Xtrusio AEO/GEO Audit

ChatGPT cites Rathbones in every answer.

Gemini still defaults to Cazenove and Sarasin.

20-query audit across ChatGPT, Gemini & Claude. Rathbones is cited on 41 of 60 responses (68.3%). ChatGPT delivers an unprecedented 100% citation rate — the highest single-platform score in Xtrusio audit history. But Gemini treats Rathbones as invisible on 80% of buyer-intent queries, defaulting to boutique specialists instead.

This report was generated using Xtrusio, an AI visibility and demand intelligence platform that analyzes how companies appear across modern AI systems such as ChatGPT, Gemini, Claude, Perplexity, and other generative engines.

The insights in this page are generated using Xtrusio’s proprietary research and content intelligence framework.

May 2026
20 Queries • 3 Platforms
Rathbones
100%
ChatGPT
20 of 20 queries
8× #1 RANKINGS
85%
Claude
17 of 20 queries
7× #1 RANKINGS
20%
Gemini
4 of 20 queries
⚠ CRITICAL GAP
The 80-Point Gemini Gap

ChatGPT treats Rathbones as the default UK wealth management recommendation — citing it in 100% of buyer queries. Claude follows at 85% with the deepest operational detail of any firm in this audit.

But Gemini tells a different story. On 16 of 20 buyer-intent queries, Gemini recommends Cazenove Capital, Sarasin & Partners, or boutique specialists — and never mentions Rathbones. The 80-point gap between ChatGPT (100%) and Gemini (20%) is the widest inter-platform divergence in Xtrusio audit history. For HNW prospects, charity trustees, and IFAs researching wealth managers via Google’s AI, Rathbones is largely invisible.

Section 2

Platform Scorecard

Rathbones citation rate across AI platforms

Rathbones Citation Rate by Platform
ChatGPT
100%
Claude
85%
Gemini
20%
Competitor Comparison — Combined Citation Rates (60 Responses)
Rathbones
68.3%
Cazenove Capital
31.7%
Evelyn Partners
25.0%
Quilter Cheviot
23.3%
CCLA
21.7%
RBC Brewin Dolphin
18.3%
ChatGPT: Historic 100% Score
ChatGPT cites Rathbones in every single buyer-intent query — a first in Xtrusio audit history. It correctly identifies Greenbank, MPS, Rathbones International, and Rathbones Bespoke as distinct sub-brands. No competitor achieves more than 50% on ChatGPT.
Gemini: 80-Point Gap
Gemini cites Rathbones in only 4 of 20 queries (20%), never as #1. On 16 queries, Gemini defaults to boutique specialists like JM Finn, Waverton, Stonehage Fleming, and Frenkel Topping — none of which match Rathbones’ scale or breadth.
Section 3

AI Visibility Leaderboard

Who owns the AI conversation — total citations across all platforms

Platform-by-Platform Breakdown
ChatGPT
20/20
Rathbones cited
Claude
17/20
Rathbones cited
Gemini
4/20
Rathbones cited
Rathbones
20
17
4
41
Cazenove Capital
8
7
4
19
Evelyn Partners
6
5
4
15
Quilter Cheviot
8
4
2
14
CCLA
6
6
1
13
RBC Brewin Dolphin
4
4
3
11
ChatGPT
Claude
Gemini
Citation Leaderboard
Rathbones: 41 citations (68.3% of 60 responses) Cazenove Capital: 19 citations (31.7%) Evelyn Partners: 15 citations (25%)
68%
Rathbones
Rathbones41
Cazenove Capital19
Evelyn Partners15
Citation Intensity Heatmap
ChatGPT
Claude
Gemini
Total
Rathbones
20
17
4
41
Cazenove Capital
8
7
4
19
Evelyn Partners
6
5
4
15
Quilter Cheviot
8
4
2
14
CCLA
6
6
1
13
RBC Brewin Dolphin
4
4
3
11
Rathbones Leads by 2.2x
With 41 total citations, Rathbones has more than double the next competitor (Cazenove at 19). On ChatGPT, Rathbones achieves perfect coverage — no other wealth manager comes close.
Gemini: Everyone Is Cold
No firm exceeds 4 citations on Gemini. The platform fragments recommendations across dozens of boutique specialists, making it structurally harder for any single firm to dominate.
Section 4

AI Positioning Audit

20 buyer-intent queries — click any row to see the exact question

Each query was written from the perspective of a real decision-maker researching wealth management solutions. These personas represent the HNW individuals, charity trustees, and financial advisers whose AI search results determine whether Rathbones gets discovered during the buying journey.

