Which wealth management & financial advice brands
AI recommends in Australia
Brands ranked by mention rate on ChatGPT, Gemini, Google AI Mode and Perplexity
- Brands
- 44
- Questions
- 365
- Answers
- 4,380
- AI engines
- 4
01 · Brand leader
Top 10 brands by mention rate
No single brand runs away with the category.
Several brands compete for the top places.
| # | Brand | Mention rate Share of questions where Gemini names the brand | Share of voice The brand’s share of all brand mentions in the engine’s answers | 95% range The interval the true mention rate most likely falls in | In top 20 of The brand’s place inside each engine’s own top 20 |
|---|---|---|---|---|---|
| 11–18 | Findex | 5.8% | 10.7% | 3.8–8.6 | ChatGPT6Gemini1Google AI Mode1Perplexity2 |
| 21–20 | Stockspot | 3.9% | 4.7% | 2.4–6.4 | ChatGPT17Gemini2Google AI Mode12 |
| 31–20 | Macquarie Private Bank | 3.6% | 5.0% | 2.1–6.0 | ChatGPT5Gemini3Google AI Mode2Perplexity16 |
| 41–20 | Crestone Wealth Management | 3.5% | 4.4% | 2.0–5.9 | Gemini4Google AI Mode14Perplexity8 |
| 51–20 | CommBank | 3.3% | 2.6% | 1.9–5.7 | ChatGPT1Gemini5Google AI Mode7Perplexity4 |
| 61–20 | Raiz Invest | 3.2% | 1.4% | 1.8–5.5 | ChatGPT9Gemini6Google AI Mode9Perplexity9 |
| 71–20 | Ord Minnett | 3.1% | 2.7% | 1.8–5.4 | Gemini7Google AI Mode11Perplexity11 |
| 81–20 | Australian Retirement Trust | 2.9% | 5.2% | 1.6–5.2 | ChatGPT13Gemini8Google AI Mode13Perplexity18 |
| 91–20 | CMC Markets Invest | 2.8% | 2.8% | 1.6–5.1 | ChatGPT8Gemini9Google AI Mode5 |
| 101–20 | InvestSMART | 2.5% | 3.2% | 1.3–4.6 | ChatGPT20Gemini10Google AI Mode3 |
| 111–20 | Spaceship | 2.4% | 1.5% | 1.2–4.5 | ChatGPT19Gemini11 |
| 121–20 | NAB Financial Planning | 2.4% | 1.3% | 1.2–4.5 | ChatGPT3Gemini12Google AI Mode10Perplexity5 |
| 131–20 | JBWere | 2.1% | 1.2% | 1.1–4.1 | ChatGPT2Gemini13Google AI Mode17Perplexity6 |
| 141–20 | AustralianSuper | 2.1% | 2.4% | 1.1–4.1 | ChatGPT10Gemini14Google AI Mode6Perplexity15 |
| 151–20 | ANZ Financial Planning | 2.1% | 2.3% | 1.1–4.1 | ChatGPT11Gemini15Google AI Mode18Perplexity3 |
| 161–20 | CommSec | 2.0% | 1.4% | 1.0–4.0 | ChatGPT4Gemini16Google AI Mode15 |
| 171–20 | Mercer Australia | 2.0% | 3.2% | 1.0–4.0 | ChatGPT12Gemini17Google AI Mode19Perplexity1 |
| 181–20 | BDO Australia | 1.9% | 3.0% | 0.9–3.9 | ChatGPT14Gemini18 |
| 192–20 | Count Limited | 1.7% | 2.7% | 0.8–3.7 | Gemini19Google AI Mode16Perplexity7 |
| 202–20 | Pitcher Partners | 1.7% | 2.9% | 0.8–3.7 | Gemini20Google AI Mode8 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 3 of 20 brands rank in the top 10 of all 4 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | Perplexity | In top 10 of |
|---|---|---|---|---|---|
| Findex | 6 | 1 | 1 | 2 | ChatGPTGeminiGoogle AI ModePerplexity |
| CommBank | 1 | 5 | 7 | 4 | ChatGPTGeminiGoogle AI ModePerplexity |
| Raiz Invest | 9 | 6 | 9 | 9 | ChatGPTGeminiGoogle AI ModePerplexity |
| Macquarie Private Bank | 5 | 3 | 2 | – | ChatGPTGeminiGoogle AI Mode |
| NAB Financial Planning | 3 | – | 10 | 5 | ChatGPTGoogle AI ModePerplexity |
| CMC Markets Invest | 8 | 9 | 5 | – | ChatGPTGeminiGoogle AI Mode |
| JBWere | 2 | – | – | 6 | ChatGPTPerplexity |
| Crestone Wealth Management | – | 4 | – | 8 | GeminiPerplexity |
| InvestSMART | – | 10 | 3 | – | GeminiGoogle AI Mode |
| AustralianSuper | 10 | – | 6 | – | ChatGPTGoogle AI Mode |
| Westpac Financial Planning | 7 | – | – | 10 | ChatGPTPerplexity |
| Mercer Australia | – | – | – | 1 | Perplexity |
| Stockspot | – | 2 | – | – | Gemini |
| ANZ Financial Planning | – | – | – | 3 | Perplexity |
| CommSec | 4 | – | – | – | ChatGPT |
| William Buck | – | – | 4 | – | Google AI Mode |
| Ord Minnett | – | 7 | – | – | Gemini |
| Count Limited | – | – | – | 7 | Perplexity |
| Australian Retirement Trust | – | 8 | – | – | Gemini |
| Pitcher Partners | – | – | 8 | – | Google AI Mode |
Rank inside each engine’s own top 10 · a dash means the brand is not in that engine’s top 10.
