AdvisorFinder launches AI visibility tool for advisers

AdvisorFinder has launched AdvisorFinder Intelligence for financial advisers, a platform that shows how advisers appear across AI tools and online search.

The product arrives as wealth management firms assess how prospective clients use generative AI services such as ChatGPT, Claude, Gemini and Perplexity alongside traditional search methods when looking for advice.

The new service lets advisers measure and monitor their visibility when prospects search online or ask AI tools for recommendations. It also produces a digital report with a letter grade covering search visibility, website health, online credibility and local presence, along with a prioritised action plan.

AdvisorFinder's research shaped the launch into how consumers find financial advisers and how AI platforms recommend them. That research found that 45% of people searching for an adviser were wealth builders rather than retirees, suggesting a shift in the profile of potential clients entering the market.

Changing search

The findings point to a broader change in adviser discovery, with younger or earlier-stage investors approaching the search for financial advice differently from previous generations. For advisory firms, that raises questions about whether their websites, profiles and wider digital footprint are being interpreted accurately by AI systems that increasingly mediate online discovery.

AdvisorFinder also runs an AEO Leaderboard that ranks the top 300 advisory firms by their visibility across leading AI platforms. The ranking forms part of a wider dataset the company is building on how AI-driven tools surface wealth management firms.

Jason Friedman, Co-Founder and Chief Executive Officer of AdvisorFinder, said the launch addresses a market gap for advisers trying to track how they are represented online.

"As a former financial advisor, I know how hard it is to grow organically," said Jason Friedman, Co-Founder and Chief Executive Officer, AdvisorFinder. "We're giving advisors something they've never had before: visibility into how AI represents their firm and a clear path to improving it. As client discovery evolves, advisors deserve to know if, and how, they're showing up where the next generation of clients are searching."

The issue is becoming more relevant for advisory businesses as generative AI systems are used not only to answer general questions but also to narrow provider options in local and specialist markets. Unlike conventional search, where firms can often track rankings and traffic with established tools, AI-generated recommendations can be harder to monitor and may rely on a mix of website content, reviews, third-party references and local data.

Blind spot

One user of the platform said the lack of visibility into AI recommendations had become a commercial concern.

"We spend a lot of time thinking about how people find and ultimately trust us, but we had no visibility into what happened when someone asked AI for retirement help," said Tyler End, Chief Executive Officer, Retirable.com. "That is a meaningful blind spot as more and more people start their search there. Understanding how our firm shows up, and whether it reflects the expertise and trust we have worked to build, is becoming an important part of how we think about organic growth."

For financial advice firms, online presentation has long mattered in local search and referral activity. AI tools add another layer because they can summarise a business in a few sentences or decide which names to mention in response to highly specific prompts. That may alter how consumers first encounter advice firms, particularly if they are not starting with a known brand or personal referral.

AdvisorFinder now represents more than 12,400 advisers across its platform and network. It is using that base, together with consumer research and AI visibility data, to track how the discovery process is changing in wealth management.

The company operates both a marketplace for consumers researching advisers and the new intelligence platform aimed at advisers. That dual role gives it a view of both sides of the search process: how consumers look for advice and how firms are presented to them.

Michael Hunter, Founder and Lead Advisor at Clearpath Legacy Planning, said the service offers practical guidance rather than simply flagging a problem.

"What is becoming clear is that AI is changing how prospective clients discover advisors, but knowing that is only part of the equation," said Hunter. "AdvisorFinder Intelligence helps me understand where my digital presence is working, where I have opportunities to improve and, most importantly, what I can actually do about it."