The verdict in three sentences
In London, a founder considering a sale increasingly asks AI assistants like ChatGPT for a first list of M&A boutiques specialised in their sector, before even calling their lawyer or accountant. The boutiques that get cited are those whose public information is consistent, factual and echoed by third parties: sector expertise, named partners, deals actually announced. This work costs between 1,500 and 5,000 GBP a month on the market, is measured with a dated record of answers, and nobody can promise that an AI assistant will recommend you.
What clients ask AI assistants
Questions vary by profile. A founder asks about process; a private equity partner looks for a sell-side adviser for a portfolio company; a family business wants discretion.
| Profile | Example question to an AI assistant | What the answer needs to find |
|---|---|---|
| Tech founder | "Which London M&A boutiques advise on B2B SaaS exits between 20 and 100 million pounds?" | Software sector page, deal size range, partners |
| Family business | "How do I choose a discreet sell-side adviser for a family-owned manufacturer in the UK?" | Process page, confidentiality, family business experience |
| Private equity fund | "London M&A boutiques specialising in healthcare for a sell-side mandate" | Healthcare page, publicly announced deals |
| Finance director | "What success fees do mid-market M&A boutiques in London charge?" | Fees page explaining the principle, no invented figures |
| Overseas acquirer | "M&A adviser in London for an acquisition by a French group" | International page, working languages, team |
| Founder | "Is this boutique authorised by the FCA?" | Accurate, current regulatory information page |
| Board | "Difference between an M&A boutique and a bulge-bracket bank for a 50 million pound deal" | Neutral, dated expertise content |
Why some boutiques appear and others do not
| Factor | Likely effect on answers | Common situation among boutiques |
|---|---|---|
| Consistent public information | Accurate description of the firm, sectors and partners | Site, professional profiles and directories that contradict each other |
| Third-party mentions | Better chance of being cited in a list | Deals announced by clients without naming the adviser |
| Clear factual pages | AI assistants pick up precise facts | Highly visual prestige sites with little text |
| Structured data | Reliable identification of the firm and its people | Rarely in place |
| Documented public deals | Proof of sector expertise | Deal list never updated |
| Freshness | Current answers on team and sectors | Departed partners still listed |
Deals cited must be real and publicly announceable, with the parties' consent. Never invent a deal or a value: in a market where founders check names with their lawyer, one error destroys trust.
Regulated status depends on activities: some boutiques are FCA authorised, others are not, and financial communication falls under the financial promotion regime. UK GDPR, the Data Protection Act 2018 and the ICO govern personal data; PECR applies to cookies and marketing email; the Equality Act 2010 is a good reason to target WCAG 2.2 AA accessibility. This is not legal advice.
What the work covers and what it costs
In broad terms, AI visibility work includes: a baseline of what AI assistants say about the firm today, making public information consistent, factual pages by sector and mandate type, structured data, and dated tracking over time. The market is young; the ranges below are 2026 ballpark figures drawn from typical London agency quotes.
| Service | Model | 2026 ballpark |
|---|---|---|
| Initial AI visibility audit | Project | 3,000 to 8,000 GBP |
| Monthly tracking and fixes | Monthly retainer | 1,500 to 5,000 GBP a month |
| Writing sector pages | Per page | 250 to 600 GBP |
| Structured data setup | Project | 1,000 to 3,000 GBP |
| Dated record only, no fixes | Monthly retainer | 400 to 1,200 GBP a month |
At Kolonell, this work is priced on quote, after a diagnostic.
Measurement rests on a dated record of answers: the same 20 to 40 questions asked every month, with the share of answers that cite the boutique, the accuracy of what is said (sectors, partners, status) and the sources mentioned. That record is what lets a partner judge whether the spend changes anything.
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Mini case study
Illustrative example. Ashcombe Partners, a 12-person boutique in Mayfair focused on software and business services, has 30 questions recorded. It is cited in 4 answers out of 30, or 13%, and two answers mention a partner who left in 2024. It commissions a 5,000 GBP audit followed by tracking at 2,500 GBP a month, or 35,000 GBP over the year. A single sell-side mandate on a 30 million pound deal, at a 1.5% success fee, is worth 450,000 GBP: only a fraction of one mandate needs to be attributable to the channel to cover the cost.
FAQ
Do founders really use AI assistants to choose an M&A adviser?
Increasingly, to draw up a first list before asking their lawyer or accountant. Being absent from 26 answers out of 30, for example, means not making that first list.
How much does this work cost in London?
Typical quotes run from 3,000 to 8,000 GBP for an audit and 1,500 to 5,000 GBP a month for tracking, 2026 ballpark. The spread is wide because the market is young.
Can we be sure an AI assistant will recommend us?
No. No provider controls AI answers; the work improves the quality and consistency of the information available, and the dated record shows how things change.
Should we publish our deals?
Only those that are public and announceable with the parties' consent. A list of 10 to 20 real deals, well described by sector, is often more useful than a wall of logos.
How is the result measured?
By comparing the monthly record of the same questions: share of answers citing the boutique, accuracy of facts, sources. A move from 13% to 30% of answers citing the firm is a clear signal for a partners' meeting.
Find out how AI assistants describe your firm. A diagnostic captures what AI assistants say today about your London boutique and the inconsistencies to fix first. Request a diagnostic quote: reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
