How to Audit Your AI Search Presence

People are using AI to find financial advisors. Here’s how to check if you’re one of them.

A Wealthtender study found that 25% of consumers plan to use AI tools like ChatGPT and Gemini to search for a financial advisor. That number is only going up. And the way AI recommends advisors is different from how Google works. AI doesn’t give you a list of 10 links. It gives you a short list of names with reasons why.

There are tools out there that will monitor your AI search presence on an ongoing basis. But you don’t need to pay for that to get started. You can do a simple audit yourself in about 15 minutes.

Open three tools: Google AI Mode, ChatGPT, and Claude. Start a fresh conversation in each one so your results aren’t influenced by previous chats. Or better yet, ask a friend or someone on your team to do it so you know the results are clean.

Then search using your geographic area and your niche. For example, “I’m looking for a financial advisor for business owners in [your city]” or “Can you recommend a financial planner who specializes in equity compensation in [your area]?” or “Who are the best retirement planners for doctors near [your city]?” These are the kinds of questions real people are asking AI right now.

Do you show up? If yes, read what the AI says about you. Is it accurate? Is it how you’d want to be described? If no, that’s useful information. It tells you that your online presence isn’t giving AI tools enough to work with. Your website, content, and profiles may need to do a better job of stating who you serve, what you specialize in, and where you’re located.

This isn’t a one-time fix. But knowing where you stand is the first step.

The takeaway: AI search is how a growing number of people are finding advisors. You don’t need expensive monitoring tools to check whether you’re showing up. Spend 15 minutes searching for yourself and your business the way a prospect would. What you find will tell you a lot about what needs to change.

Kristen Luke

Founder of Kaleido Creative Studio and OnNiche®