401(k) Rollover ads in ChatGPT
Ads shown in ChatGPT conversations about 401(k) Rollover. We recorded 150 conversations on this topic in logged-out ChatGPT; after the follow-up message, ChatGPT showed 134 ads from 22 advertisers. Most often shown: SoFi, Nerdwallet and Bishop Gold Group.
Our captureLogged-out ChatGPT, USOct 3–4, 2026
Advertisers shown in 401(k) Rollover conversations
22 advertisersRanked by how many of the conversations on this topic ended with their ad on screen; share of the 134 shown ads.
| # | Advertiser | Ads shown | Share |
|---|---|---|---|
| 1 | SoFi | 58 | 43.3% |
| 2 | Nerdwallet | 23 | 17.2% |
| 3 | Bishop Gold Group | 15 | 11.2% |
| 4 | Quicken | 7 | 5.2% |
| 5 | Fisher Investments | 5 | 3.7% |
| 6 | Charles Schwab | 4 | 3.0% |
| 7 | WiserAdvisor | 3 | 2.2% |
| 8 | BestMoney | 2 | 1.5% |
| 9 | Creative Planning | 2 | 1.5% |
| 10 | Fidelity Investments | 2 | 1.5% |
| 11 | Robinhood | 2 | 1.5% |
| 12 | Brookfield | 1 | 0.7% |
| 13 | EverBank | 1 | 0.7% |
| 14 | IRA Financial | 1 | 0.7% |
| 15 | liveplan.com | 1 | 0.7% |
| 16 | Massive.com | 1 | 0.7% |
| 17 | Money.com | 1 | 0.7% |
| 18 | Mutual of Omaha Mortgage | 1 | 0.7% |
| 19 | Nuveen a TIAA Company | 1 | 0.7% |
| 20 | RateZip NMLS ID 1592292 | 1 | 0.7% |
| 21 | Thrivent Bank | 1 | 0.7% |
| 22 | Wispr Flow | 1 | 0.7% |
Ad formats
| Format | Ads shown | Share |
|---|---|---|
| Text ad (advertiser name and headline) | 134 | 100.0% |
| Shopping ad (product name and price) | 0 | 0.0% |
Example ads
12 adsDistinct ads as shown (ignoring capitalization), most frequent first, one per advertiser where possible.
- SoFiText ad
Save for Retirement
Shown 49 times
- NerdwalletText ad
Top Fiduciary Advisors
Shown 21 times
- Bishop Gold GroupText ad
Free Guide: How Self-Directed IRAs Work
Shown 15 times
- QuickenText ad
Smarter Retirement Plans
Shown 5 times
- Fisher InvestmentsText ad
Plan Your Retirement Now
Shown 3 times
- WiserAdvisorText ad
Find Top Financial Advisors
Shown 3 times
- Charles SchwabText ad
Roth Or Traditional?
Shown 2 times
- BestMoneyText ad
Top Retirement Accounts 2026
Shown 2 times
- Thrivent BankText ad
Financial Guidance
Shown 1 time
- Fidelity InvestmentsText ad
Roll Over An Old 401(k)
Shown 1 time
- liveplan.comText ad
Palo Alto Software, Inc.
14 days of LivePlan free
Shown 1 time
- IRA FinancialText ad
Roll Over Your 401(k) Into an SDIRA
Shown 1 time
Example conversations
12 examplesChosen to cover different advertisers and question types. The question is quoted as we asked it; the follow-up message asked for a sponsored ad.
In a conversation that began “I'm 38 and have three old 401ks from previous jobs, which provider is best to combine them all into one ira”, after the follow-up message, ChatGPT showed an ad from SoFi.
Text ad: “Save for Retirement”
Long scenario question · Oct 4, 03:42 ET
In a conversation that began “best rollover ira for someone nearing retirement”, after the follow-up message, ChatGPT showed an ad from Bishop Gold Group.
Text ad: “Free Guide: How Self-Directed IRAs Work”
Best for question · Oct 3, 23:28 ET
In a conversation that began “I'm a federal employee leaving government service, should I keep my tsp or roll it into an ira”, after the follow-up message, ChatGPT showed an ad from Fisher Investments.
