AI Visibility Research
72% of mortgage brokers are invisible to AI. Financial advice is YMYL — AI is extremely cautious, defaulting to FCA-regulated comparison sites and Unbiased. Individual brokers without FCA registration in schema and clear fee structures get completely skipped.
Check your business72%
Invisible to ChatGPT
mortgage brokers
Thousands
Businesses analysed
28%
AI-visible
Can be found by AI assistants
2-4 weeks
Time to fix
With structured data + directories
The test
ChatGPT recommends comparison sites and Unbiased for 77% of mortgage queries. Only 23% cite individual brokers — those with FCA registration and clear fee structures.
Each AI system uses different data sources and citation patterns.
Source: Bing index
ChatGPT recommends comparison sites and Unbiased for 77% of mortgage queries. Only 23% cite individual brokers — those with FCA registration and clear fee structures.
Source: Live web crawl
Perplexity cites individual brokers 32% of the time, often from Unbiased or VouchedFor profiles.
Source: Google index + Maps
Google AI Overviews for mortgage queries pull from comparison sites, MoneySavingExpert, and FCA-registered brokers with strong content.
Mortgage Brokers businesses face specific challenges that prevent AI assistants from finding and recommending them.
Mortgage advice is YMYL financial content — AI requires FCA regulation verification before citing.
Comparison sites (Habito, L&C, MoneySupermarket) aggregate thousands of deals, making individual broker sites seem limited.
Fee structures (fee-free, fixed fee, percentage) are often unclear or hidden.
Individual broker qualifications (CeMAP, DipFA) aren't in structured data.
What the visible businesses do differently
FCA registration number in schema • Clear fee structure: fee-free, fixed fee amount, or percentage explained • Service pages: first-time buyers, remortgage, buy-to-let, self-employed, adverse credit • Named broker profiles with CeMAP qualifications and FCA individual reference numbers
Schema types that matter: FinancialService, ProfessionalService, LocalBusiness, FAQPage, Person
Include your firm FCA reference number and individual broker FCA numbers in FinancialService schema. This is the mandatory verification signal for financial YMYL content.
Whether fee-free, £499 fixed fee, or 0.3% of loan value — state it clearly. AI cannot recommend a broker when it can't verify the cost.
First-time buyers, remortgage, buy-to-let, self-employed, adverse credit, shared ownership. Each with process, requirements, and typical rates.
These FCA-regulated directories are what AI trusts for financial advice recommendations.
Each broker needs CeMAP/DipFA qualifications, FCA number, years of experience, and specialisms visible in structured data.
Only about 28% of mortgage brokers are visible to ChatGPT. The rest are invisible because they lack the structured data, directory presence, and content that AI assistants need to make recommendations. Our research shows that ChatGPT relies on Bing's index for 87% of its citations.
Most mortgage brokers can achieve basic AI visibility within 2-4 weeks by adding structured data, claiming key directories, and submitting to Bing Webmaster Tools. Full optimisation (including review building and content creation) typically takes 2-3 months to show results.
Not directly. ChatGPT uses Bing's index, not Google's. However, the factors that help you rank on Google (structured data, quality content, reviews) also help on Bing. Our data shows that 87% of ChatGPT citations match Bing's top 10 results, while only 56% match Google's top 10.
It depends on the query. Google AI Overviews are strongest for local searches backed by Google Maps data. Perplexity crawls the web daily and often finds more niche results. ChatGPT relies on Bing's index and favours well-known directories.
mortgage brokers should use FinancialService, ProfessionalService, LocalBusiness, FAQPage, Person schema types. The most impactful is adding your business details (name, address, phone, hours, services) in structured data that AI can read programmatically.
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