Willow does reserve the right to remove an advisor from the program if they are not upholding the standards.

We can help you determine if your firm has approved Willow and if you are a good fit for the program.  If approval is needed, we would be happy to work with your compliance and/or vendor management team to start the process.  Click here to schedule a time to chat.