Content Strategy Archives - Intention.ly

Intention.ly

Designed Marketing Engine

Tag: Content Strategy

5 Things Killing Your CAC: Conversion Mistakes Financial Firms Make on Landing Pages

Posted on by Dan Natale

You did the hard work. You ran the digital ads, targeted the right elite prospects, and drove them to your site. But the results are flat. Your Client Acquisition Cost (CAC)—the total cost required to acquire one new client—remains high and your marketing budget feels like a sieve.

The problem could be with your landing page.

A landing page is the final, crucial step in the acquisition funnel. It’s where the prospect converts from a curious clicker into a qualified lead. A single, broken element here can sink your conversion rate and inflate your CAC. Every missed conversion means you paid for the click without earning the lead, effectively doubling or tripling the cost of your successful acquisitions.

Here are five common mistakes we see on financial firm landing pages and ways to fix them:

1. Using a Generic Value Proposition

The Mistake

Using your website’s main tagline or a vague mission statement as your landing page headline (e.g., “Helping you achieve your financial goals”). This is weak, disposable language that fails to connect the prospect’s pain to your specific solution.

The Fix

Your landing page must be a direct continuation of the ad they just clicked. If the ad promised a solution to tax complexity, the headline must use the same language. The goal is instant reassurance and relevance.

➜ Weak Headline: A Fiduciary Approach to Wealth Management
➜ Strong Headline: Sell Your Business Without Tax Shock: Download Our Exclusive Liquidity Event Strategy Guide

2. Prioritizing History Over Value

The Mistake

Leading the page with lengthy sections about your firm’s history, AUM size, team photos, or philosophy before explaining the value of the offer (e.g., the PDF, the diagnostic tool, the checklist).

The Fix

Your landing page must look like an immediate transaction or the reader will be confused. They get a high-value asset in exchange for their email.

➜ You can include one or two quick trust symbols (e.g., “Featured in Bloomberg,” or niche speciality) near the form, but keep the focus on the deliverable.

3. Asking for Too Much Personal Information

The Mistake

You should avoid asking for home address, or a phone number on a first-touch resource download. Every unnecessary field increases friction and can dramatically lower conversion, often by double-digit percentages.

The Fix

Ask for the bare minimum at first: name and email. If you need more data (like income or assets), save those questions for the next conversion point (e.g., subsequent nurture email). This strategy reduces friction and allows you to capture the lead first.

4. Putting Too Much on the Landing Page

The Mistake

Treating a landing page like a mini-website by including extraneous links, navigation bars, footers, or social media buttons. Every element that allows a prospect to click away from the conversion goal is a leak.

The Fix

A landing page should be a dedicated airlock with only one possible action: completing the form. Eliminate the global navigation bar, hide the footer links, and remove any buttons that take them elsewhere. Your singular Call-to-Action must stand alone.

➜ Replace the navigation bar with a simple, high-contrast headline and logo. The only clickable button should be the form submission button.

5. Using the Wrong Call to Action (CTA)

The Mistake

Using generic form button text like Submit, Click Here, or Download Now. These buttons fail to reinforce the value the prospect is about to receive.

The Fix

Use action-oriented, value-specific language. The CTA button is the final connection. The text must confirm the immediate, positive action that will occur.

➜ Strong CTA (for a guide): Get My Tax Strategy Guide Instantly
➜ Strong CTA (for a consultation): Schedule My Personalized Portfolio Review

Avoid These Mistakes, Lower Your CAC

Your investment proves you have conviction in the growth process. Don’t let poor landing page execution undermine your progress.

By systematically addressing these five common mistakes, you can dramatically increase your conversion rate, effectively lowering your CAC without spending a single extra dollar on ads. The result is a marketing funnel that is finally profitable and scalable.

Have a landing page you need help with? Landing Page Conversion Mistakes

Getting Your Firm Published on Wikipedia: Key Considerations

Posted on by Lauren Sanders

For fintech companies and financial advisory firms, a Wikipedia page can seem like an important credibility marker. It appears at the top of search results when prospects research your firm, and it signals that you’ve reached a certain level of industry recognition.

