“I have about $10 million in investable assets. Which firm should I use to manage my investments?”
Saying how much money you have changes who AI names. Private banks appear in 3% of answers when nothing is said. At $10 million, they appear in 60%.
- name a private bank when nothing is said
- 3%
- name a private bank when nothing is said
- name one at $10 million
- 60%
- name one at $10 million
J.P. Morgan Private Bank goes from almost never named to the top
Share of answers naming each firm with nothing said, and once the customer says they have $10 million.
| Firm | Nothing said | $10 million |
|---|---|---|
| J.P. Morgan Private Bank | 0.7% | 31.1% |
| Citi Private Bank | 0% | 23.5% |
| Goldman Sachs Private Wealth Management | 0% | 22% |
| Bank of America Private Bank | 1.4% | 18.7% |
| Fidelity | 13.6% | 28.9% |
| Morgan Stanley | 2.9% | 18.2% |
| UBS | 1.4% | 15.9% |
| Goldman Sachs | 0% | 14.4% |
Money moves the answer from retail banks and brokers to private banks
Share of answers naming at least one firm of each kind.
Names no firm at all in 46% of answers.
Names no firm at all in 17% of answers.
Say you are tax resident in the UAE, and Emirates NBD leads the answers
Fidelity is named in 18% of answers when nothing is said, and 0% once the customer is tax resident in the UAE.
| What the customer said first | Named most | Share |
|---|---|---|
| Said nothing about money or tax | Fidelity | 18% |
| Said they have $10 million to invest | J.P. Morgan Private Bank | 26% |
| Said they are tax resident in the UAE | Emirates NBD | 31% |
| Said they are tax resident in Monaco | UBS Monaco | 20% |
| Said they are tax resident in the Cayman Islands | Cayman National | 32% |
| $10 million, tax resident in the UAE | Emirates NBD | 28% |
| $10 million, tax resident in the Cayman Islands | Butterfield | 35% |
This run was asked on its own, through a different route from the rest of the study. Compare its rows with each other, not with the figures above.
We wrote 12 money questions, each in 3 wordings. We asked each one with and without a statement of wealth, on October 9, 2026.
The questions are separate from the study and count towards no score.
A second AI model read a sample of 150 answers again. It agreed on which firms an answer names in 75% of them.
The tax residence questions were asked separately from the study, through OpenRouter, of the same four assistant families with web search. Compare its arms only with its own control, where nothing about the asker is said. They were asked on October 14, 2026. We read 1,008 answers.
- LoyaltyI bank with you. Who does AI suggest?68%of answers name another providerRead the chapter
- CheckoutHow should I pay for this?78%of answers pick a credit cardRead the chapter
- MortgagesWhat mortgage rate should I expect?33%of mortgage answers cite bankrate.comRead the chapter
- SourcesWho does AI trust with money questions?19%of finance answers draw on comparison sitesRead the chapter
- Money20/20At Money20/20? Find your company.50%of attendees are never namedRead the chapter
