4 Ways Advisors Can Boost Their Presence in AI Search Results
Originally published 11/14/25
What You Need To Know
- While traditional SEO tactics still matter, answer engine optimization has become an important area of focus.
- ChatGPT says that it is three to 10 times more likely to source information about advisors from reputable third-party sources.
- Advisors with professional credentials should take advantage of directory listings often hosted on the credentialing organization's website.
Before the emergence of artificial intelligence-generated summaries, online searches —including for a financial advisor — featured a list of links, each requiring a click to learn more. Today, AI tools like ChatGPT synthesize information from multiple websites to answer consumer questions with no clicks required.
This shift in search means that advisors must adapt their digital marketing strategy to increase their likelihood of appearing in AI-generated answers. While traditional search engine optimization tactics still matter, answer engine optimization has become an important area of focus.
Investors' Decision-Making Habits
In the Wealthtender Study of $100K+ Households Seeking Financial Advice published in August, 97% of Americans who plan to hire an advisor said they would contact multiple advisors before making a decision. And when consumers are referred to a specific advisor, 96% plan to conduct further research online and 83% said they want to read online reviews to learn how others feel about the advisor.
These findings make it clear that advisors must show up prominently in search results if they expect to get found. In fact, the survey showed that 25% of Americans already plan to use AI tools like ChatGPT to find and evaluate advisors, a figure that is certain to increase.
As such, answer engine optimization will play an integral role for marketing teams. While a modern advisor website contributes to AEO, ChatGPT says that it is three to 10 times more likely to source information about advisors from reputable third-party sources, including advisor directories, social media platforms and credentialing websites. Thus, the most effective AEO strategy will combine both "onsite" (an advisor's website) and "offsite" (an advisor's presence on third-party platforms) optimization efforts.
What's Different About AEO?
While search engine optimization focuses on increasing the likelihood of appearing in Google search results, answer engine optimization is centered on answers to consumer queries in such AI tools as ChatGPT, Gemini and Perplexity. This aspect of digital marketing requires imagining and researching the types of prompts that a consumer is likely to enter in AI tools when evaluating financial advisors.
For example, many people seek help with a specific financial planning challenge or life event that requires professional guidance. The goal of AEO for advisors is to improve the likelihood of appearing in the AI-generated answers to the prompts that align with an advisor's ideal client profile.
Four Steps to Appear in AI Answers
Advisors can take a number of steps to increase their visibility in AI search tools.Here are four of the most important:
- Include an FAQ page on their website and directory listings. These responses should include concise summaries of about 40 to 60 words, with a link to a detailed explanation, when necessary. Formatting this content into bullet points, a numbered list or tables makes it easier to read by humans and search tools alike. Additionally, incorporating FAQ schema, structured data added to webpages and online profiles, will help AI tools find and understand this content.
- Invite clients to submit testimonials and publish online reviews. As noted, more than 8 in 10 consumers want to read reviews before contacting advisors. Positive online reviews serve as trust signals that AI tools use to determine which advisors appear in answers, often summarizing contextual information extracted from reviews within the answers generated.
- Get quoted in media outlets. Advisors whose insights appear in consumer publications and popular websites build authority with prospects and increase credibility with AI tools. While an advisor's own website is a great place to publish original content, AI tools consider mentions in third-party publications to be an important credibility signal that reinforces an advisor's expertise.
- Strengthen "offsite" optimization. Advisors should also ensure that they maintain a strong presence on third-party platforms frequently referenced by AI tools to generate answers. For example, advisors with professional credentials should take advantage of directory listings often hosted on the credentialing organization's website and ensure that the content is kept up to date. Popular advisor directories offer another impactful way at a relatively low cost to significantly increase visibility in AI tools.
The shift from traditional search to AI-driven answers isn't coming; it's already here.
While some wealth management firms will wait on the sidelines, forward-thinking advisors who invest in answer engine optimization are positioning themselves to capture a growing segment of prospects who may never click through to traditional search results.
The question isn't whether AI tools will become the primary way that consumers discover and evaluate advisors, but rather how many prospects could be lost to competitors who appear in AI-generated answers when you don't. The advisors who act now will establish a digital foundation that drives client acquisition for years to come, while those who delay risk becoming invisible to the next generation of Americans preparing to hire advisors.
Brian Thorpe is founder of Wealthtender, a digital marketing platform that provides free access to reviews, ratings, articles,blogs and podcasts.
The original version of this story was published on ThinkAdvisor.