Wikipedia can be a valuable asset for firms that qualify, but it operates differently from a traditional marketing platform. As a collaboratively edited encyclopedia, Wikipedia has strict, specific standards about what belongs there.

If you’re considering creating a Wikipedia page for your firm, understanding how Wikipedia works will help you make a smarter decision about whether it’s the right move for your business.

Wikipedia’s Notability Requirements

Wikipedia asks one fundamental question: Is your firm genuinely notable enough that independent journalists and researchers have written substantial articles about it?

Keep in mind this does not mean: Is your firm successful? Do you manage significant AUM? Have you won industry awards?

Instead, Wikipedia looks for evidence that your firm has had a broader impact worth documenting in an encyclopedia. Your firm needs significant coverage in multiple reliable secondary sources that are independent of the subject. 

Let’s break down each element of Wikipedia’s notability requirements:

  • Multiple sources: At least 3-5 substantial articles, not just brief mentions
  • Independent sources: Written by journalists with no financial connection to your firm 
  • Substantial coverage: In-depth articles that actually analyze your firm (not just press release rewrites or directory listings)
  • Reliable publications: Major newspapers (Wall Street Journal, Financial Times), national business magazines (Forbes, Bloomberg Businessweek), respected financial services publications (American Banker, Financial Planning, InvestmentNews with editorial analysis, not just announcements)

Importantly, these sources do not meet Wikipedia’s standards for independent notability:

  • Press releases (even when distributed through Business Wire or PR Newswire)
  • Firm blog posts and self-published materials
  • Social media profiles and posts
  • Paid or sponsored content
  • Industry awards where you submitted your own data 
  • Brief mentions in larger articles about industry trends
  • Directory listings (even detailed ones like Bloomberg company profiles or Crunchbase)
  • Podcast appearances and conference speaking engagements
  • Client testimonials and case studies
  • Industry surveys where you voluntarily provided data

The Step-By-Step Process for Creating a Wikipedia Page

Step 1: Create an Account

You need a Wikipedia account to create articles, which can create challenges right from the start. 

If someone from your firm creates an account, Wikipedia editors will check the account history. They’ll see it’s a single-purpose account created solely to write about your firm, raising immediate questions about neutrality.

If your marketing agency creates it, you face the same scrutiny. Plus, you’re legally required to disclose the paid relationship under Wikipedia’s terms of use, and that disclosure makes removal more likely.

If you use an established editor’s account, you’re asking someone to risk their Wikipedia reputation; most experienced editors won’t do this.

Step 2: Gather Your Sources

At this point, most firms will discover whether they meet Wikipedia’s notability requirements.

Compile every article ever written about your firm and evaluate which ones meet Wikipedia’s standards:

  • Independent publications (not self-published)
  • Substantial coverage (not brief mentions)
  • Editorial content (not press releases or paid placements)
  • Significant sources (major publications with editorial oversight)

For most RIAs, broker-dealers, and fintech companies, the list is shorter than expected. Even firms with $1B+ AUM or significant venture funding may find they lack the kind of independent editorial coverage Wikipedia requires.

Step 3: Write the Article

If your firm has enough sources to meet Wikipedia’s standards, you can begin writing the article.

To be accepted, it must be written in a neutral, encyclopedic tone and can’t include promotional language or marketing terms like “leading,” “innovative,” “cutting-edge,” or “premier.” Don’t emphasize AUM growth, client satisfaction scores, or technology capabilities unless these are the specific subjects of independent coverage.

This level of objectivity can be more challenging than people think, especially if you’re accustomed to marketing language that emphasizes competitive advantages.

Step 4: Submit for Review or Publish Directly

Once the article is written, you have two options: 

  • Articles for Creation (AfC): Submit your draft for volunteer editors to review. They’ll evaluate whether it meets notability guidelines. This is the safer approach, but rejection rates are high.
  • Direct publication: If you have editing privileges, you can publish directly. This is faster but riskier. The article will be flagged immediately and scrutinized heavily.

