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ItalianoWhich wealth management & financial advice brands
AI recommends in the US
Brands ranked by mention rate on ChatGPT, Gemini and Google AI Mode
- Brands
- 202
- Questions
- 400
- Answers
- 1,200
- AI engines
- 3
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 ChatGPT’s answers in this market that name 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 |
|---|---|---|---|---|---|
| 11–4 | Mercer Advisors | 40.8% | 6.3% | 35.9–45.6 | ChatGPT1Gemini4Google AI Mode6 |
| 21–7 | Creative Planning | 35.0% | 5.0% | 30.3–39.7 | ChatGPT2Gemini2Google AI Mode2 |
| 31–8 | Morgan Stanley | 32.8% | 5.0% | 28.1–37.4 | ChatGPT3Gemini1Google AI Mode1 |
| 41–8 | UBS | 31.5% | 4.9% | 26.9–36.1 | ChatGPT4Gemini8Google AI Mode5 |
| 52–8 | Charles Schwab | 30.0% | 4.6% | 25.5–34.5 | ChatGPT5Gemini6Google AI Mode7 |
| 62–9 | Vanguard | 28.0% | 3.7% | 23.6–32.4 | ChatGPT6Gemini9Google AI Mode12 |
| 72–9 | Facet | 27.8% | 4.8% | 23.3–32.2 | ChatGPT7Google AI Mode16 |
| 83–12 | Northern Trust | 24.0% | 4.1% | 19.8–28.2 | ChatGPT8Google AI Mode18 |
| 96–13 | Fidelity Investments | 21.3% | 2.9% | 17.2–25.3 | ChatGPT9Gemini14Google AI Mode14 |
| 108–13 | Goldman Sachs | 19.0% | 3.3% | 15.1–22.9 | ChatGPT10Gemini5Google AI Mode3 |
| 118–16 | Morgan Stanley Wealth Management | 16.3% | 2.1% | 12.6–19.9 | ChatGPT11Gemini10Google AI Mode9 |
| 128–16 | Vanguard Personal Advisor | 16.3% | 2.0% | 12.6–19.9 | ChatGPT12Gemini13 |
| 139–17 | UBS Wealth Management | 16.0% | 1.9% | 12.4–19.6 | ChatGPT13Gemini19Google AI Mode19 |
| 1411–20 | Cresset | 11.0% | 1.7% | 7.9–14.1 | ChatGPT14Gemini20 |
| 1511–20 | Bessemer Trust | 10.8% | 1.8% | 7.7–13.8 | ChatGPT15 |
| 1611–20 | Mariner Wealth Advisors | 10.3% | 1.5% | 7.3–13.2 | ChatGPT16Gemini3Google AI Mode4 |
| 1713–20 | Northern Trust Wealth Management | 9.5% | 1.3% | 6.6–12.4 | ChatGPT17 |
| 1814–20 | Wells Fargo | 8.5% | 1.6% | 6.1–11.6 | ChatGPT18 |
| 1914–20 | Edelman Financial Engines | 6.5% | 0.9% | 4.5–9.4 | ChatGPT19Gemini12 |
| 2014–20 | Cerity Partners | 6.0% | 1.0% | 4.1–8.8 | ChatGPT20Gemini15Google AI Mode10 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 6 of 14 brands rank in the top 10 of all 3 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | In top 10 of |
|---|---|---|---|---|
| Morgan Stanley | 3 | 1 | 1 | ChatGPTGeminiGoogle AI Mode |
| Creative Planning | 2 | 2 | 2 | ChatGPTGeminiGoogle AI Mode |
| Mercer Advisors | 1 | 4 | 6 | ChatGPTGeminiGoogle AI Mode |
| UBS | 4 | 8 | 5 | ChatGPTGeminiGoogle AI Mode |
| Goldman Sachs | 10 | 5 | 3 | ChatGPTGeminiGoogle AI Mode |
| Charles Schwab | 5 | 6 | 7 | ChatGPTGeminiGoogle AI Mode |
| Mariner Wealth Advisors | – | 3 | 4 | GeminiGoogle AI Mode |
| Vanguard | 6 | 9 | – | ChatGPTGemini |
| Merrill Lynch | – | 7 | 8 | GeminiGoogle AI Mode |
| Morgan Stanley Wealth Management | – | 10 | 9 | GeminiGoogle AI Mode |
| Facet | 7 | – | – | ChatGPT |
| Northern Trust | 8 | – | – | ChatGPT |
| Fidelity Investments | 9 | – | – | ChatGPT |
| Cerity Partners | – | – | 10 | 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, United States.
