Gregory FCA, a prominent financial communications firm, has launched the Gregory Influence Engine, an AI search monitoring and optimization platform designed to enhance visibility for financial services companies in the evolving landscape of artificial intelligence-driven search.
The new platform addresses a significant shift in financial marketing, where the focus is moving from traditional Google search to AI engines such as ChatGPT, Gemini, Claude, Perplexity, and Copilot. Unlike traditional SEO strategies that rely on keywords, backlinks, and rankings, success in AI search is determined by the prompts used and the trustworthiness of sources cited by these engines. For financial brands, being absent from AI search results can mean invisibility to prospective clients.
The Gregory Influence Engine is built to help wealth managers, investment management firms, ETF issuers, fintechs, banking institutions, private equity firms, and other financial services companies improve their mentions and citations in AI search. The platform integrates Gregory FCA’s extensive financial services expertise, 35 years of experience in brand messaging, media relations, and content creation, its leadership in generative AI, and deep data analytics on which companies AI models recommend and the sources that influence these recommendations.
Data highlights the urgency of this shift: 60% of U.
S. adults now use AI for information searches, while organic traffic in finance has declined by 7.4% year-over-year. Zero-click behavior is increasing as AI summaries provide direct answers, reducing the need for site visits. Conversely, AI referrals to the top 1,000 websites surged by 357% in the past year. These AI-driven visitors are also more valuable, converting at rates such as 15.9% for ChatGPT, 10.5% for Perplexity, 5% for Claude, and 3% for Gemini, significantly higher than Google’s 1.8%.
Greg Matusky, Founder and CEO of Gregory FCA, stated, “SEO no longer guarantees visibility. AI search decides who gets found. The Gregory Influence Engine gives financial firms the intelligence and roadmap they need to appear in those results.”
The Gregory Influence Engine operates through several key components. Prompt Mapping identifies up to 100 relevant prompts across seven AI platforms that are crucial to prospects. Daily Monitoring tracks the specific sources and web pages AI engines are citing, observing how these results evolve over time. Expert Analysis involves in-house analysts with decades of financial services experience interpreting the data to distinguish meaningful signals. These findings then inform Actionable Campaigns, which include off-page and on-page strategies to significantly increase the likelihood of being mentioned and cited in AI answers. Finally, Ongoing Optimization ensures that Gregory FCA account teams continuously refine campaigns based on results, providing new KPIs to track success.
Succeeding in AI search requires a different approach than traditional SEO. AI platforms synthesize various sources to deliver customized answers that can change with each query, making consistency a challenge. Therefore, a strong brand and public relations program are as vital as content optimization for AI visibility. Monitoring multiple AI engines and interpreting their signals demands a dedicated team with integrated expertise across public relations, messaging, content creation, digital marketing, and AI, all of which Gregory FCA aims to provide through its financial services specialization.
Joe Anthony, President of Gregory FCA, commented, “Gregory Influence Engine gives our clients a competitive edge. By revealing which sources matter and how engines make decisions, we turn uncertainty into strategy — and strategy into visibility. Our research into how AI search is reshaping financial services is uncovering intelligence no one else can see. We now understand how machines assign trust and elevate brands. Each day, we run more than 2,000 prompts against financial firms, and the results are startling — they overturn decades of conventional marketing wisdom. The Gregory Influence Engine translates those insights into clear actions any financial brand can take to strengthen its presence and ensure it is found in the new era of AI search.”
Gregory FCA is recognized as the nation’s 38th largest public relations firm and the 7th largest strategic financial communications firm. The agency collaborates with leading institutions, RIAs, fintechs, and financial brands to achieve measurable business outcomes through strategic communications.
