AI search for
brokers and advisers.

The AustralianSuper research, run by Quantum Market Research, found that people using AI for money mostly explore investment options (half of them), compare financial products (45%) and try to understand super and retirement (44%). A separate report from Great Southern Bank found 21% had received financial advice from ChatGPT or a similar tool in the past 12 months. Yet 69% still rated guidance from brokers, advisers and banks as more valuable than AI.

That's the pattern worth planning around. People ask AI to explain offset accounts or whether to fix, then go looking for a person to make the call with. The worrying part: in the AustralianSuper survey, a quarter of AI users had acted on AI financial information without checking any other source. The brokers and advisers who are easy to find and easy to verify are the ones those people land on when they do check.

In March 2026, ASIC's Moneysmart published guidance on using public AI tools for money questions. ASIC describes AI as a learning tool, and says to check information against trusted, independent sources before acting, and points people to a licensed adviser for specific decisions.

Read that as a brief for your marketing. When a careful person checks an AI answer, they go to ASIC's registers, Moneysmart, a lender or comparison site, and the website of whoever the AI named. Your job is to be correct and consistent in every one of those places, so the check confirms what the AI said rather than raising a doubt.

Google's guide to its generative AI features, updated July 2026, is blunt. There's no requirement to break content into tiny pieces or to write in a special way for AI. There's no special schema markup to add, and 'No third-party tool has access to our internal ranking or AI systems'. OpenAI's crawler documentation says sites that opt out of OAI-SearchBot won't be shown in ChatGPT search answers, though they can still appear as navigational links.

Neither company publishes how it chooses which broker or adviser to mention. Anyone selling you a guaranteed spot in ChatGPT is guessing, and in finance a guess you pay for is still a guess.

Google's guide gives the example of one question about a weedy lawn spawning searches on herbicides and prevention. A money question fans out the same way. Someone asking 'should I use a mortgage broker in Wollongong' is really asking a cluster of smaller questions, and each one is a chance for your site to be the clear answer:

• How are mortgage brokers paid, and does it cost me anything?
• Do brokers have to act in my best interests?
• How many lenders does this broker work with?
• Is this broker licensed, and who are they authorised under?
• What happens in the first meeting, and what should I bring?
• For advisers: what does advice cost each year, and can I stop paying?

Every licensed broker and adviser already has a public record. ASIC's professional registers search covers credit licensees, credit representatives, AFS licensees and authorised representatives, and most entries show a name, number, address, start date and status. Financial advisers sit on a separate register, the Financial Advisers Register, which shows the current licensee, five years of advising history, authorised products, qualifications and up to five professional memberships.

For advisers, being on it isn't optional. ASIC's registration requirement has applied since 16 February 2024, and ASIC has issued infringement notices to licensees whose advisers gave personal advice while unregistered.

Then line everything else up with that record. Google's profile guidelines say your name should reflect your business's real-world name, and they list financial planners and insurance agents as individual practitioners: one profile each, not one per specialty. The checklist:

• Legal and trading name: the same on the register, your site footer, Google Business Profile, LinkedIn and association profiles.
• Licence or representative number, written in full, on your About page and in the footer, not only inside a PDF.
• Who you're authorised under: your licensee, named.
• Where you work: your suburb and the areas you serve, said the same way everywhere.
• Who you help: one short description, word for word, in every profile.

AI answers often show a short passage with a link to where it came from. So each important paragraph on your site should still hold up when it's lifted out alone. It says who or what it's about, when it was true, where the fact came from, and there's no advice hiding in it. Paste one in below and see what it flags.

Google's raters treat money topics as 'Your Money or Your Life', and the SEO page for brokers and advisers covers what that means for rankings. For AI, the extra risk is context. A sentence that's fine inside an article with a general advice warning can read like personal advice when it's quoted by itself, with your name next to it.

So keep recommendations out of published content altogether. 'Lenders usually ask self-employed borrowers for two years of tax returns' is safe to quote anywhere. 'Refinance before your fixed rate ends' isn't. ASIC's RG 244 sets out the difference between factual information, general advice and personal advice, and that line doesn't move because a chatbot did the quoting.