Intrigue DigitalWhich Directories Do AI Assistants Read for Australian Finance Brokers?
The short answer
For Australian brokers the listings that matter most are your industry body profile (MFAA or FBAA), your aggregator's find-a-broker page, your Google Business Profile, and review sites such as Product Review. AI assistants cross-check these against your website, so the single most important thing is that your details match on every one of them.
It is not about being on hundreds of directories. It is about being identical and credible on the handful that AI actually trusts.
The listings that carry weight
Start with your MFAA or FBAA find-a-broker listing, since industry-body membership is a strong credibility signal. Add your aggregator profile (Connective, AFG, Loan Market, Finsure or similar), which often carries a public broker page. Complete your Google Business Profile in full. Then claim and maintain your Product Review profile and keep genuine reviews flowing.
Each of these is a source a model can use to confirm you exist, what you specialise in, and whether borrowers rate you.
Consistency is the whole point
List your business name, address, phone, service areas and specialties exactly the same way on every profile and on your website. A different trading name here, an old mobile number there, and a model loses confidence that these are all the same business.
Audit them once, fix every mismatch, and keep them in sync whenever anything changes. This unglamorous housekeeping is one of the highest-return jobs in AEO for finance brokers, because it quietly decides whether your scattered mentions add up to one entity an AI will name.
What the research says
Independent studies on search and AI behaviour, last reviewed October 2026. We re-check these figures at least every six months.
| Measure | Before | After |
|---|---|---|
| Organic CTR on queries with an AI Overview | 1.76% | 0.61% |
| Paid CTR on queries with an AI Overview | 19.7% | 6.34% |
| Extra organic clicks for brands cited in the Overview | +35% | |
| Extra paid clicks for brands cited in the Overview | +91% |
Source: Seer Interactive, AI Overviews impact on Google CTR, September 2025 update. 3,119 informational queries across 42 organisations, June 2024 to September 2025. Seer notes citation may reflect, not cause, stronger brands.
| Platform or forecast | Figure | Date |
|---|---|---|
| ChatGPT weekly active users | 800 million | October 2025 |
| Google AI Overviews monthly users | 2 billion | July 2025 |
| Gartner forecast for traditional search volume | 25% lower by 2026 | February 2024 |
Source: TechCrunch, ChatGPT hits 800 million weekly active users (October 2025); Search Engine Journal, AI Overviews reach 2 billion monthly users (Q2 2025 earnings); Gartner, Search engine volume forecast (February 2024). Gartner's figure is a forecast, not a measurement.
Sources and further reading
Frequently asked questions
Do more directory listings help AI recommend me?
Up to a point. A few authoritative, consistent listings beat dozens of low-quality ones. Focus on industry bodies, your aggregator, Google Business Profile and genuine review sites, all with matching details.
Which is the most important listing for a broker?
Google Business Profile and your MFAA or FBAA listing tend to carry the most weight, because they combine identity, specialty and credibility that AI can verify.
What if my details are wrong on an old listing?
Fix or claim it. Outdated or contradictory details actively hurt, because they make AI less sure which information about your brokerage is correct.
Want to be the brand AI name-drops?
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