Which wealth management & financial advice brands
AI recommends in the US
Brands ranked by mention rate on ChatGPT, Gemini, Google AI Mode and Perplexity
- Brands
- 48
- Questions
- 346
- Answers
- 4,152
- 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 |
|---|---|---|---|---|---|
| 11–2 | Fidelity Investments | 22.4% | 14.7% | 18.4–27.1 | ChatGPT1Gemini1Google AI Mode1Perplexity1 |
| 21–2 | Charles Schwab | 21.7% | 14.0% | 17.7–26.3 | ChatGPT2Gemini2Google AI Mode2Perplexity2 |
| 33–7 | Vanguard | 10.8% | 6.6% | 7.9–14.5 | ChatGPT4Gemini3Google AI Mode3Perplexity6 |
| 43–7 | Morgan Stanley Wealth Management | 10.0% | 5.3% | 7.3–13.6 | ChatGPT3Gemini4Google AI Mode4Perplexity3 |
| 53–10 | Merrill | 8.8% | 4.4% | 6.2–12.2 | ChatGPT5Gemini5Google AI Mode5Perplexity8 |
| 63–16 | Empower | 5.9% | 4.9% | 3.8–8.9 | ChatGPT15Gemini6Google AI Mode10Perplexity13 |
| 73–16 | UBS Wealth Management USA | 5.9% | 2.7% | 3.8–8.9 | ChatGPT6Gemini7Google AI Mode7Perplexity10 |
| 85–20 | Raymond James | 4.3% | 6.0% | 2.6–7.0 | ChatGPT7Gemini8Google AI Mode6Perplexity4 |
| 95–20 | Betterment | 4.0% | 2.4% | 2.4–6.7 | ChatGPT12Gemini9Google AI Mode8Perplexity7 |
| 105–20 | LPL Financial | 3.9% | 2.6% | 2.4–6.6 | ChatGPT10Gemini10Google AI Mode11Perplexity5 |
| 116–20 | Interactive Brokers | 3.4% | 2.4% | 1.9–5.8 | ChatGPT8Gemini11Google AI Mode14Perplexity18 |
| 126–20 | Creative Planning | 3.3% | 4.7% | 1.9–5.7 | ChatGPT14Gemini12Google AI Mode9Perplexity19 |
| 136–20 | Mercer Advisors | 2.5% | 2.5% | 1.3–4.7 | ChatGPT19Gemini13Google AI Mode13 |
| 146–20 | Wealthfront | 2.5% | 1.5% | 1.3–4.7 | Gemini14Google AI Mode12Perplexity20 |
| 156–20 | Acorns | 2.1% | 1.8% | 1.0–4.2 | Gemini15Google AI Mode19Perplexity11 |
| 166–20 | Schwab Intelligent Portfolios | 2.0% | 1.1% | 1.0–4.1 | ChatGPT16Gemini16Google AI Mode18Perplexity9 |
| 178–20 | Mariner Wealth Advisors | 1.6% | 1.8% | 0.7–3.6 | Gemini17Google AI Mode16 |
| 188–20 | Fidelity Go | 1.6% | 0.7% | 0.7–3.6 | ChatGPT9Gemini18Perplexity14 |
| 198–20 | Robinhood | 1.4% | 0.9% | 0.6–3.3 | ChatGPT13Gemini19Google AI Mode15Perplexity16 |
| 208–20 | Cresset Capital | 1.3% | 1.9% | 0.6–3.2 | ChatGPT17Gemini20 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 7 of 14 brands rank in the top 10 of all 4 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | Perplexity | In top 10 of |
|---|---|---|---|---|---|
| Fidelity Investments | 1 | 1 | 1 | 1 | ChatGPTGeminiGoogle AI ModePerplexity |
| Charles Schwab | 2 | 2 | 2 | 2 | ChatGPTGeminiGoogle AI ModePerplexity |
| Morgan Stanley Wealth Management | 3 | 4 | 4 | 3 | ChatGPTGeminiGoogle AI ModePerplexity |
| Vanguard | 4 | 3 | 3 | 6 | ChatGPTGeminiGoogle AI ModePerplexity |
| Merrill | 5 | 5 | 5 | 8 | ChatGPTGeminiGoogle AI ModePerplexity |
| Raymond James | 7 | 8 | 6 | 4 | ChatGPTGeminiGoogle AI ModePerplexity |
| UBS Wealth Management USA | 6 | 7 | 7 | 10 | ChatGPTGeminiGoogle AI ModePerplexity |
| Betterment | – | 9 | 8 | 7 | GeminiGoogle AI ModePerplexity |
| LPL Financial | 10 | 10 | – | 5 | ChatGPTGeminiPerplexity |
| Empower | – | 6 | 10 | – | GeminiGoogle AI Mode |
| Interactive Brokers | 8 | – | – | – | ChatGPT |
| Fidelity Go | 9 | – | – | – | ChatGPT |
| Creative Planning | – | – | 9 | – | Google AI Mode |
| Schwab Intelligent Portfolios | – | – | – | 9 | Perplexity |
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.
