Search in financial services is no longer linear, and it's no longer just SEO.
From rising paid media costs to AI-generated answers and zero-click behavior, financial marketers are navigating a search ecosystem that spans organic rankings, paid placements, AI Overviews, LLMs, and even retail fulfillment. Managing these channels in silos is no longer sustainable.
In this fireside chat, Tony Hooper (SVP & Head of Client Services, iQuanti) and Irina Klein (Financial Services Marketing Leader) will discuss a holistic search framework for the modern BFS marketer, designed to unify traditional SEO, paid search, generative engine optimization (GEO), and AI visibility into a coordinated growth strategy.
The discussion will move beyond theory and focus on what matters most: improving visibility, cost efficiency, understanding evolving consumer intent, and connecting digital discovery to real-world outcomes.
Key Takeaways:
- An executive framework to unify SEO, paid, and AI visibility
- How AI is reshaping search across organic, paid, and LLM ecosystems
- Brand visibility and ROI in a zero-click world
- Driving media efficiency through incrementality and cross-channel leverage
- Linking search investment to real-world acquisition and retail performance
