Be found when wealthy investors research portfolio managers.

Only in the form and with the disclosures your regulator specifies. Under SEBI's Common Advertisement Code, from early April 2027, advertisements may refer to past performance only as SEBI specifies, must not imply that past performance will recur, and must state the source and period for any statistic, graph or chart. (NSE circular on the SEBI Common Advertisement Code, 2026) The code also bars content that is exaggerated, based on projections, or uses vague phrases such as "high returns". Portfolio managers are among the entities it covers.

Until then, follow the current PMS rules and circulars on performance disclosure, and any formats your supervisory body sets. Your compliance officer will know the current position.

Common mistakes on PMS and AIF sites:

• Showing the best strategy's returns without the others.
• Picking a flattering period.
• Comparing with a benchmark chosen to look good.
• Leaving old numbers on a page after a bad year.

For search, performance tables are rarely what earns visibility. Investors and their advisers search for strategy explanations, fee structures, minimums and risk. AI tools also tend to describe a manager by its approach and team, not its returns. Keep performance content strictly within the rules and invest effort in pages that explain how you invest. This is not legal advice.

Clear strategy explanations and honest educational guides, because they answer what investors and their advisers actually search for. Searches such as "small cap pms", "pms vs mutual fund", "category iii aif" and "portfolio management services for nri" come from people trying to understand options, not looking for a brochure.

Pages that tend to work:

• One page per strategy: what it invests in, how stocks are chosen, typical holding period, risks, minimum investment and fees.
• An educational comparison: PMS, AIF and mutual funds, with structure, taxation basics, minimums and who each suits.
• Team and process pages: who manages the money, their background, and how decisions are made.
• Fees and minimums, stated plainly.
• NRI pages, if you accept NRI money, with the account types and documents.

Wealth advisers and distributors are a key audience; they need to explain you to clients, and vague pages make that hard.

Under SEBI's Common Advertisement Code, educational content is not an advertisement if branding is minimal and incidental and there is no promotional call to action. (NSE circular on the SEBI Common Advertisement Code, 2026) That makes a well-written comparison guide both useful and lower risk. Track these searches with Google Visibility.

It names portfolio managers among the regulated entities it covers, but alternative investment funds are not in the list, so AIF managers should check with their compliance officer how it applies to them. (NSE circular on the SEBI Common Advertisement Code, 2026) SEBI notified it on 8 October 2026, with effect from the 180th day after Gazette publication, which lands in early April 2027.

For portfolio managers, the main effects are:

• Prior approval is removed except for celebrity advertisements, with reporting within three working days. (SEBI Board decisions, September 2026)
• Any testimonials are banned in advertisements.
• Guaranteed, risk-free or indicative returns are banned.
• Past performance may be referred to only as SEBI specifies.
• Every advertisement must show the firm's name and SEBI registration number.
• Ratings or rankings must be explained, and the advertisement must say they are only one factor in choosing a service.

The code names the Association of Portfolio Managers in India among the supervisory bodies.

Many firms run both a PMS and an AIF from the same group and website. In that case, apply the stricter standard across shared pages, and keep AIF material where access is appropriate for eligible investors. Ask your compliance officer and legal counsel to confirm; this summary is general information.

They search by strategy and structure, then check the manager's team, process and fees, often after an AI tool or a wealth adviser has suggested names. A family office analyst might ask an AI tool "which PMS strategies focus on small caps with low churn" and then search each name.

AI answers tend to favour the largest providers, because there is more written about them. Boutique managers with clear strategy pages, interviews and educational writing have a better chance of being described accurately.

What these investors check:

• SEBI registration, shown clearly.
• The investment approach in plain terms, including what the manager will not do.
• Fees, including any performance fee, and the minimum investment.
• The people managing the money and how long they have done it.
• Risk factors, stated honestly.

Business researchers in general now lean on AI. In a 2026 Semrush survey of US B2B professionals who use AI at work, 66% said they regularly use it to research products, vendors or solutions. (Semrush, 2026) That is a US business sample, not Indian investors, but family offices and wealth teams work in similar ways.

Track questions like "pms vs aif for a family office" with Live AI Monitoring and see which managers are named.

With conditions. Under SEBI's Common Advertisement Code, from early April 2027, any rating or ranking used in an advertisement must be explained, and the advertisement must state that it is only one factor in choosing a service. (NSE circular on the SEBI Common Advertisement Code, 2026) SEBI's board said regulated entities may advertise ratings and rankings assigned by a Past Risk and Return Verification Agency. (SEBI Board decisions, September 2026)

Until the code applies, follow the current PMS rules and any guidance from your supervisory body on ratings and awards.

Points to watch:

• Source and date. Say who gave the rating, on what basis and for what period.
• Relevance. A rating for one strategy must not be presented as applying to all.
• Freshness. Remove ratings that have expired or been replaced.
• Paid awards. Be cautious about awards where participation was paid for; they can mislead.

The code also bars exaggerated content and vague adjectives. A banner reading "award-winning returns" would sit badly with those rules.

For visibility, independent coverage carries more weight than badges. A well-sourced interview, a published research note or a mention by an industry body gives AI tools something credible to quote. Check any rating or award reference with your compliance officer before publishing.