AI search platform Obsero has raised $1.2 million in seed funding, led by SFC Capital, as businesses increasingly look for ways to improve their visibility in AI-generated recommendations.
The London-based company, founded in September 2025 by former IG Group executives Mike Logue and Andy Francos, helps brands understand how they appear in AI-powered search tools including ChatGPT, Google Gemini, Perplexity and Google’s AI Overviews.
The funding round also included backing from professional investors, angel investors and several of Obsero’s existing customers and will be used to more than double Obsero’s engineering team, accelerate commercial growth and develop specialist AI agents designed to help marketing teams improve their visibility in AI search results.
SEO to GEO
We can see from our analytics on Good Money Guide that people are using AI assistants rather than traditional search engines for product comparisons, financial information and recommendations, which means that businesses need to ensure their brands are included in the answers generated by AI.
Obsero specialises in Generative Engine Optimisation (GEO), an emerging area of digital marketing focused on improving how brands are represented and recommended by AI systems.
During its first year, Obsero says it tracked and analysed more than 10 million AI-generated answers to identify which factors influence brand visibility.
Its clients include digital bank Zopa and online trading provider Pepperstone, while agency partners include IDHL and Silverbean.
The GEO platform combines proprietary prompt tracking technology with consultancy services to analyse how AI engines describe brands, which sources they reference and what businesses can do to improve their chances of appearing in relevant recommendations.
The new funding will allow Obsero to move beyond reporting dashboards and develop AI agents capable of identifying opportunities and helping marketing teams implement improvements.
Is AI Search Growth The Future?
In my view, probably, SEO has been on the way out for a while and I think that AI will provide better answers than the ones currently being manipulated by SEO farms. This can only happen through if AI chooses to cite the right publishers. This is why Good Money Guide focuses on a combination of expert and user reviews for our proprietary rating system.
Obsero’s founders bring significant experience in financial services marketing and customer acquisition.
CEO Mike Logue previously led global performance marketing at IG Group, managing a £50 million media budget, before becoming VP of Growth at US fintech brokerage tastytrade.
Co-founder and Chief Product Officer Andy Francos also worked at IG Group, where he managed a 20-person team responsible for a £3 million annual SEO investment.
Before that, Francos was Cazoo’s founding Head of Organic, where he helped generate £252 million in organic revenue over three years.
The pair met at IG Group in 2019 and subsequently identified an opportunity to help businesses adapt as AI assistants began replacing traditional search engines for certain customer enquiries.
Mike Logue, Co-founder and CEO of Obsero, said:
“When customers put their own money into your business, it tells you something no pitch deck can. AI is changing how people discover brands faster than any shift I’ve seen in marketing, and most teams are still flying blind.”
Andy Francos added:
“Much of what worked in SEO still matters, but AI engines weigh sources, context and credibility in new ways. Brands that assume their old playbook will carry over are already losing ground.”
SFC Capital Backs AI Search Opportunity
SFC Capital led the $1.2 million investment round, backing Obsero’s plans to turn its research and consultancy expertise into scalable software products.
Ed Stevenson, Fund Principal at SFC Capital, said:
“AI assistants are quickly becoming the new front door to the internet, and brands need to know whether they’re being recommended.”
The investment highlights growing interest in technologies designed to help businesses adapt to changes in online search behaviour.
For financial services companies in particular, AI search presents both an opportunity and a challenge. Consumers increasingly use AI tools to research investing platforms, trading accounts, banks and other financial products, potentially changing how providers attract new customers.
Unlike traditional search, where businesses compete for positions in a list of links, AI assistants can deliver a single summarised answer containing only a handful of recommended providers.
That makes brand visibility, accuracy and the credibility of referenced sources increasingly important for financial services marketing teams.
Obsero is betting that businesses will need dedicated technology to measure and improve their presence in this new environment, much as SEO platforms became essential tools for competing in traditional search.
Obsero has not disclosed its valuation following the funding round.
Richard is the founder of the Good Money Guide (formerly Good Broker Guide), one of the original investment comparison sites established in 2015. With a career spanning two decades as a broker, he brings extensive expertise and knowledge to the financial landscape.
Having worked as a broker at Investors Intelligence and a multi-asset derivatives broker at MF Global (Man Financial), Richard has acquired substantial experience in the industry. His career began as a private client stockbroker at Walker Crips and Phillip Securities (now King and Shaxson), following internships on the NYMEX oil trading floor in New York and London IPE in 2001 and 2000.
Richard’s contributions and expertise have been recognized by respected publications such as The Sunday Times, BusinessInsider, Yahoo Finance, BusinessNews.org.uk, Master Investor, Wealth Briefing, iNews, and The FT, among many others.
Under Richard’s leadership, the Good Money Guide has evolved into a valuable destination for comprehensive information and expert guidance, specialising in trading, investment, and currency exchange. His commitment to delivering high-quality insights has solidified the Good Money Guide’s standing as a well-respected resource for both customers and industry colleagues.