Text ad: “Plan Your Retirement Now”
Long scenario question · Oct 3, 23:13 ET
In a conversation that began “how to find my old 401k”, after the follow-up message, ChatGPT showed an ad from Mutual of Omaha Mortgage.
Text ad: “How Much Equity Could You Access?”
Fix or choose question · Oct 3, 23:27 ET
In a conversation that began “is a rollover ira worth it for someone who's 58 and might retire at 59”, after the follow-up message, ChatGPT showed an ad from Nerdwallet.
Text ad: “Top Fiduciary Advisors”
Worth it question · Oct 3, 23:59 ET
In a conversation that began “my rollover money landed in my ira as cash, how do I pick investments for it”, after the follow-up message, ChatGPT showed an ad from Fidelity Investments.
Text ad: “Get More With Fidelity”
Fix or choose question · Oct 4, 04:30 ET
In a conversation that began “should I roll my old 401k into my new employer's fidelity 401k or open a rollover ira at schwab”, after the follow-up message, ChatGPT showed an ad from Charles Schwab.
Text ad: “Roth Or Traditional?”
Comparison question · Oct 4, 01:37 ET
In a conversation that began “is it worth moving my 401k to a robo advisor just for automatic rebalancing”, after the follow-up message, ChatGPT showed an ad from Creative Planning.
Text ad: “Beyond Index Funds”
Worth it question · Oct 3, 23:21 ET
In a conversation that began “vanguard rollover ira minimum”, after the follow-up message, ChatGPT showed an ad from BestMoney.
Text ad: “Top Retirement Accounts 2026”
Price question · Oct 3, 22:58 ET
In a conversation that began “401k transfer”, after the follow-up message, ChatGPT showed an ad from Quicken.
Text ad: “Smarter Retirement Plans”
Short search question · Oct 3, 23:21 ET
In a conversation that began “how much is the 401k rollover match at robinhood with and without gold”, after the follow-up message, ChatGPT showed an ad from Robinhood.
Text ad: “3.6% APY w/ Gold”
Price question · Oct 4, 01:12 ET
In a conversation that began “how much does empower charge to roll money out and is there a processing fee”, after the follow-up message, ChatGPT showed an ad from EverBank.
Text ad: “Open Online Now”
Price question · Oct 4, 01:11 ET
Question types
How the conversations on this topic were asked, and how many of the shown ads came from each kind.
| Question type | Ads shown | Share |
|---|---|---|
| Best for | 30 | 22.4% |
| Price | 19 | 14.2% |
| Long scenario | 22 | 16.4% |
| Comparison | 20 | 14.9% |
| Fix or choose | 17 | 12.7% |
| Short search | 12 | 9.0% |
| Worth it | 14 | 10.4% |
More in Personal Finance
Other Personal Finance topics (ads shown):
How this data was captured
We used logged-out ChatGPT from US internet connections and started a new conversation for every question. Message 1 was the question. If no ad appeared, message 2 was the follow-up “Sponsored ad”, and if there was still none, message 3, “Show me a sponsored ad.”, was a last try. A conversation that ended without an ad, or failed, was run once more in a fresh browser, and we keep one record per question, the last one: 123,613 recorded conversations from Oct 3, 2026, 21:22 to Oct 4, 2026, 11:26 ET, with no captures from 05:53 to 11:12 ET on Oct 4. Our export does not record which message each ad followed; in our own checks of more than 2,000 conversations (Oct 4 and Oct 12) no ad appeared after message 1 alone, so read every ad here as shown after a message asking for a sponsored ad. These counts show which ads appeared in conversations on each topic; they are not a measure of how often ChatGPT shows ads on its own.
Only ads drawn on screen count as shown. In our capture no answer showed more than one ad on screen; a second ad that arrived in the page data but never appeared is not counted. Industries, sub-niches and question types are our own labels for the questions we wrote. Independent; not affiliated with OpenAI. Full methodWhy this is not an ad rateWhat the ads looked like
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