What is the biggest weakness of fintech websites?

The biggest weakness for fintech websites is AEO, with an average score of just 16 out of 100. This means most sites in this vertical have significant room for improvement in this area.

Fintech Website Audit Report - AISO Studio

Overview

The fintech industry faces a clear challenge online. Most websites in this space score well below what search engines and AI systems need to surface content. The average AISO score across all 200 sites is just 43 out of 100. That is a low bar. It also means there is a big opportunity for businesses that invest in their web presence now.

The strongest area for fintech sites is SEO, with an average of 71. The weakest area is AEO, at just 16. According to Google's SEO documentation, sites that fail to meet basic technical standards risk losing visibility in both traditional and AI-powered search results.

What does this mean for your business? If your site scores above 43, you are already ahead of most competitors. If it scores below, you risk losing traffic to rivals who fix these issues first. According to the W3C Web Accessibility Initiative, accessible websites also reach a wider audience and reduce legal risk.

Key insight: 72% of fintech websites score below 50. The majority of sites in this vertical are underperforming across multiple dimensions.

Summary Scores

AISO Score

SEO

Readability

Engagement

AEO

WCAG

Key Findings

72%

Score Below 50

More than half of sites in this vertical are underperforming.

40%

Missing Schema Markup

These sites have no structured data, making them harder for search engines and AI to understand.

18%

No Open Graph Tags

Without OG tags, shared links on social media appear without rich previews.

What This Means

These findings tell a simple story. Most fintech websites were built without modern optimization in mind. They load, they look fine, but they fail to communicate with the systems that drive traffic today.

Search engines need structured data to understand your pages. AI answer engines need clear, direct answers to cite your content. Screen readers need proper HTML to serve users with disabilities. Missing any of these means missing out on visitors, customers, and revenue.

Key Takeaways

After analyzing 200 fintech websites, here's what stands out most. These are the three most important points from the data.

Most sites score poorly overall. An average AISO score of 43 means the typical fintech website misses more than half of what modern search and AI systems look for.
AEO is the weakest link. At just 16 on average, this dimension drags down overall scores. Fixing it first gives the biggest return.
Basic technical issues are widespread. 40% of sites lack schema markup. 18% have no Open Graph tags. These are quick wins that most sites have not addressed.

Bottom line: The fintech industry is behind on web optimization. Early movers who fix these issues will gain a real edge in both search rankings and AI visibility.

How to Improve Your Score

Want to beat the average? Follow these steps in order. Each one builds on the last. Start with the basics and work your way up.

Step 1: Fix your technical SEO. Add a meta title, meta description, and canonical URL to every page. Add schema markup using JSON-LD. Add Open Graph tags so your links look good when shared. These changes take less than an hour and have an immediate impact.
Step 2: Improve readability. Rewrite your main pages at an 8th grade reading level. Use short sentences. Use simple words. Break up long paragraphs. According to Google, clear and simple content performs better in search results.
Step 3: Add engagement elements. Use headings, bullet lists, bold text, and blockquotes. Add images with descriptive alt text. Make your content easy to scan. Visitors decide within seconds whether to stay or leave.
Step 4: Optimize for AI engines. Add a FAQ section to your key pages. Use direct answer formats. Define what your business does in one clear sentence at the top of your homepage. AI systems like ChatGPT and Perplexity prefer content that gives a straight answer.
Step 5: Check accessibility. Run a WCAG audit. Ensure all images have alt text. Check that color contrast meets minimum ratios. Use semantic HTML elements like headings, lists, and landmarks. According to the W3C, over one billion people worldwide live with some form of disability.

Score Distribution

The charts below show how scores are spread across all 200 sites. The histogram groups sites by score range. The grade chart shows how many sites earned each letter grade. A score of 80 or above earns an A. Below 30 is an F.

AISO Score Ranges

0-9

10-19

20-29

30-39

40-49

50-59

60-69

70-79

80-89

90-99

Grade Distribution

0 (0%)

3 (2%)

53 (27%)

144 (72%)

Dimension Breakdown

Average scores across all 200 fintech websites for each scoring dimension.

SEO

Readability

Engagement

AEO

WCAG

Full Results

The table below lists all 200 websites ranked by their overall AISO score. Each row shows the total score, letter grade, and individual dimension scores. Use it to see how sites in the fintech space compare against each other.

Domains are partially blurred to protect privacy. Scores range from 0 to 100. Higher is better.