Step 5: The Review Process

Within hours or days of publication:

  • Automated tools flag your article. Wikipedia has systems that detect new articles about companies and tag ones that might need review.
  • Experienced editors review it. Real humans examine your sources. They search for additional coverage you might have missed, and evaluate whether your company meets notability standards.
  • Discussion may begin. If editors have concerns about whether the article meets guidelines, they may nominate it for deletion, which opens a public discussion that lasts about a week.
  • The community weighs in. Multiple editors examine your sources and debate whether the coverage is sufficient; the consensus opinion determines the outcome.
  • A decision is made. Articles that don’t meet notability guidelines typically get deleted. A record remains in Wikipedia’s system of the attempt.

Step 6: Understanding the Record

Even after deletion, Wikipedia maintains records of previous submission attempts. If you attempt to create an article in the future, editors will note previous deletions when evaluating the new submission.

Managing Your Published Article

If your article is published, it’s important to understand how Wikipedia pages work long-term:

Anyone Can Edit It

Once your page is live, you no longer control it. Anyone on the internet can edit your page, including:

  • Competing RIAs or broker-dealers
  • Former advisors who left your firm
  • Securities attorneys representing clients in disputes
  • Investigative journalists covering financial services
  • Compliance professionals and industry watchdogs
  • Random editors who disagree with your framing

The account that created the page has zero special privileges. You get one vote in disputes, the same as everyone else. For heavily regulated financial services firms, this lack of control can be particularly concerning.

Negative Information Can Be Added

Within weeks or months, editors may add information you’d prefer wasn’t highlighted:

  • FINRA sanctions, SEC actions, or state regulatory proceedings
  • Customer arbitrations and complaints
  • Lawsuits and settlements with clients
  • Data breaches or cybersecurity incidents
  • Critical coverage of fee structures or business practices
  • Advisor departures or management controversies
  • Failed product launches or service disruptions

For financial services firms, regulatory disclosures are public record. If FINRA has sanctioned your firm, if the SEC has brought enforcement actions, or if customer complaints appear in BrokerCheck, this information is properly sourced and relevant to your Wikipedia article.

Attempts to remove factual, sourced regulatory information often lead to disputes and can draw more attention to the very issues you’re trying to minimize.

Pages Can Get Protected

When disagreements about content arise, Wikipedia may place protections on the page that limit editing to experienced editors with established track records.

The goal of this protection is to maintain article quality, but it also means you won’t be able to make direct changes.

Content Reflects the Neutral Truth

Editors may create sections addressing various aspects of your firm’s history, including regulatory issues or controversies. They’ll add FINRA actions, SEC enforcement proceedings, arbitration awards, and legal matters that have been covered in reliable sources.

You can discuss concerns on the article’s talk page, but if the information is factually accurate and properly sourced, it typically remains. Wikipedia’s neutrality policy requires presenting all significant viewpoints, not just favorable ones.

Establishing Wikipedia Worthy Levels of Notability

Notability takes time.

A fintech company founded in 2021 will face significant challenges meeting Wikipedia’s standards in 2025. You need years of sustained coverage demonstrating lasting significance. Even firms with strong Series B or C funding and impressive user growth may lack the independent media analysis Wikipedia requires.

A broker-dealer or RIA founded in 1997 has a better chance, but still needs consistent coverage by major media for reasons beyond routine business operations. Managing $5 billion in assets or serving 500 advisors doesn’t automatically translate to Wikipedia notability without substantial independent coverage analyzing your firm’s industry impact.

Many successful financial services firms never meet Wikipedia’s notability threshold. This doesn’t reflect on the quality of your platform, the satisfaction of your advisors, or your growth trajectory. 

Consider that many respected firms with $10B+ AUM, decades of operation, and strong industry reputations don’t have Wikipedia pages. The absence of a Wikipedia page doesn’t prevent them from recruiting advisors, winning clients, or building successful businesses.

