Willow Wealth
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
Willow Wealth firmographics
Firmographics- 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
Willow Wealth industry classification
Industry- 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
Where Willow Wealth is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Willow Wealth business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Willow 360 Managed Portfolios - Balanced Strategy |
| Subscription | Annual | Willow 360 Managed Portfolios - Growth Strategy |
| Subscription | Annual | Willow 360 Managed Portfolios - Income Strategy |
| Transaction based/ take rate | Pay-as-you-go | Institutional Fund Access |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Willow Wealth product offering
Product offeringCore 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
Companies that use Willow Wealth
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Willow Wealth technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Willow Wealth partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Goldman Sachs Asset ManagementcoreGoldman 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 CapitalminorWillow 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 GroupcoreCarlyle 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 GroupcoreStepStone 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.
- CadrecoreWillow 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.
- WilshirecoreWilshire, 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 BrokeragecoreWillow 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 TempletonminorFranklin 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
Willow Wealth competitors and assessment
Company assessmentDirect 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
Willow Wealth social profiles
Digital presenceWillow Wealth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willow Wealth leadership team
Management profileNumber of profiles
Profiles12 records
Willow Wealth subsidiaries and ownership
Company hierarchySubsidiaries3 records
Willow Wealth funding detail
Funding detailFunding overview
Funding rounds11 records
Investors22 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willow Wealth M&A and investment
M&A and investmentM&A3 records
Investments4 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Willow Wealth
What does Willow Wealth do?
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.
Is Willow Wealth a public or private company?
Willow Wealth is a private company. It is classified as venture growth investor backed and is currently operating.
When was Willow Wealth founded?
Willow Wealth was founded in 2015. It employs 101 to 250 people.
Where is Willow Wealth based?
Willow Wealth is headquartered in New York, United States, in the North America region.
How does Willow Wealth make money?
Two revenue lines are on record. Advisory Fees (Willow 360) is the primary driver. The others are platform Access Fees.
Who are Willow Wealth's main competitors?
Direct peers on record are Republic, CAIS, Moonfare, Masterworks, CrowdStreet and Fundrise. AngelList is listed as an emerging player. iCapital Network is listed as a broad incumbent. StashAway is listed as a regional player. Yieldstreet (Historical) is listed as an others.
Does Willow Wealth have an API?
No public API is recorded for Willow Wealth.
What industry is Willow Wealth in?
Willow Wealth's product category is Private Markets / Alternative Investment Platform. Its primary akta.pro industry code is FSAAABAI, Alternative Investments for Private Wealth (Hedge Funds, PE/VC Access, Private Credit), with a secondary code of FSAHAKAC, Managed Account Platforms (Separately Managed Accounts / Customized Portfolios). Its NAICS code is 523940 and its SIC code is 6282.