AI Visibility Rankings · Financial Services

Financial planning firms: AI search visibility ranking (2026)

By monitoraeo Last updated July 07, 2026 Refreshed every 30 days

How AI search engines rank financial planning firms by visibility and citations. 20 brands measured monthly across Google AI Mode: which brands the AI names in answers, which domains it cites as sources, and how the leaders compare. Independent financial planning firms, wealth advisors, and fiduciary advisory businesses helping households with retirement planning, portfolio management, estate planning, and long-term financial advice. Composite score: 70% visibility (% of AI answers naming the brand) + 30% citation rate (% citing the brand's domain). Full methodology →

Avg visibility across category

Avg citation rate

20/20

Brands successfully audited

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When buyers turn to AI engines for information on Financial planning firms, Facet emerges as the leader, cited by 25% of the queries. Mariner and Edward Jones also appear frequently, showcasing their strong presence in the market. If you're researching brands, these top names are often recommended by AI tools based on their visibility and reputation.

The rankings are influenced by AI engines sourcing information from websites like youtube.com and nerdwallet.com, along with wsj.com and unbiased.com. These platforms provide a mix of expert opinions and user reviews, driving the AI's recommendations. Aggregator sites often play a significant role by compiling customer experiences and analyst insights in accessible formats.

For buyers evaluating brands on this page, consider the value AI engines place on recent reviews and third-party validation. Check for how brands are represented across trusted sources, as this reflects their topical authority and credibility. Selecting a financial planning firm with high visibility in these contexts can ensure you're making an informed choice.

At a glance

Category leader Facet 25% visibility · named in 2 of 8 AI answers

Most cited brand Edward Jones 12% citation rate · the AI's most-trusted source brand in financial planning firms

Top cited domain youtube.com Referenced by AI across the financial planning firms query set — the highest-leverage PR target in this category

Visibility spread 25pp Gap between top and bottom of the ranking · 14 brands at 0% (invisible to the AI)

What we observed in this category

Facet and Mariner jointly lead the category with visibility scores of 25.0% each, both rising from rank 16 and 17 respectively to rank 1 and 2. The gap between these two and the next tier (Edward Jones, Creative Planning, Edelman Financial Engines, Vanguard Personal Advisor at 12.5% each) is significant. The category average visibility sits at just 5.0%, meaning Facet and Mariner are appearing five times more often than the typical brand in this space. Charles Schwab dropped from rank 2 to rank 10 with zero visibility, illustrating how volatile this landscape is.

The sharpest divergence between visibility and citation sits at ranks 1 and 2. Facet and Mariner both hold 25.0% visibility but carry 0.0% citation rates, meaning Google AI Mode names them without linking to their domains. Edward Jones is the only brand where visibility and citation align, both at 12.5%, giving it a composite score of 12.5. Morgan Stanley, Fidelity, and Farther show the inverse pattern, recording 0.0% visibility but 12.5% citation each, meaning AI cites their domains as sources without surfacing them as named recommendations.

All ten ranked brands share Google AI Mode as their top engine, confirming the audit is almost entirely Google-driven. The cited sources anchoring AI responses in this category skew toward third-party review and financial media outlets: nerdwallet.com, wsj.com, barrons.com, and investmentnews.com appear alongside youtube.com and niche aggregators like unbiased.com and pillarwm.com. Brand-owned domains are largely absent from the cited sources list, which directly explains why high-visibility brands like Facet and Mariner are named but not cited.

Movers & shakers since last refresh

Biggest visibility risers

Facet 0% → 25% · rank #16 → #1
+25pp
Mariner 0% → 25% · rank #17 → #2
+25pp
Edward Jones 0% → 12% · rank #4 → #3
+12pp

