Willow Wealth

Name

Willow Wealth

Legal name

Willow Wealth Inc.

Website

https://willowwealth.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Private Markets / Alternative Investment Platform

NAICS

Portfolio Management and Investment Advice (523940), Other Investment Pools and Funds (5259), Other Financial Vehicles (525990)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Alternative Investments for Private Wealth (Hedge Funds, PE/VC Access, Private Credit) (FSAAABAI)

akta.pro secondary industries

Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC), Private Banking Advisory & Discretionary Portfolio Management (FSABADAD), Real Estate Portfolio & Fund Management (Institutional/REIT/PE) (BPAJAMAJ)

Keywords

• Private markets investing
• Alternative investments platform
• Accredited investor access
• Automated portfolio management
• Wealth management platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Advisory Fees (Willow 360): Flat 1.25% annual advisory fee charged to investors using Willow 360 Managed Portfolios, plus approximately 0.175% in fund expenses.
2. Platform Access Fees: Platform provides access to institutional private markets funds with minimum investments starting at $10,000, generating revenue through management and performance fees embedded in fund structures.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Willow Wealth operates a direct-to-consumer private markets investing platform that provides accredited retail investors curated access to private equity, private credit, real estate, and other alternative investments historically limited to institutional buyers. Its core offerings are Willow 360 Managed Portfolios (automated, risk-targeted diversified private markets portfolios with $25,000 minimum and a flat 1.25% advisory fee) and Direct Investments (self-directed selection of individual opportunities, including evergreen funds from Carlyle, Goldman Sachs Asset Management, and StepStone, with a $10,000 minimum). Supporting modules include Retirement Accounts (IRA), Short Term Notes, Real Estate Investing, and Private Equity access.

Product overview

Willow Wealth is a private markets investing platform (formerly Yieldstreet, rebranded November 2025) that provides retail investors with access to curated private market opportunities previously available primarily to institutional investors. The platform operates on a platform-plus-modules architecture anchored by Willow 360 Managed Portfolios for automated portfolio management, supplemented by Direct Investments for self-directed selection. Additional modules include Retirement Accounts (IRA), Short Term Notes, Real Estate Investing, and Private Equity. The platform partners with major institutional managers including Carlyle, Goldman Sachs, and StepStone to offer diversified evergreen funds, while also providing access to aviation leasing and other alternative asset classes. The company manages over $6.9 billion in client assets and serves over 500,000 members.

Differentiator

Problem solved

Functional benefit

Brands

• Willow 360: Automated investing solution that builds and manages a diversified private markets portfolio on behalf of investors. Strategies advised by Wilshire include Balanced, Growth, and Income portfolios.
• Willow Asset Management LLC

Products and services

• Willow 360 Managed Portfolios Automated investing solution that builds and manages a diversified private markets portfolio on behalf of investors, with three strategy options (Balanced, Growth, Income). Requires a $25,000 minimum investment and charges a flat 1.25% annual advisory fee plus approximately 0.175% in fund expenses. Portfolio allocations are designed in partnership with Wilshire using institutional frameworks.
• Direct Investments Self-directed offering that allows accredited investors to browse and select individual private market opportunities across real estate, private credit, private equity, and other asset classes on a single platform, with a $10,000 minimum for institutional partner fund access.
• Retirement Accounts (IRA) Tax-advantaged Individual Retirement Account (IRA) offering that lets investors add private markets exposure to their retirement savings via the Willow Wealth platform.
• Short Term Notes Shorter-duration private credit investment product within the Willow Wealth platform, offering more liquid exposure options versus long-duration private market offerings.
• Real Estate Investing Access to private real estate investment opportunities as part of the broader Willow Wealth platform, allowing diversification across property types and strategies. Capabilities were expanded via the 2024 acquisition of Cadre.
• Private Equity Access to private equity investment opportunities on the Willow Wealth platform, including exposure through institutional partners' evergreen funds.
• Evergreen Funds from Carlyle, Goldman Sachs Asset Management, and StepStone Direct platform access to institutional-grade evergreen funds from Carlyle, Goldman Sachs Asset Management, and StepStone. The three funds collectively manage over $11.7 billion and offer immediate exposure to fully deployed portfolios across private credit, private equity, and real estate with a $10,000 minimum investment.

