Management Team

At Willow Grove Advisors, we feel your wealth strategy should reflect and be informed by your life situation, personal and financial goals.

We work diligently to craft a wealth management strategy that consistently and over time supports your unique circumstance. We help assemble a team of legal, tax and insurance experts to execute your plan to make sure your wealth is secure and working for you through the inevitable personal and professional changes throughout your lives.

We are knowledgeable, skilled, and highly ethical professionals with a proven track record who always put the needs of our clients first. Willow Grove Advisors has no proprietary products to sell, nor do we generate revenue from sales commissions. We charge a fee based on assets under management. Our only product is our seasoned objective advice. We sit on the same side of the table as you.

Management Team

Keley R. Petersen, President

What really sets Keley Petersen apart from others in her industry is that she is an independent—fee only—that acts as a fiduciary, taking her responsibility to always act in the client’s best interests very seriously. She is the CEO of your overall wealth picture, with over 29 years of global experience in the financial services industry. Beginning her career with Kidder Peabody in New York and London on the Fixed Income Sales and Trading desk, Keley worked with central banks globally. Upon returning to the United States, she held the position of Director of Progressive Portfolio Services at Progressive Asset Management, where she developed investment strategies and recommended money managers to individuals and institutions interested in socially responsible investing. Then she spent three years at Progress Investment Management, where she was Director of Manager Development, researching and recommending women-, minority-owned- and emerging money managers & hedge funds to institutional clients/public funds. She then went on to be a Senior Manager and Practice Leader at Deloitte & Touche, where she launched a new specialty service practice offering investment-consulting services to wealthy individual clients. Subsequently, Keley had positions as the C.O.O. at Hewins Financial Advisors and in the Ultra High Net Worth Group as a Wealth Manager at Contango Capital Advisors. At these companies, she assumed responsibility for large, multi-entity clients and expanded her capabilities for providing wealth management services to global, multi-constituency, multi-currency families.

Keley founded Willow Grove Advisors in 2009 to use her expertise and experience to provide the highest quality, individually-tailored wealth strategies for global entrepreneurs, tech entrepreneurs and their extended families. It is important to Keley that as an independent advisor, Willow Grove is free from conflict of interest. She combines global research, analytics, an extensive network of professionals, and decades of international experience to customize wealth strategies for her clients. Keley maintains the highest standards of financial planning principles, but over and above the detailed research and number crunching, she never forgets that numbers are only part of the wealth equation. She puts the utmost priority on developing a relationship with her clients in order to understand them and their unique needs when creating their wealth plan.


  • BSBA—University of Nebraska at Omaha
  • MBA—Harvard Graduate School of Business
  • Series 65 license
Keley's Highlights

29 years of financial services experience

Former Wealth Manager in Contango Capital Advisors’ Ultra High Net Worth Client Group

COO and Senior Investment Consultant at Hewins Financial Advisors

Senior Manager and Practice Leader at Deloitte & Touche

Director of Manager Development at Progress Investment Management

Director of Progressive Portfolio Services at Progressive Asset Management

Fixed Income Sales and Trading at Kidder Peabody in New York and London covering foreign central banks

Jeff S. Petersen, President of Operations

Jeff is the co-founder and President of Operations and Finance for Willow Grove Advisors. Jeff comes to Willow Grove Advisors from Alfred Petersen Construction and Alfred Petersen Homes, Inc., where he spent 18 years as Chief Operating Officer and Secretary/Treasurer responsible for all internal systems, operations, accounting, and internal auditing. Jeff has been active in futures and options trading since leaving Chicago, where he was an independent futures and options trader. Prior to moving to Chicago, Jeff worked as an auditor for various hotels in Lincoln, Nebraska.


  • BSBA—University of Nebraska at Lincoln
  • Series 65 securities license
Jeff's Highlights

President of Operations, Bay Willow Advisers, LLC

COO, Alfred Petersen Homes, Inc.

Secretary/Treasurer, Alfred Petersen Construction

Independent futures and option trading—Chicago

Japke J.A. Welschen, Wealth Advisor

Japke specializes in working with international clients with cross-border and multi-country assets. She has extensive experience working with major banks, regulators, and high net worth individuals. Originally from the Netherlands, Japke lived and worked in Asia for 10 years where she built an extensive international network. She is fluent in English, Mandarin, Dutch and German. Japke comes to WGA from a previous position as the Managing Director at Welsch Investments in Hong Kong, and Manager of Business Development North Asia for The Asian Banker in Beijing, China.


  • B.A. in Chinese Economics and Trade — BLCU University in Beijing
  • Master of Finance — Golden Gate University in San Francisco
Japke's Highlights

Wealth Advisor, Willow Grove Advisors

Managing Director, Welsch Investments—Hong Kong

Manager of Business Development North Asia, The Asian Banker—Beijing

Multi-Cultural Consulting