The invisible leaders

Wealth Management firms
AI names — Google can't find.

The four major assistants (ChatGPT, Claude, Gemini and Perplexity) named 100 firms in New York City Wealth Management category prompts that Google Maps has never verified. Not scams. Not aggregators. Practices without a Google Places record, but real enough that the assistants keep recommending them.

# Firm AI mentions Cited by
1 Vanguard Personal Advisor Services 22 4/4
2 Facet Wealth 19 3/4
3 NYC/New York 14 4/4
4 Schwab Intelligent Portfolios 9 3/4
5 Bessemer Trust 9 3/4
6 Morgan Stanley Wealth Management 8 3/4
7 Merrill Lynch Wealth Management 8 3/4
8 UBS Wealth Management 8 3/4
9 Fisher Investments 8 2/4
10 Creative Planning 8 2/4
11 Bernstein Private Wealth Management 7 4/4
12 Florida 7 4/4
13 Proskauer Rose 7 3/4
14 Buckingham Strategic Wealth 7 2/4
15 Deloitte 7 2/4
16 New York State 7 2/4
17 Greenberg Traurig 7 1/4
18 Fiduciary Trust International 6 4/4
19 Goldman Sachs Personal Financial Management 6 3/4
20 New York City 6 2/4
21 PwC Private Client Services 6 2/4
22 Edelman Financial Engines 5 3/4
23 NAPFA.org 5 2/4
24 Silvercrest Asset Management 5 2/4
25 Ritholtz Wealth Management 5 1/4
26 Ayco 5 1/4
27 Rockefeller Capital 4 3/4
28 Schulte Roth & Zabel 4 3/4
29 Fidelity Personalized Planning & Advice 4 2/4
30 Garrett Planning Network 4 2/4
31 Goldman Sachs Private Wealth Management 4 2/4
32 Altfest Personal Wealth Management 4 2/4
33 Andersen 4 2/4
34 Northern Trust 4 2/4
35 Wealthspire Advisors 4 1/4
36 Anchin 4 1/4
37 Ares 3 3/4
38 Betterment 3 2/4
39 J.P. Morgan Private Bank 3 2/4
40 Brighton Jones 3 2/4
41 Iconiq Capital 3 2/4
42 $1.1M 3 1/4
43 T-bills 3 1/4
44 Brightworth 3 1/4
45 Brighton Financial Planning 3 1/4
46 Gunderson Dettmer 3 1/4
47 EisnerAmper 3 1/4
48 XY Planning Network 2 2/4
49 Manhattan Ridge Advisors 2 2/4
50 Cash-flow and goal modeling 2 2/4
51 Altruist-affiliated RIAs 2 2/4
52 Gideon Rothschild 2 2/4
53 Savant Wealth Management 2 2/4
54 Tannenbaum Helpern 2 2/4
55 Vanguard Total Stock Market Index Fund (VTSAX) 2 2/4
56 Marcum LLP 2 2/4
57 Cerity Partners 2 2/4
58 options 2 2/4
59 Sullivan & Cromwell LLP 2 2/4
60 Robert W. Wood 2 2/4
61 Sophia Bera 2 1/4
62 Gen Y Planning 2 1/4
63 Tax planning 2 1/4
64 Insurance/risk review 2 1/4
65 Bleakley Financial Group 2 1/4
66 Homrich Berg 2 1/4
67 Fidelity Private Wealth Management 2 1/4
68 Plancorp 2 1/4
69 Beacon Pointe 2 1/4
70 Rebalance 2 1/4
71 Ernst & Young Private Client Services 2 1/4
72 O'Dwyer & Bernstien, LLP 2 1/4
73 Municipal Bonds 2 1/4
74 Private Equity Funds 2 1/4
75 Art or Collectibles 2 1/4
76 Goldman Sachs Marcus 2 1/4
77 Ally Bank 2 1/4
78 Ballentine Partners 2 1/4
79 stock comp 2 1/4
80 taxable index fund 2 1/4
81 co-op 2 1/4
82 Kirkland & Ellis 2 1/4
83 Skadden, Arps, Slate, Meagher & Flom LLP 2 1/4
84 Fried, Frank, Harris, Shriver & Jacobson LLP 2 1/4
85 Will Gilchrist at The Gilchrist Group of Oppenheimer 2 1/4
86 The Meltzer Dunn Fakhoury Group 2 1/4
87 Keystone Global Partners 2 1/4
88 Mariner Wealth Advisors, New York 2 1/4
89 WithumSmith+Brown 2 1/4
90 KPMG Private Enterprise 2 1/4
91 Fortrove Partners 2 1/4
92 Fiduciary Trust Company of New York 2 1/4
93 NYC Surrogate's Court 2 1/4
94 Fidelity Wealth Services 1 1/4
95 Palisade Financial 1 1/4
96 Michael Kitces 1 1/4
97 NerdWallet 1 1/4
98 Commons LLC 1 1/4
99 NAPFA directory 1 1/4
100 Roth IRAs 1 1/4

Method. Every row is a firm named at least once in an assistant response for a Wealth Management category prompt where the reverse lookup could not resolve to a Google Places record. Sample size across the run: 1,084 responses. Sampling and prompt design are documented on the methodology page.

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