We asked Lacy about her journey to becoming an entrepreneur and starting Willow. Lacy shares that when she was in her mid-30s, she found herself getting divorced.
“I went through a very dark and challenging period in my life – both emotionally and financially. Through a series of events, I had unexpectedly become the sole financial provider, and seven years after my wedding, I found myself getting divorced and becoming a single mom. I felt very scared, alone, and overwhelmed,” Lacy tells CafeMom.
Lacy had recently become a financial advisor, but when it came to navigating her divorce and her own financial situation, she did not have all the answers and needed help. She was stunned by the impersonal and often condescending approach of financial professionals who she turned to for help and support.
“These advisors were more focused on the transactional aspect of our relationship – and not only did I not get the answers I needed, but I was left feeling even worse – until I eventually found the right trusted advisor and received the financial life coaching and guidance that I needed to become empowered and take control of my finances and my life,” Lacy shares.
On Starting Willow
When Lacy read that more than 70% of women felt dissatisfied with their experience with their financial advisor and lacked the confidence she herself had fought so hard to achieve, she knew she was not alone and that it was time for a change.
“I started Willow so that other women — and especially working moms — wouldn’t have to suffer the way that I had to get the trusted financial advice and coaching needed to take control of their finances and be in a position to achieve their life goals. So I guess you can say that Willow is my way of making lemonade out of lemons,” Lacy tells CafeMom.
Lacy saw an opportunity to coach financial advisors on how to better empower women and those striving for financial independence. Financial advisors can equip their clients for success by fostering a foundation of trust. Willow was born from Lacy’s understanding of how stressful it can be to recover from financial hardship, especially as so many women have gone through similar experiences to her own.
She explains that Willow connects consumers, especially women, young investors, and other underrepresented individuals, to trusted financial advisors who meet their unique needs and provide support during their individual financial journeys. Willow constantly strives to instill confidence in its clients no matter what stage of life they may be in and to change the perception of the financial industry for the better.