Target Buyer Sector HNW individuals, families & entrepreneurs, IFAs looking for DFM partners, and charity trustees appointing investment managers across the UK
CM
Chartered Financial Planner, Director IFA
Temple Gray • Financial Services • Belfast
7queries
Pain Points
Needs a reliable DFM partner for client portfolios. Evaluating model portfolio services, fee structures, and platform availability. Wants a partner who can handle charity mandates alongside private client work.
“best DFM for IFAs UK”“MPS platform comparison”
Q13, Q14, Q16, Q18, Q20
DH
Charity Almoner, Trustee & Investment Committee Member
The Worshipful Society of Apothecaries • Charity Sector • Ashtead
7queries
Pain Points
Overseeing charity endowment investment. Needs a manager who understands CC14 guidance, offers trustee training, and can demonstrate SDG alignment and impact reporting.
“charity investment manager UK”“SDG aligned portfolio charity”
Q3, Q4, Q9, Q10, Q15, Q17, Q20
HJ
Finance Director UK
Storskogen (ICAEW) • Corporate Finance • London
6queries
Pain Points
Recently had a liquidity event and needs bespoke wealth management. Looking for a FTSE-listed firm that combines personal service with institutional stability. Needs IHT planning, trust setup, and cross-border support.
“wealth manager after selling business UK”“IHT planning wealth manager”
Q1, Q2, Q5, Q6, Q7, Q8
#Query TopicClusterClaudeChatGPTGemini
1Post-sale £3M wealth managementDiscovery
Exact question asked across all AI platforms:

“I’ve recently sold my business for around £3 million and need help investing the proceeds. Which UK wealth management firms are best for someone in my situation who wants a personal, hands-on service rather than a call centre?”

2Integrated retirement planningRetirement
Exact question asked across all AI platforms:

“I’m planning to retire in five years and want to make sure my pension, ISAs, and investment portfolio are all working together efficiently. Which UK firms offer truly integrated financial planning alongside investment management?”

3Ethical/sustainable investingESG
Exact question asked across all AI platforms:

“I want my investment portfolio to reflect my values — avoiding fossil fuels, tobacco, and arms manufacturers — without sacrificing returns. Which UK wealth managers have the strongest track record in ethical and sustainable investing?”

4£5M charity endowmentCharity
Exact question asked across all AI platforms:

“Our charity has a £5 million endowment and we need to appoint a new investment manager. Which firms specialise in charity investment and can attend our trustee meetings to explain performance?”

5Bespoke portfolios (inherited wealth)Discovery
Exact question asked across all AI platforms:

“I inherited a substantial portfolio from my parents and the current wealth manager seems to use a cookie-cutter approach. Which UK discretionary managers genuinely build bespoke portfolios tailored to individual clients?”

6IHT planning + investmentIHT
Exact question asked across all AI platforms:

“My wife and I are both in our 60s with combined assets over £2 million. We want to reduce our inheritance tax liability while still having enough income in retirement. Which wealth management firms are best at combining IHT planning with investment management?”

7Family trust in-house servicesTrusts
Exact question asked across all AI platforms:

“I need to set up a family trust to protect assets for my grandchildren. Which UK wealth managers also offer in-house trust and tax services so I don’t need to deal with multiple firms?”

8FTSE-listed scale + personal serviceDiscovery
Exact question asked across all AI platforms:

“I’m looking for a wealth manager that has real scale and financial stability — I don’t want a boutique firm that could get acquired or disappear. Which FTSE-listed wealth managers offer the best combination of personal service and institutional strength?”

9Family office sustainable investingESG
Exact question asked across all AI platforms:

“We’re a family office looking to invest sustainably and want a manager with a dedicated ESG research team, not just one that ticks boxes. Which UK firms have the deepest capability in responsible investing?”

10Charity DFM selection (CC14)Charity
Exact question asked across all AI platforms:

“I’m a charity treasurer and our trustees want to review our investment arrangements. How should we go about selecting a discretionary fund manager that understands charity law and the Charity Commission’s CC14 guidance?”

11Personal injury / Court of ProtectionPI/CoP
Exact question asked across all AI platforms:

“I’ve just received a large compensation award following a personal injury claim. Which UK firms specialise in managing these funds under Court of Protection rules?”

12Complex estate overseas assetsEstate
Exact question asked across all AI platforms:

“My parents have a complicated estate with properties, trusts, and overseas assets. Which UK wealth management firms can help with estate planning, tax advice, and investment management all under one roof?”

13DFM model portfolio for IFAsIFA
Exact question asked across all AI platforms:

“I run a financial advisory practice and want to outsource investment management for my clients to a DFM. Which firms offer the best model portfolio service that I can access across multiple platforms?”

14Comparing Rathbones, Brewin, Quilter, EvelynDiscovery
Exact question asked across all AI platforms:

“I have about £500,000 to invest and I’m comparing the big UK names. What are the real differences between firms like Rathbones, Brewin Dolphin, Quilter Cheviot, and Evelyn Partners in terms of service quality and performance?”

