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 look to enhance the UX. Custom icons and interactive elements make the dashboard both functional and visually appealing. The design reflects a fun, personal approach, supporting the platform’s goal of connecting investors with advisors based on individual 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

Research shows 54% of millennials and 50% of women left their financial advisors in the past two years due to dissatisfaction with personalized advice and service. The platform needed a standout UI to highlight its innovative advisor matching system. The challenge was designing a modern, engaging interface that builds trust and provides a user-friendly experience for women, NextGen, and underrepresented investors.

[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

Create a playful, dating app-inspired interface. Showcase the AI-driven advisor matching system, guiding investors to advisors based on their traits and goals. Make the dashboard intuitive, engaging, and trustworthy for today’s wealth clientele.

Unique Advisor Profiles

Design advisor profiles that clearly communicate each advisor’s expertise, experience, and personality, helping users understand who they’re connecting with.

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 work with advisors to craft bios featured on dedicated Advisor Pages and across their professional channels. Advisors are then matched exclusively with investors who align with their expertise and personality.

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

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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