Search is being redefined. Investors aren’t just typing into Google anymore – they’re asking AI co-pilots for direct answers. And those answers aren’t driven by keywords alone. They’re pulled from content that’s contextually relevant, clearly structured, and machine-readable.
Generative Engine Optimisation (GEO) is how you ensure your content becomes the answer.
What does website content need in the age of AI assistants?
Conversational tools like ChatGPT and Gemini are changing how people interact with digital content. Users no longer want to dig through SEO-stuffed pages, they expect fast direct answers.
This shift redefines what digital content is expected to do:
- It must be structured so AI can summarise, extract, and explain.
- It must be useful, not just visible. AI assistants are built on subscriptions, not ad clicks.
- And it must be machine-readable, so it can become the source behind the answer.
The bottom line? Traditional SEO tactics aren’t enough.
How to make sure your fund data pages get found by AI
Your fund data pages should not just look good — they need to work for AI too. Here’s how to make sure they do:
- Create dedicated pages for individual funds instead of relying only on a centralised fund centre.
- Don’t hide key details like performance data or NAVs behind tabs or interactive widgets. While search engines may crawl these elements, large language models (LLMs) usually don’t “click” or expand tabs. If someone asks ChatGPT for top-performing funds, you want your product details to be clear and discoverable.
- Help LLMs stay up to date by publishing a structured, regularly updated data feed (llms.txt file) with key fund information such as daily NAVs.
Why should investment managers care?
- AI assistants are the new gatekeepers – ChatGPT, Google Gemini, and Microsoft Copilot are changing how professionals discover investment options. When a prospective client asks, “What are the top ESG funds in Europe?”, the AI tools will pull recommendations from trustworthy content, not just search. If your site isn’t machine readable, you may be invisible.
- GEO supports visibility beyond traditional search – GEO isn’t about page rank, it’s about being the source AI assistants quote and rely on. That means structuring factsheets, product pages and insights so that LLMs can interpret and reuse them easily.
- It aligns with compliance and brand integrity – GEO doesn’t require new content, just better content. It enhances visibility without compromising on messaging, legal disclaimers, or brand integrity.
- Early adopters will lead- Few asset managers have adapted GEO strategies as yet. There’s a real opportunity for early adopters to shape AI-generated recommendations for investors seeking fund comparisons, risk metrics, or regional performance.
- It future-proofs your digital content strategy – GEO is about clarity, not volume. Well-structured, verifiable content will outperform vague or verbose content in the AI era, helping your firm become the answer, not just another option. In response to this, Cloudflare has introduced the concept of “Pay per crawl”, a concept that allows content creators more control over who can access their work and creating an opportunity to monetise their content. This feature allows site owners to charge AI bots per crawl with a flat fee.
Generative AI won’t just find your content, it will decide if your content is worth sharing. GEO helps investment managers stay visible, relevant, and trusted in this new world.
Michelle Wright
Chief Product Officer, Kurtosys
Practical tips to optimise content for generative search
To show up in AI-generated answers, your content needs to be structured for how large language models read, extract, and summarise information. This isn’t about writing more content but rather about writing smarter content.
Here’s what AI assistants prioritise:
- Clarity and context over keyword stuffing
- Structured formats like Q&A, summaries, and schema markup
- Fresh, accessible content that can be easily crawled
Before you start:
- Ensure key content is visible in the initial page load as LLMs may not process delayed or hidden content.
- Don’t gate content behind logins or forms — AI tools can’t access it.
- Add structured data (FAQ, How-to, product, author) to guide machines in understanding your content’s purpose and trustworthiness.
Content teams don’t need to write more, they need to write better. GEO is about making your expertise machine-readable, so you become the answer investors see first.
Kayleigh Rossler
Growth Marketing Manager, Kurtosys
Seven practical tips to make your content AI-readable
- Be specific and factual – use clear, descriptive titles that explain exactly what the content delivers.
- Q2 2025 Market outlook: 3 trends shaping European Asset Management
- Looking ahead: A shifting landscape
- Use declarative or question formats – LLMs favour sentences that resemble answers or clear statements.
- Why inflation cooling in Europe is driving renewed interest in active funds
- Front-load key information – start with the main entity or outcome — don’t bury the lead.
- ESG funds underperform in Q2 amid regulatory uncertainty
- Include named entities and dates – names, locations, and timestamps help anchor facts and increase citation accuracy.
- Kurtosys launches new reporting engine for EU clients in June 2025
- Avoid jargon – swap branded or vague language for plain, descriptive terms.
- Kurtosys’ new reporting module helps asset managers surface investor performance insights
- Write in short, scannable paragraphs – break complex ideas into digestible blocks of 2–3 lines.
- Use “answer-like” structures – bullet points, FAQs, and numbered lists make it easier for AI to extract meaning.
- “The 3 main drivers of fund performance were…”
AI-Optimised Writing Checklist
Rule | Why it matters |
|---|---|
Headline includes named entities / dates / outcomes | Boosts citation likelihood |
Short, clear summaries | Ideal for LLM answer boxes |
Headings and bullets | Improves extractability |
Real-world, jargon-free language | Aids comprehension |
Context up front | Helps AI parse and summarise accurately |
What are we doing to support you?
As part of our next digital upgrade this year, clients will gain access to RankMath, one of the leading WordPress plugins built to support Generative Engine Optimisation (GEO).
This means your website will be better equipped to surface in AI-driven search experiences, not just traditional SEO.
With RankMath, you’ll benefit from:
- Better search visibility: structured content means higher chances of showing up in featured snippets and AI answers.
- Smarter content guidance: Get keyword and topic suggestions based on real user searches and trends.
- Improved reach: Your content will display on Google, social media and AI assistants.
- Faster indexing: Updates are pushed straight to Google and Bing for quicker inclusion in search results.
Once the upgrade is live, you’ll be equipped with the latest GEO-ready tools built to keep your site visible, structured, and competitive in the age of AI-powered search.
The competitive edge: be the answer, not the afterthought
Generative AI is reshaping how investors discover, compare, and evaluate funds. Firms that act now won’t just improve their digital presence – they’ll become the source that AI assistants turn to by default. The sooner you optimise, the sooner you own the conversation.
Don’t just compete for clicks. Compete to be the answer.