When Wikipedia Makes Sense for Your Firm

In these instances, your firm may want to pursue publishing a Wikipedia page: 

  • You’re a publicly traded financial services company. Firms listed on major exchanges often have stronger cases for inclusion, though meeting notability standards still requires independent coverage beyond SEC filings and earnings announcements.
  • You have consistent major media coverage. If the Wall Street Journal, Bloomberg, or Financial Times regularly write substantive articles analyzing your firm’s business model, technology innovation, or industry impact, you may qualify.
  • You’ve been central to significant industry events. Major acquisitions that reshape the competitive landscape, technology breakthroughs that change advisor workflows, or regulatory developments where your firm played a key role can generate the kind of coverage Wikipedia values.
  • You have multiple in-depth profiles. Feature articles in major publications that analyze your firm’s unique approach, growth strategy, or market position strengthen your case. 
  • You have an established track record. Decades of operation provide more material for encyclopedic coverage. Firms that have survived multiple market cycles and regulatory environments have more history worth documenting.
  • You’re a major custodian or clearing firm. Firms providing critical infrastructure to the industry (Schwab, Fidelity, Pershing) have obvious notability. If you’re in this category, you likely already have a Wikipedia page or clearly qualify for one.

Even in these cases, it’s advisable to let volunteer editors create the page organically. If you’re genuinely notable within financial services, someone familiar with the industry will eventually document it without your involvement.

Making the Right Decision for Your Firm

Financial services firms that maintain successful Wikipedia pages typically became notable first through sustained media coverage analyzing their industry impact, then had their significance documented by independent editors.

  • Build the foundation first. Earn media coverage, develop thought leadership pieces, and let notability develop organically through genuine industry impact.
  • Keep timing in mind. If you don’t yet have substantial independent coverage from major business and financial publications, it may be too early to try to get a page published. Focus on building the kind of firm that generates that coverage naturally.
  • Accept that many successful firms don’t need Wikipedia. Some of the most respected and fastest-growing firms in financial services operate successfully without Wikipedia pages. Focus on marketing channels that directly drive advisor recruitment and client acquisition.
  • Consider the potential for regulatory exposure. For broker-dealers and RIAs, remember that a Wikipedia page will likely include public regulatory history. Evaluate whether having that information prominently displayed serves your business development goals.

Your energy and budget may be better invested in strategies that build your firm now, while laying groundwork for potential Wikipedia coverage in the future. 

Your FAQ Guide: Digital Marketing Strategies for Financial Advisors

Posted on by Dan Natale

We know it’s hard to stand out in a crowded digital landscape. So we’ll make it simple. Here are direct, no-nonsense answers to your most pressing questions. If you don’t see yours below, email us and we’ll add it! Be sure to check out our full-length article on Digital Advertising for Financial Services Firms.

Q: Why is digital marketing crucial for financial advisors today?

A: The key is to be strategic! Digital marketing is one of the best ways to stand out, build trust, and connect with prospects at the right moment. It drives qualified leads and builds strong brand recognition, both absolutely essential for success in a long sales cycle.

Q: What’s the goal of digital advertising for financial services?

A: Twofold: To generate immediate, qualified leads (e.g., through gated content or Google Search ads) and to build brand awareness (via platforms like YouTube or LinkedIn video ads) to instill trust and keep your firm top-of-mind.

Q: How can Google Ads help financial advisors find prospects?

A: Google Ads offers purely intent-driven marketing, reaching prospects actively searching for financial advice. Use Search Ads for high-intent keywords, and Display/Retargeting for broad brand awareness and persistent follow-up. YouTube Ads also provide dynamic video opportunities for education and lead capture.

Q: Why is LinkedIn a good platform for financial advisors?

A: LinkedIn is good for reaching high-net-worth individuals, business owners, and decision-makers due to its laser-precise targeting by job title and industry. Sponsored Content and Lead Gen Forms are highly effective for both brand building and direct lead capture.

Q: Are Facebook and Instagram effective for financial advisors?

