Financial Advisor Directory & Matching System Interfaces

Willow Inc.

uI | Brand & visual design

Overview

A client acquisition platform with reimagined bios and advisor pages, matching today’s investors with advisors based on expertise, characteristics, and growth goals.
‍
AI-matching with a dating-app approach

About Willow

Willow is redefining financial advice for women, NextGen, and underrepresented investors, by matching them with trusted, CE-certified advisors who truly connect with them. Willow’s matching system ensures investors are paired with advisors who resonate on a personal level and meet the unique needs of today’s diverse clientele.

Our Contributions

We designed an engaging interface with a playful, dating app-inspired aesthetic to enhance the user experience. We created custom icons and incorporated interactive elements for the financial advisor dashboard, making it both functional and visually appealing. The design emphasizes a fun and personal approach, aligning with the platform's goal of connecting investors with advisors based on their unique traits and goals.

Kind Words 🫶🏽

"We love working with Krista! The work she has done for Willow is amazing and has received such high praise from our clients. Could not recommend working with her more."
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- Alana Santa, Willow, Director of Client Success

01
the problem

54% of millennials and 50% of women left their financial advisors within the past two years due to dissatisfaction with personalized advice and overall service. So, the platform needed to stand out by clearly showcasing its innovative matching system.

Willow’s client acquisition platform required a UI design to address the difficulties women, NextGen, and underrepresented investors face in finding trusted financial advisors.

The challenge was to create a modern, engaging interface that effectively highlights the personalized advisor matching process, and provides a user-friendly experience that builds trust and resonates with today's wealth clientele.

[Source: Cerulli Associates, "2024 U.S. Advisor Metrics"]

02
Design Solutions

Advisor CE Certification

Connect individuals with advisors whom Willow trains and certifies to better serve clients of these communities

Interactive Financial Advisor Matching Interface

Design a visually engaging interface that presents users with a curated selection of advisors based on their life journeys, experiences, and personality traits. The interface complements the AI-driven matching process by offering a user-friendly experience where individuals can easily review and connect with advisors tailored to their specific needs and goals.

Unique Advisor Profiles

Design comprehensive advisor pages with playful visuals, including custom icons and interactive elements. Highlight key traits, certifications, and areas of expertise to help users make informed decisions.

03
UI Style Guide

Color

Primary

#394950

#d6b88b

Secondary

#8d9f97

#748386

Tertiary

#eaddd9

#3F5873

#777a69

Neutral

#FFFFFF

#e9e9e9

#ece5da

#c1baaf

Success

#9fb483

error

#c24936

Typography

Lora

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
R E G U L A R

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Regular, Bold

Montserrat

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Regular, Bold

Custom Iconography

04
shared values and understanding

Through Willow's Client Acquisition program, Advisor For Women™ and Advisor For NextGen™ Certificate Holders gain access to exclusive client referrals tailored to their expertise, unique traits, and growth objectives.

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

We designed an interactive component for advisors to complete as part of a four-step certification program.

Button States

🔸 Default state: Button has an unmarked checkbox
🔸 Hover state: Button turns gold with bold text and a drop shadow, making it “pop out.” This effect is applied to all buttons, indicating that advisors can complete steps in any order
🔸 Activated/clicked: Inner shadow shows the button is pressed, leading the user to the next step
🔸 After the step is completed, the button turns green with a checkmark and becomes slightly transparent to indicate it’s inactive

05
Advisor Profile

Willow’s Financial Coaches partner with advisors to transform their bio, which is featured on dedicated Advisor Pages on Willow and for use across their professional website, LinkedIn, and other networks. From here, advisors are exclusively matched with investors who would connect on a personal level.

06
Client Aqcuisition Platform

Willow’s white glove matching platform combines semantic matching and generative AI with human QA, to match advisors with warm prospects who they want as clients and who want to work with them,

Result: Advisors close 75% of introductions

Willow’s white glove matching platform combines semantic matching and generative AI with human QA, to match advisors with warm prospects who they want as clients and who want to work with them.

The investor is connected via email to their advisor match.

- Reach & acquire previously inaccessible clientele

- Matches are delivered EXCLUSIVELY to ONE advisors - no competition

- AI-matching uses shared life experiences & personal interests to create a trusted advisor-client relationship quickly

- Advisor defines parameters for matches as well as input on ideal and target clients

07
Reflection

Innovating with Personalization

Designing Willow's platform was a great opportunity to innovate in the financial sector. By using a playful, dating app-inspired design, we made the interface engaging and personal, reflecting Willow's mission to match investors with advisors on a deeper level. Custom icons and interactive elements enhanced both functionality and visual appeal, proving that creativity can transform user experiences and meet diverse client needs effectively.

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