The rest depend on which engine the buyer opens — so a rank from a single engine is not a market position.
Source: Findrix's research. Where each brand ranks inside every engine's top 10, wealth management & financial advice, Australia.
04b · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode | Perplexity |
|---|---|---|---|---|
| ato.gov.au | 8.7% | 0.9% | 3.2% | 0.3% |
| youtube.com | 0.1% | – | 7.8% | – |
| asic.gov.au | 5.8% | 0.7% | 1.1% | 0.4% |
| hudsonfinancialplanning.com.au | 0.6% | 4.8% | 0.2% | <0.1% |
| moneysmart.gov.au | 4.8% | 0.6% | 1.4% | 0.1% |
| wsj.com | 0.8% | – | 0.1% | 4.5% |
| jpmorgan.com | 0.4% | 0.1% | 0.2% | 2.6% |
| nerdwallet.com | 0.1% | – | <0.1% | 2.6% |
| apra.gov.au | 1.8% | 1× | 0.1% | – |
| cnbc.com | – | – | 0.4% | 1.8% |
| finder.com.au | 0.5% | 1.8% | 1.3% | 0.4% |
| scionprivatewealth.com.au | 0.1% | 1.8% | 0.5% | 0.1% |
05 · The questions we asked
365 buyer questions, each
asked three times per engine
This isn’t a branded-prompt study.
78% of questions are problem- or solution-aware.
| Intent | Questions |
|---|---|
| Solution-aware | 160 |
| Problem-aware | 125 |
| Informational | 40 |
| Branded comparison | 24 |
| Branded sentiment | 16 |
By intent
Examples · Solution-aware
“What strategies do specialists in Independent boutique advisory and bespoke SMSF portfolio administration use to optimize retirement income portfolios as of latest information?”
“What is the difference between a traditional private bank and a Credit union/mutual bank advice services regarding Brand trust and stability as of latest information?”
Examples · Problem-aware
“We are having trouble managing wealth transfer across generations and need guidance with Long-term endowment growth. as of latest information”
Examples · Informational
“What are the key benefits and regulatory rules surrounding Private Wealth Management / Family Office Services in Australia as of latest information?”
“Can you explain how wealth advisers approach Trusted long-term relationship for individuals with complex assets as of latest information?”
Examples · Branded comparison
“Mortgage Choice vs Smartline for Personalized adviser relationship vs large franchise brand recognition as of latest information?”
“Australian Retirement Trust vs Mercer Australia for Quality of workplace financial literacy seminars, on-site/digital retirement transition workshops, default corporate super fund administration, and corporate wellness portal engagement. as of latest information?”
Examples · Branded sentiment
“Is Ord Minnett a good choice in high-net-worth (hnw) as of latest information?”
“Is Superhero a good choice in self-directed investment platforms (diy) as of latest information?”
Source: Findrix research. 365 buyer questions by intent, wealth management & financial advice, Australia.
05b · By product type
Which product segments
the questions cover
The study doesn’t hinge on one product category.
