2009–2023
Willoughby began co-presenting ITV's This Morning with Schofield in September 2009 until his departure in May 2023, replacing Fern Britton. Willoughby presented the programme from Monday to Thursday mornings until her departure in October 2023. She and Schofield developed a close friendship, with Schofield describing her as "the sister he never had". During Willoughby's tenure as co-presenter, This Morning won the National Television Award for Best Daytime Programme for twelve consecutive years from 2011 to 2022, the longest winning streak in the award's history, with Willoughby among those who regularly accepted the award on behalf of the programme.
In 2011, Willoughby co-presented charity telethon Text Santa with Ant & Dec. She returned to co-host the show with Schofield in 2012, 2013 and 2015. On 24 March 2012, Willoughby began presenting The Voice UK with Reggie Yates. She decided to leave the show after the second series and was replaced by Emma Willis in 2014. In 2012, Willoughby began hosting a revived version of Surprise Surprise. A second series began airing on 15 September 2013, a third on 22 October 2014 and a fourth on 21 June 2015. In 2015, Willoughby presented the sports-based panel show Play to the Whistle on ITV. The first series aired for seven episodes beginning on 11 April 2015. A second series aired for six episodes, beginning in April 2016, and a third series aired in 2017.
In 2016, Willoughby presented primetime Saturday night dating show Meet the Parents for ITV. The show has been compared with Blind Date. In August 2018, it was announced that Willoughby would host the eighteenth series of I'm a Celebrity...Get Me Out of Here! alongside Declan Donnelly as his usual partner Ant McPartlin took a year-long break.
Willoughby has written a series of children's books with her sister Kelly. Their debut book School for Stars: First Term at L'Etoile became the UK's highest-selling children's book of 2013.
In addition to her recognition from prestigious industry awards, Willoughby has received several magazine-based honours. In 2009 she was named Ultimate TV Presenter at the Cosmopolitan Ultimate Women of the Year Awards. She later won the Presenter award at the Glamour Women of the Year Awards in 2012 and again in 2016.
In August 2017, it was reported Willoughby had received a £200,000 pay rise to match the salary of Schofield. She returned to present the new series of Dancing on Ice with Schofield in January 2018. Willoughby is a brand ambassador for Marks & Spencer and Garnier, and a former ambassador for Diet Coke in the UK. In September 2021, Willoughby founded a wellness and lifestyle brand and company called Wylde Moon.
In 2018, Willoughby and Schofield made a cameo appearance on Coronation Street, when they interviewed Rosie Webster, Craig Tinker and Gemma Winter on This Morning.
On 10 October 2023, Willoughby announced her departure from This Morning, after more than 14 years in the role.
In 2025, Willoughby presented the Netflix reality competition series Celebrity Bear Hunt, starring Bear Grylls.
During the period of national mourning following the death of Elizabeth II in September 2022, Willoughby and Phillip Schofield attended the Queen's lying-in-state at Westminster Hall in their capacity as accredited members of the press while filming a segment for This Morning. ITV stated that they accessed the hall via the official media route and did not join the public queue or file past the coffin. Their presence drew criticism on social media from some viewers, who mistakenly believed they had bypassed the queue for members of the public.
Willoughby said in response to Schofield's departure from This Morning: "It's been over 13 great years presenting This Morning with Phil and I want to take this opportunity to thank him for all of his knowledge, his experience and his humour. The sofa won't feel the same without him." A broadcasting executive subsequently told The Times that Willoughby had given ITV an ultimatum that either she or Schofield had to leave the programme. In a statement to the Daily Mail on 26 May, Schofield admitted that, before leaving his wife in 2020, he had carried on an extramarital affair with a younger male ITV co-worker.
Willoughby, who had previously said she was hurt that Schofield had lied to her when she asked about the rumours, returned to This Morning on 5 June for the first time since his departure. Stating that she felt "shaken, troubled and let down," she said that everyone at the programme had given "love and support to someone who was not telling the truth." She expressed concern for Schofield's mental health, thanked viewers for their kindness and support, and said "what unites us all now is a desire to heal."
