Is AI Search Sending Clients to Your Competitors? Here's How to Change That

Why AI Search Matters for Advisors

Millions of people are using AI tools for daily searches. In fact, ChatGPT reports over 100 million weekly active users – about one out of every eight people on the planet. Advisors cannot ignore this shift. Samantha Russell highlighted at Future Proof that 15% of advisors already report leads from AI search. The question is no longer “if” but “how” it will impact client acquisition.

Step 1: Search Like Your Ideal Client

Start by typing the questions your target client would ask. Russell shared a prompt exercise: impersonate your ideal client and search for an advisor. You will see what AI tools like ChatGPT and Perplexity return first. These answers show how a prospect might meet or miss your firm.

Step 2: Understand How AI Pulls from Crowd-Sourcing

AI search tools do not pull answers only from websites. They pull heavily from Reddit, Quora, and similar forums. Clients often see crowdsourced answers before they see firm websites. Advisors who want visibility need to understand which questions gain traction and where their expertise could stand out.

Step 3: Build Reviews that AI Recommends

Few advisors have public reviews. Yet AI tools weigh reviews heavily when deciding who to recommend. A lack of reviews leaves a gap that competitors can fill. Encourage clients to post honest feedback on Google, Yelp, and other platforms. The quantity and quality of reviews matter.

Step 4: Invest in Content AI Wants to Share

AI tools prefer content that directly answers client questions. Write short, clear posts that match real client concerns. Use formats like Q&A, lists, and straightforward explanations. A blog titled “How Do I Choose a Financial Advisor Near Me?” is likely to match how a prospect would search and makes your content easier for AI tools to recommend.

Step 5: Stay Visible and Consistent

Regularly updating your website, social media profiles, and professional directories ensures that AI has access to accurate and current information about your firm. Inconsistent or outdated details can confuse AI algorithms and reduce the likelihood of being recommended. Posting fresh content, responding to client questions, and keeping service descriptions up to date signals reliability and expertise.

Ready to Win?

Advisors who think like their clients, track where AI pulls answers, build reviews, and publish direct content will get recommended more often. The firms that ignore AI search will lose visibility to those who take action now – early adopters gain an advantage.

FAQ

What is AI search?

AI search refers to tools like ChatGPT and Perplexity that answer questions with synthesized results rather than links.

How does AI search impact financial advisors?

It impacts advisors by directing prospects to recommended firms, often influenced by reviews and content.

Why do public reviews matter for AI search?

AI tools rank and recommend firms with positive, frequent reviews. Few reviews can reduce your visibility.

How do I test if AI recommends my firm?

Ask AI questions your clients would ask. Observe which firms appear in responses and what information is highlighted.

How can advisors improve their visibility in AI search results?

Advisors can improve visibility by posting client-focused content, gathering public reviews, and monitoring queries that clients use.