Quantifiable outcome

• 500,000+ members have joined the platform
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Goldman Sachs Asset ManagementcoreStrategic or Co-development Partner · 29 June 2026Goldman Sachs Asset Management provides evergreen private markets funds accessible to Willow Wealth's retail investor base through the platform. The funds enable investors to gain immediate exposure to fully deployed portfolios across private credit and other asset classes. Funds managed by Goldman Sachs collectively represent significant portions of the $11.7 billion in institutional assets available on the platform.
• Blue Owl CapitalminorStrategic or Co-development Partner · 3 February 2026Willow Wealth invested in Blue Crest Aviation Partners, a joint venture between Crestone Air Partners and funds managed by Blue Owl Capital, expanding into commercial aviation asset class for private markets investors.
• Carlyle GroupcoreStrategic or Co-development Partner · 4 December 2025Carlyle provides evergreen private markets funds through the Willow Wealth platform, giving retail investors access to one of the world's largest private equity firms. The partnership represents a core component of Willow Wealth's institutional fund offerings, with Carlyle funds managing billions in assets.
• StepStone GroupcoreStrategic or Co-development Partner · 4 December 2025StepStone Group provides private markets evergreen funds accessible to Willow Wealth's accredited investor community. The partnership expands retail access to institutional-grade private equity and credit strategies managed by StepStone.
• CadrecoreStrategic or Co-development Partner · 21 November 2025Willow Wealth acquired Cadre in 2024, integrating its private real estate investment capabilities and client base into the Willow Wealth platform. The acquisition expanded Willow Wealth's offerings and contributed to its reported client assets and member statistics.
• WilshirecoreStrategic or Co-development Partner · 2 June 2025Wilshire, a global financial services firm, partners with Willow Wealth to design portfolio asset allocations for Willow 360 using institutional investment techniques. Wilshire provides non-discretionary investment advisory services and helps develop portfolio frameworks that align investor allocation with goals and risk profiles.
• Atomic BrokeragecoreImplementation/ SI/ Consulting PartnerWillow Wealth has an engagement with Atomic Brokerage LLC, a registered broker-dealer and FINRA/SIPC member, to provide brokerage account services. Atomic Brokerage provides custodial and clearing services through Pershing LLC.
• Franklin TempletonminorStrategic or Co-development PartnerFranklin Templeton is listed among the institutional partners whose investment solutions may be accessible through the Willow Wealth platform.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Republic: Republic is a private investment platform offering access to private equity, startups, real estate, and crypto to retail investors. Similar to Willow Wealth, it provides curated alternative investment opportunities with lower minimums than traditional private markets, though with broader asset class coverage.
• CAIS: CAIS is a multi-asset alternative investment platform providing advisors and wealth managers with access to alternative investments including private equity, private credit, and real estate. Similar to Willow Wealth, it democratizes access to institutional-quality alternatives through technology and curated fund offerings.
• Moonfare: Moonfare is a digital private equity platform providing individual investors with access to top-tier private equity funds with lower minimums. Similar to Willow Wealth's private equity offerings, it democratizes access to institutional-quality PE managers and competes for the same high-net-worth retail segment.
• Masterworks: Masterworks is a fintech platform that enables retail investors to purchase fractional shares in blue-chip artworks. Similar to Willow Wealth's mission of democratizing alternative investments, Masterworks focuses specifically on the art asset class with low minimums and SEC-regulated offerings.
• CrowdStreet: CrowdStreet is an online marketplace for institutional-quality commercial real estate investments, enabling individual investors to participate in private real estate deals. It competes directly with Willow Wealth's real estate offerings, particularly those enhanced by the Cadre acquisition.
• Fundrise: Fundrise is a direct-to-consumer real estate investment platform allowing individual investors to access private real estate opportunities with low minimums. While more focused on real estate than Willow Wealth's diversified approach, it competes for the same accredited retail investor segment seeking alternative investments.

Emerging players

• AngelList: AngelList (now AngelList Venture) provides access to venture capital and private investment opportunities for individual investors and fund managers. While focused on venture capital rather than diversified alternatives, it serves the same retail investor demographic seeking private market access.

Broad incumbents

• iCapital Network: iCapital is a leading financial technology platform providing institutional-grade alternative investment access to advisors and their high-net-worth clients. While primarily serving advisors rather than direct retail, it competes for the same underlying private market opportunities and partnerships with major asset managers like Goldman Sachs and Carlyle.

Regional players

• StashAway: StashAway is a digital wealth management platform primarily serving Asia-Pacific markets with robo-advisor services and access to alternative investments. While geographically distinct from Willow Wealth's US focus, it represents similar retail-focused alternative investment democratization in different markets.

Others

• Yieldstreet (Historical): Yieldstreet is the former brand identity of Willow Wealth before the November 2025 rebrand. As the same legal entity (Willow Wealth Inc.), this represents the company's historical market positioning and customer relationships rather than a true competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WillowWealth
• LinkedInlinkedin.com/company/willow-wealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds11 records

Investors22 records

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

M&A3 records

Investments4 records

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

Frequently asked questions about Willow Wealth