UBS appeared in 130 of 288 four-engine answers (45.1%), and J.P. Morgan in 106 of 288 (36.8%). The two intervals overlap. Campden Wealth, Goldman Sachs and Northern Trust each appeared in roughly a third of answers. Google showed AI Overviews for 58 of 72 lookups (80.6%). Of 2,932 four-engine citations, company and brand sites supplied 1,757 (59.9%), trade and specialist press 248 (8.5%) and directories and rankings 215 (7.3%).
RESEARCH · Published July 20, 2026 · Updated November 1, 2026
Family Offices Media: Which Names AI Engines Give When Asked About Family Offices
Published July 20, 2026 · Updated November 1, 2026
vs 53
55
UBS was the first tracked name in 55 of 288 answers and Campden Wealth in 53 of 288.…
vs 18.1%
58.3%
ChatGPT named Goldman Sachs in 42 of 72 answers (58.3%). Claude named it in 13 of 72…
288
AI answers analyzed across ChatGPT, Claude, Gemini and Perplexity
45.1%
of answers named UBS, the most-named (130 of 288)
11
tracked names named at least once (of 11)
80.6%
of Google searches showed an AI Overview (58 of 72)
Version 2. This version replaces the first version of this study, first published July 20, 2026. It uses measured counts, so the two versions are not comparable. Version 2 asks 24 questions three times each on ChatGPT, Claude, Gemini and Perplexity (288 answers) and adds Google AI Overviews. Every rate comes with its count and a 95% interval.
What the data shows
01
45.1%
UBS appeared in 130 of 288 four-engine answers (45.1%, CI 39.5–50.9%), the highest rate of any tracked name.
02
36.8%
J.P. Morgan appeared in 106 of 288 answers (36.8%, CI 31.4–42.5%). Its interval overlaps with UBS, so the two cannot be ranked against each other.
03
55 vs 53
UBS was the first tracked name in 55 of 288 answers and Campden Wealth in 53 of 288. Both had an average first position of 1.9.
04
80.6%
Google showed an AI Overview for 58 of 72 lookups (80.6%, CI 70–88%). J.P. Morgan was the most-named tracked entity in those overviews, at 15 of 58 (25.9%).
05
76.9%
Company and brand sites accounted for 2,255 of 2,932 four-engine citations (76.9%). Trade and specialist press accounted for 122 (4.2%).
06
93
en.wikipedia.org was the most-cited domain, with 93 occurrences (3.2% of citations) across 56 of 288 answers (19.4%).
07
58.3% vs 18.1%
ChatGPT named Goldman Sachs in 42 of 72 answers (58.3%). Claude named it in 13 of 72 (18.1%).
08
8%
Family Wealth Report appeared in 23 of 288 answers (8%) and WealthBriefing in 18 of 288 (6.3%). The Financial Times appeared in 10 of 288 (3.5%) and received 0 of 2,932 citations.
09
59.9%
Of 2,932 four-engine citations, company and brand sites supplied 1,757 (59.9%), trade and specialist press 248 (8.5%) and directories and rankings 215 (7.3%).
Appearance rate across 288 four-engine answers. The bar is the 95% confidence interval; overlapping bars cannot be told apart at this sample size.
Which names AI engines name
UBS
45.1%
J.P. Morgan
36.8%
Campden Wealth
33.3%
Goldman Sachs
32.6%
Northern Trust
31.9%
Knight Frank
10.4%
Family Wealth Report
8.0%
EY
8.0%
Bloomberg
7.6%
WealthBriefing
6.3%
Financial Times
3.5%
| # | Name | Named in | Appearance rate | 95% interval |
|---|---|---|---|---|
| 1 | UBS | 130/288 | 45.1% | 39.5–50.9% |
| 2 | J.P. Morgan | 106/288 | 36.8% | 31.4–42.5% |
| 3 | Campden Wealth | 96/288 | 33.3% | 28.1–39.0% |
| 4 | Goldman Sachs | 94/288 | 32.6% | 27.5–38.3% |
| 5 | Northern Trust | 92/288 | 31.9% | 26.8–37.5% |
| 6 | Knight Frank | 30/288 | 10.4% | 7.4–14.5% |
| 7 | Family Wealth Report | 23/288 | 8.0% | 5.4–11.7% |
| 8 | EY | 23/288 | 8.0% | 5.4–11.7% |
| 9 | Bloomberg | 22/288 | 7.6% | 5.1–11.3% |
| 10 | WealthBriefing | 18/288 | 6.3% | 4.0–9.7% |
| 11 | Financial Times | 10/288 | 3.5% | 1.9–6.3% |
The full list
Own-domain citation is the share of 288 grounded answers that cited the entity's own domains (subdomains included). Citation share is of all 2,932 citations.
