Global investment in AI across financial services is projected to grow from USD 38.36 billion in 2024 to USD 190.33 billion by 2030, according to a 2024 market forecast by Markets and Markets.
At the same time, UK regulators report that AI adoption is already widespread across the sector. A joint 2024 survey by the Bank of England and the Financial Conduct Authority found that 75 percent of UK financial services firms are already deploying AI, with a further 10 percent planning adoption within the next three years.
As AI adoption accelerates, search visibility in finance is no longer dictated by traditional rankings alone. AI overviews, gen AI assistants and zero-click results now sit between customers and brand websites, reshaping how trust, authority and compliance are interpreted online. In this environment, SEO is no longer just a growth channel. It has become a frontline control mechanism for accuracy, regulatory alignment and brand credibility.
To address this shift, AccuraCast has published its definitive SEO Guide for Financial Services, outlining the structural, technical and governance frameworks required for finance brands to remain visible and compliant in an AI-first discovery landscape.
The insights below come from Lourenço Caliento Gonçalves, SEO Consultant at AccuraCast, who works directly with banks, insurers and fintech firms navigating this changing search environment.
1. SEO in an AI Summary World
AI Overviews and assistants now sit between users and brand sites, especially on "what/how/which account/card/loan" queries in finance. Studies on financial keywords show AI modules cite only a small set of domains per answer, so visibility is increasingly about being one of the few trusted citations rather than "position 3 vs 5".
Practical shifts for finance SEO:
1. Move from chasing every keyword to owning topic clusters where you can be the definitive, expert, frequently-updated source.
2. Design pages that both:
Feed AI (clear entities, schema, citations, expert authorship) and
Still convert in a zero?click world (compelling USP, tools, calculators, comparison tables that go beyond the AI summary).
2. SEO's Role in Accuracy and Compliance
Because finance is considered a YMYL (your money, your life) category, search systems and AI models heavily weigh accuracy, disclosures and regulatory alignment. Regulators like the SEC, FCA, CFTC, BaFin, ESMA, EIOPA and EBA set rules for product communication, risk disclosure and data/privacy that directly affect how content can be written and tracked.
SEO becomes a compliance ally by:
Embedding governance into content workflows: versioning, review logs, jurisdiction tagging, "last updated" labels, and mandated disclaimers on all money pages.
Hard-coding technical safeguards: secure-by-default (HTTPS, HSTS), cookie and tracking consent, correct handling of PII, and robust legal/Ts & Cs/privacy internal linking so crawlers and users always see compliant context.
3. SEO Challenges When Adding AI and Automation
Banks, insurers and fintechs are accelerating AI and agent use across content, but surveys show the main friction points are compliance overhead, skills gaps and governance. SEO?specific pain points typically include:
Drift from brand and regulatory language: AI can introduce unapproved promises, omit mandatory risk language or hallucinate product conditions, creating both compliance and ranking risk on YMYL topics.
Inconsistent E-E-A-T: At scale, content may lack real experts, citations and author bios, weakening trust signals for both search and AI engines that now cross?check authority more strictly for finance queries.
Fragmented workflows: Legal/compliance reviews are often still manual and periodic, while AI can publish or update faster than teams can approve, which creates a backlog or the risk of rogue content going live.
Mitigations that work:
Guardrailed generation: Fix templates with "non-editable" compliance blocks per product/region; restrict RAG systems ...