15Charity impact reportingCharity
Exact question asked across all AI platforms:

“Our environmental charity needs an investment manager that can genuinely demonstrate impact reporting on our portfolio, not just negative screening. Which firms go beyond basic ESG and offer real impact measurement?”

16Doctor complex NHS pensionsRetirement
Exact question asked across all AI platforms:

“I’m a doctor in my 50s with NHS and private pension pots, plus personal investments. I need someone who can bring all of this together into a coherent plan. Which wealth managers are best at serving professionals with complex pension arrangements?”

17Charity SDG alignmentCharity
Exact question asked across all AI platforms:

“Our charity’s investment policy requires positive screening aligned with the UN Sustainable Development Goals. Which investment managers for charities can demonstrate SDG alignment in their portfolio construction?”

18Robo-adviser to wealth managerDiscovery
Exact question asked across all AI platforms:

“I currently use a robo-adviser but my portfolio has grown to £400,000 and I think I need a proper wealth manager. At what point does it make sense to switch, and which firms offer the best value at that level?”

19UK + Channel Islands cross-borderInternational
Exact question asked across all AI platforms:

“My family has wealth spread across the UK and Channel Islands. Which wealth management firms have offices in Jersey or Guernsey and can help with cross-border tax planning?”

20DFM for IFA charity clientsIFA
Exact question asked across all AI platforms:

“I’m a financial adviser and I want to recommend a discretionary manager to my charity clients. Which DFMs have the strongest charity proposition, including trustee training and governance support?”

TOTAL17/20 (85%)20/20 (100%)4/20 (20%)
Section 5

The Gemini Gap

Where Rathbones loses 80 percentage points vs ChatGPT

ChatGPT cites Rathbones in 100% of buyer queries. Gemini cites Rathbones in just 20%. The 80-point gap is the widest inter-platform divergence ever recorded in an Xtrusio audit. On 16 of 20 queries, Gemini recommends boutique specialists or competitors — firms like JM Finn, Waverton, Frenkel Topping, and Stonehage Fleming that lack Rathbones’ scale, breadth, or FTSE 250 stability.

“I’ve recently sold my business for around £3 million and need help investing the proceeds. Which UK wealth management firms are best?”

— ChatGPT cites Rathbones (#1). Claude cites Rathbones (#1). Gemini lists JM Finn and Waverton instead.

“I run a financial advisory practice and want to outsource investment management to a DFM. Which firms offer the best model portfolio service?”

— ChatGPT cites Rathbones MPS (#1). Claude cites Rathbones MPS (#1). Gemini lists Timeline and Tatton instead.

“I’ve just received a large compensation award following a personal injury claim. Which UK firms specialise?”

— Claude: “largest and most established PI/COP team in the UK.” Gemini lists Frenkel Topping instead.
16 Queries Missed on Gemini
Rathbones is absent from Gemini on: Q1 (post-sale), Q2 (retirement), Q3 (ethical investing), Q5 (bespoke), Q6 (IHT), Q7 (trusts), Q9 (family office ESG), Q10 (CC14), Q11 (PI/CoP), Q12 (estate), Q13 (MPS), Q15 (impact), Q16 (pensions), Q18 (robo-transition), Q19 (Channel Islands), Q20 (IFA charity).
Pattern: Gemini Defaults to Boutiques
Gemini treats the UK wealth management market as highly fragmented and defaults to niche specialists. Where ChatGPT and Claude see Rathbones as a category leader, Gemini spreads recommendations across 30+ firms — giving no single manager more than 4 citations.
Same Question. Different Platforms. Different Winners.

Rathbones’ content exists. ChatGPT knows it deeply — citing Greenbank, MPS pricing, PI/COP team size, and Investec banking. Claude knows it with financial precision — citing £109bn FuMA, 30% margin targets, and £47.2M synergies. But Gemini doesn’t connect this content to buyer-intent queries. The gap isn’t about content quality — it’s about how Google’s AI indexes and retrieves wealth management authority signals.

