BlackRock Invests in Willow to Support Growth of NextGen Investors

BlackRock, Inc. (NYSE: BLK) has made a minority investment in Willow Network, Inc. (“Willow”), a startup providing services to help financial advisors better serve a growing population of new investors.

Willow (trustwillow.com) is using the funds to launch two new certificate programs to help advisors better respond to the unique financial and planning challenges faced by this next generation of clients. A generational wealth-transfer opportunity is expected to significantly grow the number of women and younger investors over the next few years, and these new educational programs will provide advisors with the unique skills needed to serve more diverse client segments.

“We are experiencing the greatest intergenerational wealth transfer in history, with a majority of these assets shifting into the hands of women and younger investors. BlackRock is committed to ensuring advisors feel prepared to capture this generational opportunity. Willow’s innovative and industry-first offering is powering that mission,” said Elizabeth Koehler, Head of Advisor Engagement at BlackRock. “Our partnership with Willow is rooted in our firms’ shared purpose to bring financial well-being to more and more people.”

Advisors who complete Willow’s new educational programs will be eligible for two certificates:

• Advisor for Women™
• Advisor for NextGen™

To earn the certificate, advisors must complete on-demand continuing education (CE) video trainings and assessments, live coaching assessments, and uphold Willow’s Ethical Standards. Once that is complete, advisors can gain access to prospective clients through Willow’s digital marketing platform.

“BlackRock has a talented team and resources dedicated to helping advisors guide their clients in achieving their unique financial goals,” Lacy Garcia, Founder and CEO of Willow, said. “Together, we are delivering great outcomes for advisors and investors. We are passionate about expanding the Willow platform to help more advisors better serve women and the next generation of clients.”

As part of the transaction, BlackRock now holds a Board seat on Willow’s Board of Directors, held by Koehler. In addition, Anusha Sriram, Head of Strategic Partnerships for Aladdin Wealth at BlackRock, serves as a board observer.

The financial impact of the transaction is not material to BlackRock earnings. Financial terms were not disclosed.