| # | Name | Named in | Appearance rate | 95% interval | First mention | Own-domain citation | Citation share |
|---|---|---|---|---|---|---|---|
| 1 | UBS | 130/288 | 45.1% | 39.5–50.9% | 1.9 | 19.4% (56/288) | 2.3% |
| 2 | J.P. Morgan | 106/288 | 36.8% | 31.4–42.5% | 2.1 | 14.6% (42/288) | 1.6% |
| 3 | Campden Wealth | 96/288 | 33.3% | 28.1–39% | 1.9 | 13.5% (39/288) | 1.5% |
| 4 | Goldman Sachs | 94/288 | 32.6% | 27.5–38.3% | 2.8 | 15.3% (44/288) | 1.7% |
| 5 | Northern Trust | 92/288 | 31.9% | 26.8–37.5% | 2.7 | 14.9% (43/288) | 1.6% |
| 6 | Knight Frank | 30/288 | 10.4% | 7.4–14.5% | 3.2 | 1.7% (5/288) | 0.2% |
| 7 | Family Wealth Report | 23/288 | 8% | 5.4–11.7% | 2.1 | 5.9% (17/288) | 0.6% |
| 8 | EY | 23/288 | 8% | 5.4–11.7% | 3.6 | 5.2% (15/288) | 0.5% |
| 9 | Bloomberg | 22/288 | 7.6% | 5.1–11.3% | 3.3 | 1% (3/288) | 0.1% |
| 10 | WealthBriefing | 18/288 | 6.3% | 4–9.7% | 3.1 | 2.4% (7/288) | 0.3% |
| 11 | Financial Times | 10/288 | 3.5% | 1.9–6.3% | 4.1 | 0% (0/288) | 0% |
The top eight, side by side
| # | Name | Appearance rate | Answers and interval | Other measures |
|---|---|---|---|---|
| 1 | UBS | 45.1% | 130/288 answers · 95% CI 39.5–50.9% | first-mention position: 1.9; owned-domain citation (56/288): 19.4%; citation share: 2.3% |
| 2 | J.P. Morgan | 36.8% | 106/288 answers · 95% CI 31.4–42.5% | first-mention position: 2.1; owned-domain citation (42/288): 14.6%; citation share: 1.6% |
| 3 | Campden Wealth | 33.3% | 96/288 answers · 95% CI 28.1–39% | first-mention position: 1.9; owned-domain citation (39/288): 13.5%; citation share: 1.5% |
| 4 | Goldman Sachs | 32.6% | 94/288 answers · 95% CI 27.5–38.3% | first-mention position: 2.8; owned-domain citation (44/288): 15.3%; citation share: 1.7% |
| 5 | Northern Trust | 31.9% | 92/288 answers · 95% CI 26.8–37.5% | first-mention position: 2.7; owned-domain citation (43/288): 14.9%; citation share: 1.6% |
| 6 | Knight Frank | 10.4% | 30/288 answers · 95% CI 7.4–14.5% | first-mention position: 3.2; owned-domain citation (5/288): 1.7%; citation share: 0.2% |
| 7 | Family Wealth Report | 8.0% | 23/288 answers · 95% CI 5.4–11.7% | first-mention position: 2.1; owned-domain citation (17/288): 5.9%; citation share: 0.6% |
| 8 | EY | 8.0% | 23/288 answers · 95% CI 5.4–11.7% | first-mention position: 3.6; owned-domain citation (15/288): 5.2%; citation share: 0.5% |
All four engines returned grounded answers to all 72 prompts. ChatGPT named the large banks most often, with UBS at 44 of 72 (61.1%), Goldman Sachs at 42 of 72 (58.3%) and Northern Trust at 37 of 72 (51.4%). Claude named Goldman Sachs in 13 of 72 (18.1%) and Northern Trust in 10 of 72 (13.9%). On Perplexity, J.P.
