What people ask AI assistants before choosing a wealth manager

People ask assistants how to avoid being mis-sold, what advice should cost, and how to check whether somebody is genuine. They rarely ask who will make them the most money, because they already suspect that question has no honest answer. That changes what you should write completely.

The companion page on how a wealth manager gets recommended by AI covers the fixes to your own site. This page is the question list.

The questions, in the words buyers use

Is this person genuine

• "How do I check if an adviser is SEBI registered"
• "Is it safe to give my adviser access to my portfolio"
• "My adviser is not registered, is that legal"
• "Where do I complain about a financial adviser in India"

How are they paid

• "Fee only adviser versus mutual fund distributor, what is the difference"
• "Direct plan versus regular plan, how much does the commission cost me"
• "Does my adviser earn commission on the insurance they recommended"
• "Can one person be both my adviser and my distributor"

What should this cost

• "What should a financial plan cost in India"
• "Is a percentage of assets fee reasonable"
• "Minimum investment for a portfolio management service"
• "Is it worth paying for advice on a small portfolio"

Do I need this at all, and for my situation

• "Do I need a financial adviser or can I do this myself"
• "What should I ask in a first meeting with an adviser"
• "How do I move away from my current adviser"
• "Adviser for a business owner, an NRI, someone retiring, or a first inheritance"

What a good answer looks like

For the verification question, a good answer walks the reader through the check: which register to search, what the registration number looks like, what the validity date means, and what to do if the person is not on it. Include how to check your own entry. Inviting the check is the whole point.

For the payment question, a good answer explains the two models plainly and states which one you use. The difference between a direct plan and a regular plan is the clearest illustration available, and it can be explained as a mechanism without quoting a commission figure you have not measured.

For the cost question, a good answer publishes your own fee with a date, explains what the fee covers, and explains what the regulator permits in structure. A page that describes the market rate without a source is guessing in public.

For the do I need this question, a good answer says no for the situations where no is true. A person with a single salary, an emergency fund and two index funds usually does not need paid advice, and the firm that says so is the firm the same person returns to when their situation changes.

For the situation questions, a good answer is one page per situation. A business owner's question is about separating personal and business money, buy sell arrangements and succession. A retiring person's question is about drawdown and the sequence of withdrawals. A first inheritance question is about transmission paperwork, nomination against succession, and what to do in the first six months. These are different pages and almost nobody has written them.

Where you are probably missing

• No fee page. The most asked commercial question in the trade, unanswered.
• Registration mentioned as a logo or in the footer, not as a checkable sentence.
• No page on how to verify an adviser, which is the question being asked about you right now.
• One "wealth management" page for every client type, which answers no specific question.
• Nothing on switching, although that is how most new clients arrive.
• Market commentary instead of decision pages, which is the default output of the whole industry.

A worked example: the first meeting checklist

This is the page read at the exact moment somebody is choosing, and it is easy to write because it is the meeting you already run.

List the questions a buyer should ask, with a note on what a good answer sounds like. What are you registered as, and what is the number. How are you paid, and is there any other way money reaches you because of me. Do you advise or do you also execute. What will you produce for me in the first ninety days. How often will we meet and what happens between meetings. Who else in your firm will see my data and where is it stored. What happens to my plan if you are unavailable or the firm closes. What are your exit terms and does any fee become refundable. What are you not able to help with.

Then answer each one for your own firm on the same page. That is the move that turns a generic checklist into a page that wins the client, and it is the one step firms skip. A reader who sees a firm publish the questions that could embarrass it, and then answer them, has learned more than a brochure could tell them.

What these questions do not include

They do not include your view of the market, your predictions, or your commentary on a policy announcement. Those are produced constantly in this industry and almost nobody is searching for them.

They also do not include returns. You cannot publish a performance claim that an assistant will safely repeat, and trying to do so puts the checkable parts of your site under suspicion. If you want to write about outcomes, write about process: how you set an allocation, how you rebalance, what you do in a fall, and what you tell a client who wants to stop a plan.

And they do not include tax advice beyond the general position. Name the provision, state the rule simply, and tell the reader to confirm their own case with their auditor. That sentence protects you and it is quoted more readily than a confident claim would be.

What to publish first

• How to check whether an adviser is registered, including how to check yours.
• Your fee, with what it includes and the date.
• Registered adviser against distributor, explained plainly, with your own position stated.
• What to ask in a first meeting, answered for your firm.
• Do you need an adviser at all, answered honestly.
• One page per client situation you genuinely serve.

Common questions

Which page brings in the most enquiries?

In our experience of this pattern the fee page and the verification page do the most work, because they answer questions that carry buying intent and almost no firm answers them. We cannot give you a conversion figure, because a figure from one firm's site would not transfer to yours. Measure your own.

Is it a mistake to tell people they do not need an adviser?

It costs you the enquiries you would have declined or under served, and it earns the trust of everybody else who read it. It is also the page most likely to be cited when the question is asked, and being the source of the neutral answer is worth more than being one of the names in it.

How specific should a situation page be?

Specific enough to be useless to somebody in a different situation. A page for a salaried person in their first decade of earning should name the decisions of that decade. If the same page also tries to serve a retiring business owner, it will name nothing clearly enough to be quoted.

Our clients come by word of mouth. Should we still publish all this?

Yes, because the referral checks you before calling. The specific things they check are your registration, your fee and whether anybody has complained. Those are three pages, and they are the three most firms have not written.

How do we find our own question list?

Read the first ten minutes of your last twenty prospect calls and write the questions down in the words the person used, including the awkward ones about money and past advisers. Then ask an assistant those exact questions without naming your firm, and note who is named and which sources are cited.

What to do first

Write the verification page and the fee page this week, both dated. Then the first meeting checklist with your own answers filled in. Three pages, and they cover the questions a buyer asks before they are willing to trust anyone with money.