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Financial institutions must optimize their content for generative engines or risk losing visibility

Article by Lauren Ashcraft  |  Jun 24, 2025
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Financial institutions must optimize their content for generative engines or risk losing visibility
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Topics
Banking
Worldwide

The strategy: Generative engine optimization (GEO) is the next evolution of SEO—optimizing content for Google as well as for AI tools like ChatGPT and digital agents that customers use to find banking products, per The Financial Brand. It’s important to prioritize a GEO strategy, because these AI tools can make recommendations for banking products and complete purchases for users.

Next steps: More people are using ChatGPT like a search engine. But many financial institutions (FIs) are currently invisible to these tools and risk being left out of customer journeys completely. For FIs that haven’t started this optimization process, it’s important to take the following steps:

  • Test how your website content performs when queried through tools like ChatGPT.

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