#	Domain	Score	Grade	SEO	Read.	Eng.	AEO	WCAG
1	techn*******	62	C	89	51	80	18	80
2	edpn*****	61	C	89	36	60	56	70
3	fvcb*******	61	C	87	49	73	10	100
4	trac******	59	D	84	33	80	35	75
5	tech******	59	D	94	51	78	10	64
6	fundrai*************	59	D	84	47	68	33	67
7	siouxfall****************	59	D	74	38	85	33	71
8	compassfurn*******************	58	D	79	36	80	18	91
9	massfound**************	58	D	89	50	80	26	45
10	siliconp**************	58	D	81	38	68	36	75
11	fintec***********	58	D	92	34	85	10	82
12	wexi******	58	D	89	58	85	25	25
13	mozr*****	57	D	82	38	55	38	80
14	arkans*********	56	D	69	40	80	34	64
15	fintech.bu****************	56	D	84	35	80	20	67
16	invest*********	56	D	62	62	70	10	78
17	njed*****	56	D	77	27	90	26	73
18	choos*******	56	D	94	0	90	34	85
19	jobso*******	56	D	75	39	75	10	92
20	finwi*******	56	D	94	34	85	33	31
21	superbc************	55	D	89	11	68	45	82
22	onlineo***********	55	D	87	23	65	25	94
23	resol*********	55	D	97	10	80	43	59
24	buil*******	54	D	92	27	83	26	49
25	builti***********	54	D	92	22	90	26	45
26	builtin***********	54	D	92	22	90	26	45
27	built********	53	D	92	20	90	26	45
28	builti***********	53	D	92	20	90	26	45
29	pittsbu*************	53	D	86	39	70	10	70
30	charlo*********	53	D	72	39	51	18	100
31	workin***********	53	D	92	30	60	10	90
32	nov****	52	D	94	39	75	25	26
33	built********	52	D	87	20	90	26	45
34	color*******	52	D	67	29	75	10	94
35	intech***********	52	D	92	0	90	18	77
36	tylerh*********	52	D	72	38	70	10	83
37	marioxs***********	52	D	89	23	58	15	89
38	builtin*************	52	D	87	17	90	26	45
39	fint*******	51	D	86	29	90	10	44
40	builtin************	51	D	92	15	90	18	45
41	fintech***********	51	D	89	38	80	26	16
42	builtin***********	51	D	92	18	90	18	45
43	goddigita**************	51	D	79	21	60	25	83
44	fins*******	51	D	82	28	70	10	75
45	travill***********	51	D	89	26	80	18	47
46	vermont***********	51	D	60	37	78	10	82
47	sitese***********	50	D	72	37	78	18	45
48	dfpi*******	50	D	79	20	63	18	87
49	alka******	50	D	81	39	68	26	34
50	loan*******	50	D	66	36	68	10	78
51	america***********	50	D	79	52	45	18	60
52	zfor*****	50	D	89	30	85	10	38
53	svb****	50	D	94	22	78	18	44
54	getev*********	50	D	94	38	68	18	28
55	westvi**********	50	D	84	20	75	10	75
56	mvbba*********	50	D	50	52	60	10	89
57	mthig*********	49	F	86	10	75	26	62
58	wisco********	49	F	82	28	55	25	67
59	inves*******	49	F	79	19	85	18	53
60	link.s***********	48	F	76	33	50	20	69
61	advan********	48	F	77	14	70	18	77
62	choosed***********	48	F	89	26	85	18	18
63	delawareb****************	48	F	82	33	58	18	57
64	gnoi******	48	F	77	37	75	10	43
65	plai*****	48	F	84	21	60	10	81
66	kota*******	48	F	79	30	65	18	54
67	wiscon**********	48	F	57	46	65	18	57
68	botto*********	47	F	79	0	85	28	57
69	kansas***********	47	F	69	28	53	10	91
70	prnew*********	47	F	84	31	73	10	41
71	theco*******	47	F	89	22	70	18	43
72	retail***********	46	F	74	24	60	17	67
73	omahac**********	46	F	65	22	70	18	69
74	nebraskap**************	46	F	61	45	41	18	73
75	ccgcat*********	46	F	81	34	70	10	36
76	magazi***********	46	F	62	41	75	10	43
77	alabamaf**************	45	F	77	33	65	26	19
78	zes****	45	F	71	30	75	10	44
79	seedt********	45	F	72	25	60	10	70
80	fintechi**************	45	F	56	47	60	10	56
81	fintec**********	45	F	51	37	80	25	29
82	ec***	45	F	86	18	80	10	33
83	busines************	45	F	89	16	55	18	60
84	freshtr***********	45	F	84	26	85	10	20
85	circ******	45	F	91	18	60	30	28
86	law.a*********	44	F	59	25	49	18	83
87	innr******	44	F	97	0	90	26	9
88	inv*****	44	F	89	10	85	25	14
89	kentuckys****************	44	F	62	28	50	10	82
90	canna*********	44	F	69	24	68	10	58
91	blog.tesl**************	44	F	67	29	43	18	75
92	ellt*****	44	F	94	0	80	25	26
93	moban********	44	F	57	32	48	18	79
94	access***********	44	F	76	15	85	10	41
95	esd.******	44	F	72	25	68	10	50
96	first********	44	F	59	43	59	18	41
97	fintec*********	44	F	64	46	45	0	73
98	azcom*********	43	F	64	17	45	18	89
99	aztech***********	43	F	57	29	63	18	56
100	appsi*******	43	F	86	1	83	33	13
101	siouxfa************	43	F	69	53	65	10	9
