Sales & Marketing | 08.14.26

Want ChatGPT To Find Your RIA?

by: Dan Shaw

A study by website designer and digital strategist Bonfire Studio found that advisor-owned websites were the most frequently cited sources when ChatGPT recommended financial advisors, accounting for 45% of 1,048 cited sources. The findings suggest advisors can improve AI visibility by regularly updating their websites with current information, expertise, locations, services and relevant content. The study also found that ChatGPT recommendations can vary significantly, with nearly 45% of websites cited changing when identical questions were asked again. Advisors may therefore benefit from monitoring AI search results across different queries. Individual advisory firms dominated recommendations for retirement, tax and fee-only planning, while larger financial institutions appeared more frequently for high-net-worth services.

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