By Anna Albinson, Growth Marketer and AI Visibility Expert at Senso
The way customers discover fintech brands is changing. For years, companies focused on ranking high in Google search results. Keywords and backlinks determined who got seen first.
Now, customers are using AI tools such as ChatGPT, Gemini, and Perplexity to ask direct questions like:
- What is the best business bank for startups in London?
- Which fintech offers the lowest international transfer fees?
- What digital bank has the best customer reviews?
These questions show strong intent to buy or sign up. The answers AI provides are not lists of websites. They are summaries based on what the model finds credible, current, and well-structured online.
If your brand is missing from those answers, it means customers may never reach your site at all.
AI Has Become the First Step in Customer Discovery
When people ask AI for financial advice or product comparisons, the model decides which brands to include based on the information it can find and trust.
If the model finds old data, it may use it. If it cannot find clear or recent content, it may skip your brand entirely. In some cases, AI will even highlight a competitor that appears more authoritative online.
This is the new reality of fintech visibility. To manage it effectively, companies are turning to Generative Engine Optimization (GEO), a new strategy designed for AI-driven discovery.
What Generative Engine Optimization (GEO) Means
GEO is the next evolution of online visibility. It helps AI models understand, cite, and recommend accurate brand information.
While SEO focuses on keywords and rankings in search engines, GEO focuses on accuracy, structure, and trust, the factors AI uses to build its responses.
The Senso GEO Platform helps businesses see how they appear in AI-generated answers and what actions to take next. It allows teams to:
- Track prompts to view what ChatGPT, Gemini, and Perplexity say about their brand.
- Benchmark performance to compare mentions and citations against competitors.
- Improve visibility by publishing structured, AI-readable content that models can verify and include in future responses.
This creates a continuous feedback loop where companies can measure, correct, and grow their presence inside generative engines.
Why GEO Matters for Fintech Companies
Fintech brands evolve quickly. Pricing changes, product features shift, and new regulations appear regularly. But AI systems do not automatically refresh their understanding of your company.
Customers could be reading information from last year or seeing a competitor mentioned in your place. GEO helps correct these gaps by ensuring AI models have access to verified, current data directly from your brand.
“When a customer asks AI for a recommendation, that is your new moment of truth,” says Saroop Bharwani, CEO of Senso. “You cannot afford to be invisible or outdated. GEO makes sure AI gets your brand story right.”
With GEO, fintech marketers can connect every part of their visibility strategy to the generative engines customers already use. The result is improved trust, accuracy, and share of voice.
The Future of Discovery Is AI-Led
Generative AI is not replacing search, but it is redefining it. Customers no longer compare a list of links. They trust a single, well-phrased answer.
To earn that mention, fintechs must provide structured, consistent, and reliable content that AI engines can find, understand, and cite.
Early adopters of GEO will gain a clear advantage in this environment. They will appear first in AI-driven recommendations, build stronger customer trust, and maintain a competitive position as generative search becomes mainstream.
“The next generation of customers will not search for you,” Bharwani says. “They will ask AI about you. GEO helps make sure the answer they get is accurate, timely, and from you.”
About Senso
Senso helps organizations appear accurately and consistently in AI-generated answers. Its Generative Engine Optimization (GEO) platform gives businesses visibility into how they show up across ChatGPT, Gemini, and Perplexity, benchmarks their share of voice, and helps them grow mentions and authority with structured, AI-readable content.
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