Willow is a free online platform that matches individuals—especially women, younger investors, and other underserved groups—with vetted, licensed financial advisors who have completed specialized training for those client segments. By using a short questionnaire and a semantic matching algorithm, Willow pairs users with advisors based on goals, values, life stage, asset level, geography, and personal preferences, enabling a complimentary initial consultation and personalized financial guidance.
Funding
Funding not disclosed
BFounders
Product
Problem
Many individuals, especially women, younger investors, and historically underserved groups, struggle to find financial advisors who understand their unique life stages, values, and goals, leading to generic advice that feels disconnected and unhelpful.
Solution
Willow offers a free, online matching service that uses a short survey to capture a user’s financial priorities, values, and life stage. The platform then pairs the user with a vetted, licensed advisor who has completed Willow’s specialized training for women and next‑generation investors. Advisors are screened and certified, ensuring they can provide empathetic, personalized guidance that reflects real‑life circumstances. The matching algorithm considers a wide range of attributes—including asset minimums, geography, and personal preferences—to create a tailored advisor fit. Users can schedule a complimentary consultation with their matched advisor and decide whether to continue working together, while advisors pay fees to be listed on the platform.
Target Audience
Willow serves women, younger investors, and other individuals who feel underserved by traditional financial advisory services, as well as licensed financial advisors seeking to reach these client segments.
Features
- Short, goal‑oriented questionnaire that captures financial priorities, values, and life stage
- Semantic matching algorithm that aligns users with advisors based on multiple criteria (asset level, geography, personality, etc.)
- All advisors are licensed, vetted, and certified through Willow’s Advisor for Women™ and Advisor for NextGen™ programs
- Free matching service for consumers; advisors pay platform fees to access matched clients
- Option for a free initial consultation with the matched advisor before any service commitment
- Ongoing support and feedback mechanisms for both clients and advisors to maintain quality standards