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Financial advice built for women and their families.
Get guidance and connect with a vetted fiduciary CFP® or CDFA®.
Powered by
Financial advice built for women and their families.
Get guidance and connect with a vetted fiduciary CFP® or CDFA®.
Women often juggle greater financial responsibility, life transitions, and competing priorities. Willow offers practical guidance — combining planning, investing, and expert advisor support — so you can make confident decisions for yourself and those who depend on you.
Advisors in the Willow network are Advisor For Women™ certificate holders and are uniquely qualified to meet the needs of women and the next generation of investors.
Life changes. Your financial support should too.
Life rarely stands still. Careers shift. Families change. New responsibilities (and opportunities) emerge.
That’s why Willow gives you the flexibility to choose how you engage with us. Whether that means working with a financial advisor, managing investments through a self-directed model portfolio, meeting one-on-one with a CFP® or CDFA®, or building knowledge through financial education, we are here for you today and at any point in your journey.
Life changes. Your financial support should too.
Life rarely stands still. Careers shift. Families change. New responsibilities (and opportunities) emerge.
That’s why Willow gives you the flexibility to choose how you engage with us. Whether that means working with a financial advisor, managing investments through a self-directed model portfolio, meeting one-on-one with a CFP® or CDFA®, or building knowledge through financial education, we are here for you today and at any point in your journey.
Getting started is easy
1
Take the Quiz
Answer a few quick questions about your life, financial goals, and priorities
2
Explore Your Options
We’ll help you find the right mix of education, investing tools, planning resources, or an advisor— based on your needs
3
Connect
If you choose advisor support, we’ll connect you with a vetted fiduciary aligned with your goals
How is Willow Different
We lead with empathy.
Money decisions are deeply personal. Willow starts by listening. We get to understand your life, your responsibilities, and what matters most to you. From there, we help you move forward with guidance that feels supportive, thoughtful, and grounded in your reality.
We believe education creates empowerment.
Understanding your options matters. Willow leads with financial education so you can make informed decisions each step of the way. Whether you want to learn alongside an advisor or build knowledge on your own, education is always part of the experience.
You choose your path—and it can change.
Work with a financial advisor, meet one-on-one with a CFP®, manage investments aligned to your comfort level, engage with financial education, or combine them over time. Willow is designed to adapt as your life, goals, and needs evolve.
We focus on the relationship.
The right advisor relationship changes everything. Willow helps you find an advisor who aligns with your values, communication style, and priorities—so support fits seamlessly into your life.
HerMoney and Willow are separate and unaffiliated entities. Willow is a registered investment adviser with the SEC, that connects consumers to rigorously vetted, best fit, fee-only Registered Investment Advisers based on individual goals and preferences. HerMoney produces, provides and publishes general educational and information content for its users and subscribers that is not tailored or directed to any specific person; is not intended to convey investment advice or recommendations; and is not intended as any endorsement or testimonial about any registered investment advisor or other financial services provider referenced on this website. HerMoney is not a registered broker-dealer or a registered investment adviser, and does not provide any investment advice
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