Of 60 answers

The most named companies in the study, and S&P 500 financials, with how many of their 60 AI answers named them.

SWIFT47/60TRANSUNION46/60EXPERIAN42/60COINSTAR41/60NAVY FEDERAL CREDIT UNION41/60ZELLE41/60BLOOMBERG L.P.38/60TRADINGVIEW38/60BANCO POPULAR DE PUERTO RICO37/60PAYPAL37/60VENMO37/60CHEXSYSTEMS33/60EQUIFAX33/60MORNINGSTAR32/60S&P GLOBAL31/60ALPACA MARKETS30/60COINBASE30/60PINWHEEL29/60STRIPE29/60XERO29/60ACORNS28/60AFFIRM28/60PAYFAST (PAYGATE)28/60PAYONEER28/60INTERACTIVE BROKERS26/60CHARLES SCHWAB19/60THE HARTFORD9/60MOODY'S21/60CME GROUP19/60ACCENTURE11/60CHUBB10/60MORGAN STANLEY6/60AMERICAN EXPRESS14/60SYNCHRONY FINANCIAL12/60FACTSET20/60NASDAQ19/60ALLSTATE11/60WELLS FARGO18/60PAYCHEX10/60ARES MANAGEMENT3/60
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Back to the study
AI visibility statementFinance AI Visibility Study 2026Issued October 14, 2026
Account holder

Merrill

ml.com

Wealth managers and financial advisersInvesting and wealth

Also in the US AI Visibility Study

Statement period
September 23 to October 1, 2026
when the AI assistants were asked
Account no.
1,242 of 2,219
its rank by overall score
Place in its category
15th of 22 wealth managers
Closing balance

Named in

2of 60 answers

by 2 of 4 assistants

Statement note

What this means for Merrill

AI assistants rarely name this wealth manager in their answers, with just 2 out of 60 answers mentioning it. Merrill has an overall score of 27 out of 100, ranking 1,242nd of 2,219 companies, which is close to the typical company in its sector. Its website passes 3 out of 14 technical checks for readiness for AI tools.

We asked 15 unbranded questions about its market, so no question mentioned Merrill by name. AI assistants named it in 2 of the 60 answers. Counting only how often it is named, it ranks 82nd of 238 in its sector. The typical investing and wealth company is named in 0.8% of answers.

Named fewer than three times in total. Read this as a sign that AI assistants rarely bring this company up, not as an exact comparison with its peers.

Overall score
27Overall score
  • Visibility9
  • Citations1
  • Sentiment50
  • Site quality73
  • AI readiness21
Summary of account
Named by AI in
3.3%
2 of 60 answers
Share of mentions
33.3%
of the mentions of it and its 5 peers
AI readiness
3/14
technical checks passed. Typical for its sector: 4
Rank in its sector
130 of 238
by overall score, where the typical investing and wealth company scores 28

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Line itemsSection 01

Every question, and where the company came up

Merrill came up on 2 of 15 questions. Open any window to read that answer.

  1. 01How can financial advisory services help with multi-generational wealth planning?0/4
  2. 02Retirement planning steps for affluent individuals in the US0/4
  3. 03Best wealth management strategies for high-net-worth families0/4
  4. 04How to identify gaps in your current retirement savings plan0/4
  5. 05Is professional wealth management worth the cost for affluent individuals?0/4
  6. 06Are personalized financial planning services necessary for successful retirement?0/4
  7. 07Difference between fee-based and commission-based financial advisors0/4
  8. 08Self-directed investment platforms as an alternative to wealth management1/4
  9. 09How to choose a financial advisory firm for personalized retirement planning0/4
  10. 10Average minimum investment required for full-service financial advisory accounts1/4
  11. 11Ways financial advisors support clients through major life transitions0/4
  12. 12What to do if your financial advisor is not meeting your expectations?0/4
  13. 13Alternatives to traditional face-to-face financial advisory services0/4
  14. 14Typical fee structures for wealth management services in the United States0/4
  15. 15Wealth management vs. investment advisory: What’s the right fit for comprehensive planning?0/4
Total namedOpenAI: 0/15Claude: 1/15Perplexity: 0/15Gemini: 1/15All assistants: 2/60
named the companyanswered without naming itdid not answer

Columns, left to right: OpenAI, Claude, Perplexity, Gemini. Across the study, on 50% of the questions where a company is named, only one AI assistant names it.

