About Willow
Willow is a Technology company based in Boston (United States) founded in 2019 by Jason Aronson and Lacy Garcia. It operates as a financial planning and advisory platform for individuals is provided. It operates on a Commission-Based and Brokerage / Intermediation model. Its chief executive is Lacy Garcia. Willow offers products and services including Advisor Matching Service, Advisor for Women™ Certificate Program, and Advisor for NextGen™ Certificate Program. Its focus areas include Financials, Financial Services and Financial Advisory. Its legal entity is Willow Partner Advisors, LLC. Its competitors include The Tifin Group, Ascensus, Farther, Earned Wealth and Learnvest and 4 more; 8 of its 9 listed competitors have raised funding.
Company details
Willow is focused on connecting individuals with financial advisors who are vetted and trained to align with clients values, life stages, and goals. Services are provided through a personalized matching platform that prioritizes understanding clients needs over sales-driven approaches. Specialized training programs, such as Advisor for Women and Advisor for NextGen, are offered to ensure advisors can cater to diverse demographics like women and younger investors. The platform operates within the financial advisory sector, emphasizing objective and tailored guidance without direct investment advice from Willow itself.
- Investors
Products & Services of Willow
Willow offers a comprehensive portfolio of products and services, including Advisor Matching Service, Advisor for Women™ Certificate Program, and Advisor for NextGen™ Certificate Program.
Clients are matched with vetted financial advisors personalized.
Advisors are trained to support women’s financial needs.
Advisors are certified for next-generation investor support.
Apps and channels of Willow
its YouTube channel Willow Talk has 34 subscribers and 30 videos.
Videos from Willow
The most watched videos on Willow's YouTube channel, Willow Talk (34 subscribers). Click a video to play it here.
More on Willow Talk.
Funding Insights of Willow
- Total Rounds 1
- Investors Count 1
All 1 funding rounds of Willow with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| May 2024 | – | Seed | – | – |
1 investors in total: 1 institutional.
Investors in Willow
Willow has secured backing from 1 investor, including institutional investors. Prominent investors backing the company include BlackRock.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Diversified investment management firm and private fund focused on debt, equity, and secondary market investments in multiple sectors | 1988 | blackrock.com | New York, United States |
Investor details for Willow
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
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Verified entity values are shown only after access is granted.
People of Willow
3 people are tracked at Willow (2 in leadership, 1 in team).
| Name | Role | Group |
|---|---|---|
Jason Aronson | Co-Founder & CPO | Leadership |
Lacy Garcia | Co-Founder & CEO | Leadership |
Nikeya Kelly | Certification And Advisor Coach | Team |
Complete people profiles for Willow
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
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Timeline of Willow
2 dated milestones of Willow across 5 years, from founding to its latest funding, stage changes and deals.
- Founded Willow is founded.
- Funding First funding round.
Competitors of Willow
Willow has 9 listed competitors in our database, 8 of them funded. They include The Tifin Group, Ascensus, Farther, Earned Wealth and Learnvest, among others.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| tifin.com | 2018 | New York, United States | $219.01M | – | AI-enabled financial planning and advisory solutions are provided for individuals. | |
| ascensus.com | 1980 | Dresher, United States | – | 5,112 | Retirement, health, and college savings services are administered nationwide. | |
| farther.com | 2019 | New York, United States | $272M | – | App-based financial planning and management platform for individuals | |
| earnedwealth.com | 2021 | New York, United States | $224M | – | Financial advisory and wealth management are provided to healthcare professionals. | |
| learnvest.com | 2009 | New York, United States | $85.75M | 148 | Personal finance management and investment advise | |
| pocketnest.com | 2017 | Michigan, United States | $9M | – | An app-based platform is provided for individual wealth management. | |
| harnesswealth.com | 2018 | New York, United States | $35.95M | – | Data-driven wealth management platform | |
| newretirement.com | 2005 | San Francisco, United States | $20M | 16 | Operates a digital hub for comprehensive retirement planning services. | |
| pontera.com | 2012 | New York, United States | $114.5M | – | Tax management solutions for businesses |
Detailed competitors of Willow
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
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Web traffic of Willow
The website of Willow (trustwillow.com) receives about 1.8K visits a month.
- Monthly visits1.8K
▲ 27.8% vs previous month
Top companies in Investment & Financial Technology
10 companies that operate in the same segment as Willow (Investment & Financial Technology), ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Commission-free trading and investment services are provided by Robinhood. | 2013 | Menlo Park, California, United States | USD 5.58 B | USD 2.98 B | 4,841 | |
Online exchange platform for cryptocurrency | 2017 | Ta Xbiex, Malta | USD 2.02 B | – | 14,747 | |
Online social trading platform for cryptocurrency, stocks, ETFs, and CFDs | 2007 | Tel Aviv, Tel Aviv, Israel | USD 422.94 M | USD 925.73 M | 2,713 | |
Financial data and investment advisory tools are offered online. | 1984 | Chicago, Illinois, United States | USD 91 M | USD 351.25 K | 6 | |
App-based brokerage stock trading platform | 1996 | Mumbai, Maharashtra, India | USD 38.41 M | USD 548.9 M | 3,830 | |
App-based platform for spare change investment | 2012 | Irvine, California, United States | USD 587.84 M | – | 602 | |
Smart investment portfolios are offered via an online platform. | 2015 | Bengaluru, Karnataka, India | USD 121.05 M | USD 635.51 K | 231 | |
App-based automated investment and retirement planning platform | 2010 | New York, New York, United States | USD 335 M | – | 674 | |
Money Forward is engaged in providing financial technology solutions. | 2012 | Minato, Tokyo, Japan | USD 42.9 M | USD 322.51 M | 2,600 | |
Wealth management solutions are delivered for investment advisors. | 2009 | Mountain View, California, United States | USD 759.1 M | – | 1,524 |
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Related news about Willow
Complete news archive for Willow
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Frequently Asked Questions about Willow
Willow was founded in 2019 and raised its 1st funding round 5 years after it was founded.
Willow is headquartered in Boston, United States. It is registered at Boston, Massachusetts, United States.
Lacy Garcia is the current CEO of Willow. They have also founded this company.
Willow is focused on connecting individuals with financial advisors who are vetted and trained to align with clients values, life stages, and goals. Services are provided through a personalized matching platform that prioritizes understanding clients needs over sales-driven approaches. Specialized training programs, such as Advisor for Women and Advisor for NextGen, are offered to ensure advisors can cater to diverse demographics like women and younger investors. The platform operates within the financial advisory sector, emphasizing objective and tailored guidance without direct investment advice from Willow itself.
Willow's top competitors include The Tifin Group, Ascensus and Farther.
Willow offers Advisor Matching Service, Advisor for Women™ Certificate Program, and Advisor for NextGen™ Certificate Program.
Willow has 1 investor. Key investors include BlackRock.
Willow operates through Willow Partner Advisors, Llc.