Get Found. Get Cited.
SEO and AI search for financial services.
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Search has changed.
Your customers still use Google. They also ask ChatGPT, Gemini and Perplexity, and they read the AI summaries that now sit above the results. Often they get an answer before they ever see a link.
Finsem helps financial services firms show up in both places. We combine specialist SEO with AI search optimisation, so your brand is found, understood and cited whether the answer comes as a list of links or a paragraph written by an AI.
Money is a high-stakes subject, so search engines and AI systems are cautious about who they trust. We build the evidence they look for: clear information, named experts, consistent details and technical quality.
And because we only work in financial services, we understand the realities of compliance approval, regulated claims and long, considered buying journeys.
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What We Do.
SEO strategy and audits
A clear view of where you stand, what is holding you back and what to do first, built for competitive financial terms.
AI search optimisation
Making your brand and content citable in AI Overviews, ChatGPT, Gemini, Perplexity and Copilot, and tracking how you are described.
Technical SEO
Crawling, indexing, speed, structure and schema for large, regulated and JavaScript-heavy sites.
Content and E-E-A-T
Expert-led guides and product pages that earn trust, written with compliance review in mind.
Digital PR and links
Credible coverage and mentions that support rankings and AI citations, without risky link schemes.
Measurement and reporting
Reporting on visibility, enquiries and revenue, not vanity metrics.
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Be the source.
When an AI assistant answers a money question, it picks a few sources to lean on. We work on making yours one of them: by publishing information that is clear and current, showing who stands behind it, and making sure the rest of the web agrees with what you say.
Then we test it. We run the questions your customers ask across the major assistants, record who gets cited, and measure whether you move.
Look at the interest rate and whether it is fixed, how easily you can access the money, and whether the provider is authorised and covered by the FSCS. Clear, current rate and eligibility information from the provider helps you compare like for like.
Our Sectors.
One specialism, nine kinds of firm. Each has its own search landscape, regulator and buyer journey.
Banks & Building Societies
Rate pages, product journeys and trust signals that hold up against comparison sites and AI summaries.
Lenders & Credit
Demand capture for lenders and brokers, with content and structure that respects responsible-lending rules.
Crypto & Digital Assets
Authority in a fast-moving, heavily scrutinised category where trust and accuracy decide who gets cited.
Gambling & Betting
Organic growth for operators in an affiliate-dominated market, with responsible gambling built into the content.
Spread Betting, CFDs & Trading
Educational authority and platform visibility for a sector that lives on comparison and trust.
Insurance
Direct leads and quote journeys for brokers and insurers competing with price comparison sites.
IFAs & Financial Advisers
More of the right enquiries for advice firms, from local search to the questions people ask before they call.
Wealth Managers
Authority-led visibility for firms where relationships, reputation and expertise decide who gets the call.
Fintechs & Payments
Category-building SEO and AI search for product-led finance companies, from consumer apps to developer tools.
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How We Work.
Audit
We review your site, your search and AI visibility and your competitors, and find the biggest gaps.
Plan
A prioritised roadmap, agreed with you and your compliance team, tied to commercial goals.
Build
Technical fixes, content, structure and outreach, delivered in sprints and approved before publishing.
Measure
Clear reporting on rankings, AI citations, enquiries and revenue, and a plan for what comes next.
Questions.
What is AI SEO, or GEO?
It is the practice of making your brand and content easy for AI systems such as Google’s AI Overviews, ChatGPT, Gemini, Perplexity and Copilot to find, understand, trust and cite. It is also called generative engine optimisation (GEO) or answer engine optimisation (AEO).
Is AI search replacing SEO?
No. Many AI answers draw on search indexes and on the same signals of quality and trust that SEO builds on. They add new things to manage, such as how your brand is described and cited, so we treat them as one joined-up programme.
Can you guarantee rankings or AI citations?
No, and be wary of anyone who does. Search engines and AI systems are not under our control. We can improve the evidence, structure and technical foundations that make visibility more likely, and we report honestly on what changes.
Do you work within financial promotions rules?
We build content with regulation in mind and work alongside your compliance team, who stay responsible for approval. We are a marketing agency, not a source of legal or regulatory advice.
Which types of firm do you work with?
Banks and building societies, lenders, crypto and digital asset firms, gambling and betting operators, spread betting and trading providers, insurers and brokers, IFAs, wealth managers, and fintechs and payments companies.
How long does it take to see results?
Technical fixes can show effects within weeks. Content and authority usually take months, and competitive financial terms take longer. We agree realistic milestones after an audit.
The Blog.
Financial promotions and SEO: working with compliance, not around it
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Let’s talk.
Tell us about your site, your sector and what you want search to do for you. We will come back with an honest view of where the opportunity is.