AI Visibility Audit
AI Visibility Checklist for UK Financial Services Firms
20 checks to audit your firm's visibility in ChatGPT, Perplexity, and Claude. When business owners and individuals search for an IFA or financial planner, find out whether you appear. Check off items as you go and watch your score update live.
20
Checks
28/100
UK avg score
4.4x
AI visitor conversion rate
Not started
Work through the checks below. Your score updates automatically.
Results update automatically.
Website Clarity
AI systems need to understand precisely what type of financial advice you offer, who you serve, and where you operate before they will confidently recommend you.
Why it matters
"Best IFA for pension drawdown planning in Leeds" and "inheritance tax adviser for business owners" are how people search in AI. A homepage that says "we provide comprehensive financial planning" matches neither query. Named specialisms are the foundation of AI recommendation.How to check
Read your homepage headline and services list. Does it name your actual areas of focus, such as pension planning, inheritance tax, protection, investment management, or business owner financial planning? If it defaults to generic language, rewrite with specific service names and the situations they address.3 more checks locked
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Trust & Credibility Signals
Financial advice is the highest-trust professional service category. FCA authorisation, Chartered status, and specific client outcomes are the signals AI weighs most heavily before recommending an adviser.
Why it matters
FCA regulation is the single most important trust signal in financial services. It is also a legal requirement to display it. AI systems treat a visible FCA number as strong verification that your firm is authorised, regulated, and safe to recommend. Firms that bury this information lose authority.How to check
Is your FCA authorisation number clearly visible on your homepage, not just in the small print at the very bottom? Does it link to your entry on the FCA Financial Services Register? Does the page clearly state you are authorised and regulated by the FCA?3 more checks locked
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Technical Foundations
Speed, security, and structure underpin how AI systems crawl, index, and cite your content. A slow or insecure site is especially damaging in financial services, where trust starts before the first click.
Why it matters
Prospective clients researching financial advisers are doing so carefully and comparing multiple options. A slow-loading site creates an immediate negative impression before any content is read. AI crawlers also deprioritise slow sites when indexing for citation.How to check
Run your homepage URL at pagespeed.web.dev. Target a mobile score of 90 or above and an LCP under 2.5 seconds. Common causes of slow financial services sites include large hero images, unoptimised stock photography, and heavy compliance disclosure scripts.3 more checks locked
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Content & Authority
Pension guides, budget commentary, and inheritance tax explainers are the content formats AI cites most often for financial planning queries. Publishing these positions your firm as a citable expert source.
Why it matters
"How much can I put into my pension this year?", "What is the inheritance tax threshold in 2026?", and "How does pension drawdown work?" are asked in AI tools thousands of times each month. Firms with plain-English guides on these topics get cited as the source and receive inbound enquiries as a direct result.How to check
Does your blog or resources section contain any guides published in the last 90 days? Do you have evergreen explainers on your core advice areas? Aim for at least one piece of substantive content per major service area, updated after each Budget and tax year change.3 more checks locked
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AI-Specific Optimisation
Targeted signals that directly improve how often ChatGPT, Perplexity, and Claude recommend your firm when individuals and business owners search for financial advice.
Why it matters
AI-referred visitors convert at 4.4 times the rate of traditional organic traffic. Yet most financial advisers have never asked ChatGPT "recommend an IFA for pension planning in [their town]." Until you run this test, you have no baseline for your AI visibility and no way to measure improvement.How to check
Open ChatGPT, Perplexity, and Claude. Ask: "Best independent financial adviser for [your specialism] in [your city]." Ask: "Who are the best IFAs for [your client type]?" Ask: "[Your firm name], what are they known for?" Record all answers. This is your AI visibility baseline.3 more checks locked
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