ChatGPT business profiles are here. What financial advisors need to know, and how to claim yours.
On November 10, 2026, OpenAI launched Businesses in ChatGPT, letting firms claim a verified profile inside an AI assistant that OpenAI says 1.2 billion people use each week. Here’s what it is, what it means for financial advisors and wealth management firms, how to claim your profile step by step, and why it works best alongside your website, Google Business Profile and independent client reviews.
Businesses in ChatGPT launched in beta on November 10, 2026, and many details are still emerging. We’ll update this article as OpenAI shares more and as we learn from advisors going through the process. See the update log for what has changed.
For nearly two decades, the first thing a smart local business did online was claim its Google Business Profile. It cost nothing, took an afternoon, and put the business in control of the facts Google showed people searching for it.
On November 10, 2026, ChatGPT got its own version. OpenAI introduced Businesses in ChatGPT in beta, with a new Business Hub where companies can claim their business, keep its information current and see how people engage with them in ChatGPT. Once a claim and identity verification are approved, the profile shows a blue check.
For financial advisors, this lands at a moment when more prospects are asking AI assistants to help them find, compare and vet an advisor before they ever visit a website. So the question isn’t whether a ChatGPT business profile matters. It’s how quickly you can claim yours, how to do it compliantly, and how it fits with everything else that shapes what AI says about you.
- Claim it if you can. Like Google Business Profile, a ChatGPT profile lets you correct and confirm basic facts about your firm. There’s little downside and real protection against someone else claiming your listing.
- Most advisory firms appear to qualify. Business Hub sorts businesses by how customers interact with them, and firms that meet clients at an office fit the “physical location” path that’s open today. Advisors who work only virtually may need to wait for the “through a service” option OpenAI lists as coming soon.
- Treat it as advertising. Route your profile description and any updates through compliance before you publish, just as you would a Google Business Profile.
- A profile is the floor, not the house. OpenAI says claiming doesn’t guarantee higher placement, and ChatGPT keeps making independent recommendations using other sources. Your website, client reviews and third-party directories still do the heavy lifting.
What is a ChatGPT business profile?
A ChatGPT business profile is a page inside ChatGPT that describes a business, which the business can claim, verify and update through Business Hub.
When a business appears in a ChatGPT answer, people can click through to see its ChatGPT profile. OpenAI’s launch has three parts.
1. Business profiles you can claim and manage
Through Business Hub, an authorized representative can claim an existing listing, verify the connection to the business and, once approved, update details such as the website, business description, product or service category, logo and cover photo. OpenAI reviews changes before they appear.
2. Insights on how people find you in ChatGPT
Verified businesses can see aggregated activity for the past 28 days, including mentions, website clicks and discovery topics, the common themes in ChatGPT answers that mentioned or cited the business. OpenAI says it doesn’t share individual prompts or conversations with businesses, and metrics appear only once activity meets certain thresholds.
3. Business Agents (not for advisors yet)
Eligible U.S. ecommerce and online service businesses can also publish a Business Agent, an AI assistant that answers questions about the business in a separate, clearly labeled chat. Businesses can sponsor their agent as a destination for ChatGPT ads. Agents aren’t available to most advisors today, and OpenAI’s Business Agents Policy says an agent must not give advice that legally requires a professional license. We’ll come back to what that means for our industry below.
Can financial advisors claim a ChatGPT business profile?
For most firms, it appears so. If you serve clients at an office, your firm fits the path Business Hub supports today.
When we started the process for Wealthtender, Business Hub asked how customers usually interact with the business and offered three choices: at a physical location, such as a store, restaurant or office; through an online store; and through a service, for businesses that visit customers or work remotely, which is marked “coming soon.”
Most advisors and wealth management firms meet clients at an office, which puts them on the physical location path. If that sounds familiar, it should. Google Business Profile grew out of a Google Maps feature built for brick-and-mortar businesses, and firms with an office clients visit were a natural fit from the start. ChatGPT appears to be starting the same way.
OpenAI also says eligibility depends on factors including industry, location and its verification and integrity checks, and its Businesses in ChatGPT policy notes it may hold off on some categories until it has the right safeguards. Financial services aren’t named either way, so your own claim is the real test.
What we know
- Claiming is in beta and initially open to eligible businesses with a website.
- Businesses that serve customers at a physical location, such as an office, can start a profile today.
- You must own the business or be authorized to represent it.
- You don’t need an Ads account or a ChatGPT Enterprise agreement to claim.
