Willow, an innovative wealth tech platform, is attempting to reshape how financial advisors connect with women and NextGen investors.

As reported by Financial Advisor News, the platform addresses a critical gap in the financial advisory industry: the need for personalized, empathetic service. Willow's Advisor for Women and Advisor for NextGen certificate programs provide advisors with specialized training on the unique needs and preferences of women, millennials, and Gen Z investors. This training equips advisors to better support clients through significant life transitions, such as divorce, retirement, or career changes.

Willow's approach combines technology with a human touch. The platform uses semantic matching and generative AI to pair clients with advisors who share similar experiences and values, going beyond traditional criteria like assets or investment strategies. This method has earned Willow the nickname "the dating app" for finding financial advisors.

Willow's white-glove client acquisition service ensures that advisors are matched only with warm prospects who are likely to convert into long-term clients. This tailored approach has led to a high success rate, with over 70 percent of matches becoming clients.

Financial Advisor Transitions consults advisors nationwide to explore employment transition options and to preserve and protect their practice in any transition that they make.