Willow
Willow is an AI-powered social media management platform for B2B service businesses, combining intuitive scheduling and content analytics with proprietary AI drafting tools and access to verified human marketing coaches. It generates quarterly personalized content calendars, drafts posts from a business's own expertise, schedules across all major platforms from one place, and pairs every account with a dedicated social media expert. Built for service providers in the Benelux and beyond who want to grow their personal and company brand without spending hours creating content. EU-hosted and GDPR compliant.
Willow combines three things most social media tools leave apart: an intuitive scheduling and analytics platform, proprietary AI content tools, and live access to verified human marketing experts. The product is built specifically for B2B service businesses — consultancies, agencies, and professional service firms — who want consistent, on-brand social presence without becoming full-time content creators themselves. Willow's AI calendar generates quarterly personalized content plans based on your expertise, drafts posts in your voice (the "Drafts by Will" feature), tracks engagement across channels, and surfaces industry news worth commenting on. Each account is paired with a dedicated social media coach who helps strategize, brainstorm, and review content. The product is Benelux-headquartered, operated by Contento NV, EU-hosted, and GDPR compliant — positioning it especially for European service firms who need both European data residency and on-the-ground marketing coaching. Pricing starts around €289/month for a single account, making it a mid-market tool rather than a self-serve SaaS.
The ToS does not explicitly address whether user data or content is used to train AI models. Section 12 states feedback
The ToS does not explicitly address whether user data or content is used to train AI models. Section 12 states feedback
High risk across multiple dimensions. Only use with public, non-sensitive data.
The ToS does not explicitly address whether user data or content is used to train AI models. Section 12 states feedback may be used 'for any purpose' without compensation, but this is vague regarding AI training specifically. No clear opt-out or commitment against training is provided.
“[ToS] 'Feedback...may be used by us for any purpose, without your consent or any compensation to you' (Section 12.1)”
Section 12.1 grants Willow a broad, unrestricted license to all feedback and submissions for 'any purpose' without compensation or confidentiality obligations. This is perpetual and includes potential sublicensing through the 'any purpose' language.
“[ToS] 'Feedback...will be treated as non-confidential and non-proprietary and may be used by us for any purpose, without your consent or any compensation' (Section 12.1)”
Section 7.1 mentions third-party electronic payment processors (ESPs) but provides minimal detail on data sharing scope. No comprehensive list of sub-processors, no explicit DPA requirements mentioned, and no clear restrictions on sharing user content with other third parties beyond payment processing.
“[ToS] 'We may use third-party electronic payment processors and/or financial institutions (ESPs) to process financial transactions. You acknowledge that each ESP has its own terms and conditions' (Section 7.1)”
Section 9.2 states that 'all of your Account Data may be deleted' upon termination, but no specific retention periods are defined for active accounts. The language is permissive ('may be deleted') rather than mandatory, and no clear data lifecycle or automatic purge schedule is documented.
“[ToS] 'If we terminate your Account, all of your Account Data may be deleted' (Section 9.2)”
Section 12.1 explicitly grants Willow ownership and unrestricted rights to all feedback and submissions. The company claims the right to use content 'for any purpose' without user consent, effectively claiming license to outputs generated or submitted through the platform.
“[ToS] 'you are giving that Feedback, and all your rights in it, to us free of charge...may be used by us for any purpose' (Section 12.1)”
The ToS makes no mention of SOC 2, ISO 27001, GDPR compliance, HIPAA, or any security certifications. No trust page, security documentation, or DPA is referenced in the provided document. Only a reference to a Privacy Policy is made without details on compliance standards.
“Not found in documents”
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