What Willow does

Willow is a wealthtech platform that connects women, NextGen investors, and historically underserved communities with vetted, fiduciary financial advisors. Founded in 2020 by Lacy Garcia and headquartered in Beverly, Massachusetts, the company operates through Willow Network, Inc. (corporate entity) and Willow Partner Advisors, LLC (SEC-registered investment adviser). The core product is an advisor matching platform driven by a proprietary semantic matching algorithm: consumers complete a short quiz capturing their financial goals, values, life stage, and preferences, and the system pairs them with advisors who meet Willow's vetting standards (fiduciary status, CFP/CDFA/CFA designations, and completion of Willow's certificate programs).

The company monetizes primarily on the B2B side. Advisors pay annual fees for certification: the Advisor for Women™ and Advisor for NextGen™ Certificate Programs are priced at $800 per year (currently discounted to $400), and advisors in the Client Acquisition Program pay up to $5,200 per year for matched referrals. Additional revenue streams include licensed Client Content Library access, in-person and virtual Client Events (individual events start at $2,500), and optional consumer-paid services such as Model Portfolios and On-Demand Financial Planning Sessions. The advisor matching service and educational resources are free for consumers.

Distribution is direct-to-consumer via the trustwillow.com website (self-serve quiz-to-match flow) and direct-to-advisor through certificate enrollment and content licensing. Strategic and channel relationships include BlackRock (2024 strategic investor with a board seat), HerMoney Media (2026 partnership reaching 500,000+ women), and channel firms Cetera, Wells Fargo Advisors, and Mariner Wealth Advisors. The company is privately held, has 1–10 employees, has not publicly disclosed revenue, and operates exclusively in the United States.

Name

Willow

Legal name

Willow Network, Inc.

Website

https://trustwillow.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Willow is a US wealthtech platform that matches women, NextGen investors, and underrepresented communities with vetted, fiduciary financial advisors via a proprietary semantic matching algorithm, monetizing through advisor-paid certification, client acquisition, and content services.

Ownership category

akta.pro rank

Product category

Wealth Management Platform

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ)

akta.pro secondary industries

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA), Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE), Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)

Keywords

• Financial advisor matching
• Wealth management platform
• Fiduciary advisory services
• Financial planning tools
• Investment portfolio management

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Advisor Platform & Certificate Fees: Financial advisors pay annual fees to participate in Willow's platform. Advisors pay up to $5,200 per year for client referral services and up to $800 per year for the certificate program. The matching service is free for consumers; advisors pay associated fees.
2. Optional Paid Services: Willow offers optional paid services for consumers who want additional support, including investing with Willow's model portfolios and on-demand financial planning sessions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Willow is a wealthtech platform that matches women and NextGen investors with vetted, fiduciary financial advisors through a proprietary semantic algorithm. Advisors pay annual fees for certification programs (Advisor for Women™ and Advisor for NextGen™) and for access to client referrals; consumers access matching and educational content for free, with optional paid services including model portfolios and on-demand financial planning sessions.

Product overview

Willow is a wealthtech platform that operates as a unified ecosystem connecting women and NextGen investors with vetted, certified financial advisors. The core product is the Advisor Matching Platform, which uses proprietary semantic matching algorithms to pair users with appropriate advisors based on goals, values, and preferences. The platform is supported by two certificate programs (Advisor for Women™ and Advisor for NextGen™) that train and certify advisors, a Client Acquisition Program that drives referrals to certified advisors, and optional paid add-ons including Model Portfolios and On-Demand Financial Planning Sessions. Willow also offers Client Content Library and Client Events services for advisors to deepen client relationships. The platform is free for consumers; advisors pay for certification, matching services, and optional client acquisition access.

