In this byline for Financial Planning, FMG Chief Evangelist Samantha Russell opens with a live experiment: she asked Claude to recommend a financial advisor for someone with $5 million or more in investable assets in St. Louis, and four firms came back – none of them household names, none with outsized ad budgets. What they had in common was AI visibility.
Russell uses that result to walk advisors through a practical diagnostic for evaluating their own discoverability in AI-powered search. The piece explains why AI recommendations are built on the same signals that good organic marketing always relied on – consistent credibility, indexed content, and social proof – and why the firms who start building those signals now will be the ones surfacing when prospects open a chat window instead of a search bar.