A: Absolutely. These platforms offer massive reach and granular targeting (interests, demographics, income levels) for connecting with affluent individuals and retirees. Use Lead Ads for direct conversions and visual content for compelling brand storytelling and humanization.

Q: How does AI enhance digital advertising for financial firms?

A: AI has revolutionized digital advertising. It optimizes campaigns through automated bidding, predictive audience insights, and advanced personalization. This helps you convert more for the same spend by focusing on the right people at scale (better ROI!).

Q: What are the compliance considerations for financial advertising?

A: Same as other content. Be fair, balanced, and never misleading. Always avoid promissory statements. Adhere to the rules on testimonials (with proper disclosures if allowed), ensure transparent fee/risk disclosures, and apply social media policies consistently. Involve compliance early in campaign planning.

Q: Where do I get help?

A: Contact us today and we’ll show you the way!

Intention.ly Wins Prestigious Gramercy Institute Financial Content Marketing Award

Posted on by Grow Intentionly

“The Organic Growth Toolkit” campaign for Integrated Partners recognized for its innovative approach to advisor recruitment and engagement

KING OF PRUSSIA, Pa.–(BUSINESS WIRE)–localhost:10008/, the go-to growth engine for financial services firms, has been honored with the 2025 Gramercy Institute Financial Content Marketing Award in the Wealth Management Business-to-Intermediary category for their work with Integrated Partners on “The Organic Growth Toolkit.”

The award recognizes excellence and achievement in financial content marketing, with judging carried out by a panel of financial services marketing leaders from the world’s top financial, media and marketing brands. This year’s awards drew a highly competitive field of entries from financial firms and agencies globally.

“The Organic Growth Toolkit” was developed as a comprehensive downloadable guide designed to help financial advisors accelerate business growth through four distinct strategies: moving upmarket to serve higher-net-worth clients, niching down to scale expertise, leveraging foundational marketing tactics, and investing in education and professional development.

The campaign delivered exceptional results, capturing 168 qualified leads at a highly efficient $142.70 cost-per-lead. The toolkit’s success prompted Integrated Partners to repurpose the content for one-on-one sales outreach in their advisor recruitment efforts.

“Our content philosophy has always been to lead with genuine value rather than a sales pitch,” said Kelly Waltrich, CEO and Co-Founder of localhost:10008/. “We’re thrilled the Gramercy Institute resonated with our approach, and we’re lucky to work with firms like Integrated Partners, who recognize the power of educational, actionable resources to build real connections with prospects. Time after time, those are the campaigns we see driving significant results.”

The winning entry reimagined traditional sales collateral as a strategic resource backed with proprietary data, including statistics showing that Integrated Partners' top 40 advisors achieved 17% average year-over-year growth since 2020.

Gramercy's Financial Content Marketing Awards honor excellence in content marketing within the financial services industry. Winners were selected based on strategy, execution, innovation, metrics, and results.

The localhost:10008/ team behind the winning entry included Jess Flynn (VP, Client Account Strategy), Kristin Fink (VP, Client Account Strategy), Evan Hornberger (Creative Director), Dan Natale (Head of Demand Generation), and Lauren Sanders (Head of Content).

Fintech Social Media: Essential Strategies & FAQs

Posted on by Jamie Recio

Americans spend 2+ hours on social media a day, making it an ideal channel for building trust with your audience, staying top of mind, and growing your brand. Here are some of the most common questions about social media we hear from fintech firms. 

Got a question we didn’t cover? Check out our full article on Social Media for Financial Professionals.  

Q: Why is social media crucial for fintech firms today?

A: Social media is essential for building trust for innovative products, driving adoption, and rapidly scaling brand recognition. It allows fintechs to demonstrate value, educate users, and engage with their target audience directly.

Q: Which social media platforms are best for fintech firms?

A: LinkedIn is ideal for B2B fintech marketing, enabling your firm to demonstrate true thought leadership and connect with advisors or institutional clients. YouTube enables detailed product demonstrations and client success stories. Instagram and TikTok are powerful for reaching younger demographics with engaging visuals and short explainer videos. Facebook offers broad reach, and Reddit provides a unique opportunity to engage with highly specific financial communities.

