Willow
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
Total assets under management
$127,638,991
Total clients
108
43% high-net worth
Total advisors
4
of 5 employees
Firm size
Team
4-10 advisors or $500M+ in AUM
Average clients per advisor
27
Average account size
$1,181,843
About
Willow provides wealth management and financial planning to individuals, high‑net‑worth clients, trusts, and estates. Services include discretionary portfolio management, comprehensive financial planning (offered both as part of wealth management and through its Pathway dba), and support for charitable giving vehicles.
The firm’s investment process is primarily long‑term and fundamental‑analysis driven, typically constructing portfolios using ETFs and mutual funds while retaining or integrating legacy positions or independent managers as appropriate to client objectives and tax considerations. Willow aggregates and monitors client assets on an ongoing basis and offers access to held‑away accounts through third‑party platforms to facilitate consolidated advice and oversight.
Willow’s compensation approach differs from most peer teams in that it negotiates fixed or custom wealth‑management fees rather than relying on a standard percentage‑of‑AUM billing model. The firm also maintains an institutional relationship with Schwab, provides donor‑advised fund services via Schwab’s platform, and—despite being recently formed—manages client assets on a discretionary basis, all of which may affect custody, reporting, and potential conflicts of interest.
Client services
Expertise
Fee options
Wealth management fees range from $5,000 to $40,000 annually, negotiated based on size and complexity
Up to $600 per hour for standalone financial planning services
Fee-only: Hourly fees up to $600 per hour for standalone financial planning services
Main office location
Willow
2860 West Walnut Street, Suite 100
Rogers AR 72756, United States
Number of offices
1
Most active in
Arkansas · Oklahoma · Tennessee
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is not active or affiliated with:
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Insurance agent
They sell insurance products and may earn commissions on those sales.
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
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