FA Magazine covered a panel at Financial Advisor magazine’s Invest in Women conference in Boston, where Susan Theder – FMG Chief Marketing and Experience Officer – spoke on how AI tools are changing the way clients discover and select financial advisors.
Theder’s core point: it’s no longer about ranking. As roughly a quarter of search activity shifts to AI answer engines, advisors compete to be selected by name as the answer to a prospect’s query. AI systems scan an advisor’s full digital footprint before a client ever makes contact, and advisors with clear, specific messaging about who they serve and what they solve are the ones getting recommended. Those without that clarity risk not appearing at all.
