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How does Google AI Mode answer
Finance & Insurance questions in the United States?
Explore which brands it recommends, which sources it relies on,
and how its citations vary across Finance & Insurance markets.
- Finance & Insurance markets
- 3
- Top-20 brands
- 60
- Questions
- 1,200
- Citations
- 3,737
01 · Engine profile
Where do the engines get
their Finance & Insurance answers from?
Same markets, same questions — but each engine
builds its answers from its own pool of cited sites.
994
domains cited in Finance & Insurance answers
ChatGPT 3,514 · Gemini 849
Source: Findrix research. 3 US Finance & Insurance markets · 1,200 questions · 1 run per question · measured Oct 2026.
02 · Engine consensus
Do the engines agree on who
leads each Finance & Insurance market?
The brand Google AI Mode names first in each of the 3 Finance & Insurance markets, next to what
ChatGPT and Gemini name first.
| Finance & Insurance market | Google AI Mode | ChatGPT | Gemini |
|---|---|---|---|
| Tax Preparation & Accounting ServicesDifferent #1 | RSM US42.8% | Deloitte32.3% | RSM US43.5% |
| Mortgage & Home Financing ServicesDifferent #1 | Rocket Mortgage59.5% | Rate.com90.5% | Rate.com70.8% |
| Wealth Management & Financial AdviceDifferent #1 | Morgan Stanley57.3% | Mercer Advisors40.8% | Morgan Stanley56.5% |
03 · Market landscape
Where is Google AI Mode most concentrated on a few brands?
Top-3 brands hold 25% of mentions in Mortgage & Home Financing Services and 24% in Wealth Management & Financial Advice,
but only 14% in Tax Preparation & Accounting Services — the most open Finance & Insurance market on Google AI Mode.
| Finance & Insurance market | Most named brand | Mention rate Share of the engine’s answers in the market that name the brand | Brands mentioned Distinct brands the engine named in this market | Concentration level How much of all mentions go to the three most-named brands |
|---|---|---|---|---|
| Mortgage & Home Financing Services | Rocket Mortgage | 59.5% | 94 | Medium concentrated |
| Wealth Management & Financial Advice | Morgan Stanley | 57.3% | 119 | Medium concentrated |
| Tax Preparation & Accounting Services | RSM US | 42.8% | 169 | Medium concentrated |
04 · Brands
Which brands does Google AI Mode recommend across Finance & Insurance?
See which brands make Google AI Mode’s top 20 across Finance & Insurance markets, and where each brand is most visible.
- 0brands in Google AI Mode’s top 20
in all 3 markets - 0brands in Google AI Mode’s top 20
in 2 markets - 60brands in Google AI Mode’s top 20
in only 1 market
| Brand | Markets present Finance & Insurance markets where the brand is in Google AI Mode’s top 20 | Tax Preparation & Accounting Services | Mortgage & Home Financing Services | Wealth Management & Financial Advice |
|---|---|---|---|---|
| Rocket Mortgage | 1 / 3 | Not in top 20 | 59.5% | Not in top 20 |
| Morgan Stanley | 1 / 3 | Not in top 20 | Not in top 20 | 57.3% |
| Rate.com | 1 / 3 | Not in top 20 | 50.5% | Not in top 20 |
| Navy Federal Credit Union | 1 / 3 | Not in top 20 | 47.0% | Not in top 20 |
| Creative Planning | 1 / 3 | Not in top 20 | Not in top 20 | 44.0% |
| RSM US | 1 / 3 | 42.8% | Not in top 20 | Not in top 20 |
| Deloitte | 1 / 3 | 40.5% | Not in top 20 | Not in top 20 |
| KPMG | 1 / 3 | 37.3% | Not in top 20 | Not in top 20 |
| PwC | 1 / 3 | 37.3% | Not in top 20 | Not in top 20 |
| EY | 1 / 3 | 35.0% | Not in top 20 | Not in top 20 |
05 · Sources
Where does Google AI Mode get its Finance & Insurance recommendations from?