03 · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode |
|---|---|---|---|
| wsj.com | 10.8% | – | 11.8% |
| ctacquisitions.com | 0.2% | 7.3% | 1.7% |
| themadisonpartners.com | <0.1% | 6.0% | 0.9% |
| unbiased.com | 0.3% | 5.5% | – |
| barrons.com | 5.1% | – | 5.3% |
| forbes.com | 0.4% | 0.5% | 4.1% |
| morganstanley.com | 2.5% | 2.2% | 3.9% |
| secfi.com | 0.1% | 1.7% | 3.5% |
| creativeplanning.com | 1.2% | 1.1% | 3.4% |
| fidelity.com | 3.4% | 0.6% | 2.0% |
| merceradvisors.com | 2.0% | 3.3% | 1.4% |
| jpmorgan.com | 3.1% | 1.8% | 1.4% |
04 · The questions we asked
400 buyer questions, each
asked once per engine
General requests and requests with a specific use case, audience, selection criterion or problem.
| Question type | Questions |
|---|---|
| General questions | 6 |
| Use case | 209 |
| Audience | 20 |
| Selection criteria | 120 |
| Problem to solve | 45 |
By question type
Examples · General questions
“what are the best wealth management firms in the US?”
“what are the top-rated wealth management firms in the US?”
Examples · Use case
“what are the best wealth management firms for diversifying concentrated employer stock in the US?”
“what are the best wealth management firms for planning a retirement date within five years in the US?”
Examples · Audience
“which wealth management firms are best for founders selling their business within two years in the US?”
“which wealth management firms are best for people receiving an unexpected inheritance or settlement in the US?”
Examples · Selection criteria
“how do wealth management firms compare on fiduciary duty and fee-only transparency in the US?”
“how do wealth management firms compare on retirement income distribution strategies in the US?”
Examples · Problem to solve
“how to diversify concentrated employer stock. which wealth management firms can help in the US?”
“which account to withdraw from first in retirement to save taxes. which wealth management firms would you recommend in the US?”
Source: Findrix research. 400 buyer questions by question type, wealth management & financial advice, United States.
05 · Buyer personas
Who the questions are for
Select a persona to see example questions from this market.
By persona
Examples · Pre-Retirees
“which account to withdraw from first in retirement to save taxes. which wealth management firms would you recommend in the US?”
“how do wealth management firms compare on fiduciary duty and fee-only transparency in the US?”
“how do wealth management firms compare on retirement income distribution strategies in the US?”
Examples · Business Owners Preparing for Exit
“which wealth management firms are best for founders selling their business within two years in the US?”
Examples · Tech Professionals with Equity Compensation
“how to diversify concentrated employer stock. which wealth management firms can help in the US?”
“what are the best wealth management firms for diversifying concentrated employer stock in the US?”
Examples · Sudden Wealth Recipients
“which wealth management firms are best for people receiving an unexpected inheritance or settlement in the US?”
Examples · No persona assigned
“what are the best wealth management firms in the US?”
“what are the top-rated wealth management firms in the US?”
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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 and Google AI Mode name when buyers in the United States ask them for advice. We asked 400 buyer questions, each once to each engine, and counted how often every brand appears and which websites the engines cite. Measured Oct 2026.
What does “mention rate” mean?
The share of an engine’s answers to this market’s buyer questions that name the brand. A 10% mention rate means the brand came up in about one answer 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 6 of 14 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%.
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 once to each engine and report a 95% range instead of a single answer.