- Claiming and verifying doesn’t guarantee higher placement or more recommendations.
What we don’t know yet
- When the “through a service” path opens for virtual-only advisors, and whether OpenAI will apply extra checks to regulated financial firms.
- Whether individual advisors, not just firms, will have their own listings.
- How existing listings for advisory firms were created and which sources fed them.
- When Business Agents will reach professional services, if ever, for regulated advice.
- Whether claiming will stay free as the program grows.
The practical answer: search for your firm in Business Hub this week. If a listing exists and Business Hub lets you claim it or create it, you’ll find out quickly. If not, you’ve lost five minutes, and you’ll know to check back. We’re testing the process ourselves and will update this section with what advisors encounter.
Why it’s worth claiming early
Search industry reporter Barry Schwartz of Search Engine Roundtable raised a concern on launch day that bad actors could try to hijack business listings. OpenAI offers a way to dispute ownership, but the simplest protection is to be the verified owner of your own listing before anyone else tries. For a profession built on trust, an impersonated profile is a reputational risk you don’t want to clean up later.
How to claim your ChatGPT business profile
These steps follow OpenAI’s Help Center guide as of launch day. Before you start, get compliance sign-off on who will claim the profile and what it will say. See the compliance checklist below.
Sign in to ChatGPT and open Business Hub
Sign in with the ChatGPT account you want to manage the profile from, then open Business Hub from the sidebar or go to chatgpt.com/business-hub. Note the line at the bottom of the page: by continuing, you accept OpenAI’s Businesses in ChatGPT terms.
Search for your firm and select your listing
Search for your business by name, select the listing that matches, and confirm the ChatGPT account you’ll use to manage it. If you received a claim invitation by email, open the personal link and sign in with that email address.
Verify your connection to the business
Choose one of the verification methods Business Hub offers for your business:
- Business phone: receive a code by text or automated call to the number shown.
- Business email: receive a code at the email address associated with the business.
- Website domain: add a TXT record to your domain’s DNS settings, then select Verify domain.
Wait for claim approval
OpenAI reviews each claim and emails its decision or a request for more information. While it’s under review, the claim shows as pending, and you can cancel it if needed.
Complete identity verification with Persona
To publish changes, view insights or earn the blue check, you’ll also complete identity verification through Persona, a third-party verification provider. OpenAI says you may need a government-issued ID, business registration information and proof that you’re authorized to represent the business. The verified badge appears only after Persona verification is approved.
Update your firm’s information, with compliance approval
Once approved, open your profile to update your website, business description, category, logo and cover photo. OpenAI reviews and publishes changes, and updates can take time to appear in a listing or a ChatGPT answer.
Check your insights each month
Select Insights to see mentions, website clicks and discovery topics for the past 28 days. For a local business, OpenAI counts a mention when ChatGPT shows a result for your location. A blank metric can mean activity hasn’t reached the reporting threshold yet, not that there was none.
Add teammates or your marketing agency
The admin who claimed the business can add teammates and grant an agency access in Business Hub. Each person should use their own ChatGPT account. OpenAI notes that each distinct brand is managed separately, and claiming a main brand doesn’t claim its locations.
A compliance checklist for ChatGPT business profiles
A ChatGPT profile your firm claims and edits is content you control and publish to the public, so treat it the way you treat your Google Business Profile, website and social media: as a communication your compliance team should approve and retain. Every firm’s policies differ, so use this as a starting point for that conversation, not a substitute for it.
Decide who claims and who approves
Name an owner for the profile, usually the firm principal or marketing lead, and confirm your compliance team signs off before anything is published or changed.
Keep the description factual
Describe who you serve and the services you offer. Avoid performance claims, guarantees and superlatives. OpenAI’s own policy prohibits misleading claims about qualifications or likely results, and the SEC Marketing Rule and FINRA rules apply regardless.
Match your official records
Use the same firm name, address, services and credentials that appear on Form ADV, BrokerCheck or the Investment Adviser Public Disclosure site, and your website.
Keep records of what you publish
Save the approved profile text and a screenshot of the published profile each time it changes, along with your monthly insights.
Hold off on AI agents for now
Business Agents aren’t available to most advisors, and OpenAI’s policy bars agents from giving advice that requires a professional license. If agents open to our industry, an AI chatting with prospects on your behalf will raise supervision and recordkeeping questions that deserve a careful review first.
