MoneyExpert AI Search Case Study: 188% More Traffic From LLMs

MoneyExpert needed visibility in ChatGPT and other AI assistants, where financial comparison research is increasingly happening, and major publicly traded brands already dominate the conversation. We got there through Digital PR rather than technical optimisation.

MoneyExpert is a full-service, independent price comparison site operating since 2003. It has helped over 1 million customers save on their utilities, broadband and insurance bills.

Industry

Finance

Services

AI Search Optimisation

The Challenge

Getting recommended by AI in a market built on trust

Financial comparison is a category where people ask for guidance. "What’s the best broadband deal?" or "Which insurer should I switch to?" are increasingly being asked of ChatGPT rather than a search engine.

MoneyExpert were competing for those answers against major, publicly traded comparison brands with years of media coverage behind them. Traditional search visibility wasn’t enough on its own. Being recommended by an AI assistant depends on what the sources those models draw from say about you, a different problem with a different solution.

Data-Driven Campaigns
Journalist Requests
Reactive Campaigns
Expert Commentary
Case Studies
Opinion Pieces

%

increase in total AI visits

%

increase in LLM-attributed sessions

%

increase in LLM-powered conversions

Our Approach

Digital PR as the route into AI answers

Large language models draw on established financial publications when answering comparison questions. So we went after the coverage those models read, on the pages where financial advice actually lives.

Data-Driven Campaigns

Original research-based campaigns used credible data to create PR angles journalists wanted to cover, earning high-authority links in tier-one publications.

Journalist Requests

We monitored live journalist requests and delivered timely expert input, positioning MoneyExpert as a go-to resource in authoritative financial publications.

Reactive Campaigns

Fast-acting commentary on breaking financial news, aligned with the topics people were actively searching.

Expert Commentary

Direct journalist insights reinforced MoneyExpert’s expertise and built the kind of association AI models pick up on.

Case Studies

Real customers’ first-hand experiences built authentic, relatable stories that strengthened credibility with readers and models alike.

Opinion Pieces

Guest articles positioned MoneyExpert’s team as thought leaders while engaging the audience actually researching these decisions.

Let's Work Together

Gareth Hoyle

Managing Director

The Results

More visits, better sessions, and conversions to match

We grew AI traffic by 188% and LLM engaged sessions by 109%. More importantly, conversions from AI visits rose 74%.

Getting MoneyExpert into the publications AI draws on meant visitors arrived already trusting the brand, and ready to switch.