Q: How can Reddit be used effectively by fintech firms?

A: Reddit’s subreddit communities offer a direct line to highly engaged users discussing specific financial topics. Fintechs can build credibility and drive organic traffic by authentically participating, providing valuable insights, and answering questions within relevant communities, rather than being overly promotional.

Q: What type of content resonates most with fintech audiences on social media?

A: Focus on educating advisors and clearly demonstrating your product’s utility for their practice. This includes short, insightful product demos that offer a quick overview without requiring a scheduled call, infographics showing how your solution directly benefits their clients or workflow, and compelling success stories. Engaging video content highlighting features or addressing common user pain points also performs well. Partnering with relevant industry thought leaders can also expand your reach and build trust, provided all disclosures are met.

Q: What are the primary compliance considerations for fintechs on social media?

A: All public posts are subject to regulatory rules. Key considerations include archiving all communications, ensuring truthful and balanced content (avoiding unsubstantiated claims), proper disclosures for testimonials or paid partnerships, and professional use of hashtags. Early compliance involvement is non-negotiable.

Q: What key metrics should fintechs track to measure social media marketing success?

A: It’s all about quantifiable results. Fintechs should monitor Cost Per Acquisition (CPA) for new advisor sign-ups or demo requests, Conversion Rates from social media ads and landing pages, and Customer Lifetime Value (CLV) to understand the long-term profitability of acquired advisors. Additionally, track engagement metrics on content (e.g., webinar attendance, whitepaper downloads) and website traffic sources to see what’s driving interest among your target audience.

Q: How can fintechs build consistent social media engagement and community?

A: Maintain a consistent posting schedule using a content calendar and scheduling tools. Actively monitor and respond to comments and messages, using social media as a customer service channel. Also, engage with industry news outlets, thought leaders, and relevant trending topics to build your brand’s voice in the broader community.

Q: Where do I get help with my social media strategy?

A: We’d love to help! Contact us today.

CityBiz-From SEO to GEO: How RIAs Can Win the AI Search Game

Posted on by Tina Powell

Our very own Tina Powell, Partner at localhost:10008/, was recently featured in this CityBiz Q&A. She discusses the evolution of online search for financial advisors. Tina explains how the rise of AI is changing the game from traditional SEO to Generative Engine Optimization or GEO.

In the article, Tina highlights how high-net-worth clients are now using AI to ask more detailed questions when looking for financial advisors. This means firms need to shift their focus from just being found on search engines to being recommended by AI. She explains that GEO is about becoming the trusted and authoritative answer that AI platforms provide.

Tina also shares some immediate steps RIAs can take to adapt to this new landscape. She emphasizes the importance of a GEO audit to understand how AI perceives a firm and to identify areas for improvement. She warns that firms that ignore this shift risk becoming invisible to potential clients.

Read the article to learn more about Tina’s expert insights on how RIAs can win in the new era of AI search.

Q&A with Tina Powell, Partner at localhost:10008/ From SEO to GEO How RIAs Can Win the AI Search Game

Key Takeaways:

  • The Search Landscape Has Changed: Traditional SEO tactics are no longer enough. AI platforms are the new gatekeepers of information.
  • Prospects Search Differently: High-net-worth individuals are asking AI complex, specific questions to find the right financial advisor.
  • GEO is the New Standard: Generative Engine Optimization (GEO) focuses on being the authoritative answer recommended by AI, not just ranking on a search page.
  • SEO vs. GEO: SEO is about being found, while GEO is about being recommended. If you’re not recommended by AI, you’re out of the conversation.
  • Audit Your AI Visibility: RIAs need a GEO audit to understand how they are perceived by AI and identify where they can improve their content and authority.
  • Adapt or Become Invisible: Firms that fail to adapt to this new AI-driven search landscape risk being left behind as early adopters dominate the digital space.

