Wealthreach launches Attract to help advisors get noticed by AI

WealthReach has launched Attract, an AI agent that drafts content for search engine optimization (SEO) and answer engine optimization (AEO) to help financial advisors boost their visibility on Google and AI platforms such as ChatGPT, Perplexity, Claude and Gemini.

RIAs can input their website link into Attract, which will continuously monitor the firm’s website and local search behavior to update content and produce landing pages geared towards improving the firm’s search rankings on Google and AI platforms. WealthReach was co-founded by Michael Barrasso, who also works as director of business development at United Financial Planning Group, a Long Island-based RIA founded by his father Gerry Barrasso. 

“We do a full analysis on the firm's website, we research what keywords they rank for, what they're not ranking for, and then from there we create optimized pages to rank for those words,” Michael Barrasso told InvestmentNews. “Once the content is created, our agent runs 24/7,in the background, so it's constantly tracking how their site's ranking and then refreshes their content for them—all they need to do is hit approve and that new content gets pushed to the website.” 

According to Barrasso, Attract is intended to replace SEO agencies that typically charge “thousands of dollars per month” for RIAs to use. Attract’s pricing starts at $500 per month intended for solo advisor firms, capped at 15 page creations per month. Attract’s $1,000 per month tier includes five user accounts and unlimited pages across two websites. Every page produced by Attract runs through automated SEC Marketing Rule compliance review.

“I think a lot of it is making sure you have a really optimized website, and putting out content that speaks to the actual problems that your prospects have, not selling services like we're a financial advisory firm and we do wealth management, tax planning and insurance planning,” said Barrasso. “More so, what's your ideal client profile? What are the problems these people have, and then creating content to target those specific problems and answer those questions. That's what those AI models will actually look for and cite you for.”

The advisor industry has launched new products to meet AI’s emergence as a new tool for internet search historically dominated by Google. Gregory, a PR and communications agency for RIAs and other financial brands, launched its own AI search monitoring and optimization platform last year, while marketing firm FMG bought Testimonial iQ earlier this year in a move towards launching a product for helping advisors appear on AI platforms.

“I think what we'll continue to see as younger generations come up that are more familiar with AI, is people asking questions to AI like what are great financial advisor firms near me?. How do I handle this specific problem? How do I handle my stock options, things like that. So I think we're shifting now to more people utilizing AI to find advisors,” said Barrasso.