102	empris*********	43	F	76	0	75	25	50
103	edcs******	43	F	67	39	50	18	40
104	stev*******	43	F	62	28	63	10	63
105	techo*********	43	F	67	18	65	10	64
106	theblockc***************	43	F	59	31	33	10	100
107	qbat******	43	F	84	0	65	53	15
108	alaska**********	42	F	62	34	60	10	47
109	launch**********	42	F	69	21	50	10	70
110	redico**********	42	F	47	32	46	10	89
111	intera***********	42	F	69	11	55	10	80
112	baar******	42	F	81	35	55	10	30
113	missourip**************	42	F	72	35	58	18	21
114	homegr***********	42	F	52	40	50	10	67
115	fise******	42	F	64	50	50	10	30
116	deltec*********	41	F	76	12	65	10	54
117	zmbi******	41	F	59	0	75	18	71
118	jaxu******	41	F	76	0	73	18	53
119	india*******	41	F	59	18	80	10	47
120	nxt*****	41	F	64	28	80	10	23
121	fintech***********	41	F	86	0	70	18	38
122	forward*************	41	F	66	36	50	10	43
123	outsource***************	41	F	91	3	80	20	16
124	built*********	41	F	83	31	70	10	7
125	arrowhead***************	41	F	45	11	75	10	83
126	foxzcr**********	41	F	69	22	35	10	86
127	columbu***********	41	F	89	0	70	10	50
128	sep.ben************	41	F	59	24	75	10	43
129	blog.*********	41	F	71	31	65	10	29
130	fisgl********	40	F	84	28	55	10	21
131	busines*************	40	F	86	0	90	10	18
132	labor.m***********	40	F	50	6	58	10	100
133	deban*******	40	F	64	38	50	18	29
134	bankofm***********	40	F	69	20	58	10	53
135	purela*********	40	F	67	21	65	10	45
136	openspa***********	40	F	59	23	60	10	59
137	us.ve*********	40	F	76	30	50	10	33
138	dfi.******	40	F	74	6	65	10	56
139	ycombi*********	39	F	74	27	50	36	4
140	theba*********	39	F	64	39	55	10	22
141	carolina**************	39	F	71	35	50	10	27
142	twooc*******	39	F	69	11	40	10	80
143	seam*******	38	F	85	0	50	28	37
144	ventur**********	38	F	76	22	55	10	29
145	techp********	38	F	76	0	65	18	39
146	softv*******	38	F	57	39	58	18	11
147	fintechin***************	38	F	82	29	55	10	10
148	euvi*****	38	F	74	0	75	28	18
149	fintechp*************	38	F	52	34	60	10	32
150	thesili*************	38	F	72	22	60	26	3
151	bankabl************	38	F	69	17	65	10	32
152	vtnet*********	38	F	82	0	65	30	14
153	finov*******	37	F	72	17	50	10	39
154	binar*******	37	F	86	0	60	18	27
155	miamif**********	37	F	54	30	60	10	33
156	flyover***********	37	F	42	32	68	10	33
157	sponsored****************	37	F	66	43	45	10	16
158	fvba*****	37	F	89	11	55	10	23
159	medco********	36	F	51	41	58	10	14
160	technol***********	36	F	69	13	60	10	36
161	nextle*********	36	F	67	27	65	10	8
162	banko*********	36	F	62	10	80	10	21
163	taft*******	36	F	72	8	80	10	10
164	pasade*********	36	F	64	20	65	10	22
165	zenu*****	36	F	67	23	50	10	30
166	brigh*********	35	F	69	22	40	0	50
167	mindyou************	35	F	62	0	65	18	38
168	disb*******	35	F	54	10	53	10	60
169	medi******	35	F	81	5	55	8	35
170	evert*********	35	F	64	6	73	25	7
171	hartfor*************	34	F	61	16	45	10	47
172	agencie*************	34	F	71	20	50	10	17
173	massfin***********	34	F	79	0	60	10	25
174	venture*************	34	F	45	47	60	0	10
175	florida************	33	F	67	2	50	10	50
176	startups**************	33	F	60	0	30	8	89
177	cross*********	33	F	81	10	50	8	15
178	wyomingbank*******************	33	F	52	3	55	17	47
179	gregs********	32	F	76	0	65	10	13
180	fint******	32	F	52	23	55	10	16
181	missiondr****************	32	F	49	14	35	10	67
182	chaince***********	32	F	47	17	70	10	14
183	f6s****	31	F	20	67	8	0	57
184	big-pi*********	31	F	59	32	45	0	14
185	ancho********	30	F	81	0	45	23	2
186	fintec**********	30	F	42	15	58	10	25
187	fintech***********	30	F	52	21	41	0	43
188	shiz******	30	F	59	19	45	18	6
189	mn.***	29	F	12	72	15	0	40
190	dors******	29	F	57	15	43	0	38
191	law-umary**************	29	F	56	0	25	10	73
192	fin-******	27	F	27	35	33	10	30
193	vaul*****	27	F	73	0	55	0	9
194	members.**************	25	F	42	0	53	10	24
195	lvge*****	25	F	15	33	40	15	20
196	bowle*********	25	F	15	31	40	15	20
197	jersey***********	23	F	61	0	35	10	10
198	fintec*********	22	F	52	8	40	0	11
199	aerol********	20	F	0	55	0	0	40
200	fintec**********	16	F	42	0	30	0	12