From SEO to GEO: How RIAs Can Win the AI Search Game

Posted on by Tina Powell

The rules of SEO have been rewritten completely.

AI platforms like ChatGPT, Google Gemini, Perplexity, and Claude have become the new gatekeepers of financial advice, and they don’t care how polished your meta descriptions are or what’s buried in your robots.txt file.

If your SEO (Search Engine Optimization) approach still relies solely on keyword stuffing, generic meta tags, and outdated backlink tactics from a bygone era, your RIA isn’t just behind the curve, it’s already invisible where it matters most: to your next wave of G2 + G3 clients.

Today’s high-net-worth prospects still turn to their smartphones and desktops for answers, but they’re no longer Googling ‘fiduciary advisor near me.’ 

Instead, they’re asking AI: 

  • “Which wealth management firms specialize in multi-generational estate planning?”
  • “Who are the top RIAs for navigating complex tax strategies?”
  • “Who are the best advisors for pre-IPO tech founders?”

If AI doesn’t know your firm exists, or doesn’t see you as credible, you’re invisible.

This is where GEO (Generative Engine Optimization) comes in.

GEO: The Next Evolution of Digital Authority

As a refresher, traditional SEO is all about clawing your way onto page one of Google Search Engine Results Pages (SERPs), or the pages that show up when you type a query into a search engine like Google or Bing. Said another way, SEO focuses on getting your site to rank as high as possible on these results pages, ideally on page one. 

Generative Engine Optimization (GEO) is the next evolution of SEO, designed for the age of AI. Instead of fighting to appear on page one of Google, GEO focuses on making your firm the trusted answer that AI platforms like ChatGPT, Google Gemini, Perplexity, and Claude recommend when someone asks for advice.

This is the new AI Search game, and the rules are ruthless. AI doesn’t deliver 10 blue links like Google; it curates a single, authoritative recommendation. That means if you’re not the answer AI trusts, you don’t exist in the client’s mind.

Think of it like this:

  • SEO asks: “Can I appear in search results?”
  • GEO asks: “When someone asks AI for the best advice, am I the answer?”

This is the power shift we’re living through, whether we like it or not. Today, your firm’s visibility isn’t about just about where you rank; it’s about whether you’re the only firm that AI believes is credible, reliable, and worth mentioning. 

When it comes to SEO, most RIA websites we see are ancient relics of a bygone internet era, optimized for yesterday’s Google, not tomorrow’s AI. Like Blockbuster clinging to DVDs and late fees, they’re still obsessing over keywords and page-one rankings while AI is busy streaming the future.

Today’s websites don’t need another SEO tweak.
They need a Netflix moment.

Every day, your ideal clients are forming opinions about wealth management firms based on what AI tells them. Not Google. Not random blog posts. AI.

SEO vs. GEO: The New Rules of Discovery

So what’s the real difference between SEO and GEO? They’re playing two completely different games, and only one will win in the age of AI.

SEO chases keywords.
GEO answers the real questions prospects are asking AI.

SEO fights for search rankings.
GEO earns trusted recommendations from AI platforms like ChatGPT, Gemini, and Perplexity.

SEO delivers a list of links.
GEO delivers authority. AI tells your prospects, “This is the expert you need.”

SEO speaks to algorithms.
GEO speaks through AI directly to your ideal client.

SEO is a snapshot.
GEO is an ongoing conversation with AI-driven search engines.

SEO measures clicks.
GEO measures credibility; that is, whether AI names you as the solution.

SEO optimizes for robots.
GEO optimizes for how humans ask and AI answers.

Why RIAs Need a GEO Audit Now (Not Next Quarter)

A GEO audit is your first step toward taking control of how AI sees you. It ensures your firm isn’t just in the conversation, it’s leading it.

What does a GEO audit look like? I was hoping you would ask 😉

A GEO audit is like a digital health check for your firm’s reputation in the AI era. It answers one critical question: “When someone asks AI for financial advice, does it know, trust, and recommend my firm?”

