How to Get Found by Prospects Searching Using AI
Artificial intelligence is changing how prospective clients research and find financial advisors. Instead of relying exclusively on referrals or traditional Google searches, consumers are increasingly turning to AI platforms such as ChatGPT and Claude to identify professionals who meet their specific needs.
At Schwab IMPACT 2026 in Boston, industry leaders Nikolee Turner of Charles Schwab and Meg Carpenter of Ficomm Partners shared insights into how AI is transforming online discovery and what financial advisors can do to improve their visibility.
Mike Byrnes, owner of Byrnes Consulting, LLC, attended the conference and wrote this Rethinking65 article, “How to Get Found Online by Prospects Using AI.”
Here are 10 key takeaways for financial advisors:
- Prospects are beginning to use AI to find financial advisors. Consumers can enter specific criteria, such as fee-only, fiduciary and financial education, into AI assistants and receive recommendations for advisors who match their needs.
- AI-driven search is creating new business-development opportunities. AI-powered search is changing how consumers discover professional services. Firms that establish a strong digital presence have an opportunity to attract prospects who might never have found them through traditional marketing.
- Traditional SEO is evolving into AEO and GEO. Search engine optimization (SEO) focuses on improving visibility in traditional search results. Answer engine optimization (AEO) helps AI identify expertise that answers specific questions, while generative engine optimization (GEO) focuses on getting firms referenced and cited in AI-generated responses.
- Specificity can be more important than firm size. A smaller advisory firm with a clearly defined specialty may be recommended over a much larger organization. Firms need to communicate exactly whom they serve, what problems they solve and how they differentiate themselves.
- Test how AI currently describes your firm. Open ChatGPT, Claude or another AI platform and ask a question that an ideal prospective client might ask, such as, “Which financial advisors should I talk to, and why?” Include your location and other relevant criteria. See whether your firm appears in the recommendations.
- Your website remains the foundation of your digital presence. Make sure your website clearly communicates your firm’s name, location, services, expertise and ideal clients. Other important steps include allowing AI crawlers to access your website, using readable text instead of relying on PDFs, adding frequently asked questions (FAQs) and including testimonials.
- Build credibility beyond your website. AI platforms look for information from multiple sources. YouTube videos, podcasts, LinkedIn posts, published articles, media coverage, client reviews, industry references and business directory listings can reinforce your firm’s expertise and credibility.
- Different AI platforms may produce different recommendations. A firm that appears in ChatGPT results may not appear in Claude or other AI platforms. Advisors should test multiple tools and recognize that improving online visibility requires a broader digital strategy.
- Use AI to create content without losing your differentiation. AI can help advisors produce content more efficiently, but generic AI-generated material can make firms sound alike. Incorporate personal experiences, opinions, client insights and original perspectives to establish your firm’s unique intellectual property.
- Humanity remains a competitive advantage. As AI-generated content becomes more common, authentic stories, personal connections and genuine expertise become even more valuable. Your digital presence should communicate not just what your firm does, but who you are and why clients should trust you.
The overall message from Schwab IMPACT was clear: Financial advisors need to think beyond traditional search engine rankings. Prospects are increasingly using AI to research financial professionals, and firms need to make it easier for these platforms to understand, recognize and recommend their expertise.
Improving AI visibility requires more than adding a few keywords to a website. It takes clear positioning, useful content, a consistent digital presence and a strategy for building credibility across multiple platforms.
Is Your Firm Ready for the AI Discovery Shift?
AI is creating new opportunities for financial advisors to attract prospective clients, but firms need to be proactive about their online visibility and marketing strategies.
Byrnes Consulting helps financial services firms strengthen their marketing, business development and overall AI strategy. Mike Byrnes is also available for keynotes, breakout sessions and workshops on AI, business strategy and organic growth.
Contact Byrnes Consulting to discuss how Mike can help your team.
Want to read Mike’s other posts from IMPACT…
- AI Is Moving Beyond Experimentation
- Treat AI Like a Teammate
- AI Is Creating New Compliance Risks for Advisors (Still to be published)
Mike’s front-row video of the Zac Brown Band.
Plus, see pictures from the conference.