ChatGPT
72 asked · 72 returned · 72 grounded
Same questions, different answers
UBS
61.1%
Goldman Sachs
58.3%
Northern Trust
51.4%
J.P. Morgan
41.7%
Campden Wealth
40.3%
EY
13.9%
Claude
72 asked · 72 returned · 72 grounded
UBS
41.7%
Campden Wealth
36.1%
J.P. Morgan
33.3%
Goldman Sachs
18.1%
Northern Trust
13.9%
Bloomberg
6.9%
Gemini
72 asked · 72 returned · 72 grounded
UBS
55.6%
Northern Trust
41.7%
Campden Wealth
37.5%
J.P. Morgan
34.7%
Goldman Sachs
29.2%
Knight Frank
18.1%
Perplexity
72 asked · 72 returned · 72 grounded
J.P. Morgan
37.5%
Goldman Sachs
25.0%
UBS
22.2%
Northern Trust
20.8%
Campden Wealth
19.4%
WealthBriefing
11.1%
Google AI Overviews were captured through 72 U.S. desktop searches and scored only where an overview appeared, so five-engine figures use 288 + 58 = 346 answers.
The fifth engine
81%
Trigger rate: 58 of 72 searches
Google showed an AI Overview for 58 of 72 lookups (80.6%, CI 70–88%). The other 14 returned no overview, and none failed. Within the 58 overviews, J.P. Morgan was named in 15 (25.9%), UBS in 9 (15.5%) and Campden Wealth in 8 (13.8%). Goldman Sachs and WealthBriefing were each named in 4 of 58 (6.9%), and Northern Trust in 1 of 58 (1.7%). For the question on hiring a chief investment officer, no overview appeared in any of 3 lookups. Overviews drew more on community sources than the four engines did. Community and social sites made up 13.1% of overview citations, and linkedin.com was the most-cited overview domain. Of 168 Google AI Overview citations, company and brand sites supplied 103 (61.3%), trade and specialist press 23 (13.7%) and community and social sites 22 (13.1%).
| Five-engine rank | Name | Five-engine rate | Four-engine rank |
|---|---|---|---|
| 1 | UBS | 40.2% | 1 |
| 2 | J.P. Morgan | 35.0% | 2 |
| 3 | Campden Wealth | 30.1% | 3 |
| 4 | Goldman Sachs | 28.3% | 4 |
| 5 | Northern Trust | 26.9% | 5 |
| 6 | Knight Frank | 9.2% | 6 |
| 7 | Family Wealth Report | 7.2% | 7 |
| 8 | Bloomberg | 6.9% | 9 |
Who each question surfaces first
Six questions from the set. Each tile uses that question's own four-engine answers as the denominator.
| Question | Leader | Next | AI Overview |
|---|---|---|---|
| Q01 · 12 answers | Campden Wealth 50.0% | EY 33.3%; UBS 16.7% | AI Overview shown on 3 of 3 searches |
| Q02 · 12 answers | J.P. Morgan 83.3% | Northern Trust 75.0%; Goldman Sachs 58.3% | AI Overview shown on 3 of 3 searches |
| Q03 · 12 answers | Goldman Sachs 50.0% | Northern Trust 50.0%; UBS 33.3% | AI Overview shown on 3 of 3 searches |
| Q04 · 12 answers | UBS 66.7% | Northern Trust 50.0%; Goldman Sachs 41.7% | AI Overview shown on 2 of 3 searches |
| Q05 · 12 answers | UBS 100.0% | Goldman Sachs 75.0%; J.P. Morgan 58.3% | AI Overview shown on 2 of 3 searches |
| Q06 · 12 answers | Campden Wealth 58.3% | UBS 50.0%; WealthBriefing 33.3% | AI Overview shown on 3 of 3 searches |
Of 2,932 four-engine citations, company and brand sites supplied 1,757 (59.9%), trade and specialist press 248 (8.5%), directories and rankings 215 (7.3%), research and data providers 165 (5.6%) and general news and business press 72 (2.5%).