04b · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode | Perplexity |
|---|---|---|---|---|
| youtube.com | 0.1% | 0.2% | 19.5% | – |
| irs.gov | 12.7% | 0.1% | 0.3% | 0.1% |
| sec.gov | 10.5% | 0.3% | 2.0% | 0.6% |
| investor.gov | 5.1% | 0.3% | 0.7% | 0.7% |
| finra.org | 4.9% | 0.1% | 1.0% | 0.3% |
| fidelity.com | 4.0% | 1.7% | 1.5% | 1.2% |
| investopedia.com | 0.5% | – | 2.3% | 3.6% |
| unbiased.com | <0.1% | 3.6% | – | 0.6% |
| wsj.com | 3.5% | – | 0.8% | 2.1% |
| kiplinger.com | 3.4% | 0.6% | 0.2% | 0.8% |
| schwab.com | 3.3% | 2.0% | 1.3% | 1.8% |
| smartasset.com | 0.2% | 2.9% | 1.1% | 2.3% |
05 · The questions we asked
346 buyer questions, each
asked three times per engine
This isn’t a branded-prompt study.
77% of questions are problem- or solution-aware.
| Intent | Questions |
|---|---|
| Solution-aware | 160 |
| Problem-aware | 106 |
| Informational | 40 |
| Branded comparison | 24 |
| Branded sentiment | 16 |
By intent
Examples · Solution-aware
“How do Profession-specific advisory (physicians, tech employees, athletes, business owners) compare against traditional wirehouses when evaluating Fee transparency as of latest information?”
“How do Boutique specialty multi-family offices compare against traditional wirehouses when evaluating Fee structure/value alignment as of latest information?”
Examples · Problem-aware
“I am planning to retire in a few years and realize I do not have a clear plan for Long-term care and legacy transfer solutions, where do I start as of latest information?”
“I am planning to retire in a few years and realize I do not have a clear plan for Financial wellness education, where do I start as of latest information?”
Examples · Informational
“What are the key differences between fee-only planning and commission-based advice regarding Fee structure/value alignment as of latest information?”
“What are the key differences between fee-only planning and commission-based advice regarding Brand reputation/prestige as of latest information?”
Examples · Branded sentiment
“Is Cresset Capital a good choice in multi-family offices as of latest information?”
“Is Fidelity Investments a good choice in self-directed brokerage platforms as of latest information?”
Source: Findrix research. 346 buyer questions by intent, wealth management & financial advice, United States.
05b · By product type
Which product segments
the questions cover
The study doesn’t hinge on one product category.
Questions span 8 wealth management & financial advice segments.
| Segment |
|---|
| Independent Registered Investment Advisors (RIAs) |
| Multi-Family Offices |
| Wirehouse/Full-Service Brokerage Firms |
| Self-Directed Brokerage Platforms |
| Robo-Advisors (Digital-First Platforms) |
| Insurance-Based Financial Advisory |
| Niche/Specialized Advisory Firms |
| Retirement Plan Advisory / Workplace Financial Wellness |
8 segments
Examples · Independent Registered Investment Advisors (RIAs)
“Is Edelman Financial Engines a good choice in independent registered investment advisors (rias) as of latest information?”
Examples · Multi-Family Offices
“Is Cresset Capital a good choice in multi-family offices as of latest information?”
Examples · Wirehouse/Full-Service Brokerage Firms
“I am planning to retire in a few years and realize I do not have a clear plan for Long-term care and legacy transfer solutions, where do I start as of latest information?”
Examples · Self-Directed Brokerage Platforms
“Is Fidelity Investments a good choice in self-directed brokerage platforms as of latest information?”
Examples · Robo-Advisors (Digital-First Platforms)
“Is Fidelity Go a good choice in robo-advisors (digital-first platforms) as of latest information?”
Examples · Insurance-Based Financial Advisory
“Is MassMutual a good choice in insurance-based financial advisory as of latest information?”
Examples · Niche/Specialized Advisory Firms
“How do Profession-specific advisory (physicians, tech employees, athletes, business owners) compare against traditional wirehouses when evaluating Fee transparency as of latest information?”
Examples · Retirement Plan Advisory / Workplace Financial Wellness
“How do Workplace financial wellness/coaching platform compare against traditional wirehouses when evaluating Investment menu quality/fund lineup as of latest information?”
Source: Findrix research. 8 product segments covered by the question set, wealth management & financial advice, United States.
Neighbouring markets · Finance & Insurance
United States · Australia
Mortgages & Home Loans
Gemini leader Rocket Mortgage · 20.3% · 41 brands measured
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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 the United States ask them for advice. We asked 346 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 7 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%.
What types of Wealth Management & Financial Advice questions are included?
Questions real buyers ask across 8 product segments, from problem-aware to solution-aware, informational and branded ones. 77% 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.