How to Claim Your Financial Advisory Firm on ChatGPT

Your firm may help clients prepare for retirement, review their estate plans, and make more informed tax decisions. But would someone researching your firm on ChatGPT understand that?

On November 10, 2026, OpenAI introduced Businesses in ChatGPT in beta. Eligible businesses can claim their profiles, contribute current information, and see insights into how they appear in ChatGPT.

This is the Google My Business moment for AI. For advisory firms, the opportunity starts with making sure prospective clients can understand who you serve and how you help. If your description stops at “comprehensive wealth management,” you may be leaving some of your most valuable work unexplained.

What does claiming your business on ChatGPT do?

Claiming a ChatGPT business profile lets eligible businesses submit information about their offerings and access available insights. The person managing it must own the business or be authorized to represent it.

For an advisory firm, this is an opportunity to answer the questions a prospective client brings to their search: Do you work with people like me? Can you help with the decisions I am facing? What would working together involve?

A useful profile begins with those questions. “We help business owners prepare for retirement and a future business transition” gives a reader something more concrete than “personalized financial solutions.”

How to claim your financial advisory firm on ChatGPT

Start by deciding who will manage the profile after setup. For an independent advisor, that may be you or the colleague who manages your website. At a larger RIA, marketing or operations is a sensible starting point. If you are affiliated with a broader firm, coordinate with the team responsible for public business profiles.

Have your firm description, website address, logo, and service information ready. Use your usual process for reviewing public marketing copy, and identify the person who can help with your domain settings if needed.

Open ChatGPT Business Hub

Sign in to ChatGPT and open Business Hub. Search for your firm by name.

Use the account your firm intends to use for managing its business presence.

Select your firm’s listing

Choose the matching business and confirm the managing account. Check similarly named firms and office locations carefully.

If your firm is missing, eligible online businesses may see an option to add it. Follow the options available in your account.

Verify your connection to the business

Choose an offered verification method, such as business email, phone, or website domain. Available methods can vary.

Complete domain verification, if selected

Add the supplied TXT record to your domain’s DNS settings. Copy its type, host/name, and value exactly, then return to ChatGPT and select Verify domain once the record is available.

Your website or IT contact can help. A WordPress website may have its DNS managed elsewhere, so send the record to whoever manages your domain.

Complete approval and identity verification

OpenAI emails its claim decision. Persona identity approval is also required before publishing edits or accessing insights. A new profile created through Persona publishes automatically upon approval.

Review your business information

Update your description, website, category, and branding. OpenAI reviews changes.

Read the description as if you were meeting your firm for the first time. Can you tell who it serves, what it helps clients do, and where to learn more?

For the current verification options and troubleshooting instructions, refer to OpenAI’s business setup guide.

How should advisors describe estate and tax planning services?

Explain what clients can expect your team to do. A service name gets someone’s attention; a clear description helps them decide whether to start a conversation.

For estate planning, that might mean helping clients organize existing documents, review beneficiary designations, identify questions for an attorney, and connect their estate plans with their financial goals.

For tax planning, it might mean reviewing tax returns, evaluating planning scenarios before major decisions, and coordinating with a client’s CPA.

Use only the activities your firm actually provides. Be clear about which work your team performs and where attorneys or tax professionals are involved. These details help prospective clients understand the relationship they are considering.

Sample ChatGPT business description for a financial advisory firm

Adapt this example to your firm’s audience, services, and approved messaging:

[Firm Name] helps [client audience] in [service area] plan for retirement, manage investments, and prepare for the transfer of wealth. Our estate planning support includes reviewing existing plans and coordinating questions with clients’ attorneys. Our tax planning services include reviewing returns and evaluating scenarios with clients and their tax professionals. We connect these decisions with each family’s financial goals.

Then check your website. Create or improve a page for each service that explains who it helps, what your team does, and what a client can expect. Include questions your advisors hear in meetings, such as “I already have a will. What else should we review?”

