Recently, we conducted a poll on LinkedIn, posing the question: “Are you aware that clients are using ChatGPT and other large language models (LLMs) to find you?”
While the votes only garnered a small sample size, 67% of voters said “yes” while 33% said “no”.
Although up to a third of advisers aren’t aware of this, Yardstick research reveals that between 10% and 14% of advisers have received an enquiry from a prospect who found them on ChatGPT in 2025.
Keep reading to discover why large language models like ChatGPT, Claude, and Gemini may already be influencing how you win new business as an adviser – and what you can do to make your brand stand out.
ChatGPT and other large language models can be used as intelligent search engines
You probably know by now that LLMs like ChatGPT, Claude, DeepSeek, and Gemini simulate conversation by providing detailed, personalised answers to user prompts.
If you ask Google a question, it will present a list of sites for you to visit, along with its own short AI analysis at the top of the search page. But ask the same question to ChatGPT, and it will enter a dialogue with you, helping you to find out exactly what you’re looking for.
Of course, this technology isn’t perfect. Even the latest version of ChatGPT, GPT-5, can “hallucinate” – in other words, according to parent company OpenAI, it sometimes makes up “confidently wrong answers” because the model is trained to predict plausible responses rather than verifying facts.
Nevertheless, when it comes to finding products and services, ChatGPT can be very useful to consumers because users can prompt the LLM to give precise recommendations. So, rather than typing “window cleaner Manchester” into Google and searching the various sites it suggests, a consumer could ask ChatGPT, “Recommend the top five highest-rated window cleaners in Greater Manchester and rank them according to price point.”
This is why consumers who are searching for a financial adviser are beginning to turn to LLMs rather than a simple Google search.
They might use detailed prompts to specify:
- Restricted or independent advice
- Adviser location
- Chartered status
- Five-star online reviews
- A focus on ESG investing
- Certain types of advice, such as DB pensions or tax.
Once they perfect their prompt, the LLM will produce a breakdown of what it believes are the top firms this person might be looking for. If your business is included, this may lead to a direct enquiry – whereas, if it’s left out, prospects could never even find out your firm exists.
Once advisers find you, they may use ChatGPT to find out more about your business
If your business is recommended by an LLM like ChatGPT, a prospect could turn into a new client. But before they do, the prospect may use ChatGPT to find out more about your business.
They could ask it questions like:
- “What do existing clients say about this firm?”
- “Can this business advise on the transfer of my overseas pension?”
- “Will they help me with Inheritance Tax?”
- “How much does advice from this firm cost?”
Of course, they could pick up the phone and speak to an adviser directly, but many consumers now rely on AI to do much of the work for them.
Remember: LLMs can’t produce answers that don’t already exist online somewhere. This means that if your business does not have a big enough digital presence, you could fall short of impressing prospects enough for them to pick up the phone and request a meeting.
5 steps to make sure your business is visible on LLM searches
1. Conduct your own LLM searches
First things first: you need to do your own research.
Open up ChatGPT and ask it to recommend you a financial adviser in your area. You can refine your search but remember, you’re simulating the public’s searches here, so avoid adviser jargon.
If ChatGPT recommends your firm, the chances are your online presence is already strong. Congratulations!
If not, keep reading to discover how to bump your business up the list.
2. Ask ChatGPT why it didn’t include your business
After you have simulated a prospect’s searches and found your business is not being recommended by ChatGPT (or an LLM of your choice), ask it why.
The prompt is simple: “Why didn’t you recommend X Firm?”
It might offer you some insights. For example, it might say, “There’s no particular reason I left it off the list. Here are some pros and cons of this business.” This list may break down the benefits ChatGPT can find online – for example, that you’re an FCA-authorised firm and you have some good online reviews – along with red flags or drawbacks, such as an unclear fee structure.
While imperfect, the LLM may give you a starting point for improving visibility and increasing the chance of your business being recommended.
3. Populate your website with relevant content
Beyond searching ChatGPT for answers, there are practical ways to help LLMs find and recommend your advice business.
One hugely important step is to build an informative website and populate it with relevant content. This includes:
- Compliant blog posts about timely issues your clients and prospects are facing
- Testimonials from existing clients
- Information about your team, including an “about me” page and photo for each person
- Transparent fee information
- Regulatory data, such as your FCA number
- All the relevant contact information a prospect might need.
When you build a great website and post new content consistently, LLMs may be able to find you more easily.
4. Ask clients to leave reviews on a variety of platforms
Your existing clients are one of your greatest allies when you’re looking for new business.
When you see a client for an annual review, ask them to write about you online. They could do so on a variety of platforms, but the two most powerful are Google and VouchedFor.
Building a bank of positive reviews is known as “social proof” and is integral to gaining online recommendations through LLMs.
5. Build your Google Business Profile
Filling in your Google Business Profile is one of the simplest actions you can take today to make your advice business more visible to ChatGPT and other LLMs.
It’s free, and tells AI models exactly what they need to know about your company. Once complete, you’ll be able to respond to client reviews, upload photos, amend key information such as your office address, and analyse management information Google provides (such as site hits).
Be part of a network that cares about your future
The advice landscape is changing rapidly. Some developments are positive, while others are making it harder for independent advisers to thrive.
Here at Corbel Partners, we provide comprehensive support to IFAs without compromising the one thing you have worked so hard for: independence.
Email hello@corbelpartners.co.uk or call 01925 637891 to learn more about joining us.
Please note
This article is for general information only and does not constitute advice. All information is correct at the time of writing and is subject to change in the future.