The financial advice playbook
How to become a planning firm ChatGPT names when clients need help
For founders and managing directors of UK financial planning and wealth management firms.
Sector lead for financial advice at Fortitude Media
Download the playbook (PDF, 8 pages, 2.1 MB) ↗
Business owners, finance directors and private clients now ask ChatGPT who can help before they book a first meeting. This playbook shows UK planning and wealth firms how assistants choose which advisers to name, and what to fix first.
What is inside
- Eight questions clients now ask AI assistants about advisers
- The five kinds of evidence assistants check before naming you
- Where education ends and FCA targeted support begins
- A ten-question scorecard to test your own firm
- Six actions for this month and five for the quarter
- How to tell whether it is working
Questions your buyers ask
- Asked an AI assistant
Which financial advisers in Bristol help employers review a workplace pension for 200 staff?
- Asked an AI assistant
How should I plan my personal finances before selling my company?
- Asked an AI assistant
Which financial planners are best for company directors planning an exit?
- Asked an AI assistant
How can directors take money out of a limited company in the most sensible way?
Three of the ten scorecard questions
- Does your website name the one or two client types you serve best, in the words those clients use?
- Does your firm name, trading name and address on the website match your FCA Register entry exactly?
- Does your website give your company name, FCA reference number and, if you are an appointed representative, your principal firm?
The full scorecard, a plan for this month and the next ninety days, and the sources assistants check are in the PDF.
Questions founders ask
Is a restricted financial adviser worse than an independent one?
Not necessarily. MoneyHelper notes that both give tailored advice, and independent advisers may offer a wider choice of products. What matters is whether the adviser's range suits the client's needs and whether they explain it clearly. If you are restricted, say so plainly on your website and explain what it means for the client.
How do I check a financial adviser is FCA authorised and has no complaints?
Search the FCA's Financial Services Register to check the adviser, or their firm, is authorised to give advice and that the contact details are genuine. The Financial Ombudsman Service publishes its final decisions since 1 April 2013 in a database you can search by business name. Advisers should make both checks easy by printing their FCA reference number on every page.
Will publishing guides count as giving advice?
Not if they are general and educational. Explaining how an option works, the trade-offs and what to ask is information. A page becomes a personal recommendation when it tells someone what to do in their circumstances, and it may be targeted support if it makes suggestions to a defined group. Keep guides general and follow your financial promotions process.
How often should we update our guides?
At least once a year and after every Budget, with the tax year stated on each guide. An out-of-date figure on a money topic undermines trust with clients and with assistants. If you cannot maintain a guide, remove it rather than leave a wrong number online under a named adviser.
Read the full guide
Sector guides · 12 min read
How does a financial planning firm get named when clients ask ChatGPT?
Business owners, employers and private clients now ask ChatGPT who to call about their money. What the assistants check, and how to publish within the FCA's rules.
- What makes ChatGPT treat our content as expert rather than marketing?12 min
- Why does ChatGPT describe my firm wrongly, and how do I fix it?13 min
- Does ChatGPT prefer newer content, and how old is too old?13 min
- How do we find out whether ChatGPT is recommending our firm?12 min
- Which accountant does ChatGPT recommend, and why is it not us?12 min
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