Referrals have always been an important part of how ultra-high-net-worth families find and select wealth advisors. A recommendation from a family member or trusted professional can carry considerable weight.
But what happens after that introduction is changing.
Today, prospective clients can turn to AI tools like ChatGPT, Perplexity, and Claude to research a firm's expertise, reputation, and capabilities before making contact.
That raises an important question for wealth management firms: When AI tools are asked about your firm, what information are they drawing from?
In the latest 3-Minute Marketer, Rosemary Denney explores how earned media can influence a firm's visibility in AI-powered research and why public relations deserves a place in the broader marketing strategy.
The Connection Between Earned Media and AI Visibility
We asked an AI tool how it evaluates and recommends wealth management firms. One of the credibility signals it identified was earned media coverage.
Specifically, it highlighted commentary from senior professionals featured in respected publications such as Barron's, Bloomberg, and CNBC.
A firm's website explains what it does and how it serves clients. Independent media coverage can provide additional context, demonstrating how its professionals think about markets, economic developments, and the issues affecting wealthy families.
This distinction between a firm's own marketing materials and third-party coverage is important for both prospective clients and AI-assisted research.
While earned media is not a guarantee of inclusion in AI-generated recommendations, a consistent record of relevant, credible coverage can help establish a firm's public presence and expertise.
Three Considerations for Your PR Strategy
1. Understand what PR can and cannot do
Public relations cannot make up for weak capabilities or a poor client experience. It can, however, help make genuine expertise more visible through independent coverage.
A thoughtful media strategy creates opportunities to demonstrate how your professionals approach the issues that matter to the families you serve.
2. Know what you want your firm to be known for
Investment management, family governance, wealth transfer, trusts and estates, and tax planning are all potential areas of expertise. The key is to identify where your firm has a distinct, informed perspective.
Reporters have plenty of generalists to call on. They need experts who can offer relevant, substantive commentary. A focused media strategy also makes it easier for readers—and AI-powered research tools—to associate your firm with particular topics.
3. Build a record of coverage over time
A single press mention is a useful start, but consistent, timely commentary can build a more substantial public record of expertise.
Prioritize relevant opportunities and thoughtful contributions rather than chasing a single high-profile placement. Over time, that coverage can give prospective clients additional context as they evaluate your firm.
Making Your Expertise Easier to Find
Press coverage alone will not determine whether an ultra-high-net-worth family chooses your firm. Relationships, capabilities, reputation, and personal fit remain central to that decision.
But as AI becomes another tool in the research process, wealth management firms should consider what independent, accessible information exists about their expertise.
The question is not simply whether your firm has a strong reputation. It's whether prospective clients can find credible evidence of it when they research you.
Watch the latest 3-Minute Marketer to hear Rosemary's perspective on earned media and AI visibility.
To discuss your firm's public relations and AI visibility strategy, contact Wealth Matters Consulting at hello@wealthmattersconsulting.com.