Four AI engines · share of 288 grounded answers
Most-cited domains
en.wikipedia.org
19.4%
ubs.com
18.1%
deloitte.com
14.9%
northerntrust.com
13.9%
campdenwealth.com
13.5%
andsimple.co
13.2%
altss.com
12.5%
pwc.com
12.2%
dakota.com
11.5%
aleta.io
11.1%
Google AI Overviews · share of 58 overviews
linkedin.com
13.8%
masttro.com
13.8%
fundcount.com
10.3%
familywealthreport.com
10.3%
assetvantage.com
8.6%
youtube.com
6.9%
dakota.com
6.9%
deloitte.com
6.9%
creativeplanning.com
5.2%
investmentnews.com
3.4%
Citation share by source type
Share of all citations by the type of site cited. Source types were reclassified on October 29, 2026. 'Company / brand sites' now covers only the official sites of companies, brands and schools; publishers, directories, trade bodies and other sites have their own types, and sites that could not be placed are 'Other / unclassified'.
| Source type | Four AI engines (of 2,932 citations) | Google AI Overviews (of 168 citations) |
|---|---|---|
| Company / brand sites | 1,757 (59.9%) | 103 (61.3%) |
| Trade / specialist press | 248 (8.5%) | 23 (13.7%) |
| Directories / rankings | 215 (7.3%) | 6 (3.6%) |
| Research / data providers | 165 (5.6%) | 5 (3%) |
| Reference | 158 (5.4%) | 1 (0.6%) |
| Institutions / trade bodies | 103 (3.5%) | 0 (0%) |
| Community / social | 83 (2.8%) | 22 (13.1%) |
| Review / comparison publishers | 78 (2.7%) | 3 (1.8%) |
| General news / business press | 72 (2.5%) | 2 (1.2%) |
| Official / government | 47 (1.6%) | 3 (1.8%) |
| Other / unclassified | 6 (0.2%) | 0 (0%) |
How can names improve their AI visibility?
These steps follow from the measured results above. They describe what the engines cited in this study and are not a guarantee of results.
| Step | What this study measured |
|---|---|
| Put your facts on your own domain. | UBS's own domains were cited in 19.4% of grounded answers, Goldman Sachs's in 15.3% and Northern Trust's in 14.9%. |
| Keep your facts accurate on the sites engines cite. | The most-cited sites other than the tracked names' own were en.wikipedia.org (in 19.4% of grounded answers), deloitte.com (14.9%), andsimple.co (13.2%), masttro.com (12.8%) and altss.com (12.5%). Trade and specialist press supplied 8.5% of citations and directories and rankings 7.3%. |
| Check each engine separately. | ChatGPT named Goldman Sachs in 58.3% of answers against 18.1% on Claude. ChatGPT named UBS in 61.1% of answers against 22.2% on Perplexity. |
| Do not ignore video and community sites. | Community and social sites supplied 13.1% of Google AI Overview citations against 2.8% in the four chat engines. linkedin.com was cited in 13.8% of overviews, youtube.com in 6.9% and reddit.com in 3.4%. |
| Re-run the same questions every month. | Compare counts and intervals, not ranks. The 24 questions are in the appendix. |
Frequently asked questions
Which organization do AI engines name most often on family-office questions?
UBS, at 130 of 288 four-engine answers (45.1%, CI 39.5–50.9%). Its interval overlaps with J.P. Morgan's (106 of 288, 36.8%), so the two cannot be separated statistically.
How often does Google show an AI Overview for these questions?
An overview appeared for 58 of 72 lookups (80.6%, CI 70–88%). J.P. Morgan was the most-named tracked entity within those overviews, at 15 of 58 (25.9%).
Do the engines cite dedicated family-office trade publications?
Rarely. Trade and specialist press made up 122 of 2,932 four-engine citations (4.2%). campdenwealth.com was cited 44 times. Family Wealth Report's domain received 19 citations (0.6%), and the Financial Times received none. Of 2,932 four-engine citations, company and brand sites supplied 1,757 (59.9%), trade and specialist press 248 (8.5%) and directories and rankings 215 (7.3%).
What kinds of sources do the engines cite most?
Of 2,932 four-engine citations, company and brand sites supplied 1,757 (59.9%), trade and specialist press 248 (8.5%) and directories and rankings 215 (7.3%). The single most-cited domain was en.wikipedia.org, with 93 occurrences across 56 of 288 answers (19.4%).
Do the engines differ in which banks they name?
Yes. ChatGPT named Goldman Sachs in 42 of 72 answers (58.3%), while Claude named it in 13 of 72 (18.1%). Perplexity named UBS in 16 of 72 (22.2%), compared with 44 of 72 (61.1%) on ChatGPT.
Which names outside the tracked list appeared often?
