BlackRock Invests in Willow to Enhance Advisor Capabilities for Diverse Client Base
BlackRock Invests in Willow to Support Growth of NextGen Investors
In a strategic move to address the needs of an increasingly diverse client base, BlackRock has taken a minority stake in Willow, a firm dedicated to enhancing advisor capabilities. The investment will enable Willow to launch two specialized certificate programs, Advisor for Women and Advisor for NextGen, aimed at equipping financial advisors with the skills to navigate the challenges posed by a shifting demographic landscape in wealth management.
Elizabeth Koehler, head of advisor engagement at BlackRock, highlighted the significance of the partnership in light of the ongoing intergenerational wealth transfer. With a majority of assets expected to shift into the hands of women and younger investors, the new programs are designed to prepare advisors for this generational opportunity.
Women and next-generation investors have become key focus areas for wealth and advisory firms, with initiatives aimed at encouraging more female advisors and engaging younger clients in financial conversations. Willow’s programs will require advisors to meet specific requirements, including on-demand CE video trainings, live coaching assessments, and adherence to ethical standards.
Lacy Garcia, founder and CEO of Willow, praised BlackRock’s contribution to the initiative, noting the firm’s dedication to helping advisors guide their clients towards financial success. As part of the investment, BlackRock will also play an active role in Willow’s governance, with Koehler joining the Board of Directors and Anusha Sriram serving as a board observer.
The partnership between BlackRock and Willow signifies a shared commitment to bringing financial well-being to a broader audience, with a focus on empowering advisors to better serve women and next-generation investors. As the wealth management landscape continues to evolve, firms are recognizing the importance of adapting to meet the needs of an increasingly diverse client base.