E056 - Nicky Senyard On How LLMs Have (Or Haven't) Changed Affiliate Marketing For Lenders

Nicky Senyard, CEO and Founder of Fintel Connect, has been doing digital acquisition since 2002. Her read on this wave: affiliate marketing is still a bottom of funnel conversion tactic. On today’s show, we discuss everything sitting above it.

We get into:

Why roughly 90% of LLM citations are non-branded, and what that does to a lender's odds of getting quoted

The neutrality problem. LLMs reward comparison content and domain authority, which is why publishers keep winning the citation

54% of surveyed Americans now use chat for personal finance recommendations

Gemini mentions brands more than half the time, so picking your engine is a real strategy decision

GEO packages, prompt volume, and share of voice. How publishers are already selling placement inside the answers

Nicky's 3 step playbook: clean up your own content first, ride the publishers already indexed, save the site overhaul for last

Why she thinks the arbitrage window is narrower this time than it was with Google or Facebook

Where Carlos and Nicky disagree on timing for quantum finance through LLMs. She says 10 years, at least. He says 5.

Plus a big question underneath all of it: what happens to financial discernment for the people who never had to build it?

*****