Search is evolving. So is the way customers discover and trust financial information. With ChatGPT processing 1 billion daily messages and 41% of Gen Z and Millennials now willing to let AI manage their investments according to the World Economic Forum’s 2025 survey, the search for financial guidance has evolved from human consultation to algorithm-driven intelligence.

For banks and credit unions, this shift is more than just about marketing. It is about relevance in a world where AI is becoming the primary interface between people and knowledge.

Traditional SEO is no longer enough. Generative Engine Optimization, or GEO, is taking its place. GEO is about being referenced in AI-generated answers, not just ranking in search results. That shift changes everything.

Generative Search Is Reshaping Visibility

Google’s AI Overviews are designed to provide immediate answers. Customers ask a question and get a response at the top of the page, often without needing to click: 

This is reducing traffic to websites and making it harder to control the narrative. But it also creates new opportunities. Financial institutions can still show up, but the strategy must change.

It is no longer about page rank. It is about authority, clarity, and the ability to be cited by AI systems.

This is where GEO comes in. It ensures your content is structured to be understood and reused by AI, not just found by humans.

Large Language Models Are Becoming the First Step in Discovery

More customers are beginning their research inside tools like ChatGPT, Perplexity, or Claude. These platforms answer questions in natural language. They summarize insights across sources. They offer clarity instead of clutter.

This behavior shift marks a new era. It is no longer just search engine optimization. It is Generative Engine Optimization (GEO) or  Large Language Model Optimization (LLMO).

Financial institutions need to understand how LLMs choose sources. They reward precision. They elevate brands that consistently offer trusted information. They surface insights from content that reflects real customer needs.

Visibility Follows Relevance

As generative tools reshape how customers gather information, visibility now depends on how well your institution anticipates what matters most.

It is not enough to have content available. That content must be relevant, consistent, and aligned with customer intent from the very beginning.

Relevance is no longer reactive. It starts with understanding the signals that lead to action.

This is where most systems fall short. They wait until intent is clear. By then, the opportunity to lead the experience is already gone.

Senso Turns Discovery Into Direction

Senso was designed for this shift. Not to chase traffic, but to predict engagement. Not to follow behavior, but to forecast it.

By identifying early signals of customer intent, Senso allows financial institutions to be present in the moments that shape decisions. Before a question is asked. Before a competitor is considered.

In the new landscape of GEO and LLMO, the winners are not just found. They are followed.

Senso makes that possible.