How do financial advisors show up in AI search?

AI search is changing how clients find financial advisors. People aren't just typing “financial advisor near me” into Google anymore.

They are asking voice assistants and AI tools that summarize results. Your visibility now depends on how well you show up in these new formats. FMG Suite has written about this trend, often calling it “Answer Engine Optimization.”

What's Changed?

AI search shifts the rules for advisors:

• Results are pulled from multiple sources, not just your website. If your content is not AI friendly, you get ignored.

• Natural language and Q&A style content works better than corporate jargon.

• Local signals carry weight. Google and AI tools want to highlight advisors who are verified, clearly listed in the right category, and backed by strong reviews.

Why Google Reviews Are the Most Important Factor

Out of all the levers you can pull, Google Reviews are the one that will move the needle fastest.

1. Trust and Social Proof
   Clients trust other clients more than they trust marketing copy. A page of five star reviews shows that real people value your advice and experience.

2. AI and Search Algorithms Depend on Them
   Reviews tell Google and AI platforms what you do, how clients describe you, and where you operate. That context gets baked into results when people ask questions like “best retirement planner near me.”

3. Local Visibility and Zero Click Searches
   Reviews help you rank in map listings, local packs, and voice searches. Even if someone does not click through, they still see your name, your star rating, and your services.

What Most Advisors Miss

The key is to build reviews into your process:

• Ask every satisfied client, not just a few

• Make it easy with a direct link and short instructions

• Encourage reviews that mention your specialty and city

• Handle compliance by making the request unbiased and transparent

From 4 Reviews to 35 in Less Than a Week

One of my clients had only 4 reviews for months. We launched a simple email sequence that thanked clients, provided the link, and followed up once. Within a week, they had more than 35 five star reviews. Their visibility shot up and new leads started to come in.

Get the Emails That Delivered These Results

I put together the exact review request emails we used.

Download my free Google Reviews email templates here 

Start sending them tomorrow and let your reviews do the selling for you.