Willow Financial provides financial planning, portfolio management for individuals and small businesses, and selecting other managers. Financial planning was provided to 11–25 clients last fiscal year.
Willow Financial reports 108 clients. They include 62 individual clients and 46 high-net-worth individuals. Of its assets, 100.0% ($128M across 358 accounts) are managed with discretion. It advised 12 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 57% | 27% |
| High-net-worth individuals | 43% | 73% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 62 | $33.9M | 26.6% | $548K |
| High-net-worth individuals | 46 | $93.7M | 73.4% | $2.04M |
| Total | 108 | $128M | 100% | $1.18M |
- Clients
- 62
- Regulatory AUM
- $33.9M
- AUM share
- 26.6%
- Avg. per client
- $548K
- Clients
- 46
- Regulatory AUM
- $93.7M
- AUM share
- 73.4%
- Avg. per client
- $2.04M
Total
- Clients
- 108
- Regulatory AUM
- $128M
- AUM share
- 100%
- Avg. per client
- $1.18M
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 12
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 11–25
Willow Financial is paid through hourly charges and fixed fees (other than subscription fees). The reviewed brochures do not disclose an asset-based fee rate. Read the SEC-filed brochure. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Standalone Financial Planning
- Hourly fees of up to $600 per hour, negotiable; up to 50% of the expected fee may be invoiced at signing.
Steven Schmitt owns 50% to 75% of Willow Financial. The leadership team of Willow Financial includes Chief Compliance Officer Philip Kapler. It has 5 employees, 4 of them in advisory roles.
Leadership
- Philip KaplerMember / Principal and Chief Compliance Officer
Madison DerdenMember, Financial Advisor
Steven SchmittManaging Member / Principal
Investment adviser representatives
4 representatives listed in the SEC register as of 9 October 2026.
Staff
- 5 employees
- 4 in advisory functions
- 4 state-registered reps
- Owns 50% to 75% of Willow Financial LLC
Steven Schmitt
Control person · since May 2023
- Owns 25% to 50% of Willow Financial LLC
Philip Kapler
Control person · since May 2023
- Owns 5% to 10% of Willow Financial LLC
Madison Derden
Control person · since January 2025
Willow Financial’s regulatory assets grew Infinity× from $0 (June 2023) to $128M (June 2026); employees rose from 3 to 5.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| June 2026 | $128M | 108 | 5 | 2 |
| March 2025 | $110M | 108 | 6 | 1 |
| June 2023 | $0 | 0 | 3 | 1 |
Besides its headquarters, Willow Financial has 1 office, with 2 listed addresses in Arkansas.
Arkansas · 2 listed addresses
- 2860 West Walnut Street, Suite 100, RogersHQ
- 3537 N Steele BLVD., Fayetteville
Other business names
Willow Financial has reported 2 other business names to the SEC.
- Pathway
- Willow
Contact and registration details
- Legal name
- Willow Financial LLC
- Headquarters
- 2860 West Walnut Street, Suite 100, Rogers, AR 72756
- Website
- willowfinancialnwa.com
- Phone
- 479-709-3949
- @willow-nwa
- SEC file
- 801-131403
- Structure
- Arkansas LLC
- Fiscal year end
- December
Willow Financial uses Charles Schwab ($122M) as custodian for its separately managed accounts. Willow Financial has custody of $17M in client assets for 30 clients.
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $122M100%
At year end, Willow Financial’s separately managed accounts were mostly in stocks (82%). Its reported 13F holdings for the quarter ended 31 March 2026 total $98.7M across 37 positions; the largest are Federated Hermes ETF Trust (9.1%), Tidal Trust I (8.3%) and Wedbush Ser TR (7.3%).
What the accounts hold
- Stocks82%
- Funds7%
- Bonds1%
- Cash9%
- Other1%
- Annuities1%
Reported 13F holdings
- $98.7M
- Reported 13F value
- 37
- Positions
- 65.2%
- In the 10 largest
- +0.4%
- Value vs. prior quarter
- Federated Hermes ETF Trust · US Strategic Div9.1%
- Tidal Trust I · Fundstrat Granny8.3%
- Wedbush Ser TR · Dan Ives Wedbush7.3%
- Thornburg ETF TR · Core Plus BD ETF6.3%
- Touchstone ETF Trust · Strategic Income6.2%
- Wisdomtree TR · Bianco Totl Retu6.1%
- Bondbloxx ETF Trust · Bbb Rated 1 5 YE6.1%
- John Hancock Exchange Traded · Disciplined Val5.3%
- Davis Fundamental ETF TR · Select Finl5.3%
- Tema ETF Trust · Oncology ETF5.2%
Together, the ten largest are 65.2% of reported value.
How many clients does Willow Financial have?
Willow Financial has 108 clients and manages $128 million for them, as of June 2026. They include 62 individual clients and 46 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 30 June 2026
What services does Willow Financial offer?
Willow Financial provides financial planning, portfolio management for individuals and small businesses, and selecting other managers.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does Willow Financial use?
Willow Financial’s separately managed account assets are held at Charles Schwab & Co., Inc. (Westlake, TX), with $122M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 30 June 2026
How many financial advisors does Willow Financial have?
Willow Financial has 4 investment adviser representatives registered with state securities authorities, out of 5 employees, and 4 perform investment advisory functions. None are registered representatives of a broker-dealer or licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Willow Financial invest in?
At the end of its last fiscal year, Willow Financial’s separately managed accounts held 82% exchange-traded equities, 9% cash and equivalents, 7% registered funds (mutual funds, ETFs, BDCs), 1% U.S. government and agency bonds and 1% other. The 1% other category is described as: Annuities.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Willow Financial?
Willow Financial’s direct owners are Steven Schmitt (50% to 75%), Philip Kapler (25% to 50%) and Madison Derden (5% to 10%).
Source: Form ADV Part 1A, Schedules A and B, filed 30 June 2026
How does Willow Financial get paid?
Willow Financial is paid through hourly charges and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact Willow Financial?
Willow Financial’s main office is at 2860 West Walnut Street, Suite 100, Rogers, AR 72756. Its phone number is 479-709-3949. Its website is willowfinancialnwa.com.