When we perform GEO audits, here’s what we evaluate:

  • Content Intelligence: Does your website and content answer the real questions your future clients are asking AI (e.g., “Who are the best RIAs for tax-smart retirement planning?”)?
  • Technical Structure: Is your site built so AI engines can easily read and understand it (through things like schema, clean data, and metadata)?
  • Authority Signals: Do credible sources mention or link to you, or are you virtually invisible online?
  • AI Testing: We literally ask ChatGPT, Google Gemini,  Perplexity, and Claude about your firm. If they don’t name you—or worse, highlight a competitor—we know what to fix.
  • AI Monitoring: After the audit, we track how AI platforms reference your firm over time. This ongoing monitoring keeps track of how and if you remain the top answer, no matter how AI models evolve.

I know what you’re thinking. Are there some low-hanging fruit tactics you can implement on your own? Absolutely. Here’s what your firm should be doing right now:

  1. Audit your AI visibility. Ask ChatGPT, Google Gemini, Perplexity, and Claude about your firm. What’s coming up? Are you even mentioned?
  2. Strengthen your authority signals. Get cited in media, create AI-friendly content, and ensure your data structure is clean.
  3. Shift from keyword obsession to question mastery. Figure out what your clients ask AI, and answer better than anyone else.

The Future Belongs to GEO-Ready RIAs

If you think this is optional, think again. AI adoption is skyrocketing. Every day, your prospects are forming opinions based on what ChatGPT, Google Gemini, Perplexity, and Claude tell them.

The first RIAs to adopt GEO will own the digital conversation for years.

Late adopters will fight over scraps, endlessly competing on price.

The question is: Which camp will you be in?

The easiest way to find out where you stand? Request a GEO audit. We’ll show you the unfiltered truth about how AI perceives your firm and give you a roadmap to become the RIA that AI platforms trust and recommend.

Social Media Essentials for Financial Advisors: An FAQ Guide

Posted on by Jamie Recio

Your clients (and prospects) spend over 2 hours a day on social media. Use it wisely, and you’ll reach them. Get it wrong, and you might sour their perception of you. Here’s a list of the questions we hear most from advisors looking to leverage social media to build credibility and grow their firms. 

Have more questions? Check out our full article on Social Media for Financial Professionals.  

Q: Why is social media so important for advisors today?

A: Social media is crucial for building credibility, expanding your reach, and driving new business. It allows you to showcase expertise, build trust through educational content, and connect with current and potential clients where they spend their time.

Q: Which social media platforms are best for financial advisors?

A: LinkedIn is the primary platform for professional networking and thought leadership. YouTube is excellent for in-depth financial education and building trust via video. Facebook can reach older demographics (Gen X, Baby Boomers) with business pages and group participation. Instagram (Reels) and TikTok can engage younger audiences, but require careful, compliant content.

Q: What kind of content should advisors share on social media?

A: Focus on educational and storytelling content. This includes infographics with financial tips, short explainer videos, or even personal stories (anonymized and compliant) that humanize your brand. The goal is to add value, inform, and build trust without overtly selling.

Q: What are the key compliance rules for advisors on social media?

A: Compliance is non-negotiable. You must archive all business communications, follow disclosure rules for testimonials (if allowed by the SEC’s Marketing Rule), ensure all content is truthful and balanced (avoiding promissory language), and use hashtags professionally. Always involve compliance in content review.

Q: How can advisors build community and consistency on social media?

A: Consistency is key. Create a content calendar and use scheduling tools. Ensure your messaging across platforms is complementary or consistent, reinforcing your brand identity while tailoring content to each platform’s nuances. Respond promptly to comments and messages, and engage with other industry leaders or complementary businesses to build your network and visibility.

Q: How do financial advisors measure social media success?

A: Beyond likes and follows, focus on Engagement Rates (comments, shares, click-throughs), Referral Traffic to your website (and subsequent conversions), and the Quality of Audience Growth (are you attracting potential clients?). Anecdotal evidence from new clients also indicates success.

Q: Where do I get help with my social media strategy?

A: We’d love to help! Contact us today.