These are the websites most often cited in Google AI Mode’s Finance & Insurance recommendations, and how many markets they appear in.
| # | Source | Citations Times Google AI Mode cited the site in Finance & Insurance answers. Citations are counted per pass over the questions, so engines asked a different number of times can be compared. | Finance & Insurance markets Markets where the site is cited |
|---|---|---|---|
| 1 | wsj.com | 186 | |
| 2 | cnbc.com | 180 | |
| 3 | nerdwallet.com | 100 | |
| 4 | forbes.com | 89 | |
| 5 | bankrate.com | 78 | |
| 6 | barrons.com | 66 | |
| 7 | yahoo.com | 65 | |
| 8 | money.com | 51 | |
| 9 | morganstanley.com | 48 | |
| 10 | secfi.com | 48 |
06 · The questions we asked
What do people ask Google AI Mode about Finance & Insurance?
See what kinds of Finance & Insurance questions make up the dataset.
| By buying intent / By question type | Question type | Share of questions |
|---|---|---|
| By question type · 1,200 questions | General questions | 2% |
| By question type · 1,200 questions | Use case | 52% |
| By question type · 1,200 questions | Audience | 5% |
| By question type · 1,200 questions | Selection criteria | 30% |
| By question type · 1,200 questions | Problem to solve | 11% |
By question type · 1,200 questions
Example prompts
- “what are the best accounting firms in the US?”General questions
- “which accounting firms are best for freelancers and independent contractors in the US?”Audience
- “how do accounting firms compare on integrating Stripe Brex and Gusto in the US?”Selection criteria
- “which accounting firms are most recommended for establishing a family trust in the US?”Use case
- “which accounting firms specialise in producing monthly GAAP burn rate reports in the US?”Use case
- “which accounting firms are best for controllers at mid-sized middle-market corporations in the US?”Audience
- “how do accounting firms compare on finding home office and mileage write-offs in the US?”Selection criteria
- “which accounting firms are best value for money in the US?”General questions
- “I'm dealing with remote employee state payroll tax nexus penalties in the US. Which accounting firms should I look at?”Problem to solve
- “I'm dealing with late schedule K-1 missed extended tax deadline in the US. Which accounting firms should I look at?”Problem to solve
- “what are the best mortgage lenders in the US?”General questions
- “how much does guidance through the paperwork vary between mortgage lenders in the US?”Selection criteria
- “which mortgage lenders are most recommended for tapping home equity to remodel a kitchen in the US?”Use case
- “which mortgage lenders are best for real estate investors buying rental properties in the US?”Audience
- “refinance lender added discount points without telling me. which mortgage lenders can help in the US?”Problem to solve
Frequently asked questions
What does this Google AI Mode Finance & Insurance report measure?
Which brands Google AI Mode names when buyers in the United States ask Finance & Insurance questions, and which websites it cites in those answers. It covers 3 Finance & Insurance markets and 1,200 buyer questions, each asked once, and sets Google AI Mode next to ChatGPT and Gemini on the same questions.
“Mention rate” — what does it mean?
The share of Google AI Mode’s answers to a market’s buyer questions that name the brand. Each question is asked once, and every rate carries a 95% range: when the ranges of two brands overlap, their ranks are not really different.
What does “market concentration” mean?
How much of all brand mentions in a market go to its three most-named brands. When the top three hold most of the mentions, the market is highly concentrated and hard to break into; when mentions are spread over dozens of brands, it is open.
Which Finance & Insurance markets are included?
3 US markets measured on Google AI Mode: Tax Preparation & Accounting Services, Mortgage & Home Financing Services and Wealth Management & Financial Advice. Each market has its own question set, its own brands and its own ranking.
Why are only 20 brands shown per market?
Radar publishes the top 20 brands of each engine in each market. A brand missing from a table here can still be named by Google AI Mode — just below its top 20.
What counts as a citation?
A link to a website that Google AI Mode shows as a source in its answer. We count every cited URL and group them by domain.
Why can Google AI Mode mention a brand without citing its website?
Naming a brand and citing a source are separate. Google AI Mode often recommends a brand while linking to a publisher, a retailer or an association that wrote about it. That is why the brand ranking and the sources table can tell different stories.
Will I get the same answers if I ask Google AI Mode these questions myself?
Not word for word. Answers vary between runs, accounts and locations, which is why every question is asked once and the results are read as rates with a 95% range. A single answer you get yourself is one sample from the same spread.