Differentiator

Problem solved

Functional benefit

Products and services

• Advisor Matching Platform Free matching service that connects individuals with vetted, fiduciary financial advisors who have completed Willow's certification programs; uses a short survey to align consumers with advisors based on goals, values, and life stage.
• Advisor for Women™ Certificate Program Training and certification program equipping financial advisors with specialized skills to serve women clients, covering longer lifespans, gender pay disparities, caregiver responsibilities, and personalized wealth management; includes CE-approved trainings and 1-on-1 coaching.
• Advisor for NextGen™ Certificate Program Training and certification program preparing financial advisors to serve Millennial and Gen Z investors, addressing market volatility, technological familiarity, and digital-first service expectations.
• Client Acquisition Program Paid referral service that matches certified advisors (Advisor for Women™ or Advisor for NextGen™ certificate holders) with prospective clients actively seeking advisory services, based on expertise, traits, and growth goals.
• Client Content Library Customizable library of client-facing articles, videos, social media posts, worksheets, checklists, and online courses licensed to financial advisors for use in their own practices, with the advisor's branding applied.
• Client Events and Speaker Services In-person and virtual event services for advisors to deepen client relationships, including event content, marketing support, and speaker services covering mindfulness for financial wellness, career self-advocacy, and education planning.
• Model Portfolios Research-driven investment portfolios designed for long-term wealth building, offered as optional paid services for consumers who want additional investment management support beyond the free matching service.
• On-Demand Financial Planning Sessions Optional paid financial planning sessions designed around individual goals and life stages, providing extra support beyond the free matching and advisor consultation services.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• HerMoney MediacoreGTM or Marketing Partner · 19 February 2026Willow partnered with HerMoney Media to expand access to trusted financial planning and advice for women and their families. The collaboration involves advisor matching, referrals, and financial planning tools tailored to women, supported by Willow's certification program and targeted at an audience of over half a million women.
• Mariner Wealth AdvisorsminorChannel Partner/ Reseller/ DistributorPartner advisory firm shown on Willow's advisor landing page partner logos.
• CeteraminorChannel Partner/ Reseller/ DistributorPartner firm shown on Willow's advisor landing page partner logos.
• Wells Fargo AdvisorsminorChannel Partner/ Reseller/ DistributorPartner firm shown on Willow's advisor landing page partner logos.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zoe Financial: Zoe Financial is a curated marketplace that matches consumers with vetted, fiduciary financial advisors based on goals and preferences. Like Willow, it emphasizes advisor vetting and personalized matching rather than a directory model, and serves similar retail and mass-affluent client segments.
• WiserAdvisor: WiserAdvisor is an advisor matching service connecting consumers with financial advisors based on goals and location. It is a more transactional directory-style competitor to Willow, useful as a comparison point for the vetting-first, certification-driven approach Willow has chosen.
• Harness Wealth: Harness Wealth is an advisor matching platform serving specific client populations (tech employees, equity compensation holders, and underserved segments) with curated access to vetted CPAs and advisors. Comparable to Willow in its cohort-specific matching approach and advisor vetting rigor.
• Ellevest: Ellevest is a digital wealth management platform built specifically for women, offering goal-based investing, financial planning, and access to human advisors. It is the closest direct competitor to Willow on the consumer side, addressing the same women's wealth gap with a similar cohort focus.
• Facet Wealth: Facet Wealth is a hybrid digital wealth management firm combining technology-enabled planning with access to CFP® advisors. Comparable to Willow in delivering curated, fiduciary advisory experiences through a digital-first platform rather than traditional broker-dealer channels.

Others

• HerMoney Media: HerMoney Media is a financial media platform founded by Jean Chatzky reaching 500,000+ women with personal finance content. Willow has a formal GTM partnership with HerMoney, making it both a peer in the women-focused financial media space and a key distribution partner for Willow's matching services.

Broad incumbents

• SmartAsset: SmartAsset is a large financial advisor matching marketplace serving millions of consumers across all demographics. While broader in scope than Willow, it competes for the same consumer-advisor connection moment and represents the scaled incumbent approach Willow is differentiating against through its vetting and certification layer.
• Wealthsimple: Wealthsimple is a Canadian digital wealth platform offering robo-investing, advisor-led portfolios, and financial planning across retail and mass-affluent segments. Comparable as a hybrid advice platform targeting younger demographics, though operating primarily outside the US market.

Regional players

• Carson Group: Carson Group is a large US broker-dealer and wealth management firm that partners with independent advisors, with growing focus on women and next-gen investors. Willow advisor partnerships and co-marketing with Carson (e.g., ReFrame Live) position it as an ecosystem peer and potential channel partner.

Emerging players

• XY Planning Network: XY Planning Network is an advisor membership organization serving fee-only advisors who primarily work with Millennials and Gen X clients. Comparable to Willow's NextGen focus and advisor-side network model, with a similar mission of serving younger and underserved investor cohorts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCZXZH1mGOkXr0ezS1XRygwA
• Facebookfacebook.com/trustwillow
• LinkedInlinkedin.com/company/trustwillow
• Instagraminstagram.com/trust_willow
• Xx.com/trustwillow_

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Willow