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Attract New Majority Clients

with Willow's Certification

Get Certified

Demonstrate that you are uniquely qualified to serve Women, NextGen, Underrepresented, and LGBTQ+ clients

Tomorrow's clients require a new approach, life journey and DEI knowledge and skill set. Attracting and serving these growing segments are essential to building and maintaining a successful advisory practice.

Willow's certification process helps advisors gain the skills essential to acquiring and growing trusted relationships with these clients.

According to McKinsey & Co, an estimated $59 trillion will be passed down from Baby Boomers to their spouses and heirs in the next 40 years

controlled by women

By 2030, women will control an estimated $30T. 80-90% will become solely responsible for their finances. 

Net worth growth

By 2030, Millennials will hold 5x as much wealth as they do today. Gen Z's income is projected to be $33T.

50 of the population

By 2044, the groups currently referred to as minorities will collectively become the majority in the U.S.

Certification Process

01 Complete three video CE trainings

Willow's on-demand video trainings are designed to help you better serve New Majority clients. Courses are 50-minutes and  eligible for 1 CE credit for the following designations: CFP®, CIMA®, CIMC®, RMA®, and CPWA®. Complete Integrating Coaching into your Practice,  Supporting the Unique Needs of Women Investors, and one training of your choice.

02 Receive one coaching session

Willow's Financial Life Coaches are highly qualified with backgrounds rooted in financial services. This coaching session focuses on how you can best attract new clients, better support and grow relationships with your existing clients, and retain the heirs.

03 Submit client and peer reference

Getting certified requires you to submit two references through a short, easy to complete form. One from a financial advisory client who you have served for at least one year. The second reference is from a financial advisor at another firm. Willow will also confirm you are in good standing with regulatory bodies. 

04 Join the directory

Willow's Financial Advisor Directory showcases advisors who are certified to serve New Majority clientele. Willow will help you create a New Majority-friendly biography to be presented on your custom web page where prospective clients can contact and schedule introductory calls with you.

Additional Benefits

Quarterly DEI training and best practice sharing and networking with industry leading peers 

  • Semi-annual DEI Leadership Training  (virtual session)
  • Semi-annual Peer Best Practice Sharing  (virtual session)
  • Specialized training and networking for NextGen Advisors (30 and under) to build your skills and networks

Certification Pricing

$800 certification fee

        + $400 annual listing fee in Willow Directory

Get Certified

Meet Some Willow Coaches


Diana G. Yáñez, MA, CFP®, RLP®

Willow Financial Life Coach & Founder All The Colors
Before finding my calling as a financial planner and coach, I worked in social services, population projections, and business analysis at a manufacturing company. As a financial coach I've found the perfect fit between complex analysis and making a meaningful contributions to other’s lives.
Megan Scipione_circle

Megan Scipione, CFA

Willow Financial Life Coach & Founder Inkberry Financial

Megan serves advisors across the US. She is a true believer in planning ahead, optimism, and intentionality. Her professional background includes 20+ years of experience in the financial services industry, focused specifically on improving retirement outcomes.

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Candice McGarvey, CFP®

Willow Financial Life Coach & Founder Her Directions

Candice McGarvey changes the way people think about and behave around finances. Her professional background weaves together the threads of different industries and missions, but in each position, there has been a consistent theme: she leads people while connecting powerfully with them.