Willow Grove Advisors provides financial planning, portfolio management for individuals and small businesses, selecting other managers, and insurance. Financial planning was provided to 11–25 clients last fiscal year.
Willow Grove Advisors reports 194 clients. They include 100 individual clients and 94 high-net-worth individuals. Of its assets, 93.3% ($345M across 680 accounts) are managed with discretion; $24.9M across 102 accounts are not. A wrap fee program the firm both sponsors and manages holds $1.03B. Of its clients, 4% are outside the U.S. It advised 13 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 52% | 12% |
| High-net-worth individuals | 48% | 88% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 100 | $42.6M | 11.5% | $426K |
| High-net-worth individuals | 94 | $327M | 88.5% | $3.48M |
| Total | 194 | $370M | 100% | $1.91M |
- Clients
- 100
- Regulatory AUM
- $42.6M
- AUM share
- 11.5%
- Avg. per client
- $426K
- Clients
- 94
- Regulatory AUM
- $327M
- AUM share
- 88.5%
- Avg. per client
- $3.48M
Total
- Clients
- 194
- Regulatory AUM
- $370M
- AUM share
- 100%
- Avg. per client
- $1.91M
- Clients outside the U.S.
- 4%
- Clients advised without assets under management last fiscal year
- 13
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 11–25
Willow Grove Advisors charges 0.07%–1.10% for its Diversified Investment Management. The brochure does not state whether the rate is annual. The fee is billed in arrears. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Hourly Project Work
- On occasion, when clients request work on specific projects, an hourly fee of $200 to $400 per hour.
Keley Petersen owns 75% or more of Willow Grove Advisors. The leadership team of Willow Grove Advisors includes Chief Compliance Officer Keley Petersen. It has 7 employees, 5 of them in advisory roles.
Leadership
- Keley PetersenChief Compliance Officer
- Keley PetersenManaging Member
- Jeffrey PetersenMember
Investment adviser representatives
7 representatives listed in the SEC register as of 9 October 2026.
- Claudina Elizebeth Campbell
- Laura M. Kohler
- Wing-Yin Emily Kong
- Jeffrey Scott Petersen
- Keley Renee Petersen
- Arijeet Singh
- Sarah Elizabeth Smith
Staff
- 7 employees
- 5 in advisory functions
- 5 state-registered reps
- Owns 75% or more of Willow Grove Advisors, LLC
Keley Petersen
Control person · since October 2009
- Owns 5% to 10% of Willow Grove Advisors, LLC
Jeffrey Petersen
Control person · since October 2009
Willow Grove Advisors’ regulatory assets grew 2.7× from $138M (March 2021) to $370M (March 2026); clients rose from 101 to 194 and employees from 3 to 7.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $370M | 194 | 7 | 1 |
| June 2025 | $300M | 187 | 5 | 1 |
| March 2024 | $227M | 161 | 5 | 1 |
| March 2023 | $201M | 151 | 5 | 1 |
| July 2022 | $185M | 118 | 4 | 1 |
| March 2021 | $138M | 101 | 3 | 1 |
Besides its headquarters, Willow Grove Advisors has 0 offices, with 1 listed address in California.
California · 1 listed address
- 1919 Addison St, Suite 101, BerkeleyHQ
Contact and registration details
- Legal name
- Willow Grove Advisors, LLC
- Headquarters
- 1919 Addison St, Suite 101, Berkeley, CA 94704
- Website
- willowgroveadvisors.com
- Phone
- 510-705-1693
- @560207
- SEC file
- 801-117042
- Founded
- 2009
- Structure
- California LLC
- Fiscal year end
- December
Willow Grove Advisors uses Fidelity ($345M, 93%) and Charles Schwab ($24.8M, 7%) as custodians for its separately managed accounts. Willow Grove Advisors does not have custody of client assets.
- FidelityNational Financial Services LLC · Boston, MA · $345M93%
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $24.8M7%
At year end, Willow Grove Advisors’ separately managed accounts were mostly in funds (78%) and stocks (17%).
What the accounts hold
- Stocks17%
- Funds78%
- Bonds2%
- Cash3%
How many clients does Willow Grove Advisors have?
Willow Grove Advisors has 194 clients and manages $370 million for them, as of March 2026. They include 100 individual clients and 94 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 13 March 2026
What services does Willow Grove Advisors offer?
Willow Grove Advisors provides financial planning, portfolio management for individuals and small businesses, selecting other managers, and insurance.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4
How much does Willow Grove Advisors charge?
Willow Grove Advisors charges 0.07%–1.10% for its Diversified Investment Management. The brochure does not state whether the rate is annual. The fee is billed in arrears.
Which custodians does Willow Grove Advisors use?
Willow Grove Advisors’ separately managed account assets are held at National Financial Services LLC (Boston, MA), with $345M and Charles Schwab & Co., Inc. (Westlake, TX), with $24.8M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 13 March 2026
How many financial advisors does Willow Grove Advisors have?
Willow Grove Advisors has 5 investment adviser representatives registered with state securities authorities, out of 7 employees, and 5 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 Grove Advisors invest in?
At the end of its last fiscal year, Willow Grove Advisors’ separately managed accounts held 78% registered funds (mutual funds, ETFs, BDCs), 17% exchange-traded equities, 3% cash and equivalents and 2% state and local bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Willow Grove Advisors?
Willow Grove Advisors’ direct owners are Keley Petersen (75% or more) and Jeffrey Petersen (5% to 10%).
Source: Form ADV Part 1A, Schedules A and B, filed 13 March 2026
How does Willow Grove Advisors get paid?
Willow Grove Advisors is paid through a percentage of assets under management and hourly charges. 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
Is Willow Grove Advisors registered with the SEC?
Yes, Willow Grove Advisors has been registered with the SEC as an investment adviser since 26 July 2019. Its CRD number is 151993 and its SEC file number is 801-117042.
Source: Form ADV Part 1A, Item 1, filed 13 March 2026; IAPD firm record
How do I contact Willow Grove Advisors?
Willow Grove Advisors’ main office is at 1919 Addison St, Suite 101, Berkeley, CA 94704. Its phone number is 510-705-1693. Its website is willowgroveadvisors.com.