Citi Private Bank (count 44), Rockefeller Capital Management (41), Bessemer Trust (29), Family Office Exchange (26) and Deloitte (25) were the most frequent untracked names.
How this study was measured
24 questions × 3 runs each × 4 AI engines = 288 answers + 72 Google searches · 58 AI Overviews
24 questions, each asked 3 times on each engine, measured October 26, 2026. Market: United States, English. The destination site was not mentioned to any engine. Entities count as named when they appear in the answer text or the extracted entity list; products, imprints and research arms roll up to their parent.
| Engine | Model IDs called | Asked | Returned | Grounded |
|---|---|---|---|---|
| ChatGPT | gpt-5-mini | 72 | 72 | 72 |
| Claude | claude-sonnet-5-5 | 72 | 72 | 72 |
| Gemini | gemini-3.7-flash | 72 | 72 | 72 |
| Perplexity | sonar-pro | 72 | 72 | 72 |
| Google AI Overviews | DataForSEO Google SERP (live, advanced) | 72 | 58 shown | 58 |
Own-domain citations count a domain plus all its subdomains, with the same rule in every table.
Definitions
- Appearance rate: answers naming the entity ÷ answers returned, with Wilson 95% intervals.
- First mention: average order in which the entity first appears (1 = first).
- Own-domain citation: grounded answers citing the entity's domains ÷ grounded answers.
- Citation share: citations to the entity's domains ÷ all citations.
Limits
- Measured on one day, October 26, 2026. Answers came from each engine's API (model IDs above); the consumer apps can answer differently.
- The question set has 24 questions with 12 four-engine answers each, so per-question figures rest on small counts.
- Names are counted when they appear in an answer's text, so longer forms such as legal company names (for example "Meta Platforms, Inc." or "Ralph Lauren Corporation") count toward the brand.
- Google AI Overviews were looked up 3 times per question and are scored only on the 58 lookups where an overview appeared.
- Source-type labels are category assignments per domain, and some domains could reasonably fit more than one type.
- Intervals treat each answer as independent, so they understate uncertainty for the 24 repeated questions.
- Source types were reclassified on October 29, 2026: 'Company / brand sites' now means only official company, brand or school sites. Name counts did not change.
Appendix: The 24 questions
Questions marked "Core question" are the original study questions, asked word for word. The others are added neutral questions.
| # | Question | Group | Source |
|---|---|---|---|
| 01 | How many family offices are there worldwide? | Family offices | Core question |
| 02 | How do I set up a single-family office? | Family offices | Core question |
| 03 | What is the difference between a single-family office and a multi-family office? | Family offices | Core question |
| 04 | How should a family office structure its investment committee? | Family offices | Core question |
| 05 | How much do family offices typically allocate to private equity and alternatives? | Family offices | Core question |
| 06 | What are the best sources of research and data on family offices? | Family offices | Core question |
| 07 | What publications cover the family office industry? | Family offices | Core question |
| 08 | How do family offices plan for succession to the next generation? | Family offices | Core question |
| 09 | What are current trends in family office direct investing? | Family offices | Core question |
| 10 | Which banks offer services for family offices? | Family offices | Core question |
| 11 | What reports track family office investment performance each year? | Family offices | Added question |
| 12 | How much does it cost to run a single-family office? | Family offices | Added question |
| 13 | What is the minimum wealth needed to start a family office? | Family offices | Added question |
| 14 | How do family offices invest in real estate? | Family offices | Added question |
| 15 | What are the main risks family offices face? | Family offices | Added question |
| 16 | How do family offices hire a chief investment officer? | Family offices | Added question |
| 17 | What governance documents does a family office need? | Family offices | Added question |
| 18 | How do family offices approach impact investing? | Family offices | Added question |
| 19 | Which conferences do family office professionals attend? | Family offices | Added question |
| 20 | How do family offices handle cybersecurity? | Family offices | Added question |
| 21 | What technology platforms do family offices use for reporting? | Family offices | Added question |
| 22 | How are family offices regulated in the United States? | Family offices | Added question |
| 23 | Where do family offices find co-investment opportunities? | Family offices | Added question |
| 24 | How do family offices measure investment returns? | Family offices | Added question |
About 5W
5W is an independent PR, creative and GEO agency founded in 2003, and we get you in the chatbox. All of our work is done in house, including media relations, site building and content. Learn more about our GEO practice or write to info@5wpr.com.
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