Willow Financial LLC

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Willow Financial LLC
CRD #325785
SEC #801-131403
CIK #0002077046, 0002136823
AUM 127.6 M (2026-06-30)
Employees 5 (80% Investors, 0% Brokers)
Fees
Minimum
Phone479-709-3949
Address2860 West Walnut Street
Rogers, AR 72756
Source [IAPD] [EDGAR] [Website] [LinkedIn] [Facebook]
Total AUM ($M)
13010478522602010201520212027
Fees and Compensation — Form ADV Part 2A (3/24/2026) [Brochure]
Item 5 – Fees and Compensation

The following paragraphs detail the fee structure and compensation methodology for services provided by
the Advisor. Each Client engaging the Advisor for services described herein shall be required to enter into
one or more written agreements with the Advisor.

A. Fees for Advisory Services
Wealth Management Services
Wealth management fees are paid quarterly, advance of each calendar quarter pursuant to the terms of the
wealth management agreement. Wealth management fees are negotiated based on the size and complexity
of the services to be provided. Wealth management fees range from $5,000 to $40,000 annually. Fees are
determined by the Advisor's initial consultation with the Client to review the complexity of wealth
management needs the Client’s household. A custom scope of work is presented to the Client detailing the
work to be completed and the proposed wealth management fee in advance of entering into a client
agreement with Willow. The wealth management fees calculated based on the fee percentage of assets under
management for Clients with similar assets under management may vary due to the complexity and scope
of the wealth management services provided to each Client. For instance, if Client A and Client B have the
same assets under management with Willow, Client A and B both have wealth management strategies for
their property and casualty insurance for their scope of work, but Client A has multiple rental properties
while Client B has just their primary home, then the complexity levels are not equal which directly
influences their fee determination. The wealth management scope of work may include, but not limited to
advice & analysis for the following items: financial forecasting, portfolio management, tax efficiency, work
benefits, property & casualty insurance, long-term care insurance, life insurance, disability insurance,
business planning, business succession, estate mapping, investing strategy, income distribution, risk
tolerance, and other areas of the Client’s situation.

The wealth management fee in the first quarter of service is prorated from the inception date of the
account[s] to the end of the first quarter. Fees may be negotiable at the sole discretion of the Advisor. The
Client’s fees will take into consideration the aggregate assets under management with the Advisor. All
securities held in accounts managed by Willow will be independently valued by the Custodian. The Advisor
will conduct periodic reviews of the Custodian’s valuation to ensure accurate billing.

The Advisor’s fee is exclusive of, and in addition to any applicable securities transaction and custody fees,
and other related costs and expenses described in Item 5.C below, which may be incurred by the Client.
However, the Advisor shall not receive any portion of these commissions, fees, and costs.

For assets managed through a third-party platform, the Client is not charged any additional platform fees.
The Advisor bears the cost of the platform in order to service these Client assets. Advisory fees apply to
assets accessed and managed through the platform as part of the Client’s assets under management, as
disclosed above.
                                                 Willow Financial LLC
                                   2860 West Walnut Street, Suite 100, Rogers, AR 72756
                                        Phone: (479) 709-3949 Fax: (479) 412-3898

Financial Planning Services
Willow offers financial planning services as part of its overall wealth management services. Pathway will
also provide standalone financial planning services on an hourly basis. There may be legacy standalone
financial planning services on an hourly basis. Hourly fees range up to $600 per hour. Fees may be
negotiable based on the nature and complexity of the services to be provided and the overall relationship
with the Advisor. An estimate for total hours and/or total costs will be provided to the Client prior to
engaging for these services. If the scope of work changes through the process of the engagement, hours
may be adjusted to accommodate new tasks. Additional billing hours will be discussed and documented
ahead of clients receiving any invoices.

B. Fee Billing
Wealth Management Services
Wealth management fees are calculated by the Advisor or its delegate and deducted from the Client’s
account[s] at the Custodian. The Advisor shall send an invoice to the Custodian indicating the amount of
the fees to be deducted from the Client’s account[s] at the beginning of the respective quarter. Clients will
be provided with a statement, at least quarterly, from the Custodian reflecting deduction of the wealth
management fee. Clients provide written authorization permitting advisory fees to be deducted by Willow
to be paid directly from their account[s] held by the Custodian as part of the wealth management agreement
and separate account forms provided by the Custodian.

Financial Planning Services
Financial planning fees for standalone services may be invoiced up to fifty percent (50%) of the expected
total fee upon execution of the financial planning agreement. The balance shall be invoiced upon completion
of the agreed upon deliverable[s].

C. Other Fees and Expenses
Clients may incur certain fees or charges imposed by third parties, other than Willow, in connection with
investments made on behalf of the Client’s account[s]. The Client is responsible for all custody and
securities execution fees charged by the Custodian, as applicable.

In addition, all fees paid to Willow for wealth management services are separate and distinct from the
expenses charged by mutual funds and ETFs to their shareholders, if applicable. These fees and expenses
are described in each fund’s prospectus. These fees and expenses will generally be used to pay management
fees for the funds, other fund expenses, account administration (e.g., custody, brokerage and account
...
Account Minimums and Types of Clients — Form ADV Part 2A (3/24/2026) [Brochure]
Item 7 – Types of Clients

Willow offers wealth management and financial planning services to individuals, high net worth
individuals, trusts, and estates. Willow generally does not impose a minimum relationship size.

                                                 Willow Financial LLC
                                   2860 West Walnut Street, Suite 100, Rogers, AR 72756
                                        Phone: (479) 709-3949 Fax: (479) 412-3898
Sector Form 13F Holdings Value ($M)
Wal Mart Stores Inc 4.0
Apple Inc 0.5
Microsoft Corp 0.5
Nvidia Corp 0.4
Alphabet Inc 0.4
Netflix Inc 0.4
Amazon Com Inc 0.4
 
 
 
 
Holdings by Sector ($M)
1008060402002025202520262027
AUM Breakdown Accounts AUM ($M)
By Client Type
(a) Individuals (other than high net worth individuals) 62 33.9
(b) Individuals (high net worth individuals) 46 93.7
(c) Banking or thrift institutions 0 0.0
(d) Investment companies 0 0.0
(e) Business development companies 0 0.0
(f) Pooled investment vehicles 0 0.0
(g) Pension and profit sharing plans 0 0.0
(h) Charitable organizations 0 0.0
(i) State or municipal government entities 0 0.0
(j) Other investment advisers 0 0.0
(k) Insurance companies 0 0.0
(l) Sovereign wealth funds and foreign official institutions 0 0.0
(m) Corporations or other businesses not listed above 0 0.0
(n) Other 0 0.0
Total 358 127.6
By Discretionary
Discretionary 358 127.6
Non-Discretionary 0 0.0
Total 358 127.6
By Non-United States Persons
Non-United States Persons 0.0
United States Persons 127.6
Total 358 127.6
EDGAR Form CIK 2011 - 2026
13F-HR [0002077046]
D [0002136823]
Firm Profile (Form ADV)
Clients12
ServesInstitutional, Retail
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