AI search is rapidly overtaking traditional Google results, and fintech marketers must face a simple truth: If you’re not visible in AI search, you’re invisible to half your market.
We’re seeing a massive shift in how consumers discover and trust brands. As AI-native platforms like ChatGPT, Google Gemini, and Perplexity rise to prominence, fintech companies are being pushed further down the traditional search ladder.
Your SEO might be stronger than ever, and yet, your brand is invisible.
The AI Discovery Crisis
When we say “AI Search,” we mean the large language model-powered answers you now see at the top of Google (via Gemini), or the customized responses you get when you ask tools like ChatGPT, Claude, or Grok a question. These platforms are becoming the primary discovery engines for millions of users.
In fintech and finance, the shift is even more dramatic.
Data shows that as of September 2024, 55% of all finance-related queries on Google now return an AI-generated result above traditional search links. That’s up from just 12% in March, a 4x increase in just five months.
If your brand is not showing up in those AI results, you’re effectively invisible more than half the time. This matters even more in finance, where trust is currency. Today’s consumer is asking:
- Is this fintech app legit?
- Can I trust them with my W2, SSN, or direct deposit?
- Is this real or another FTX waiting to happen?
They’re not reading your homepage to answer those questions. They’re asking AI, and if your brand isn’t in those responses, you’re losing trust.
Why So Many Fintech Brands Are Falling Behind
According to Avenue Z’s proprietary research, the AI Visibility Index (AIVx), two-thirds of the top fintechs are currently invisible in AI-generated search. Not because they’re irrelevant, but because they’re not optimized for this new discovery channel.
Meanwhile, a small group of dominant players – Stripe, Coinbase, Chime, and Ethereum are capturing over 50% of the AI search share in their categories. This isn’t a coincidence. It’s a strategy.
We analyzed over 1,000 companies across payments, digital banking, DeFi, blockchain, crypto, and wallets. Then, we narrowed it down to the 100 most visible fintechs in AI search and studied what they had in common.
Here’s what we found: AI search doesn’t reward effort. It rewards authority.
Across the board, we saw a “winner-takes-all” effect: roughly 10 brands in each category dominated the AI search share, while hundreds of others got no visibility at all.
So what were the winners doing right?
We reverse-engineered their strategy and found five common traits that correlate with top visibility in AI search:
- Trusted media coverage in top-tier publications
- Technical optimization for LLMs (yes, AI has its own SEO)
- Specific citation sources that AI models repeatedly pull from
- Natural language content — think Q&A, comparisons, or explainer formats
- Strong brand sentiment, measured across public channels
Together, these factors make up what we call AI Optimization (AIO), a new framework fintech brands must adopt to compete in this era.
High-Impact PR Is the Surprise Advantage
One insight may surprise you: PR is now a technical advantage.
Most fintechs treat PR as a brand-building exercise for fundraising rounds or IPO prep, but in the world of AI search, media coverage is data, and LLMs rely on it to determine what’s credible.
Our report even shows certain outlets get more weight in AI models than others. For example, Reuters is currently cited nearly 2x as often as The Wall Street Journal by LLMs. That means a Reuters exclusive may be more valuable than a WSJ hit for visibility in AI search.
Not all press is equal anymore. You have to know which coverage sources LLMs prioritize, and engineer your PR with AI in mind.
What Fintech CMOs Should Do Today
This isn’t a 2026 problem. This is a right-now problem.
Here are three steps CMOs should take immediately to protect and grow their brand in the age of AI discovery:
1. Take a Pulse Check
Audit your current AI visibility. Ask ChatGPT or Gemini the same questions your customers are asking. Are you in the answers?
2. Benchmark Against the Fintech 100
Review the five AIO factors from our research.
- Do you have the right media footprint?
- Is your brand cited in high-authority sources?
- Are you creating natural-language content?
3. Act Before the Gap Widens
The brands that move now will lock in a disproportionate share of visibility, traffic, and trust. This is your chance to build a moat.
Want a jumpstart? Download our Fintech 100 Report here.
We’ve been optimizing for AI-driven brand discovery long before ChatGPT became a household name. With three decades of leadership in SEO, PR, and digital marketing, we understand how visibility, reputation, and growth intersect, and how AI is reshaping all three.
This is a new game, and we’re built for it. Contact our experts today to get ahead.
We are the Agency for Influence
Discover new ways to drive revenue and build reputation for your brand.
