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.
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.
Platform Scorecard
Rathbones citation rate across AI platforms
AI Visibility Leaderboard
Who owns the AI conversation — total citations across all platforms
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.
| # | Query Topic | Cluster | Claude | ChatGPT | Gemini |
|---|---|---|---|---|---|
| 1 | Post-sale £3M wealth management | Discovery | ✓ | ✓ | ✗ |
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?” | |||||
| 2 | Integrated retirement planning | Retirement | ✓ | ✓ | ✗ |
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?” | |||||
| 3 | Ethical/sustainable investing | ESG | ✗ | ✓ | ✗ |
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 endowment | Charity | ✓ | ✓ | ✓ |
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?” | |||||
| 5 | Bespoke 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?” | |||||
| 6 | IHT planning + investment | IHT | ✓ | ✓ | ✗ |
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?” | |||||
| 7 | Family trust in-house services | Trusts | ✓ | ✓ | ✗ |
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?” | |||||
| 8 | FTSE-listed scale + personal service | Discovery | ✓ | ✓ | ✓ |
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?” | |||||
| 9 | Family office sustainable investing | ESG | ✓ | ✓ | ✗ |
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?” | |||||
| 10 | Charity 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?” | |||||
| 11 | Personal injury / Court of Protection | PI/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?” | |||||
| 12 | Complex estate overseas assets | Estate | ✗ | ✓ | ✗ |
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?” | |||||
| 13 | DFM model portfolio for IFAs | IFA | ✓ | ✓ | ✗ |
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?” | |||||
| 14 | Comparing Rathbones, Brewin, Quilter, Evelyn | Discovery | ✓ | ✓ | ✓ |
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?” | |||||
| 15 | Charity impact reporting | Charity | ✗ | ✓ | ✗ |
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?” | |||||
| 16 | Doctor complex NHS pensions | Retirement | ✓ | ✓ | ✗ |
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?” | |||||
| 17 | Charity SDG alignment | Charity | ✗ | ✓ | ✓ |
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?” | |||||
| 18 | Robo-adviser to wealth manager | Discovery | ✓ | ✓ | ✗ |
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?” | |||||
| 19 | UK + Channel Islands cross-border | International | ✓ | ✓ | ✗ |
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?” | |||||
| 20 | DFM for IFA charity clients | IFA | ✓ | ✓ | ✗ |
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?” | |||||
| TOTAL | 17/20 (85%) | 20/20 (100%) | 4/20 (20%) | ||
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?”
“I run a financial advisory practice and want to outsource investment management to a DFM. Which firms offer the best model portfolio service?”
“I’ve just received a large compensation award following a personal injury claim. Which UK firms specialise?”
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.
AI Topic Authority Map
Query heatmap — service line × platform
| Topic | AI Leader | Rathbones Status |
|---|---|---|
| Post-sale wealth management | Rathbones | 2 of 3 platforms (#1 on both) |
| Integrated retirement planning | Rathbones / Evelyn | 2 of 3 platforms |
| Ethical/sustainable investing | Cazenove / Sarasin | ChatGPT only (1/3) |
| Charity endowment management | CCLA / Cazenove | UNANIMOUS (3/3) |
| Bespoke discretionary management | Rathbones | 2 of 3 platforms (#1 on both) |
| IHT planning + investment | Evelyn Partners | 2 of 3 platforms |
| Trust & tax services | Evelyn / Rothschild | 2 of 3 platforms |
| FTSE-listed stability | Rathbones | UNANIMOUS (3/3) — two #1s |
| Personal injury / CoP | Rathbones | 2 of 3 platforms (#1 Claude) |
| MPS for financial advisers | Rathbones | 2 of 3 platforms (#1 on both) |
| SDG alignment (charities) | Cazenove / Sarasin | INVISIBLE on Claude (1/3) |
| Impact reporting | Cazenove / CCLA | ChatGPT only (1/3) |
| Complex estate / overseas | Evelyn / Rothschild | ChatGPT only (1/3) |
| Channel Islands cross-border | Rathbones | 2 of 3 platforms (#1 on both) |
4 queries
3 queries
3 queries
4 queries
3 queries
1 query
2 queries
▹ 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%.
Methodology
How we conducted this Xtrusio AEO/GEO Audit
This research is based on Xtrusio’s proprietary AI visibility analysis framework.
Recommendations
Prioritized actions to close the Gemini gap
- 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”)
- 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
- 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
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.


