AdvisorCensus / Financial advisors / Arkansas / Fayetteville / Willow
Willow is an SEC-registered investment advisory firm in Rogers, AR, registered since 2024, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated June 30, 2026.
Quick answers
From the filingHow is Willow compensated?
On its Form ADV (Item 5.E, October 2026), Willow reports these compensation arrangements: hourly charges; fixed fees (other than subscription fees).
Where is Willow located?
Willow's principal office is in Rogers, AR, according to its Form ADV; the July 2026 filing also lists 1 other office (Schedule D, Section 1.F).
Is Willow registered with the SEC or a state?
Willow is an SEC-registered investment advisory firm, registered since 2024. Status as filed: Approved. CRD 325785.
How much does Willow manage?
Willow reports $127,638,991 in regulatory assets under management in its Form ADV filing dated June 30, 2026 (100% discretionary).
How have Willow's assets and staff changed since 2023?
In the Form ADV data for Willow: Regulatory assets under management: $32,012,872 in the October 2023 data and $127,638,991 in the October 2026 data, up 299%. Total employees: 3 in October 2023 and 5 in October 2026. Assets under management move with markets as well as with clients coming and going.
What types of clients does Willow serve?
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (62); high net worth individuals (46).
Which custodians does Willow use?
Willow's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. as a custodian holding 10% or more of its separately managed account assets.
Does Willow report any disciplinary disclosures?
Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/325785
Does Willow state an account minimum?
Its Form ADV Part 2A brochure dated March 24, 2026 says: "Willow generally does not impose a minimum relationship size."
What changed in Willow's recent Form ADV filings?
In the July 2026 filing data: Added an office in Fayetteville, AR.
From the Form ADV filing
Every figure below is as the firm filed it with regulators, as of October 2026.
How the firm is compensated
Item 5.E- Hourly charges
- Fixed fees (other than subscription fees)
Item 5.E lists how the firm is compensated for its advice; Items 5.B, 6.A, and 7.A show whether its people or related companies can also earn commissions. Percentage of assets, fixed, hourly, subscription, and performance-based fees come from clients (a performance-based fee depends on investment results); commissions come with a sale or a trade, often from the company behind the product. How fees, commissions, and other arrangements differ
Fees and minimums
Form ADV Part 2AAccount minimum: None
The brochure's wording
Willow generally does not impose a minimum relationship size.
As stated in the firm's Form ADV Part 2A brochure dated March 24, 2026. Fees can differ by service and may be negotiable; the brochure is the complete statement. Read the brochure on the SEC's IAPD site
Regulatory assets under management
Item 5.F$127,638,991 as of October 2026, filing dated June 30, 2026.
A measure of scale, not skill or returns. Discretionary means the firm decides trades; non-discretionary means clients approve each one. What assets under management means
Who the firm serves
Item 5.DA firm with no individual clients is an institutional manager even if it manages billions; the mix tells you whom the practice is built around.
Advisory services
Item 5.G- Financial planning services
- Portfolio management for individuals and/or small businesses
- Selection of other advisers (including private fund managers)
Registration and firm details
Items 1, 2, 5- Legal name
- Willow Financial LLC
- Also doing business as
- PATHWAY, WILLOW
- Registration
- SEC-registered investment adviser. Status as filed: Approved.
- Registered since
- 2024 (1 year)
- Employees
- Total: 5. Performing investment advisory functions: 4.
- Wrap fee program participation
- No.
- Custodians (Schedule D, Section 5.K(3))
-
Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.
- Other offices (Schedule D, Section 1.F)
-
1 other office, as of the July 2026 filing
- States registered or notice-filed
-
3 states or jurisdictions
SEC-registered investment advisers are examined by the SEC. SEC, state, and exempt registration
Disclosures
Item 11None Reports no disclosure items on Form ADV Item 11. View on IAPD.
Item 11 asks about criminal, regulatory, and civil events involving the firm and its advisory personnel. The detail of each yes answer is on the IAPD record. Reading a firm's disclosures
Assets and staff over time
Items 5.A, 5.F| Data period | Assets under management | Employees | Filing dated |
|---|---|---|---|
| October 2026 | $127,638,991 | 5 | June 30, 2026 |
| October 2025 | $110,146,108 | 6 | March 7, 2025 |
| October 2023 | $32,012,872 | 3 | September 18, 2023 |
Regulatory assets under management: $32,012,872 in the October 2023 data and $127,638,991 in the October 2026 data, up 299%.
Total employees: 3 in October 2023 and 5 in October 2026.
As filed in each year's data for the same month. Assets under management move with markets as well as with clients coming and going; they measure scale, not skill or returns. Most firms update these figures once a year.
Changes in the filing
Last 12 months- July 2026
- Added an office in Fayetteville, AR.
- April 2026
- Regulatory assets under management went from $110,146,108 to $127,638,991 (+16%).
- January 2026
- No longer registered or notice-filed in TX.
- December 2025
- Employees performing advisory functions went from 5 to 4.
Compared month to month from the SEC's monthly adviser data and the state compilation feed. Owners and control persons are summarized, never named.
Websites listed on Form ADV
Item 1.ISource: Form ADV, as of October 2026. Values appear as filed; a value the firm did not report is shown as "Not reported."
Cite this page
AdvisorCensus. Willow (CRD 325785): Form ADV filing data as of October 2026. https://advisorcensus.com/firm/willow-rogers-ar-325785