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AI-driven search has significantly altered the way people seek information – and the way brands show up in digital channels. As a result, fintechs are being challenged to navigate this new normal and enhance how their organizations are represented in AI-generated results across platforms such as ChatGPT, Perplexity, Google’s AI overviews and more. In this new landscape, Generative Engine Optimization (GEO) has become a critical imperative.

For years, organizations have chased page one organic search results and some have invested heavily in SEO strategies to achieve this. And while organic search remains important in helping those prospects who aren’t already aware of your company (or your solutions) find you online, traditional online search is now being supplanted by a new model: AI search.