As AI search engines reshape how consumers discover financial services, communications agency Gregory FCA has unveiled the fintech firms leading the race for visibility.
The inaugural Top 10 AI Visibility Leaders rankings were announced at Money 20/20 USA in Las Vegas, showing the most frequently mentioned fintech brands across seven key sectors, from banktech to wealthtech.
The rankings were put together using the Gregory Influence Engine, a platform designed to monitor and optimise AI search presence for financial services firms.
Gregory FCA’s Senior Vice President and Head of Fintech, Kyle Kempf, said: “As discovery shifts from traditional search to AI engines such as ChatGPT, Gemini, Claude, Perplexity and Copilot, fintech brands face a new reality: If you’re invisible in AI search, you’re invisible to prospects.”
The rankings reveal the top three brands in each category currently dominating AI-generated answers:
- Banktech: Temenos, Mambu, Finastra
- Digital Assets: Coinbase, Fireblocks, BitGo
- Insurtech: Lemonade, Next Insurance, Root Insurance
- Neo banks: Chime, Revolut, SoFi
- Paytech: Stripe, Adyen, PayPal
- Personal Finance Tech: Rocket Money, SoFi, Empower
- Wealthtech: Addepar, Betterment, Wealthfront
Matusky, added: “Marketers have a new scoreboard. AI-driven visitors are 4.4 times more valuable than traditional organic visitors, and by mapping the prompts that matter and the sources that engines trust, we turn AI uncertainty into a repeatable strategy for visibility.”
The firm argues that AI search is now a critical battleground for financial marketers.
With 60% of US adults using AI to search for information and organic traffic in finance down 7.4% year-on-year, the shift is already underway.
AI referrals to the top 1,000 sites have surged 357% in the past year, and those visitors convert at significantly higher rates than traditional search traffic.
“Today, AI search engines are the new front door. Our rankings show who’s being listed now, and our Influence Engine helps fintechs create a roadmap to more mentions in these engines,” Matusky said.
The Gregory Influence Engine combines 35 years of financial communications expertise with generative AI capabilities to help clients increase their presence in AI-generated content.
The platform identifies which companies are being cited by AI models and which sources influence those citations, offering a data-driven approach to earned media and content strategy.