alone.

The other thing that's going on is this misconception that winning in Google just means we're naturally going to win in AI.

Unfortunately, that also isn't the case.

I've done many studies, and one of the most recent ones I did was around different financial brands.

The examples in this slide are Monzo and Starling Bank.

So they're both banks, both virtual banks.

And Monzo, massively ahead when it comes to Google search.

we can

How do you balance that fun with balancing that we're getting great work done and we're keeping our clients happy and we're leading and inspiring our clients?

As a leader, it's probably the area that I have the highest expectations of both myself and the team.

And those high expectations are important, I think, because it makes sure everyone understands what quality of work they're meant to be putting out.

The work that we do for our clients, the consistency of that and building those relationships is most important.

So we do communicate a lot about expectations in the roles.

We have really clear processes and workflows across every task that we deliver for our clients.

We have really structured ways of having client meetings, building our client relationships, making sure that clients feel very in the know about what's happening.

Tell me a bit about what learning looks like in Exposure Ninja.

So when someone's looking for a financial advisor today, how is that journey changing? And why are some people perhaps asking ChatGPT, Google's AI overviews, rather than just searching?

This is a great question.

And it's really been a big shift in how that first conversation actually happens before someone even contacts a business.

And when we think of the old way that we used to search, and it will be true for many of us personally as well, we just went straight to the Google search box.

and we put three or four keywords in something like financial advisor near me or you know pension transfer advice or those kinds of terms that eventually then would lead us to the business that is going to be able to help us and we'd have a few tabs we'd go through different websites and then we'd sort of pick who to inquire with.

What's happening now is with the advent of AI with ChatGPT, Gemini, Perplexity, Claude, all of these different AI systems becoming much more normal, much more used, both at work and in our personal life, we are able to give so much more context.

So when we used to type just three or four words, and this sometimes still happens on Google as well, Now, in AI, the average length of what someone writes is about 60 words, we are giving it a whole monologue of our personal life situation, because we know that we can get a much more specific answer that feels much more tailored for us.

If a firm has just one marketing person or even none in some cases, what should they focus on over the next 90 days to improve their AI visibility while staying compliant with financial promotion rules?