Introducing Willow 👋


Since our inception, we've been driven by a singular mission: to be the world's most employee-centric company.

This huge ambition drives us to work on the things, and with the people, that inspire us. And over the last few years, we've sacrificed profits to build products we believe in, and that we know from years of experience and in-depth research that businesses, and the employees that power them, really need.

As a result, we've taken a longer road to success. But this has allowed us to build the foundation for our future as a company that can help employers attract, onboard, and coach people to perform at their best at a scale far larger than we could before. And now, we're ready to share what we've built with the world and go full steam ahead.

That's why on 1 August 2018, we’ll bid farewell to Kindred and become Willow. You can read about what this change means for you in our FAQ section.

What Willow does

Willow does two things:

  1. Products: Willow transforms the way employers engage with employees by revolutionising employee onboarding and coaching with modern, easy to use software.

  2. Services: Offered through Willow Labs, our services now focus exclusively on implementing our products and helping employers create transformational workplace experiences. We help organisations understand and improve their workplace experience – here are some of our favourite examples.

Why the change

Several years ago, we began working on a software platform we called Willow. Initially, we started building it to address our own biggest frustration: the lack of great employee technology, and an easy way to deliver and manage it.

After seeing what worked and what didn't work for employee onboarding and performance management in numerous companies worldwide, it was clear that there is a huge untapped opportunity for a new kind of software, one that will help make onboarding and performance development human for employees and transformative for organisations.

It didn’t take long for us to realise that Willow had tremendous potential and represented the future of our company. We knew we were on to something and have been designing, prototyping and refining the product ever since.

After looking at what we want to achieve in the coming years, it was clear that it made more sense for Willow and Kindred to move forward under the Willow brand and strategy and towards our mission to be the world’s most employee-centric company.

Where to from here

The team have spent the last month toiling ahead of this announcement, with everything switching over 1 August. It really has been a tremendous effort. We have big plans for the next twelve months but recognise the value of focus. So here’s the plan:

  1. Make great products people love to use: Continue growing Willow Onboarding and Willow Coaching – both the products and our footprint

  2. Make administration seamless: Provide simple ways to connect with core HR platforms, like Workday and SAP SuccessFactors

  3. Help employers attract and retain great talent: Deliver services that improve our customers’ employee experience

Although we can continue to self-fund, we’re eager to to see Willow reach its full potential. In order to do so we’re actively seeking funding to help us grow our product and sales team in Australia and the US.

The power partnership

I’m not alone in driving this change. A large portion of the credit belongs to our team and Willow’s co-founder Maren Hotvedt. Without our dedicated and loyal team I’m not sure where we’d be, but we certainly wouldn’t be here. In the coming weeks Maren heads to San Francisco to lead our North American team. Maren’s move is bittersweet. We’ll miss her energy but look forward to growing our presence in North America.

How you can help

For those who manage teams, head over to our site and book a demo to see how Willow Coaching can help your team reach its goals and help you become a better leader.

This is certainly one of the hardest things I’ve done in my years as a founder and CEO. I want to sincerely thank Maren who has helped think through and implement this strategy and change with great care. And, of course, all the team members who have made this possible. I’m really proud of the people who have chosen to join Willow over the years and of the culture we’ve built. The quality and success of Willow is due to their efforts and the support of our customers. Thank you.

We know the path ahead will not be easy. But we are excited about our challenge. Thank you for your support.

- Robb



What are your new contact details?
You can find our contact details on our website. If you need support of any kind please send an email to or call +61 (2) 9191 5370.

What happens to my existing projects?
Nothing at all. Any project that we’re currently delivering will continue as planned. There will be no change to the team or timeline. We will continue to support live projects as usual.

How will our billing be affected?
You should expect that from 1 August any invoices will come from Willow. We’ll send a letter to your accounts department informing them of the change of company name. We are not changing our ABN.

What happens with my support / hosting arrangements?
Nothing. Support and hosting arrangements are not affected beyond a change of contact details. To contact support please email

What's going to happen with my existing contracts?
Nothing. Our business name isn’t changing so there is no need to update existing contracts. That said, any new contract will be issued under the Willow name.

What are your Terms of Service?
You can read Willow’s Terms of Service and other legal documents here.

Who will I be dealing with / how is the team changing?
The team doesn’t change. If you have any questions and/or concerns you can contact your usual

Where do I go if I have account, project, or support questions?
You can find our contact details on our website. If you need support of any kind please send an email to or call +61 (2) 9191 5370. You can reach our account team by sending an email to

Do I need to do anything?
We suggest you update our contact details. Our phone number doesn’t change but our email addresses will. The new format is:

Your domain is .co, is that right? 🤔
Yes. Our domain is and all of our emails end with



How do I find out more?

You can ask about Willow products, pricing, implementation by contacting us at, or by calling on +61 (2) 9191 5370.