Questions span 12 wealth management & financial advice segments.
| Segment |
|---|
| High-Net-Worth (HNW) |
| Mass Market / Retail |
| Digital Advice & Robo-Advisory Platforms |
| Independent Financial Advice (IFA) Firms |
| Ultra-High-Net-Worth (UHNW) & Family Office |
| Accounting-Led Wealth Advisory |
| Private Wealth Management / Family Office Services |
| Self-Directed Investment Platforms (DIY) |
| Mortgage and Debt Advisory Services |
| Bank-Aligned / Institutionally-Owned Advice |
| Employer-Sponsored Financial Wellness Programs |
| Insurance & Risk Advisory Specialists |
12 segments
Examples · High-Net-Worth (HNW)
“What strategies do specialists in Independent boutique advisory and bespoke SMSF portfolio administration use to optimize retirement income portfolios as of latest information?”
Examples · Mass Market / Retail
“What are the final checklist items and fee disclosures I should review before signing with an adviser for Convenient access via workplace as of latest information?”
Examples · Digital Advice & Robo-Advisory Platforms
“Is Six Park a good choice in digital advice & robo-advisory platforms as of latest information?”
Examples · Independent Financial Advice (IFA) Firms
“Is Count Limited a good choice in independent financial advice (ifa) firms as of latest information?”
Examples · Ultra-High-Net-Worth (UHNW) & Family Office
“Is Koda Capital a good choice in ultra-high-net-worth (uhnw) & family office as of latest information?”
Examples · Accounting-Led Wealth Advisory
“Is BDO Australia a good choice in accounting-led wealth advisory as of latest information?”
Examples · Private Wealth Management / Family Office Services
“What is the difference between a traditional private bank and a Multi-family offices regarding Breadth of integrated services (tax, legal, estate) as of latest information?”
Examples · Self-Directed Investment Platforms (DIY)
“What is the difference between a traditional private bank and a Managed fund/ETF direct platforms regarding Low trading/platform fees as of latest information?”
Examples · Mortgage and Debt Advisory Services
“Mortgage Choice vs Smartline for Personalized adviser relationship vs large franchise brand recognition as of latest information?”
Examples · Bank-Aligned / Institutionally-Owned Advice
“What is the difference between a traditional private bank and a Credit union/mutual bank advice services regarding Brand trust and stability as of latest information?”
Examples · Employer-Sponsored Financial Wellness Programs
“Australian Retirement Trust vs Mercer Australia for Quality of workplace financial literacy seminars, on-site/digital retirement transition workshops, default corporate super fund administration, and corporate wellness portal engagement. as of latest information?”
Examples · Insurance & Risk Advisory Specialists
“What strategies do specialists in Insurance broker-advisers use to optimize retirement income portfolios as of latest information?”
Source: Findrix research. 12 product segments covered by the question set, wealth management & financial advice, Australia.
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Frequently asked questions
What does this Wealth Management & Financial Advice AI Search report measure?
Which wealth management & financial advice brands ChatGPT, Gemini, Google AI Mode and Perplexity name when buyers in Australia ask them for advice. We asked 365 buyer questions, each three times to each engine, and counted how often every brand appears and which websites the engines cite. Measured Sep 2026.
What does “mention rate” mean?
The share of questions where an engine names the brand in its answer. A 10% mention rate means the brand came up in about one question in ten. Every rate carries a 95% range: the interval the true value most likely falls in.
How are the top Wealth Management & Financial Advice brands ranked?
By mention rate, separately for each engine — pick the engine above the table. When two brands’ 95% ranges overlap, their order is not really different — tick “Only distinguishable places” to see the ranks the data can actually separate.
Why does a brand rank differently across AI engines?
Each engine retrieves from different sources and weighs them differently, so the brands it knows best differ too. Only 3 of 20 brands make the top 10 of every engine here; the rest depend on which engine the buyer opens.
What counts as a citation?
A link or source an engine shows alongside its answer. We record every cited domain, whether it appears inline or in the source list.
Why can AI mention a brand without citing its website?
Engines learn brand names from reviews, expert sites, retailers and forums, then cite those sources rather than the brand’s own pages. A brand can be named often while its own site is rarely among the sources.
What does “share of citations” mean?
Of all the citations one engine gave across our questions, the share that went to a given domain. The shares of one engine add up to 100%.
What types of Wealth Management & Financial Advice questions are included?
Questions real buyers ask across 12 product segments, from problem-aware to solution-aware, informational and branded ones. 78% are problem- or solution-aware; this is not a branded-prompt study.
Will I get the same answers if I ask these questions myself?
Not word for word. AI answers vary between runs, accounts and locations, which is why we ask every question three times per engine and report a 95% range instead of a single answer.