AI Visibility: A Competitive Advantage in Asset Management
Published on March 23, 2026
The way buyers find and evaluate financial services firms is shifting fast. AI-powered search tools are reshaping brand discovery, and what ChatGPT, Perplexity or Google AI Overviews says about your firm may now matter more than what your own website says.
In this webinar, Vested MD Paul Dortonborg, Gresham CMO Geneva Loa and Scrunch CEO Chris Andrew unpack what financial marketers need to know about answer engine optimisation (AEO) — and where to start.
Tips for getting ahead of AI search
- Check your robots.txt file. Append it to any URL to see whether AI crawlers are blocked from reading your site — or the media outlets you're paying to place content on.
- Audit your website through an LLM lens. Proprietary jargon and JavaScript-heavy pages confuse models. Plain-language HTML text is what they want.
- Curate third-party sources ruthlessly. Old press releases, outdated stock-site blurbs and stale Wikipedia entries can poison your brand narrative in AI answers.
- Add FAQ sections to key pages. Prompts are phrased as questions — if your site answers them directly, models are more likely to cite you.
- Publish thought leadership as ungated HTML, not PDFs. Models struggle to process gated or embedded document formats in live retrieval.
- Track your AI citations. Tools like Scrunch can show which sites models are pulling from, how often, and where your competitors are outranking you.
AEO isn't about ripping up your marketing strategy and starting again. It's about optimising what you're already doing — your website, your PR, your content — with a new audience in mind: the machines that now broker the conversation between your brand and your buyer. The gap between firms that are testing and learning in this space and those still on the sidelines is widening fast. The time to start is now.
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