Biggest visibility fallers

Charles Schwab 12% → 0% · rank #2 → #10
-12pp

The ranking

#	Brand	Visibility	Citation	Top engine
1	Facet facet.com	25%	0%	Google AI Mode
Facet leads with 25.0% visibility, five times the 5.0% category average, but holds a 0.0% citation rate, meaning AI mentions it without linking its domain.
2	Mariner mariner.com	25%	0%	Google AI Mode
Mariner matches Facet exactly at 25.0% visibility and 0.0% citation, jumping 15 rank positions from rank 17, making it the joint biggest riser in the category.
3	Edward Jones edwardjones.com	12%	12%	Google AI Mode
Edward Jones is the only top-5 brand with a matching visibility and citation rate of 12.5% each, giving it the highest citation-to-visibility ratio among all ranked brands.
4	Creative Planning creativeplanning.com	12%	0%	Google AI Mode
Creative Planning sits at 12.5% visibility with 0.0% citation, matching the same visibility tier as Edward Jones but generating no domain-level trust signal from AI responses.
5	Edelman Financial Engines edelmanfinancialengines.com	12%	0%	Google AI Mode
Edelman Financial Engines shares the 12.5% visibility and 0.0% citation profile of Creative Planning, producing an identical composite score of 8.8 against a 2.5% citation average.
6	Vanguard Personal Advisor vanguard.com	12%	0%	Google AI Mode
7	Morgan Stanley Wealth Management morganstanley.com	0%	12%	Google AI Mode
8	Fidelity Investments fidelity.com	0%	12%	Google AI Mode
9	Farther farther.com	0%	12%	Google AI Mode
10	Charles Schwab schwab.com	0%	0%	Google AI Mode
11	Northwestern Mutual northwesternmutual.com	0%	0%	Google AI Mode
12	WiserAdvisor wiseradvisor.com	0%	0%	Google AI Mode
13	Fisher Investments fisherinvestments.com	0%	0%	Google AI Mode
14	Merrill ml.com	0%	0%	Google AI Mode
15	Ameriprise Financial ameriprise.com	0%	0%	Google AI Mode
16	Raymond James raymondjames.com	0%	0%	Google AI Mode
17	J.P. Morgan Wealth Management jpmorgan.com	0%	0%	Google AI Mode
18	CAPTRUST captrust.com	0%	0%	Google AI Mode
19	Mercer Advisors merceradvisors.com	0%	0%	Google AI Mode
20	Stifel Wealth Management stifel.com	0%	0%	Google AI Mode

Sources AI engines trust in this category

Across the 8 buyer-intent queries we ran on financial planning firms, these are the domains Google AI Mode cited most often. If you're not on this list — or if your competitors are — that's a concrete PR / linkbuilding target.

youtube.comnerdwallet.comwsj.comunbiased.cominvestmentnews.combarrons.compillarwm.comfinancestrategists.com

How to read this ranking

Four things worth knowing before you act on the numbers above. These are the same definitions across every industry page — for category-specific observations, see the What we observed section above (where available) and the per-brand insights inline in the ranking.

Visibility = being named

A brand's visibility % is the share of AI answers that mention it by name in the response prose. This is who AI engines actively recommend to the buyer. More on visibility →

Citation rate = being trusted

Citation rate is the share of AI answers that include the brand's domain as a clickable source link. This is what the AI treats as authoritative evidence, different from being named. More on citation rate →

Top engine differs by brand

The "top engine" column shows which AI surface each brand performs best on. Big gaps between a brand's score across engines usually points to specific content or schema gaps. How AI engines pick sources →

Rankings move month to month

AI engines re-crawl and re-rank on shorter cycles than classical search. We re-audit every brand on this list at least every 30 days and refresh this page automatically. How AI search ranking works →

Get your own financial planning firms brand audited

The brands above were curated from public market-leader lists. Want the same measurement against your own brand — including the queries you appear on, which competitors get named instead, and a prioritised fix list? Run a free preview.

Audit your financial planning firms brand → Browse all rankings Methodology →

Frequently asked about financial planning firms AI visibility

Who leads AI visibility in financial planning firms?

Facet and Mariner jointly lead with 25.0% visibility each, both rising 15 rank positions from the previous audit period. The next tier (Edward Jones, Creative Planning, Edelman Financial Engines, Vanguard Personal Advisor) sits at 12.5% visibility.

Which financial planning brand is most cited by AI, not just named?

Edward Jones is the only top-5 brand with a citation rate matching its visibility, both at 12.5%. Morgan Stanley, Fidelity, and Farther each hold 12.5% citation rates despite zero visibility, meaning AI references their domains as sources without naming them as recommendations.

What sources does Google AI Mode anchor on for financial planning queries?

The top cited sources include nerdwallet.com, wsj.com, barrons.com, youtube.com, investmentnews.com, unbiased.com, pillarwm.com, and financestrategists.com. Brand-owned domains are absent from this list.

Which brand has lost the most AI visibility in this category?

Charles Schwab dropped from rank 2 to rank 10, losing all 12.5% of its previous visibility and falling to a composite score of 0.0 in the current audit period.

How concentrated is AI visibility in the financial planning category?

The category average visibility is 5.0%, while the top two brands each sit at 25.0%, meaning Facet and Mariner together account for the majority of AI-surfaced appearances across the 20 brands audited.

Can a brand have high visibility but low citation in this category?

Yes. Facet and Mariner both record 25.0% visibility alongside 0.0% citation, meaning Google AI Mode names them in responses but does not link or attribute their domains as source material.