Willow Grove Advisors, LLC logo

Willow Grove Advisors, LLC

Updated today

Client assets under management

$369,783,619

Clients

194

48% high-net worth

Advisors

5

of 7 employees

Firm type

Team

4-10 advisors or $500M+ in AUM

Clients per advisor

39

Low

Average account size

$1,906,101

About

Willow Grove Advisors, LLC is a fee‑only SEC‑registered investment adviser that provides discretionary portfolio management and related advisory services primarily to individual and high‑net‑worth clients, generally with a stated account minimum of $500,000. The firm also offers access to private fund investments and project‑based work billed at hourly rates, and it provides consolidated reporting and ongoing account reviews for roughly 194 client relationships totaling about $370 million in assets under management.

The firm’s investment process combines strategic asset allocation with technical and economic analysis and uses both long‑ and short‑term positioning, ETFs and mutual funds, and limited use of private placements rather than individual stock selection. When recommending private funds and other illiquid investments to accredited, qualified, or otherwise suitable clients, Willow Grove conducts initial and ongoing due diligence, coordinates tax and custody logistics with client advisors, and integrates private holdings into consolidated performance and valuation reporting.

Willow Grove discloses sponsorship of a wrap fee program that bundles transaction costs into its asset‑based advisory fee and details operational procedures for private fund commitments, including handling capital calls and separate custodial arrangements. Those wrap‑fee operations and the firm’s formal private placement due‑diligence and administration practices—plus its stated willingness to coordinate with third‑party managers and client tax advisors—are capabilities the firm highlights that are less common among firms of its team size and client focus.

Client services

Financial planning Portfolio management Selection of other advisers

Expertise

Private / alternative investments Wealth management

Fee options

Percentage

$0 - $1,000,000: 1.10% $1,000,000 - $3,000,000: 0.85% $3,000,000 - $5,000,000: 0.70% $5,000,000 - $10,000,000: 0.55% $10,000,000 - $20,000,000: 0.20% $20,000,000 - $40,000,000: 0.07% $40,000,000+: Negotiable

Project-based

$200 to $400 per hour

Other

Account minimum: $500,000 Fee-only: Fee-only investment advice; no commissions accepted.

Main office location

Willow Grove Advisors, LLC

1919 Addison St, Suite 101

Berkeley CA 94704, United States

Number of offices

1

Most active in

California · Connecticut · Louisiana · Massachusetts · Nebraska · New York · Oregon · Texas · Washington

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Claudina C

CFP®, Series 65

Berkeley, CA

Willow Grove Advisors, LLC

Claudina Campbell is a CFP® with 17 years of industry experience, currently serving as an advisor at Willow Grove Advisors, LLC. She previously worked at Coldstream Wealth Management and Paracle Advisors LLC. Willow Grove Advisors is a fee-only, SEC-registered investment adviser managing approximately $300 million for individual and high-net-worth clients. The firm offers customized portfolio management using a combination of technical and economic analysis, strategic asset allocation, and both long- and short-term trading strategies.

Private / alternative investments Wealth management
user avatar

Keley P

Series 63, Series 65

Berkeley, CA

Willow Grove Advisors, LLC

Keley Petersen is a financial advisor at Willow Grove Advisors, LLC with 25 years of industry experience. She holds Series 63 and Series 65 licenses and has been with Willow Grove Advisors since 2009. Willow Grove Advisors is a fee-only, SEC-registered investment adviser managing approximately $300 million for about 187 client relationships, primarily individual and high-net-worth investors. The firm combines technical and economic analysis with strategic asset allocation and trading strategies, offering customized portfolio management and private placement due diligence for suitable clients.

Private / alternative investments Wealth management
user avatar

Sarah S

Series 65

Berkeley, CA

Willow Grove Advisors, LLC

Sarah Smith is a financial advisor at Willow Grove Advisors, LLC in Berkeley, CA, holding a Series 65 designation with three years of industry experience. Prior to joining Willow Grove Advisors in 2022, she worked at Marin Theatre Company and the University of Puget Sound. Outside of finance, she has experience in theatrical arts and corsetry. Willow Grove Advisors is a fee-only, SEC-registered investment adviser managing approximately $300 million for individual and high-net-worth clients. The firm combines technical and economic analysis with strategic asset allocation, offering customized portfolio management and integrating both private and public holdings for suitable investors.

Private / alternative investments Wealth management
user avatar

Wing Yin K

CFP®, Series 66

Berkeley, CA

Willow Grove Advisors, LLC

Wing Yin Kong is a CFP® and holds a Series 66 license with 11 years of industry experience. She is currently with Willow Grove Advisors, LLC, where she has worked since 2021. Prior to that, she was employed at Merrill Lynch, Pierce, Fenner & Smith Incorporated and Bank of America from 2015 to 2020. Willow Grove Advisors is a fee-only, SEC-registered investment adviser managing approximately $300 million for around 187 client relationships, primarily individual and high-net-worth investors. The firm offers customized portfolio management using a combination of technical and economic analysis, strategic asset allocation, and both long- and short-term trading strategies, and it integrates private and public holdings for suitable clients.

Private / alternative investments Wealth management
user avatar

Jeffrey P

Series 65, Series 66

Berkeley, CA

Willow Grove Advisors, LLC

Jeffrey Petersen is a financial advisor with Willow Grove Advisors, LLC in Berkeley, CA, holding Series 65 and Series 66 licenses and possessing 17 years of industry experience. He has been with Willow Grove Advisors since 2010. Willow Grove Advisors is a fee-only, SEC-registered investment adviser managing approximately $300 million for around 187 client relationships, primarily individual and high-net-worth investors. The firm offers customized portfolio management using a combination of technical and economic analysis, strategic asset allocation, and both long- and short-term trading strategies, and it provides detailed reporting and private placement due diligence for suitable clients.

Private / alternative investments Wealth management
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