B2B fintech & AI search: what marketers need to know
If you're a B2B fintech marketer, you’re likely navigating how to show up in AI search. AI tools like ChatGPT, Perplexity, Claude and Gemini are becoming part of how buyers find and evaluate solutions. Whether or not your brand shows up in those answers can determine if a potential customer ever considers you.
A March 2026 analysis of 680 million AI citations found that 73% of B2B buyers currently use AI tools in their research process, yet only 22% of marketers have a strategy for improving AI exposure. This is a significant opening for fintech brands wanting to improve website visibility.
At Scribe National, we work with B2B brands on content strategy and marketing that builds visibility and drives growth. We've seen firsthand how the shift to AI search is changing what it takes for fintech brands to be found and earn the trust of buyers who are closer to a decision than you might think. In this article, we'll break down how AI search works, why fintech brands face unique visibility challenges and what you can do to start showing up in AI-generated answers.
What is AI search and why does it matter for fintech brands?
AI search tools like ChatGPT, Perplexity and Google's AI Overviews generate direct answers to questions. With AI search, users get an answer without needing to click through to a website. However, websites still matter because buyers who do click through are typically further along in their research and more ready to act.
Google recently confirmed its AI search product has surpassed one billion monthly users, with queries more than doubling every quarter. This means marketing for fintech brands has a new job. It's not just about ranking in Google anymore. You’ve got to earn enough credibility to be cited in AI-generated answers.
The buyers you're trying to reach are already using AI tools to find solutions in your space. Whether your brand shows up in those answers can determine if a potential customer ever considers you.
How is AI search different from traditional SEO?
Traditional SEO is built around ranking in Google, so users click through to your website. Unlike traditional search, AI tools pull from multiple sources and generate a single, direct answer.
According to Ahrefs' February 2026 analysis:
ChatGPT has about 18% of Google's daily search volume
Google still sends 190 times more traffic to websites than ChatGPT
ChatGPT's click-through rate is 96% lower than Google's
These numbers tell us that AI search and traditional search serve different purposes. Google drives traffic, whereas AI search drives awareness and consideration before a buyer ever visits your website.
For example, when a buyer asks an AI tool which payment platform to use, it decides which brands are worth considering. If your brand isn't mentioned, that buyer may never find you.
Why do B2B fintech brands struggle with AI search visibility?
Fintech has the potential to see great results with AI search visibility, but there are a few industry-specific challenges to work through first.
Fintech content is held to a higher standard
AI platforms are selective about which financial content they cite. Content covering financial decisions, compliance or transactions needs to demonstrate genuine expertise. Vague or surface-level content rarely makes the cut — and in fintech, that bar is higher than in most industries.
AI citations in finance skew toward established outlets
AI platforms tend to cite established media and publications over brand-owned content. For newer fintech brands without significant third-party coverage, this means owned content alone won't be enough to build AI visibility.
Complex products are harder to summarize
B2B fintech products are technical and often difficult to explain simply. AI tools favour clear, direct content over exhaustive guides. The brands that break down complex topics into plain language are commonly preferred by AI tools; this is often what we help clients with at Scribe National.
What influences whether your fintech brand gets cited in AI search?
Once you understand the challenges, you can start creating a reliable strategy for AI visibility.
Verifiable expertise
AI platforms reward content that comes from credible, named sources. Having your subject matter experts, team leaders or founders contribute to and be credited in your content signals reliability.
Topical depth
Covering your subject area consistently and in depth signals to AI platforms that your brand is a credible source on that topic. For example, a fintech brand with several well-researched articles on embedded finance builds what's known as topical authority. This is far more likely to be cited than a brand with a single post on the subject.
Content structure
While we’re still figuring out what performs best on AI platforms, they seem to favor content that’s structured, factual and backed by credible sources. That means a strong fintech content strategy needs both well-organized owned content and a presence in outside publications.
Direct answers
AI tools are built to respond to specific questions. Content structured around clear questions and direct answers is more likely to be pulled into a generated response. If your content doesn’t get to the point, AI has a difficult time citing your content.
How to improve your B2B fintech brand's visibility in AI search
At Scribe National, we help B2B brands create content that gets found in Google and AI search. Here's what we've seen that is working:
Answer the questions your buyers are asking
The best starting point for AI-visible content is the questions your buyers are already asking. Build your content around answering those directly.
To identify the right questions to answer:
Talk to your sales team
Review discovery call notes
Look at what's coming into your support channels
Build authority beyond your own website
Third-party mentions can significantly boost your AI search visibility.
To build authority beyond your website:
Pitch guest articles to fintech trade publications
Seek commentary opportunities with industry analysts
Build relationships with journalists covering your space
Make expertise visible
AI platforms look for signals that your content comes from credible, knowledgeable people.
To make expertise clear:
Add detailed author bios to every article
Include your team's credentials and relevant experience
Link author bios to professional profiles when possible
Write for clarity, not length
Write focused, well-structured content that directly answers specific questions, rather than a comprehensive guide that makes the point difficult to find.
To create clear, AI-friendly content:
Lead with the answer before explaining it
Use clear headings that mirror how someone would naturally ask a question
Remove anything that doesn't add to the point
Track where you show up
Measuring where you show up helps you understand how you’re performing and where you can make changes.
To get a baseline on your AI visibility:
Search your brand name and key topics in AI tools like ChatGPT and Perplexity
Note when you appear, when you don't and which sources show up instead
Check Google Analytics to see where your traffic is coming from
What kind of content gets cited by LLMs?
Fintech buyers are asking questions, not searching for your brand name. According to a 2025 OpenAI and Harvard research study, 49% of all ChatGPT messages are from people seeking information or advice to make a decision.
Content formats to consider that tend to get cited by tools like ChatGPT, Perplexity and Claude:
Helpful blog articles: Regularly published posts that break down complex fintech topics, structured around questions your buyers are asking
Comparison content: Honest evaluations of different approaches or solutions, since AI tools are frequently asked to compare options
Case studies: Real customer stories that demonstrate specific outcomes and build credibility with buyers who are evaluating solutions
Research and data: Original surveys, industry benchmarks or data-backed insights that offer a unique perspective
Subject matter expert perspectives: Unique insights from people with specific expertise in your space rather than generic takes that could come from anywhere
Work with a B2B fintech content strategist
Though AI search is still developing, fintech marketers who create content geared towards AI will be well-positioned as its presence grows. The brands that earn trust and consistently demonstrate expertise will be the ones AI tools prefer when finding reputable sources.
If you're ready to build a content strategy to improve your fintech marketing, explore Scribe National's content services or book a free discovery call to discuss where to begin.