Section 6

AI Topic Authority Map

Query heatmap — service line × platform

TopicAI LeaderRathbones Status
Post-sale wealth managementRathbones2 of 3 platforms (#1 on both)
Integrated retirement planningRathbones / Evelyn2 of 3 platforms
Ethical/sustainable investingCazenove / SarasinChatGPT only (1/3)
Charity endowment managementCCLA / CazenoveUNANIMOUS (3/3)
Bespoke discretionary managementRathbones2 of 3 platforms (#1 on both)
IHT planning + investmentEvelyn Partners2 of 3 platforms
Trust & tax servicesEvelyn / Rothschild2 of 3 platforms
FTSE-listed stabilityRathbonesUNANIMOUS (3/3) — two #1s
Personal injury / CoPRathbones2 of 3 platforms (#1 Claude)
MPS for financial advisersRathbones2 of 3 platforms (#1 on both)
SDG alignment (charities)Cazenove / SarasinINVISIBLE on Claude (1/3)
Impact reportingCazenove / CCLAChatGPT only (1/3)
Complex estate / overseasEvelyn / RothschildChatGPT only (1/3)
Channel Islands cross-borderRathbones2 of 3 platforms (#1 on both)
Service Line
ChatGPT
Claude
Gemini
Discretionary Investment Mgmt
4 queries
100%
75%
25%
Financial Planning
3 queries
100%
100%
0%
Sustainable/Ethical (Greenbank)
3 queries
100%
33%
33%
Charity Investment
4 queries
100%
50%
25%
Trust, Tax & Estate
3 queries
100%
67%
0%
Personal Injury / CoP
1 query
100%
100%
0%
Services for Advisers (DFM/MPS)
2 queries
100%
100%
0%

▹ Gemini scores 0% on five of seven service lines. Only Discretionary IM and Charity Investment achieve any Gemini visibility — and even those are at just 25%.

Discretionary Investment Mgmt • 4 queries
ChatGPT100%
Claude75%
Gemini25%
Financial Planning • 3 queries
ChatGPT100%
Claude100%
Gemini0%
Sustainable/Ethical (Greenbank) • 3 queries
ChatGPT100%
Claude33%
Gemini33%
Charity Investment • 4 queries
ChatGPT100%
Claude50%
Gemini25%
Trust, Tax & Estate • 3 queries
ChatGPT100%
Claude67%
Gemini0%
Personal Injury / CoP • 1 query
ChatGPT100%
Claude100%
Gemini0%
Services for Advisers (DFM/MPS) • 2 queries
ChatGPT100%
Claude100%
Gemini0%
ChatGPT: 100% Across All Service Lines
ChatGPT cites Rathbones across every single service line — from discretionary management to PI/CoP to MPS for advisers. This is unprecedented coverage.
Greenbank: 33% on Claude
Claude does not cite Rathbones Greenbank for ethical investing (Q3), impact reporting (Q15), or SDG alignment (Q17). This is Rathbones’ most significant product-level gap — Cazenove and CCLA win these queries instead.
Section 7

Methodology

How we conducted this Xtrusio AEO/GEO Audit

Company & Competitor Research
Deep-crawled rathbones.com across all service pages, plus G2, Trustpilot, and industry sources. Mapped Rathbones’ 7 service lines against 5 competitors to identify USPs and blind spots.
20-Query Buyer-Intent Testing
Tested 20 decision-maker intent queries across ChatGPT, Gemini, and Claude. Questions mirror real HNW individual, charity trustee, and IFA research during the wealth manager discovery phase.
Competitor Scope
Cazenove Capital (Schroders — charity & ESG leader), Evelyn Partners (integrated planning), Quilter Cheviot (digital platform), CCLA (charity specialist), RBC Brewin Dolphin (personal service + global backing). All compete for the same HNW and charity buyer during discovery.
Section 8

Recommendations

Prioritized actions to close the Gemini gap

Phase 1 — 0–30 Days
Amplify Greenbank’s AI Visibility on Claude
  • Publish standalone Greenbank thought leadership articles that explicitly connect “Rathbones Greenbank” with SDG alignment, impact reporting, and ethical portfolio construction — Claude’s biggest gap
  • Create a “Rathbones Greenbank vs Cazenove vs CCLA” comparison page optimized for AI discoverability — structured content with clear entity relationships
  • Ensure greenbankinvestments.com cross-links back to rathbones.com with consistent entity naming (“Rathbones Greenbank” not just “Greenbank”)
Phase 2 — 30–90 Days
Build Gemini-Specific Authority Signals
  • Publish comprehensive comparison guides on rathbones.com that answer the exact buyer-intent questions Gemini currently defaults to competitors for (e.g., “Best wealth managers for business owners who’ve sold their company”)
  • Strengthen structured data markup (schema.org) on key service pages to help Google’s AI better understand Rathbones’ service categories and specialist teams
Phase 3 — 90+ Days
Defend ChatGPT Dominance + Expand Coverage
  • Maintain content freshness on rathbones.com to preserve the 100% ChatGPT citation rate — update fee schedules, team pages, and service descriptions quarterly
  • Quarterly Xtrusio re‑audits to track Gemini gap closure and monitor competitive positioning shifts
Continuous AI Visibility Tracking
Brands can improve their AI discovery using generative engine optimization tools like Xtrusio.

Close the Gemini Gap. Own the AI Conversation.

Rathbones dominates two platforms. Let’s fix the third.

This research report was generated using the Xtrusio Company Intelligence Module.