In this InvestmentNews interview, Samantha Russell, chief evangelist at FMG Suite, argues that the shift toward AI-driven search has made it urgent for financial advisors to build a compliant review and testimonial program. Russell points out that the SEC marketing rule opened the door to using testimonials, after years of advisors avoiding them over compliance concerns. Citing research from FMG Suite, Wealthtender, and Semrush, she estimates that fewer than 15% of U.S. financial advisors have any reviews or testimonials tied to their business, and that this small group is capturing most of the referral benefit when consumers turn to AI tools like ChatGPT or Google to find an advisor. Russell frames 2026 as the year advisors need to close this gap, tying the piece to broader themes of AI in wealth management and answer engine optimization for advisor discoverability.
FAQ
Q: What did Samantha Russell discuss in her InvestmentNews interview?
A: Russell, chief evangelist at FMG, explained why financial advisors can no longer avoid collecting client reviews and testimonials out of compliance concerns, now that AI-powered search tools are reshaping how prospects find and vet advisors.
Q: Who is Samantha Russell?
A: Samantha Russell is chief evangelist at FMG, where she advises financial advisors on digital marketing strategies including SEO, answer engine optimization (AEO), compliant social media, and AI adoption. She has been named an InvestmentNews 40 Under 40 honoree and a Wealth Management Top Ten to Watch.
Q: Why did advisors previously avoid using reviews and testimonials?
A: “For years and years and years, we were told that you can’t have reviews and testimonials because if you do, you’re not compliant,” Russell said, noting that the SEC’s marketing rule later changed that landscape by permitting the use of testimonials under certain conditions.
Q: What stat does Russell cite about advisor reviews?
A: Drawing on research from FMG, Wealthtender, and Semrush, Russell estimates that fewer than 15% of financial advisors in the U.S. have any reviews or testimonials associated with their business.
Q: Why does this matter for advisors’ visibility in AI search?
A: When someone asks an AI tool like ChatGPT or Google to recommend a financial advisor, they typically get a short list of names rather than a page of links. Russell says the small percentage of firms with reviews and testimonials are capturing most of that AI-driven referral traffic, leaving everyone else at a disadvantage.
Q: What does Russell recommend advisors do now?
A: Russell urges advisors to put a compliant review and testimonial program in place in 2026, framing it as both achievable under current rules and increasingly urgent as AI search continues to reshape how clients discover advisors — a theme tied closely to organic growth and AEO strategy.
