Consumers aren’t searching – they are creating their own personal experiences.  They ARE the brand.  AI-powered agents, answer engines, and emerging interfaces have created an always-on ecosystem where financial decisions are shaped continuously, at every stage of the journey. It is a fundamental rewiring of consumer engagement with financial services brands — before conversion, through it, and long after. 

For financial services brands, the stakes are existential. New tools, platforms, and interfaces are actively disintermediating the brand — inserting themselves between your institution and your customer at the moments that matter most.  The strategy must be holistic — it all matters, and it all works together.  Brand, content, creative, search, affiliate, media, experience, and CRM must coordinate in unison. GEO is the entry point, not the destination.

The financial services brands that build for this now will lead in 2027 and beyond.  Jonathan Gagliano and Wayne Cichanski shares what this shift means for financial institutions and an innovative approach to building a practical blueprint for 2027.

Milroy Siva, SVP of Revenue Strategy & Operations at Kapitus joins to discuss on going beyond GEO in the complex B2B journey – and how AI plays a critical role in reshaping business advocacy.

Key Takeaways

• Know your consumer's AI journey.  How are your specific audience segments navigating financial decisions through conversational AI, and where does your brand stand today?
• Build horizontally, not by channel.  A holistic strategy where brand, content, search, media, experience, and CRM work in unison will outperform any single-channel or GEO-only approach.
• Prepare for the interfaces coming next.  LLM Ads, Sponsored Agents, and Agentic Commerce are arriving now, and how your 2027 plan needs to account for them.