Overview Leaderboard Methodology
Industry Report

Full-Service Brokerages

Established financial firms that offer a broad range of services including personalized financial advice, research, wealth management, and execution for stocks, bonds, and other assets.

Brands tracked: 34
Brands analyzed: 34
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 269
Total responses: 1,365
Top Brand Overall?
Merrill
80/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Charles Schwab
94

Highest score on the LBA metric.

Authority Leader?
Fidelity
69

Highest score on the Authority metric.

TOM Leader?
Merrill
96

Highest score on the TOM metric.

Merrill leads the Full-Service Brokerages category in AI responses

Merrill is the most consistently-surfaced brand when users ask AI assistants about Full-Service Brokerages, but not to the point of monopolising the conversation. Fidelity and a handful of others appear regularly, giving users a reasonable set of alternatives to compare. The top of this leaderboard is where most of the AI-driven traffic will go.

Brand Leaderboard All 34 Full-Service Brokerages brands ranked

Ranked by overall AI Visibility Score (geometric mean of LBA, Authority, and TOM). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Merrill
merrill.com
 78
68
96
80
2
Fidelity
fidelity.com
 90
69
65
74
3
Charles Schwab
schwab.com
 94
57
66
71
4
Morgan Stanley
morganstanley.com
 88
50
76
69
5
Edward Jones
edwardjones.com
 74
31
67
53
6
UBS
ubs.com
 77
22
46
42
7
Vanguard
vanguard.com
 86
19
20
32
8
Raymond James
raymondjames.com
 71
5
33
22
9
Wells Fargo Advisors
wellsfargoadvisors.com
 70
4
31
21
10
Bank of America
bankofamerica.com
 77
2
42
20
11
J.P. Morgan Wealth Management
jpmorgan.com
 77
3
21
16
12
Merrill Edge
merrilledge.com
 74
2
28
16
13
Merrill Lynch Wealth Management
ml.com
 73
0
28
8
14
Ameriprise Financial
ameriprise.com
 68
0
9
2
15
RBC Wealth Management
rbcwealthmanagement.com
 75
0
12
2
16
Stifel
stifel.com
 68
0
15
2
17
LPL Financial
lpl.com
 70
0
3
1
18
Oppenheimer & Co.
opco.com
 52
0
1
1
19
Baird
rwbaird.com
 59
0
0
0
20
Canaccord Genuity Wealth Management
canaccordgenuity.com
 51
0
0
0
21
Cetera
cetera.com
 46
0
0
0
22
CI Assante Wealth Management
assante.com
 43
0
0
0
23
Commonwealth Financial Network
commonwealth.com
 66
0
0
0
24
IG Wealth Management
ig.ca
 72
0
0
0
25
Janney Montgomery Scott
janney.com
 56
0
0
0
26
Manulife Wealth
manulifewealth.ca
 36
0
0
0
27
Mesirow
mesirow.com
 39
0
0
0
28
Richardson Wealth
richardsonwealth.com
 52
0
0
0
29
Rockefeller Capital Management
rockco.com
 61
0
0
0
30
Sanctuary Wealth
sanctuarywealth.com
 39
0
0
0
31
ScotiaMcLeod
scotiamcleod.com
 61
0
0
0
32
St. James's Place
sjp.co.uk
 56
0
0
0
33
Thrivent
thrivent.com
 54
0
0
0
34
Wedbush Securities
wedbush.com
 51
0
0
0

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 269 shared Full-Service Brokerages prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Geometric mean of LBA, Authority and TOM: (LBA × Authority × TOM)^(1/3). Geometric mean is used so that any single weak metric pulls the overall score down, rather than being masked by strength elsewhere.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 269 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →