XY Planning Network, Wealthtender partner on AI search

XY Planning Network has partnered with Wealthtender to give adviser members access to a marketing platform and resources designed to gather client testimonials, improve visibility in AI-powered search and create targeted content aimed at prospective clients.

The offering includes tools for collecting and displaying client reviews, guidance on making firm websites more useful to AI systems, and support for producing focused content that documents a firm’s specialties. Members can use the resources to present consistent evidence of expertise across public profiles and regulatory filings.

Advisers are confronting a change in how potential clients search for financial advice. Increasingly, people are opening large language model chatbots such as ChatGPT, Claude and Gemini and running conversational queries that include context and preferences rather than typing short keyword searches into traditional engines. Search strategies that relied on keyword density alone do not ensure a firm will appear in AI-driven recommendations.

Samantha Russell, chief evangelist at FMG, wrote that Americans are increasingly using chatbots for searches and that AI visibility builds over time through consistent credibility signals.

Industry testing shows advisers can check their presence by asking an AI tool to recommend firms that match an ideal client profile. Those queries reveal whether a firm appears in recommendations and which competitors have stronger digital signals. One review found that firm websites accounted for nearly half of the sources cited by an AI model when it recommended advisers, indicating firm-controlled content plays a major role in AI suggestions.

The program materials emphasize treating a firm’s website as a primary asset. Publishing original, useful content and repeating specialty descriptions across a website, regulatory filings and LinkedIn profiles increases the odds that AI will find and recognize a firm’s expertise. The materials use tax planning as an example: listing the service alone may not register with AI unless the firm’s online presence documents that work consistently.

The resources also address the rise of generic AI-generated content, which has increased the volume of undifferentiated material online. The guidance encourages firms to highlight distinctive experience, original perspectives and first-hand case studies so their credibility signals are clearer to both prospective clients and recommendation algorithms.

Wealthtender’s tools available to XYPN members include testimonial collection and curation, templates and advice for publishing authoritative content tied to documented expertise, and recommendations for consistent use of specialty descriptors across public records. The stated aim of the partnership is to make it easier for AI tools to find and recommend advisers when users seek personalized financial guidance.