# 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.

- CRD: 325785
- Filed as: WILLOW
- Legal name: Willow Financial LLC
- Also doing business as: PATHWAY, WILLOW
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Rogers, AR
- Filing period: October 2026
- Form ADV filing dated: June 30, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/325785
- AdvisorCensus page: https://advisorcensus.com/firm/willow-rogers-ar-325785

## Quick answers

**How 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

### Compensation (Item 5.E)
- Hourly charges
- Fixed fees (other than subscription fees)

### Fees and minimums (Form ADV Part 2A brochure dated March 24, 2026)

- Account minimum: None

> Willow generally does not impose a minimum relationship size.

As stated in the firm's brochure. Fees can differ by service and may be negotiable.

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.

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.

### Regulatory assets under management (Item 5.F)
- Total: $127,638,991
- Discretionary: $127,638,991
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 62 | $33,946,207 |
| High net worth individuals | 46 | $93,692,784 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Selection of other advisers (including private fund managers)

### Firm details
- Registered since: 2024 (1 year)
- Employees: 5 total, 4 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: AR, OK, TN
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the July 2026 filing
- Fayetteville, AR

### Websites listed on Form ADV (Item 1.I)
- pathwaybywillow.com
- willowfinancialnwa.com
- willownwa.com
- Facebook @Willow-Financial
- Facebook facebook.com
- LinkedIn @pathway-by-willow
- LinkedIn @willow-nwa

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2023 | $32,012,872 | 3 | September 18, 2023 |
| October 2025 | $110,146,108 | 6 | March 7, 2025 |
| October 2026 | $127,638,991 | 5 | June 30, 2026 |

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.

## 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.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Willow (CRD 325785): Form ADV filing data as of October 2026.