Adviser Profile

As of Date 06/30/2026
Registration SEC, Approved, 11/01/2024
Other registrations (10)
Former registrations

WILLOW FINANCIAL LLC

WILLOW FINANCIAL LLC

ADV Location ROGERS, AR, United States
Contact Info (47 xxxxxxx
Websites
AUM* 127,638,991 16%
of that, discretionary 127,638,991 16%
Number of Employees 5 -17%
of those in investment advisory functions 4 -20%
Private Fund GAV* 0
Avg Account Size 356,533 6%
% High Net Worth 42.59% 39%
SMA’s No
Private Funds 0

Adviser Type

- Large advisory firm

Client Types

- Individuals (other than high net worth individuals)
- High net worth individuals

Advisory Activities

- Financial planning services
- Portfolio management for individuals and/or small businesses
- Selection of other advisers

Compensation Arrangments

- Hourly charges
- Fixed fees (other than subscription fees)

Reported AUM

128M 109M 91M 73M 55M 36M 18M
2024 2025 2026
Discretionary
Non-discretionary

Private Funds

No private funds

Employees

Top Holdings

Stock Ticker Stock Name $ Position % Position $ Change # Change
Stck Ticker31423L305 Stock NameFEDERATED HERMES ETF TRUST $ Position$10,934,914 % Position11.00% $ Change # Change
Stck Ticker46137V472 Stock NameINVESCO EXCHANGE TRADED FD T $ Position$8,490,106 % Position9.00% $ Change # Change
Stck Ticker47804J727 Stock NameJOHN HANCOCK EXCHANGE TRADED $ Position$6,302,567 % Position6.00% $ Change # Change
Stck Ticker886364231 Stock NameTIDAL TRUST I $ Position$6,204,336 % Position6.00% $ Change # Change
Stck Ticker89157W202 Stock NameTOUCHSTONE ETF TRUST $ Position$6,208,486 % Position6.00% $ Change # Change
Stck Ticker97717Y451 Stock NameWISDOMTREE TR $ Position$6,216,162 % Position6.00% $ Change # Change
Stck Ticker88521L108 Stock NameTHORNBURG ETF TR $ Position$5,295,986 % Position5.00% $ Change # Change
Stck Ticker00162Q395 Stock NameALPS ETF TR $ Position$5,163,857 % Position5.00% $ Change # Change
Stck Ticker09789C754 Stock NameBONDBLOXX ETF TRUST $ Position$4,345,221 % Position4.00% $ Change # Change
Stck Ticker25434V773 Stock NameDIMENSIONAL ETF TRUST $ Position$3,975,232 % Position4.00% $ Change # Change