GEO Agency

GEO and AI SEO for UK mortgage and insurance brands

When someone asks Google's AI Overviews, ChatGPT or Gemini about a mortgage, the answer draws on a set of sources: lenders, brokers, comparison sites, media sites, forums, videos and review pages. Your brand can be one of those sources, be mentioned in the answer, both, or neither.

GEO, or Generative Engine Optimisation, is the work on that answer. As an AI SEO agency for mortgage and insurance, we measure what AI answers say about your brand, correct how it is described, and build your presence in the sources they use.

VIMT is an AI search and SEO agency for UK financial services, specialised in mortgage and insurance, that measures what AI answers say about the market every month.

What GEO changes for a mortgage or insurance brand

GEO moves part of the work away from your site, because an AI answer can draw on sources your brand does not own: comparison sites, media sites, forums, videos and review pages.

Some call this work AEO, or answer engine optimisation. We read every answer on two counts, the mention and the source. They are separate, and a brand can sit in any of these four cases.

  • Source and mention

    Your site is a source for the answer, and the answer mentions your brand.

  • Source without a mention

    Your site is a source, but the answer does not mention your brand.

  • Mention without a source

    The answer mentions your brand but draws on other sites.

  • Neither

    The answer neither mentions your brand nor uses your site.

We work on what a brand can influence in an AI answer: whether it is easy to find, correctly described and present in the sources these answers read. Where that sits in our method is explained on the approach page, under the question of whether a brand appears in the answers that matter.

What GEO adds to SEO

GEO keeps the SEO base and adds work on the sources AI answers use, on how your brand is described, on reading the answers themselves, and on the leads they bring.

  • Third-party sources

    We find the comparison pages, forum threads, videos and review pages that answers about your market use, and work on your presence there.

  • Brand description

    We check that your brand is described the same way on your site and on the sites these answers draw on.

  • Pages that answer

    We write pages that answer a buyer's question near the top, in plain sentences that an AI tool can quote.

  • Mentions and sources

    We track, question by question and in each AI assistant you choose, whether an answer mentions your brand and whether it uses your site.

  • Repeated readings

    We read the same questions several times, because the brands in an answer can change from one reading to the next.

  • Leads from AI answers

    We track the visits and enquiries that AI assistants send you, wherever your analytics can tell them apart, so the work is judged on business.

How we work on AI answers, from measurement to build

Our AI SEO services cover the whole cycle: we measure the answers, correct how your brand is described, build what is missing, then measure again on the same questions.

We build the pages and do the work on third-party sources ourselves, so the plan does not stop in someone else's backlog. Google results are the starting point of this work, and the structured data and site architecture behind a clear brand description are detailed on our SEO page.

  1. 01

    We measure. We put your customers' questions to the AI assistants you choose, such as Google's AI Overviews, ChatGPT, Gemini and Claude, over several readings.

    For each question, you get whether the answer mentions your brand, whether it uses your site, and which sources it uses instead.

  2. 02

    We correct how your brand is described wherever it is read, starting with your own site.

    You get a dated list of the changes made.

  3. 03

    We build. We publish pages that answer the questions, and we work on your presence in the third-party sources those answers use.

    You get a source-by-source record of what was published or obtained. We make no promise about placement.

  4. 04

    We measure again, with the same questions and the same method.

    You get the before and after, in the answers and in the visits and enquiries that AI assistants send you, wherever your analytics can tell them apart, read over three months because answers vary from one reading to the next.

How FCA rules shape what AI answers can use

A page that a broker or insurer publishes to feed AI answers is still marketing. If it encourages people to take out a mortgage or an insurance policy, it can be a financial promotion under FCA rules.

FCA rules require firms to make their financial promotions clear, fair and not misleading, and the Consumer Duty covers communications with retail customers, including the promotions a firm approves. If you are an appointed representative, your principal firm is responsible for your regulated business, including your financial promotions, and normally approves them before they go live.

We plan the build around the approval of each page by your compliance team or your principal, and we write claims that they can check. VIMT is not an FCA-authorised firm and does not give regulatory advice: your compliance team keeps the final say.

Who measures and does the work

Cédric Multerer designs and runs our monthly measurement of UK mortgage answers, and signs each study. The measurement of your questions follows the same method as our published studies.

Co-founder, VIMT

How a GEO engagement starts

The first three months set your starting measurement and the corrections. After that, we read your questions every month and send you a written update.

Month 1 is the starting measurement on your customers' questions, in each AI assistant you choose, over several readings. In the same month we correct how your site describes the firm and what its structured data says.

Months 2 and 3 cover the third-party sources and the build. At the end of month 3 we measure again, with the same questions and the same method.

Updated September 2026

What our latest measurement of AI Overviews shows

  • Comparison sites are a source in 64.4% of the answers and are mentioned in 16.7% of them.
  • When an answer uses a brand's site as a source, it mentions the brand about one time in four. When it does not use the site, it mentions the brand in 1.5% of cases.
  • On the 35 questions about how a process works, such as “How does mortgage agreement in principle work in the UK?”, brokers' sites are among the sources of 45.2% of the answers, and a broker is mentioned in 1.0%. Across all questions, a broker is mentioned in 22.0% of the answers.

Google's AI Overviews, UK location: 1,457 answers to 498 of the 499 mortgage questions we asked once a week for three weeks.

Read the September study

What brands want to know about GEO in financial services

Are GEO, AEO and AI SEO the same thing?
For practical purposes, yes. All three names describe work on what AI answers say about a brand and which sites they draw on. GEO shares its base with SEO and adds more work away from your site, and our services page sets the two side by side.
Why is my brand not mentioned in AI answers?
An answer can use your site as a source without mentioning your brand. The data block above shows how often that happened in our latest reading. We check each of your questions for a mention, a source, or neither.
How long before AI answers change?
You get the starting measurement in month 1. A movement in AI answers needs to be read over three months, because answers vary from one reading to the next, and we do not promise a date.
Which AI assistants do you measure?
The ones your customers use, and as many as you need: Google's AI Overviews, ChatGPT, Gemini and Claude, and others on request. We agree the list with you at the start. Our published monthly study is separate work and covers fewer engines.
Can you work with appointed representatives?
Yes. We plan the work around your principal's approval from the start, and each page goes live once your principal has approved it.
What do you need from us to start?
A list of the questions your customers ask, which we complete with our own, a contact in your compliance team, and access to Search Console and your analytics tool.

A short call comes first. In it we agree which AI assistants and questions to measure, and the scope of the first three months, then start with the measurement.

Let's look at your search experience

A first conversation, no deck and no pitch. Just what your firm is seeing in search today, what the models say about you when someone asks, and whether the problem is worth solving.

Get in touch

Or email us directly at hello@vimtagency.com