Willow Financial Llc
- Regulatory AUM
- $128M
- Discretionary
- $128M
- Clients
- 108
- Avg AUM / client
- $1.2M
- Accounts
- 358
- Employees
- 5
AUM over time
Reported AUM from Form ADV filings, plotted by filing date · as of Jun 30, 2026
Investments (13F portfolio — 40 positions, $98,350,180)
13F period Dec 31, 2025| # | Issuer | Class | Value | Shares | % of 13F | % of AUM |
|---|---|---|---|---|---|---|
| 1 | Federated Hermes Etf Trust | US STRATEGIC DIV | $10,934,914 | 382,206 | 11.1% | 8.57% |
| 2 | Invesco Exchange Traded Fd T | S&P MDCP QUALITY | $8,490,106 | 82,895 | 8.63% | 6.65% |
| 3 | John Hancock Exchange Traded | DISCIPLINED VAL | $6,302,567 | 179,152 | 6.41% | 4.94% |
| 4 | Wisdomtree Tr | BIANCO TOTL RETU | $6,216,162 | 244,202 | 6.32% | 4.87% |
| 5 | Touchstone Etf Trust | STRATEGIC INCOME | $6,208,486 | 239,248 | 6.31% | 4.86% |
| 6 | Tidal Trust I | FUNDSTRAT GRANNY | $6,204,336 | 250,579 | 6.31% | 4.86% |
| 7 | Thornburg Etf Tr | CORE PLUS BD ETF | $5,295,986 | 208,012 | 5.38% | 4.15% |
| 8 | Alps Etf Tr | OSHARES US SMLCP | $5,163,857 | 118,058 | 5.25% | 4.05% |
| 9 | Bondbloxx Etf Trust | BBB RATED 1 5 YE | $4,345,221 | 84,406 | 4.42% | 3.4% |
| 10 | J P Morgan Exchange Traded F | ULTRA SHRT ETF | $3,994,333 | 78,955 | 4.06% | 3.13% |
| 11 | Dimensional Etf Trust | INTL SMALL CAP E | $3,975,232 | 120,681 | 4.04% | 3.11% |
| 12 | Walmart Inc | COM | $3,334,613 | 29,931 | 3.39% | 2.61% |
| 13 | Wedbush Ser Tr | DAN IVES WEDBUSH | $3,044,138 | 96,303 | 3.1% | 2.38% |
| 14 | Tema Etf Trust | AMERICAN RESH | $2,886,445 | 65,098 | 2.93% | 2.26% |
| 15 | Tema Etf Trust | ONCOLOGY ETF | $2,440,629 | 70,294 | 2.48% | 1.91% |
| 16 | Tema Etf Trust | ELECTRIFICATION | $2,425,399 | 83,851 | 2.47% | 1.9% |
| 17 | Tema Etf Trust | DURABLE QTY ETF | $2,398,281 | 68,091 | 2.44% | 1.88% |
| 18 | Global X Fds | DEFENSE TECH ETF | $2,153,166 | 33,233 | 2.19% | 1.69% |
| 19 | Alps Etf Tr | ELECTRIFICATION | $2,106,263 | 59,844 | 2.14% | 1.65% |
| 20 | Vanguard Index Fds | S&P 500 ETF SHS | $1,164,580 | 1,857 | 1.18% | 0.91% |
| 21 | J P Morgan Exchange Traded F | EQUITY FOCUS ETF | $967,346 | 12,952 | 0.98% | 0.76% |
| 22 | Exxon Mobil Corp | COM | $962,840 | 8,001 | 0.98% | 0.75% |
| 23 | Vanguard Index Fds | MID CAP ETF | $781,272 | 2,692 | 0.79% | 0.61% |
| 24 | Ea Series Trust | FREEDOM 100 EM | $521,980 | 10,181 | 0.53% | 0.41% |
| 25 | Apple Inc | COM | $520,068 | 1,913 | 0.53% | 0.41% |
Top 25 of 40 positions from the manager's latest Form 13F · source filing (EDGAR) ↗. 13F covers long US-listed positions only. "% of AUM" is share of the firm's total regulatory AUM (Form ADV Item 5.F).
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 62 | $33.9M | 26.6% |
| High net worth individuals | 46 | $93.7M | 73.4% |
People (4)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Philip A Kapler | Member / Principal And Chief Compliance Officer | May 2023 (3y) | 25% – 50% | |
| Steven Michael Schmitt | Managing Member / Principal | CFP | May 2023 (3y) | 50% – 75% |
| Madison Elizabeth Derden | Registered representative | Jun 2023 (3y) | ||
| Joseph Angelo Chowansky | Registered representative | Oct 2025 (1y) |
Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 06/30/2026 | 938 KB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Hourly charges
- • Fixed fees
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Selection of other advisers
Custody
Reported custodians
- Charles Schwab & Co. $122M (96% of AUM) Jun 2026
- Sei Investments Distribution Co. $84.9M (77% of AUM) Nov 2025
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports having custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Jun 30, 2026.
View current Form ADV (SEC/IAPD) ↗