Customers

How Brandlight and Quicken changed AI’s mind before tax season

AI platforms saw yesterday’s Quicken. Together, Brandlight and Quicken built an agentic content engine that corrected the brand’s story, accelerated visibility, and moved Quicken ahead of its competitors before its most important acquisition season.

  • +92%AI portrayal of Quicken’s cloud offerings, up from 34%
  • +803%AI visibility for Quicken’s product innovation
  • #3 to #1Among tracked brands in less than five months

01 · the challenge

Rewriting AI’s understanding before it mattered most

AI knew Quicken. It simply knew the wrong version. As consumers turned to AI to research personal-finance software, leading platforms still associated Quicken with legacy desktop products and stale information. With tax season approaching, could Quicken change AI’s mind in time?

Brandlight identified the signals, content gaps, and third-party sources shaping those answers. Together, the teams turned that intelligence into an agentic content engine that moved quickly from recommendation to publication before Quicken’s most important acquisition window.

“Brandlight showed us that AI wasn't telling the story we thought customers were hearing. Once we understood what was shaping those answers, we could systematically improve how AI represented Quicken before one of our most important customer acquisition periods.”
Euan CampbellCMO · Quicken
Euan Campbell, CMO of Quicken, smiling, in a dark suit and tie against a wood-panelled wall.

02 · the solution

Brandlight intelligence fueled an agentic content engine

Brandlight identified the content gaps letting rivals outrank Quicken, then turned that intelligence into a repeatable system for moving from insight to publication:

  1. 01

    Mapped AI's mental model

    Brandlight analyzed 3,200+ personal-finance queries across ChatGPT, Google AI Overviews/Mode, Copilot, Perplexity, and Claude to trace the gaps to their root causes.

  2. 02

    Prioritized the fixes

    Brandlight ranked the technical, content, community, and third-party actions most likely to move the needle.

  3. 03

    Built agentic workflows

    Quicken stood up dedicated workflows for long-form content, FAQs, product updates, and third-party visibility, so priorities could move in parallel.

  4. 04

    Kept experts in the loop

    Every recommendation moved through briefing, drafting, review, and approval before publishing.

  5. 05

    Governed for continuous improvement

    Weekly reporting and shared KPIs kept Brandlight and Quicken acting on new gaps as they emerged.

03 · the results

The compounding cost of not moving.

The win

In under five months, Quicken's competitive AI visibility rose from 38.58% to 72.75% - an 89% gain that moved it ahead of the competitors tracked in its category. ChatGPT visibility grew 142%, and positive sentiment rose from 54.8% to 79.5%.

Key insights

The recommendations weren't just producing more content - they were changing which sources and narratives AI systems used to describe Quicken relative to its rivals. That shift, not the volume of content, is what moved Quicken ahead of the competition.

Owned content’s share of AI visibility, before and after: 15.1% before, 21.56% after.
+42.5% Growth in the share of AI visibility driven by owned & controlled content - from 15.1% to 21.56%.

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