GEO for finance & insurance: Get named by ChatGPT

Money questions are rarely asked out loud and rarely asked quickly. Someone looking at income protection, a mortgage renewal or an adviser for a company pension usually has a long and uncomfortable research phase ahead of them — and that phase is increasingly handed to an assistant. It answers with two or three names and a reason, not with twenty results. Whoever is in that answer gets the enquiry. Whoever is missing is not being rated poorly; they never enter the comparison at all.

How people actually ask

The questions arrive in plain language and they are unusually specific about circumstances. "Which income protection cover works for someone who is self-employed?" and "Is [company name] actually regulated?" are two of the shapes an assistant sees constantly, alongside country-level product questions, questions about how much cover a situation calls for, and searches for reviews and complaints about a named firm. Notice what the second question is doing: before the assistant will name anyone, it is being asked to check them. Your website is one of the places it looks for that check. If the answer is not on the page in a form a machine can read, it will find a firm where it is.

Why finance and insurance are hit especially hard

Assistants are deliberately cautious with money. Providers treat financial questions as a sensitive category and tune their systems to hedge, to caveat, and — the part that matters here — to prefer sources that look accountable. In practice, accountable is quite literal: a named regulator with a licence or registration number, an entity identifier, real people with real qualifications attached to their names, and terms that state what a product covers and what it does not. A firm whose website is all reassurance and no attributable fact reads, to a machine, much like any other page about insurance. Comparison portals and consumer publications carry those markers well, and they get reached for first. The gap that opens is not a gap in quality. It is that the accountable facts about your own firm — the ones you would state without hesitation in a meeting — are usually nowhere on the site in structured form.

What AI Rank Suite measures, and what it does not do

The visibility check asks 25 questions in the assistant's own voice — client phrasing, not marketing phrasing — and scores each answer for whether your firm is named, who is named instead, and which of your pages the answer was built from. It runs on your own API key and can be repeated after every change, so the result is a number that moves rather than an argument about whether any of this matters. Two limits are worth stating plainly. AI Rank Suite measures visibility and structures the facts you give it; it gives no financial or insurance advice of any kind, to you or to your visitors. And it has nothing to do with your regulatory position: publishing structured data is not a compliance measure, and the plugin does not create, verify or change any authorisation, registration or licence. It publishes what you already hold, in a form a machine can read.

The ready-made industry pack

The pack handles the setup. It fills the entity block with the subjects the firm works in — financial advice, insurance, lending, regulation — so it is clear what is being read. It sets the schema types that fit: FinancialService for the firm, FinancialProduct for each product or cover you place, and FAQPage for the questions people ask before they will talk to anyone at all:

• "Are you regulated, and by whom?"
• "How are you paid — fees or commission?"
• "What does the cover include?"
• "How do I make a claim?"

And it loads the prompt set — best product in a country, a product for the self-employed, whether a named firm is regulated, how much cover a situation needs, reviews and complaints — so the measurement asks what prospects ask. Entities, prompt set and FAQ block in one click; then you edit what does not fit. Answer the fee question with your actual model, name your actual regulator, and take out any product you do not place.

Measure first, then decide

We do not promise you a place in an answer, and you should be wary of anyone in this market who does. What is on offer is a measurement, and a way to make your own facts legible. The free edition sets up in about a minute, needs no AI key, and covers the structured basics and crawler control. Pro adds the AI features, including the 25-question visibility check, for $99 a year; the Agency edition covers unlimited sites for $199 a year. Run the check before you change anything on the site. You will at least know which firms the assistants name today, and which pages they built that answer from.