Transaction detailSection 02

What Claude actually said

An answer that names the company

Claudenamed the company

“Self-directed investment platforms as an alternative to wealth management”

… Fidelity, Merrill Edge, Webull, and other brokerage platforms offer commission-free trading and have no account minimums. J.P. Morgan's Self-Directed Investing allows you to start trading with just $1.

A hybrid approach combines self-management with periodic professional guidance. This middle ground has become increasingly popular, with platforms like SoFi offering access to financial advisors at low costs.

Who It's Right For

Choosing between self-directed investing and a financial advisor depends on your financial complexity and desire for control. DIY fits folks who live by the fact, …

The AI’s answer as we received it, shortened and not checked for accuracy.

PayeesSection 03

Where the mentions went

The companies these answers named, and how the mentions were split between this company and its peers.

Share of mentions

CompanyShare
  1. J.P. Morgan Wealth Management
    50.0%
  2. Merrill
    33.3%
  3. Morgan Stanley
    16.7%
  4. UBS Wealth Management USA
    0.0%
  5. Wells Fargo Advisors
    0.0%
  6. Edward Jones
    0.0%
ReferrersSection 04

Websites the AI used as sources

How many times each website was listed as a source in these answers

  1. 01
    wsj.com
    18
  2. 02
    creativeplanning.com
    18
  3. 03
    smartasset.com
    15
  4. 04
    investor.vanguard.com
    14
  5. 05
    nerdwallet.com
    13
  6. 06
    investopedia.com
    13
  7. 07
    wealthmanagement.com
    11
  8. 08
    kiplinger.com
    10
  9. 09
    fidelity.com
    9
  10. 10
    chase.com
    8

Merrill is in the study as a wealth manager.

By assistantSection 05

Which AI assistants named the company

Answers naming it, out of answers received

Gemini
1/15
Claude
1/15
Perplexity
0/15
OpenAI
0/15
Market comparisonSection 06

How Merrill compares with all 2,219 companies

Every tower is a company in the study, taller for a higher overall score and lit where AI assistants named it. Its own group stays lit. Hover a tower to see it, and click to open it.

What makes up the score

Each part is scored out of 100.

Visibility
9

How often AI assistants name the company, and how that compares with its peers

Citations
1

How often AI uses the company's own website as a source

Sentiment
50

How positively AI describes the company

Site quality
73

How well built the website's own pages are

AI readiness
21

How easily AI tools can read and use the website

Visibility is calculated from the answers on this page. How the score is built.

Against its sectorSection 07

Compared with investing and wealth companies

238 companies in this sector. The gold tick on each bar is the typical company.

Overall score
27
Ranks 130 of 238. Typical company: 28
Named in answers
3.3%
Ranks 82 of 238. Typical company: 0.8%
AI readiness
21
Ranks 140 of 238. Typical company: 29
Against its categorySection 08

Compared with wealth managers

22 companies in this category. The gold tick on each bar is the typical company.

Overall score
27
Ranks 15 of 22. Typical company: 35
Named in answers
3.3%
Ranks 8 of 22. Typical company: 3.3%
AI readiness
21
Ranks 10 of 22. Typical company: 21
AI agentsSection 09

Ready for AI agents

What this website publishes for an AI agent to read, use and pay through, on a scale of six levels.

  1. 0
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5

Level 1: Basic web presence. Two of robots.txt, a sitemap and Link headers are in place.

To reach level 2:
  • Content Signals
Can an AI agent check out here?

We could not tell. The website turned away our requests for the files an agent would read. An agent arriving by itself is turned away the same way.

Agent payment protocols
  • x402Not present
  • MPPNot present
  • AP2Not present
  • ACPCould not check
  • UCPNot present
Interfaces for AI agents
  • MCP Server CardCould not check
  • A2A Agent CardCould not check
  • Agent SkillsCould not check
  • API CatalogNot present
  • llms.txtCould not check
  • WebMCPCould not check
Show every check, for your technical team
Discoverability
77 of 100
  • robots.txtPassed

    A valid robots.txt with crawl rules at the site root.

    study: 86.1%
  • SitemapPassed

    An XML sitemap listing the pages, ideally referenced from robots.txt.

    study: 87.9%
  • Link headersNot met

    Send Link headers such as rel="api-catalog" or rel="describedby" on the homepage.

    study: 1.5%
  • DNS for AI DiscoveryNot present

    Advertise agent endpoints with SVCB records under _agents.

