Financial Services GEO: How AI describes your products
When customers ask AI about a loan, insurance policy or credit card, their income, business needs and spending habits shape the comparison. Intrix helps you see whether your company is mentioned or cited, understand how its products are described and decide what to address first.
What are customers asking AI about financial products?
A product category is often just the start of the question. Customers add borrowing needs, income circumstances and spending patterns to narrow the comparison.
- What small business loans should I compare if my business is new and I have limited revenue history?
- I want to move my direct deposit. Which checking accounts should I compare for monthly fees and waiver requirements?
- What income documents should I prepare for a mortgage if I am self-employed?
- I have life insurance through work. What should I compare when considering a separate term life policy?
- Which credit cards should I compare if I travel abroad often and spend most of my monthly budget on groceries?
Where does AI look for financial product information?
Intrix found a tendency for AI to seek out financial institutions’ official pages in its Korean-language research. Publishing a product page and making its explanation accessible to AI are separate concerns.
Official financial institution pages
In Intrix’s Korean-language research, AI often directed searches to financial institutions’ official sites. Official pages explaining loan, insurance and card terms are relevant sources for financial services GEO.
Readable product pages and articles
In the Korean-language research, AI could read product pages and blog posts that delivered their text directly. A financial institution’s published explanation needs to be accessible to AI before it can serve as a source in an answer.
Citations beyond search rankings
When Intrix examined 144 Korean-language questions across 6 industries, the overall overlap between AI-cited sites and Google’s top 30 sites was 22%. This is a cross-industry finding from Korean-language questions, not a US financial services benchmark.
Different sources across AI services
Intrix’s research also found that AI services cite different sources for the same question. A financial institution’s description in ChatGPT and the sources attached in Gemini need separate attention.
Why published financial information can be missing from AI answers
The institution’s site restricts AI access
Intrix’s Korean-language research found financial institution sites that blocked bot access. When AI cannot reach an official explanation, that information is at a disadvantage as a source for a loan or card comparison.
The product explanation never reaches AI
Even some large financial institution sites in the research delivered almost no body text to AI. The product information customers see on screen can differ from the information AI can read.
The explanation stays inside a PDF
The research found reports and guidance available only as PDFs, with little beyond navigation on their detail pages. That leaves the page itself with little text explaining the financial product or topic.
Turn AI answer findings into priorities for your institution
Deep Review helps you understand how AI describes your company, identify incorrect descriptions, review competitors and referenced sources, and set priorities. Regular Comparison provides a dedicated dashboard with changes in mentions and citations, competitor differences and improvement tasks. The GEO Improvement Project covers agreed updates to official website information, content and technical elements, support correcting external information, and a work verification report.
Frequently asked questions
Other industries: Hospitals & Clinics, Legal & Tax, Ecommerce & DTC, Software & SaaS, Education & Training, Industrial Manufacturing
How does this fit with financial advertising review?
Regulatory requirements, including financial advertising review, affect what content can be produced. The GEO Improvement Project’s content and technical scope is agreed with your institution’s applicable requirements in mind.
Can our internal staff start without hiring an agency?
Deep Review is suited to the person responsible for understanding the findings and setting priorities. Share your competitors and official information, and choose who will take part in the consultation.
Can we use Intrix before we are ready to change the website?
You can request Regular Comparison without website changes. Use the dashboard to follow mentions, citations and competitor differences, then discuss a separate GEO Improvement Project when you need changes.
Can we preview a financial services dashboard?
You can preview the screen through the sample dashboard link on this page.