Willow Planning Group, LLC
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Willow Planning Group is an independent, single-advisor firm that provides comprehensive financial planning and consulting to individuals, families, small business owners, and retirement plan administrators, serving roughly 65 clients. The firm focuses on planning, education, and implementation advice rather than discretionary portfolio management or custody of client assets.
The firm’s process emphasizes ongoing, client-specific planning with regular meetings during the first year and periodic reviews thereafter, and it typically recommends passive allocations using mutual funds and ETFs. In addition to one-on-one planning, Willow offers client education through email newsletters, group workshops, and a “Let’s Get Started” program that includes a DIY online option followed by planner review.
Compared with many independent peers, Willow does not provide individual portfolio management or charge percentage-of-assets fees, instead using fixed and hourly planning arrangements and consulting engagements. It also provides services less common for a solo adviser — recurring newsletters, public educational sessions, and hands-on small-business consulting (including QuickBooks co-management) — and discloses a resolved regulatory matter related to late state registration.
Client services
Expertise
Fee options
$900 for a one-time two-hour financial planning session; $400 to $600 for Let’s Get Started Programs; up to $50 per person for educational sessions and workshops.
$200 per hour for custom financial planning services and consulting services.
Ongoing financial planning fees between $125 and $500 per month, starting 30 days after kickoff; ongoing cash flow and debt guidance fees between $120 and $180 per quarter.
Fee-only: Fixed fees ranging from $400 to $3,000 for financial planning services; hourly rate of $200 per hour for custom services and consulting; quarterly fees of $120 to $180 for ongoing cash flow and debt guidance; $900 for one-time two-hour financial planning session; $1,000 for annual plan review.
Main office
Holderness NH
Advisors at this office
1
Most active in
Colorado · Massachusetts · New Hampshire
Also doing business as
Kelly Luethje · Newco LLC · Willow Planning Group · Willow Planning Group, LLC
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is not active or affiliated with:
-
Insurance agent
They sell insurance products and may earn commissions on those sales.
-
Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
-
Bank
They're affiliated with a bank that may offer its own financial products and services.
-
Trust company
They provide trust and estate administration services, typically for separate fees.
-
Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
-
Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
-
Lawyer
They provide legal services, typically billed separately.
-
Real estate agent
They facilitate real estate transactions and may earn commissions.
-
Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Forms ADV
Quick links
Not sure where to start?
We'll help you think it through—whether you ultimately need an advisor or not. Warmer helps you compare advisors clearly, so you can choose with confidence.
For advisor listings, we rely on sources including public filings and data provided by advisors, and we cannot guarantee that all information is current or accurate. Advisors are independent and may not have reviewed or updated this information. Please review an advisor’s Form ADV and do your own diligence before deciding whether to work with them.
Advisor matching and introductions are provided by FinanceHQ LLC (“FHQ”), a wholly-owned subsidiary of Warmer and an SEC-registered investment advisor. We receive compensation from certain participating advisors for introductions or referrals. This creates a conflict of interest because we have an incentive to recommend advisors who compensate us, including those who pay us more. You pay no fee to use our matching service, and advisor fees are not increased because of a referral or introduction. We do not review the ongoing performance of advisors, manage or hold assets, guarantee performance, or provide advice about specific investments.
By using our service, you agree to our Terms of Service and Advisory Agreement, and acknowledge our Privacy Policy. Please review FHQ’s ADV Part 2A and Form CRS. Logos provided by Logo.dev
© 2026 Warmer Holdings Inc. (“Warmer”)