    study: 4.3%
Content accessibility
0 of 100
  • Markdown negotiationNot met

    Return a markdown version when asked with Accept: text/markdown, for example at the CDN.

    study: 6.2%
  • llms.txtCould not check

    Publish an llms.txt with a short summary and the key links.

    study: 31.0%
Bot access control
32 of 100
  • AI bot rulesPartly met

    Add explicit robots.txt groups for the main AI crawlers.

    study: 92.7%
  • Content SignalsNot met

    Add a Content-Signal line for search, ai-input and ai-train to robots.txt.

    study: 2.3%
  • Web Bot AuthNot present

    Only relevant if you run your own agents or crawlers: publish a signing key directory.

    study: 0.3%
APIs, auth and MCP
0 of 100
  • API CatalogNot met

    List public APIs in a linkset at /.well-known/api-catalog.

    study: 1.3%
  • OAuth discoveryNot met

    Publish OpenID Connect or OAuth server metadata under /.well-known.

    study: 6.3%
  • OAuth Protected ResourceNot met

    Serve protected resource metadata at /.well-known/oauth-protected-resource.

    study: 5.3%
  • auth.mdCould not check

    Publish an auth.md describing how agents sign in.

    study: 0.2%
  • MCP Server CardCould not check

    Offer an MCP server and publish its server card under /.well-known.

    study: 0.8%
  • A2A Agent CardCould not check

    Publish an agent card at /.well-known/agent-card.json.

    study: 0.2%
  • Agent SkillsCould not check

    Publish a skills index with the main tasks agents can do.

    study: 1.0%
  • WebMCPCould not check

    Register key actions such as search or cart as WebMCP tools.

    study: 0.0%
  • ARD manifestCould not check

    Publish an ai-catalog.json listing every agent interface.

    study: 0.2%

Score 37 of 100 · 66% of checks could run · checked on October 5, 2026 · www.ml.com · 2,200 companies scanned

See how every company did, and how this was measured.

AI readinessSection 10

The checks behind the AI readiness score

3 of 14 passed. This list is for your technical team. The percentage is how many companies in the study pass each check.

These 14 checks ran during the audit and are what the AI readiness part of the overall score counts. The scan above ran later and is stricter on Link headers and Markdown, so a check can pass here and not there.

Show the 14 checks

Discoverability

  • Passedrobots.txt publishedstudy: 85.1%
  • PassedXML sitemapstudy: 79.4%
  • Not metHTTP Link headers (RFC 8288)study: 42.5%

Content Accessibility

  • Not metMarkdown content negotiationstudy: 7.4%
  • Not metllms.txt publishedstudy: 28.1%
  • PassedToken budget (page weight)study: 97.3%

Bot Access Control

  • Not metExplicit AI bot rulesstudy: 11.5%

API / Auth / MCP

  • Not metAPI Catalog (.well-known/api-catalog)study: 1.1%
  • Not metOAuth Authorization Server discoverystudy: 5.2%
  • Not metOAuth Protected Resource discoverystudy: 4.6%
  • Not metMCP Server Cardstudy: 0.2%
  • Not metA2A Agent Cardstudy: 0.0%
  • Not metWebMCP toolsstudy: 0.3%
  • Not metAgent Skills declaredstudy: 0.1%
AI crawlersSection 11

What AI crawlers may read (robots.txt)

This website sets no rules for any AI crawler by name, like 86% of the websites whose rules we could read. Every AI crawler follows its general rules.

Training AI

  • GPTBotpartly
  • ClaudeBotpartly
  • Anthropic-AIpartly
  • Google-Extendedpartly
  • Applebot-Extendedpartly
  • Meta-ExternalAgentpartly
  • FacebookBotpartly
  • Bytespiderpartly
  • CCBotpartly
  • Diffbotpartly
  • Omgilibotpartly

AI search

  • OAI-SearchBotpartly
  • Claude-SearchBotpartly
  • PerplexityBotpartly
  • Applebotpartly
  • Amazonbotpartly
  • YouBotpartly

Answering questions

  • ChatGPT-Userpartly
  • Claude-Userpartly
  • Perplexity-Userpartly
  • DuckAssistBotpartly
  • MistralAI-Userpartly

Read from the website’s own rules file (robots.txt). An asterisk marks a crawler the file names. The rest follow its general rules. “Partly” means only some pages are blocked.

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End of statement
All 2,219 companiesHow we measured this
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