Willow is a suite of AI-enabled solutions including proprietary annuity and life insurance analytics, document and reporting creation, an in-app experience, and an MCP-standard integration among other tools. For your teams, Willow works directly inside Claude, Copilot, and ChatGPT and where you’ve already enabled connections to other systems such as Salesforce, HubSpot, Morningstar, and more.
This means the most comprehensive information platform for managing annuities and life insurance after the sale is now reachable by every advisor in your organization, whether that’s 10 or 10,000, where they’re already working.
Your teams work where they’re managing client financial information. Post-sale annuity and life insurance data lives somewhere else.
Advisors, home office teams, sales leaders, trustees, and more already use Claude, Copilot, and ChatGPT every day. Whether that’s researching prospects, preparing for client meetings, building territory sales plans, or drafting communications, these tools speed up tedious processes to make more work happen faster. Teams also have information on stocks, bonds, mutual funds, ETFs, and other client information within these tools or inside other systems core to their day-in-day-out work.
Annuities and life insurance are the exception. Information on the contracts and policies advisors have already sold remains disconnected and difficult to piece together for a single client meeting, let alone for all clients and every meeting.
The result is that annuities and life insurance stay on the outside of a client’s full financial picture, wallflowers who are never completely part of the information party where advisors are managing the rest of their client’s financial lives.
Willow brings business-ready annuity and life insurance information on your existing book of business to where your teams work
Willow connects once to the AI tools your teams use and integrates naturally alongside CRMs, wealth management platforms, financial planning software, and other systems. Now, everyone across your organization (home office, advisors, sales teams, trustees, platform leaders) can ask questions about their life insurance and annuity book of business in plain language, surface what matters, incorporate it into research or client meeting preparation alongside other assets, and keep working without switching platforms.
For financial institutions, insurance carriers, RIAs, trust departments, IMOs, and BGAs, this is a watershed moment: the annuity and life insurance information that has always lived apart from the rest of a client’s financial picture now lives where your teams already work.
Willow closes the information gap to make managing life insurance and annuities inside the holistic client plan possible.
Willow is a full platform solution for managing annuities and life insurance after they’re sold
For advisors at wirehouses, broker-dealers, RIAs, and more, wanting to walk into every meeting prepared, you can now ask:
“Show me the client reviews I have upcoming in the next four weeks. Who owns annuities or life insurance? What should I highlight to them?”
“Help me position a long-term care conversation taking into consideration this client’s portfolio, income, and current expenses.”
“Show me what annuities and policies my clients own. Flag upcoming events I should get ahead of.”
For sales and home office overseeing risks and sales engagement opportunities across the full annuity and life insurance business:
“Show me all term conversions coming up in 180 days by advisor and region. Create a prioritized engagement plan so I can partner with our regional teams. Include tracking and reporting metrics.”
“Every Monday, scan public news and carrier announcements, compare them with our existing life insurance and annuity book and provide me an executive summary on client service needs and potential risks.”
This information is now available within seconds without anyone ever changing systems or having to hunt for it.
For leaders investing in advisor productivity, efficiency, and organic growth, Willow creates a true platform-wide solution to one of your most annoying data challenges and finally closes the information gap in managing annuities and life insurance after they’re sold.
Where we go next
In 1938, F. Scott Fitzgerald wrote, “You wouldn’t be interested in a soldier who was only a little brave.” So, too, for financial information. Nobody wants a solution that only tells part of the story. You need all of it, and you need it now.
Most advisors aren’t waking up pondering their annuity and life insurance book of business, and they’re never going to be excited about managing it in yet another different system. What they need is one place to ask important questions, build sales strategies, and prepare for client meetings with full visibility into everything a client owns.
That’s what makes Willow so powerful.
It finally brings the information advisors need on the annuities and life insurance policies their clients own into the systems where they’re already working and the client conversations they’re already having.