Signals from the Field

A recent study by Geear found that consumers under 45 use Large Language Models (LLMs) as the second-most-used channel when researching financial institutions, trailing only search engines. As tools like Gemini, Claude, and ChatGPT become more widely adopted, credit union and bank marketers are naturally asking: "How do we ensure our brand appears in these results?"

Optimizing your brand's presence in an LLM is known as Generative Engine Optimization (GEO) or Answer Engine Optimization (AEO).

While SEO has 25 years of established data, GEO is still in its infancy. Methods can seem "fuzzy," but our experiments at Geear are revealing what actually moves the needle for AI visibility. Here is how the strategy is evolving.

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Summary:

• Under-45 non-members default to traditional banks for nearly every high-priority factor (customer service, accessibility, branches, variety, community), while online-only banks win the digital experience categories (mobile app, online experience). Credit unions do not lead a single factor in 2022 or 2025 for this segment (per the slide’s “most often rated as best”).
• Credit unions gain ground once someone is already a CU member, but not primary (Non-PFI): in 2025, credit unions become “best” for customer service, and also lead on variety of offerings and financial education. While online-only banks remain “best” for mobile app and online experience.
• Primary credit union relationships (PFI) are strong, but no longer safe: in 2025, online-only banks match credit unions for “best” accessibility and continue to dominate “best” online experience; credit unions still lead most human/community factors.
• Surprising insight: In the Non-PFI segment, traditional banks are rated “least often as best” for mobile app in 2025. A sign that even “big banks” can lose perceived digital leadership if the experience lags or expectations rise.
• The strategic takeaway: Credit union growth in under-45 audiences is a two-front strategy. (1) break the “big bank default” among non-members, and (2) defend PFI members from online-only competitors by upgrading the accessibility and mobile moments that shape everyday satisfaction.

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In a recently published survey conducted by Geear of 1,000 consumers, we found that people turn to LLMs as their first step when looking for an FI nearly 10% of the time. By comparison, search engines are used first ~30% of the time.