You don’t control what ChatGPT says, only what you contribute
OpenAI is explicit that claiming lets you manage the information you provide, not ChatGPT’s independent recommendations, and that ChatGPT may also draw on other sources. That distinction matters for compliance. The facts you publish are yours to supervise. What ChatGPT concludes from the rest of the web, including what clients say about you, is shaped by what exists elsewhere.
ChatGPT business profiles vs. Google Business Profile
Early coverage, including TechCrunch, has noted how closely the new profiles resemble Google’s. They do similar jobs on different platforms, and most advisors will want both. If you haven’t claimed your Google profile yet, start with our guide, Your Google Business Profile: Tips & FAQs for Financial Advisors.
| ChatGPT business profile | Google Business Profile | |
|---|---|---|
| Where it appears | ChatGPT, when a business appears in an answer and someone clicks through | Google Search and Google Maps |
| Status | Beta, launched November 10, 2026 | Established, widely used by advisors |
| Verification | Phone, business email or website domain, plus Persona identity verification for the blue check | Several methods, which can include phone, email, video or postcard |
| What you can edit | Website, description, category, logo, cover photo and other details, reviewed by OpenAI | Hours, services, photos, posts, contact details and more |
| Client reviews | No profile reviews feature described at launch | Google Reviews, which carry compliance considerations for advisors |
| Insights | Mentions, website clicks and discovery topics for the past 28 days | Searches, views, calls, website clicks and direction requests |
| Eligibility for advisors | Appears open to firms that meet clients at an office; a remote-service option is coming soon | Generally available |
Based on OpenAI’s launch materials and Help Center as of November 10, 2026. Features may change during the beta.
One difference stands out for advisors. Google Reviews appear on your Google profile whether you ask for them or not, which creates real limits on how you can promote them under the SEC Marketing Rule. ChatGPT’s profile, at least at launch, is a place for facts you provide. The question of what clients say about you is answered somewhere else.
Where a ChatGPT profile fits in your online presence
When a prospect asks an AI assistant about you, the answer is woven from three kinds of sources. A claimed profile strengthens one of them.
Think of your firm’s online presence as a fabric with three threads. AI assistants pull on all of them, and they trust the answer most when the threads agree.
Your website
Your home base. It explains who you serve, how you work and what you charge, in as much depth as you choose. It’s also the destination for nearly every profile link.
Advisor bios, services, FAQs, insightsProfiles you claim
Platform listings where you verify and correct the basics: name, location, contact details and a short description. They help AI tools confirm they have the right firm.
ChatGPT business profile, Google Business Profile, Bing Places, Apple Business ConnectIndependent reviews and directories
Third-party sources that show what clients say about working with you and how you compare. This is the thread a business can’t write for itself, which is why it carries so much weight.
Wealthtender, client reviews, specialist directories, industry association listings, media mentionsChatGPT’s new profiles make the middle thread stronger. They don’t replace the other two. OpenAI says plainly that ChatGPT continues to make independent recommendations and comparisons, and that claiming doesn’t guarantee higher placement. When someone asks ChatGPT which advisors near them are well reviewed, or what clients say about a particular firm, a verified logo and description can’t answer that question. Client reviews can.
A claimed profile tells AI who you are. Independent client reviews tell AI why someone should trust you. Prospects need both before they reach out.
How online reviews and directories amplify your AI authority
The same instinct that leads consumers to read reviews before choosing a doctor, a contractor or a restaurant applies, with higher stakes, to choosing a financial advisor. AI assistants reflect that instinct. When people ask about advisors, AI tools look for evidence from sources the firm doesn’t control.
We see this in our own data. In Microsoft’s AI Performance report, Copilot cited Wealthtender advisor and firm profiles hundreds of times when people asked about specific firms by name, and citations of individual profiles rose 47% from late September to late October 2026 compared with the month before. Copilot is a small, work-heavy slice of AI search, so we treat it as directional, but the pattern is clear. Read the full breakdown in Is AI Citing Your Firm, or Someone Else?
Third-party directories add a second kind of signal: context. A specialist directory that lists you among advisors who work with physicians, tech employees or retirees near a specific city tells AI not just that you exist, but who you’re a good fit for. That’s the kind of detail a short profile description can’t carry. For more on how this works, see How Financial Advisors Appear in ChatGPT & AI Search.
Claim what you can. Earn what you can’t claim.
Claim your ChatGPT and Google profiles to control the facts. Keep your website specific and current. Then build the independent proof, verified client reviews and specialist directory listings, that AI assistants look for when someone asks who to trust.
Six things to do now
- Search for your firm in Business Hub. See whether a listing exists and what options appear. If you’re eligible, start the claim.