Someone who clicks through from ChatGPT should be able to recognize their needs and understand how to contact your team.

Can you see how often ChatGPT mentions your firm?

Yes. Business Hub provides aggregate mentions, website clicks, and discovery topics when enough activity is available. Businesses do not receive individual prompts or conversations.

Read “mentions” carefully: for online businesses, the metric counts website references rather than every appearance of a brand name. For local businesses, it counts displayed location results. A blank metric does not necessarily mean zero activity.

Set a monthly reminder to review the dashboard. Keep a simple record of:

• Visibility: How are reported mentions and website clicks changing?
• Relevance: Do the discovery topics match the clients and services you want to be known for?
• Next steps: What information could you clarify on your profile or website?

Track qualified inquiries alongside these observations. Add “How did you hear about us?” to your intake process if it is not already there. This can help your team learn whether ChatGPT is contributing to prospective client conversations.

How can discovery topics become a content calendar?

Discovery topics show common themes in ChatGPT answers that mention or cite your business. They can help you see which subjects are already associated with your firm.

For a busy advisory marketing team, that is the starting point for a free content calendar. Choose one relevant theme, then turn it into a question your advisors regularly hear from clients.

If estate planning appears, for example, ask your advisors what clients find confusing about reviewing an existing plan. Use their answers to write an article that explains the review process and what clients should bring to a meeting.

Here are illustrative ideas, not actual dashboard findings:

Start with one strong article. Add a short answer to the relevant service page, use it in a client email, or record a brief video with an advisor. Link readers to the service and explain how to begin a conversation.

Discovery topics are aggregate themes, not exact prospect questions or search-volume data. Use them alongside what your advisors hear from clients when deciding what to publish next.

Why should advisory firms act early?

The advantage of starting now is that your team can begin learning. You can establish a baseline, see which topics appear, and improve how you explain your services.

We believe the early winners will be the firms that claim their profiles and consistently act on what they learn. That means keeping information current, answering useful client questions, and checking whether prospective clients understand the breadth of your planning work.

Claiming a profile does not guarantee more visibility or control over ChatGPT’s independent recommendations. The practical opportunity is to provide better information and build experience with a developing discovery channel.

Give someone ownership of the profile, complete the available setup process, and put the first dashboard review on the calendar.

Frequently asked questions about claiming a business on ChatGPT

Can financial advisory firms claim a ChatGPT business profile?

Eligible firms can apply through Business Hub. Availability depends on the business’s location, type, and verification. Check the options shown for your firm; access is not universal.

What if my firm is missing or verification is pending?

Eligible online businesses may have an option to add a listing. If your claim or verification is pending, wait for OpenAI’s decision or request for information by email. Review timing varies. Use OpenAI’s setup guide for troubleshooting.

Is a ChatGPT business profile the same as a Business Agent?

No. A business profile presents information about your firm. A Business Agent is a separate conversational experience with additional eligibility requirements. Profile verification alone does not qualify a firm for an agent, and agents cannot provide advice that legally requires a professional license. See OpenAI’s Business Agents Policy.

Should my firm include estate planning and tax planning?

Yes, if they accurately reflect your offering. Describe the work clients can expect, distinguish your role from that of attorneys and tax professionals, and keep the description consistent with your website and approved firm messaging.

Bring estate and tax planning into more client conversations

Your profile should help prospective clients recognize the questions they can bring to your team: Is my estate plan still aligned with my wishes? What tax decisions should I discuss before retirement? How do these choices fit together?

Wealth.com helps advisors make estate and tax planning part of the client relationship. Advisors can help clients create estate documents, analyze existing plans, and use tax planning tools to review returns and evaluate scenarios.

That work creates opportunities for deeper conversations with clients and gives your firm specific capabilities to explain to prospective ones. Make those capabilities easy to find, and make the next step clear. To see how Wealth.com is helping financial advisors deliver more comprehensive estate and tax planning, visit wealth.com/demo.