Willow
Ghent, BE Β· Founded 2018 Β· 18 employees on LinkedIn Β· 2 known investors
Willow (originally founded as Contento) offers social media management for small and medium-sized B2B professional service providers, combining a scheduling and content platform with AI tools and human social media coaching. The remote-first company operates from San Francisco and Ghent, Belgium.
Also known as Contento
Founders & leadership
Willow was founded in 2018 by Ludwig Dumont.
Investors Β· 2
Company profile
researched Aug 2026Willow provides social media management for small and medium-sized professional-services businesses, combining software with human coaching. The platform lets customers draft, approve and schedule posts across LinkedIn, Facebook, Instagram and X from a single calendar, with approval workflows, best-time-to-post recommendations and team-wide visibility. A product component called Willow Create generates a quarter's worth of draft posts and content calendars built from a profile of the customer's business and its tone of voice, intended to remove the blank-page problem for firms that lack a content plan.
Alongside the software, Willow assigns each customer a coach with experience in their industry who runs one-on-one sessions, helps plan and brainstorm content, and supports personal-brand building for individual employees. The company organises its offering around vertical segments β legal, accountancy, human resources, consulting, and ICT/software β publishing sector playbooks and ebooks such as guides to social media for lawyers, accountants and recruiters. Data is hosted on EU servers with GDPR compliance presented as a default, which the company positions as relevant for regulated client work.
Founding story
Founder Ludwig Dumont started Willow in 2018 while living in California; the company describes itself as "born in California, built in Europe." Dumont comes from an SME family and frames the company's purpose as levelling the playing field for small and medium-sized businesses.
Business model
Subscription software combined with a delivered human service: customers access the publishing platform and AI drafting tools and are paired with a dedicated social media coach. Pricing is published on the site and prospects are onboarded through a booked demo.
Recurring subscriptions to the Willow platform bundled with coaching, sold to individual firms; multi-page management is supported (one accountancy customer runs 10 pages on Willow).
Traction
The site reports over 1,000 businesses served, more than 40 public case studies, a 4.0/5 Trustpilot rating from verified reviews, and over 200 lawyers coached. Named customer outcomes include United Codes (31% follower growth and over 81,000 impressions in one year, entering a third year with Willow), ACS Accountants (10 pages managed, 600+ followers added), Pono (268K impressions cited for Willow Create) and Streekfonds. The company also reports 84% of coached customers hitting posting streaks of three or more weeks.
Latest developments
Willow Create was launched with a campaign spanning a launch film, music video and billboards. The about page, dated to a 2026 team photo, describes a lean founder-led in-house team, an ICCR behavioural framework used in place of stated values, and opportunistic hiring with an AI Engineer role listed as not actively hiring.
βΈFull profile β market position, technology, go-to-market, geography, history
Market position
Positions itself as a solution for professional-services firms that find agencies too expensive and self-serve tools too time-consuming, differentiating on the combination of tooling with human coaching. It states it serves more than 1,000 businesses and has operated in the Benelux since 2018; some customers cite its Belgian, Ghent-based presence and local market understanding as a purchase factor.
The pairing of a scheduling platform and AI draft generation with a dedicated, industry-specific human coach β described as the "human layer" β rather than software alone; content is generated from a business profile instead of generic prompts, and EU hosting with GDPR compliance is standard.
Technology
A multi-channel scheduling and publishing platform with drafting and approval workflow, calendar view and posting-time recommendations, layered with proprietary AI that generates personalised post drafts and quarterly content calendars from a structured profile of the customer's business and voice. Hosting is on EU servers with GDPR compliance by default. The company also runs its own content analysis, citing a study of 43,738 posts across 488 LinkedIn company pages.
Go-to-market
Direct sales via a 30-minute free demo in which Willow Create drafts sample content for the prospect's business live on the call. Demand is supported by vertical content marketing β industry playbooks, ebooks and more than 40 published customer success stories β plus Trustpilot and Google reviews, conference and event presence (including Dreamforce and The Big Score) and teaching appearances such as at KU Leuven.
Small and medium-sized professional-services firms in Europe and beyond, concentrated in legal, accountancy, HR and recruitment, consulting, and ICT/software. Typical buyers are partners, founders or operators such as a COO who manage social media without a marketing background or dedicated time.
Geography
Headquartered in Ghent, Belgium, with a San Francisco connection reflected in team activity; customers are described as service businesses across Europe and beyond, with a Benelux base since 2018 and EU-based servers.
History
Founded in 2018 with a first website that year, the company has operated in the Benelux since 2018 and expanded into vertical playbooks for legal, accountancy, HR, consulting and ICT customers. Willow Create, the AI drafting product, was introduced with a dedicated launch campaign. The leadership team grew to include a CTO, Koen, who previously ran his own AI company for eight years, and Ali as Head of Ops and Finance, who joined as a CEO associate.
Compiled by commissioned research from 8 cited public sources β announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed β not independently audited.
Timeline Β· 1
launches, deals, and filingsWillow launched Willow Create, an AI feature that drafts a quarter of social posts from a profile of the customer's business, accompanied by a launch campaign including a film, music video and billboards.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
βΈResearch sources Β· 8
primary sources listed
- Willowwillow.co Β· web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Willow do?
- Willow is a Ghent- and San Francisco-based social media platform, AI drafting tool and coaching service for professional-services firms.
- Who founded Willow?
- Willow was founded by Ludwig Dumont in 2018.
- Who are Willow's investors?
- Willow's investors include PMV, SmartFin.
- Where is Willow headquartered?
- Willow is headquartered in Ghent, BE.