- Loop in compliance first. Agree on who will claim, what the description will say and how you’ll keep records.
- Claim or refresh your Google Business Profile. If it’s been a while, check that your hours, address, services and website are current.
- Align your details everywhere. Match your name, address, phone, website and specialties across ChatGPT, Google, Form ADV, your website and Wealthtender.
- Ask ChatGPT about your firm. Note what it says and which sources it cites. Gaps and errors show you where to focus.
- Strengthen what others say. Put a consistent, compliant process in place for gathering reviews from your clients, and make sure your directory profiles describe who you serve.
If you’re an advisor in the Wealthtender community, your profile already does a lot of this work: it’s built with structured data, publishes your Certified Advisor Reviews™ with review schema and lists you in the specialist and local directories that match who you serve, all on a domain AI assistants already cite.
Related guides for advisors
Frequently asked questions
Businesses in ChatGPT is a beta program OpenAI launched on November 10, 2026. Through Business Hub, an authorized representative can claim a business’s profile in ChatGPT, update its information and see aggregated insights such as mentions and website clicks. Eligible U.S. ecommerce and online service businesses can also publish a Business Agent.
For most firms, it appears so. Business Hub asks how customers interact with a business, and firms that meet clients at an office fit the physical location option available today. An option for businesses that serve customers remotely is marked coming soon, so virtual-only advisors may need to wait. OpenAI says eligibility also depends on industry and verification checks, and this article will be updated as more is known.
OpenAI hasn’t announced a fee to claim a business. You need a ChatGPT account, but you don’t need an Ads account, a ChatGPT Enterprise agreement or a published Business Agent to claim an eligible business.
First, verify your connection to the business with a method Business Hub offers, such as a code sent to the business phone or email, or a DNS TXT record on your website domain. After OpenAI approves the claim, complete identity verification through Persona to publish changes, view insights and receive the blue check.
The blue check shows that a business has been claimed and its representative has passed Persona identity verification. Claiming alone doesn’t add the badge. It confirms who manages the profile. It isn’t an endorsement or a rating.
Not by itself. OpenAI says claiming doesn’t guarantee higher placement or give businesses control over ChatGPT’s independent recommendations, and that advertising doesn’t influence its answers. ChatGPT may also use other sources, such as your website, client reviews and directories, when it answers questions about your firm.
No. The two profiles serve different platforms. Google Business Profile shapes how you appear in Google Search and Maps, and a ChatGPT profile shapes the information ChatGPT can draw on. Most advisors should keep both claimed, current and consistent with each other.
OpenAI’s launch materials don’t describe a reviews feature for profiles. When people ask ChatGPT what clients say about an advisor, it draws on independent sources around the web, which is why verified reviews on third-party platforms like Wealthtender remain an important part of an advisor’s online presence. That matters even more because Google now limits how many reviews people who aren’t signed in can see, so outside platforms, including AI tools, generally see only a small sample of a business’s Google Reviews, according to ReviewInc.
Not today, in most cases. Business Agents launched for eligible U.S. ecommerce and online service businesses, and OpenAI’s Business Agents Policy says an agent must not give advice that legally requires a professional license. If agents become available to financial firms, they’ll raise supervision and recordkeeping questions to review with compliance first.
Advisors should treat a claimed profile like any other public communication their firm controls, such as a website or Google Business Profile. Have compliance approve the description and any changes, keep the content factual, avoid performance claims and keep records of what you publish. Follow your firm’s specific policies.
Yes. The admin who claims the business can add teammates and grant an agency access in Business Hub. Each person should use their own ChatGPT account, and claim invitations shouldn’t be forwarded.
Open the profile, select the more options menu and choose Dispute ownership, then verify through Persona that you’re authorized to represent the business. If a listing is locked, Business Hub will show a Contact support option.
Update log
- November 10, 2026Published on launch day, based on OpenAI’s announcement, product page, Help Center guide and policies, and our own first steps in Business Hub.
Sources and further reading
- Introducing Businesses in ChatGPT, OpenAI
- Businesses in ChatGPT: Claim Your Business, OpenAI
- Setting up your business on ChatGPT, OpenAI Help Center
- Businesses in ChatGPT policy and Business Agents Policy, OpenAI
- OpenAI rolls out new business profiles, TechCrunch
- ChatGPT Business Hub coverage, Search Engine Roundtable
- Google Review Restrictions: Is Google Sabotaging Itself?, ReviewInc
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