Frequently Asked Questions

What is the average AISO score for fintech websites?

The average AISO score for fintech websites is 43 out of 100. This is based on a scan of 200 sites in the finance & insurance industry. The score combines five dimensions: SEO (71), readability (24), engagement (63), AEO (16), and WCAG accessibility (47).

How do fintech websites perform on accessibility?

The average WCAG score is 47 out of 100. Many fintech websites still lack basic accessibility features like alt text on images, proper heading structure, and sufficient color contrast. Improving accessibility helps you reach more users and reduces legal risk.

Are fintech websites ready for AI search engines?

Not yet. The average AEO score is 16 out of 100. AI engines like ChatGPT, Perplexity, and Google AI Overview need structured data, FAQ sections, and direct answer formats to cite a website. Currently, 40% of fintech sites have no schema markup at all.

What is the biggest weakness for fintech websites?

The weakest dimension is AEO, with an average score of just 16. This represents the area where fintech websites have the most room to grow. Focusing improvement efforts here will have the largest impact on overall scores.

How can I check my own website's score?

You can run a free audit on any website using AISO Studio. Enter your URL and get a full breakdown of your SEO, readability, engagement, AEO, and WCAG scores in under a minute. No signup required.

Methodology

We score each website across five areas. The AISO Score is a weighted mix of all five. It shows how well a site works for both people and AI systems. Here is what each area measures.

SEO checks meta tags, schema markup, headings, and other signals search engines use to crawl and index pages.
Readability looks at sentence length, word complexity, and plain language. Higher scores mean easier reading.
Engagement counts headings, lists, bold text, images, and other elements that make content easy to scan.
AEO checks if AI engines can find and cite the content. It looks for FAQ sections, direct answers, and structured data.
WCAG tests for color contrast, alt text, ARIA labels, and proper HTML. It follows the W3C accessibility guidelines.

SEO (Technical Search Optimization)

Checks meta titles, descriptions, canonical URLs, schema markup, Open Graph tags, heading structure, and other signals that help search engines crawl and index a page.

Readability

Measures the Flesch Reading Ease score, average sentence length, and word complexity. Higher scores mean the content is easier for the public to read and understand.

Engagement

Looks at content formatting: headings, lists, bold text, blockquotes, images, and other elements that make content easy to scan and read.

AEO (AI Engine Optimization)

Checks how well content is set up for AI answer engines like ChatGPT, Perplexity, and Google AI Overview. Looks for direct answer formats, FAQ sections, and clear definitions.

WCAG (Accessibility)

Tests for Web Content Accessibility Guidelines compliance: color contrast, alt text, ARIA labels, semantic HTML, and keyboard navigation support.

How Does YOUR Fintech Website Score?

The average fintech website scores 43/100. Run a free audit to see where you stand and get actionable recommendations to improve your search visibility, AI readiness, and accessibility today.

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