Data / Investment advisers / Arkansas / Willow
Willow, Rogers, AR: $128 million AUM, SEC registered investment adviser
Willow is an SEC registered investment adviser with its main office in Rogers, Arkansas and reports $128 million in regulatory assets under management in its Form ADV filed June 30, 2026. Its clients include high net worth individuals and individuals. It is paid through hourly charges and fixed fees.
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- Registration
- SEC registered investment adviser
- CRD number
- 325785
- SEC file number
- 801-131403
- SEC status
- Approved, effective November 1, 2024
- Legal name
- Willow Financial LLC
- Main office
- 2860 West Walnut Street Suite 100, Rogers, AR 72756
- Phone
- (479) 709-3949
- Regulatory AUM
- $127,638,991 in the Form ADV filed June 30, 2026
- Discretionary AUM
- $127,638,991
- Accounts
- 358
- Employees
- 5, of which 4 give investment advice
- Form of organization
- Limited Liability Company
- Paid through
- hourly charges, fixed fees
- Other offices
- 1
- Form ADV Item 11 disclosures
- None reported
- Latest Form ADV filing
- June 30, 2026
- SEC record
- Investment Adviser Public Disclosure
Clients
Client types the adviser reports in Form ADV item 5.D, with the AUM it attributes to each.
| Client type | Clients | AUM |
|---|---|---|
| High net worth individuals | 46 | $93.7 million |
| Individuals (other than high net worth individuals) | 62 | $33.9 million |
AUM in the SEC's monthly files
Each change in the AUM the adviser reported across the monthly SEC files held here, with the first file that shows the new value.
| First in the file of | AUM | Form ADV filed |
|---|---|---|
| April 1, 2026 | $127.6 million | March 24, 2026 |
| December 1, 2025 | $110.1 million | November 14, 2025 |
Other advisers in Arkansas
| Adviser | City | AUM | Private funds | Source |
|---|---|---|---|---|
| Rivertree Wealth | Little Rock | $143.1 million | Not listed | adviserinfo.sec.gov |
| October Wealth Advisors, Inc | Fort Smith | $141.6 million | Not listed | adviserinfo.sec.gov |
| St. Bernard Financial Services, Inc. | Russellville | $136.2 million | Not listed | adviserinfo.sec.gov |
| Veach Family Financial | North Little Rock | $134.5 million | Not listed | adviserinfo.sec.gov |
| The Sherry Group, Inc. | Mountain Home | $130.3 million | Not listed | adviserinfo.sec.gov |
| Hatcher Capital Investments, Inc. | Little Rock | $127.5 million | Not listed | adviserinfo.sec.gov |
| Strongtower Wealth Management, PLC | Hot Springs | $125 million | Not listed | adviserinfo.sec.gov |
| Hulsey Capital Management, Inc. | Heber Springs | $113.2 million | Not listed | adviserinfo.sec.gov |
Also on SpecStream
- Investment advisers in Arkansas
- Advisers with $100 million to $500 million in AUM
- Advisers serving high net worth individuals
- Advisers serving individuals
- Willow on the SEC's adviser search
Updated November 7, 2026. Read from the SEC's Form ADV data files for investment advisers. Public data published by the US Securities and Exchange Commission (US government work). Advisers report these values themselves in Form ADV, and neither the SEC nor the states approve or guarantee them. AUM is regulatory assets under management as the adviser reported it in Form ADV item 5.F, which can differ from the AUM a firm quotes elsewhere. Exempt reporting advisers do not report AUM. Office address, phone and website are the adviser's main office as filed; a firm that files its main office as a private residence shows no street address or phone. An Item 11 disclosure is a reported event, not a finding about the firm today. Details for each firm are on the SEC's Investment Adviser Public Disclosure site. This page uses SEC data and is not endorsed or certified by the SEC. Free to reuse with credit to SpecStream under CC BY 4.0. Spot a wrong value? Write to [email protected] with the link to this page.