Obsero Raises $1.2M to Track Brand Visibility in AI Search

Obsero, a London-based startup founded by former IG Group marketers Michael Logue and Andy Francos, has raised $1.2 million in a seed round led by SFC Capital. The funding will support the development of a platform that measures how brands appear in answers generated by ChatGPT and other AI search tools.

The round closed 13 months after Obsero was established in September 2025. Angel investors and several Obsero customers also participated, though the company did not identify the customers.

Obsero's platform models customer questions and collects responses from ChatGPT, Gemini, Claude, Perplexity and Google AI Mode. It then measures whether a brand appears, how prominently it is presented, the tone of the answer and which publishers or websites are cited.

The founders say they analysed more than 10 million AI responses during the company's first year. The new funding will support the development of specialised AI agents that turn knowledge from Obsero's consulting work into tools for marketing teams. The company also plans to more than double its engineering workforce and expand its commercial operations.

Named customers include Zopa, Pepperstone and Zoopla. Obsero also says it works with other brokers and fintech startups, although their names are not disclosed.

The founders' backgrounds help explain why Obsero is gaining traction among brokers and other consumer-facing financial companies. Logue spent more than 13 years across two periods at IG and IG Group, most recently as Product and Marketing Director for its international business. Between those periods, he served as VP of Growth at tastytrade. Francos has two decades of organic-search experience, including positions at IG, P&G and Cazoo. He said Cazoo attributed £252 million in revenue to organic search during his tenure.

A J.D. Power study found that 51% of surveyed consumers had used AI for financial information or advice. Investing and stock-market questions were among the most common subjects, giving brokers a reason to monitor whether their brands appear when users compare platforms or research products.

That does not yet establish AI answers as a major acquisition channel for brokers. Obsero's next test is whether financial companies begin treating visibility in those answers as a recurring marketing expense.