Financial services has the second widest gap we measure between what AI says from memory and what it says after a search. The two answers name the same business only about 6 percent of the time, so an adviser can be visible in one and invisible in the other.
AI named more than 950 New Zealand businesses in this sector across our tests.
The website AI points at most in this sector is a consumer comparison site, well ahead of any adviser, broker or accountancy firm. A roundup site sits second. Between them they get quoted more often than the businesses people are asking about.
That is a different problem from the one law firms have. In law, AI quotes firms directly. Here it quotes the site that reviewed the firms.
Being missing from the pages that get quoted is a bigger problem here than anywhere else we measure.
Every sector we measure, ranked. A lower number means the two answers name almost entirely different businesses, so a business has to be won twice.
Buyer questions across three roles, accountants, financial advisers and mortgage brokers, with 36 questions each, put to five AI tools both ways, across 18 New Zealand locations.
Just under 58 percent of mentions came with a source.
Two jobs, not one. Your own site has to answer the questions clearly enough to be quoted, and you have to be there, described correctly, on the comparison pages AI reaches for first.
The 6 percent match means winning the searched answer does almost nothing for the remembered one. Both need working, and they need different work.
Yes, but usually through a comparison site rather than the adviser's own website. The site AI points at most in this sector is a consumer comparison site, quoted more often than any individual adviser, broker or accountancy firm.
Because an AI answering from memory is repeating what it already thinks, and an AI answering after a search is reading what it can find today. In financial services those two lists agree only about 6 percent of the time.
Accountants, financial advisers and mortgage brokers, with 36 buyer questions each across 18 New Zealand locations.
We will run your market's questions and show you the result before you commit to anything. Phone 027 368 0892 or email rob@citable.co.nz.