Competing for Visibility in the Age of AI

Large Language Models are reshaping brand visibility by becoming the gatekeepers between your content and the information your consumers are able to access. Unlike traditional search engines, which surface a mix of ads, organic listings, and branded sites, LLMs like ChatGPT, Perplexity, Gemini, and Copilot generate conversational answers that rely heavily on external sources to inform recommendations.

This report 'Competing for Visibility in the Age of AI' reveals how ChatGPT, Perplexity, Gemini, and Copilot offer a direct line of sight into how consumers find, compare, and choose financial products - and what financial brands must do to stay visible in an AI-driven world. This report uncovers the new mechanics of digital discovery - where brand visibility depends less on SEO rankings, and more on representation within AI-generated answers.

Why this report matters

AI is rewriting the rules of financial discovery. Consumers aren’t clicking through search results - they’re asking LLMs like ChatGPT and Gemini for answers. And who gets cited matters more than ever.

Affiliates and publishers are now the gateway to visibility, appearing in 70-74% of AI-cited financial recommendations and shaping which brands show up, earn trust, and influence decisions. Traditional SEO alone won’t cut it - you need to be seen where AI looks.

This report reveals how to position your brand to be discovered, cited, and trusted - with actionable strategies to ensure your financial institution shows up where it matters most: when customers are ready to engage and convert.

Who is this report for?

This report is essential for:

Marketing leaders at banks, fintechs, and credit unions navigating AI positioning and discovery.
Affiliate managers looking to maximize brand visibility in LLM-driven channels.
Product and growth teams focused on acquisition and maintaining brand trust.
Affiliates and publishers who want to position themselves as trusted authorities in AI recommendations.
Digital and content strategists aiming to understand which formats and publishers most influence AI outputs.

Why download this report?

Unlock AI Visibility: Unpack how generative AI is reshaping financial product discovery and learn how to make your brand appear where consumers are searching.

Source Selection & Weighting: Understand how each LLM chooses and prioritizes information sources, including the balance of brand-owned content versus third-party publishers.

Affiliate & Publisher Influence: Affiliates and publishers drive 63–64% of AI-surfaced content - understand how to position your brand within this ecosystem for maximum visibility and credibility.

Top Publishers Driving Discovery: NerdWallet, Bankrate, Investopedia, and Forbes dominate AI results—get practical guidance to leverage these relationships and stay top-of-mind.

Content & Format Optimization: Identify the formats AI favors—listicles, comparison tables, and educational articles—and how to structure your content for higher likelihood of citation.

Align with Consumer Intent: See how prompt type and product category affect visibility, and learn to diversify content strategies to meet the full spectrum of consumer intent.

Strategic Guidance for Executives: Get actionable recommendations to build Generative AI strategies to drive visibility, measure AI-driven inclusion, and future-proof your financial brand in an AI-first world.

LLM searches have grown 150% year-over-year, compared to just 20% for Google searches. If you want to be seen where your consumers are searching, this is your key to success. This report breaks down how AI-powered discovery is transforming financial product visibility, highlights the affiliates and publishers shaping the conversation, and delivers actionable steps to ensure your brand is seen, trusted, and cited where it matters most. Get the insights today and start turning AI disruption into opportunity.

Get the full report now!

Hear From Our Partners

"The Fintel Connect team provide a top-notch customer experience and are highly responsive. Most importantly, they deliver on what they promise. Their professionalism and reliability make them a valuable partner in our marketing efforts."

Bruce Gemmill
Chief Marketing Officer, FVC Bank

"We saw our conversions through affiliate marketing increase MoM by 68% and 95% in the two months following the launch. The team at Fintel acts as an extension of our marketing team, providing creative solutions and a consultative approach."

Micah Davis
Chief Marketing Officer, Live Oak Bank

"Fintel Connect provides white glove service to publishers and brands which is combined with their best in class modern affiliate dashboard for reporting, accounting, and seamlessly tracking conversions."