Obsero raises $1.2m seed to track how AI assistants recommend brands

Obsero raises $1.2m seed to track how AI assistants recommend brands

13 October 2026: Obsero, a London company that measures how brands appear in the answers of ChatGPT, Gemini, Perplexity and Google's AI Overviews, has raised 1.2 million US dollars in seed funding led by SFC Capital. Several of its own customers also invested. The company says the money will pay for its first specialist AI agents and more than double its engineering team.

Obsero announced the round on its own site; EU-Startups reported it as about 1 million euros.

Measuring a moving target

The problem Obsero sells against is that a brand has little way of knowing whether an AI assistant mentions it, which sources the assistant trusts, or why a rival gets recommended instead. The company pairs a platform that tracks how AI engines talk about brands with a senior consulting team that turns the data into advice. It says it tracked and analysed more than 10 million AI answers in its first year.

"AI is changing how people discover brands faster than any shift I've seen in marketing, and most teams are still flying blind," said Mike Logue, co-founder and chief executive. His co-founder Andy Francos, the chief product officer, put it in terms an SEO team will recognise: "Brands that assume their old playbook will carry over are already losing ground."

Founders from IG Group

Logue and Francos met at IG Group in 2019. Logue, a statistician, led global performance marketing there and was later vice president of growth at tastytrade. Francos is a career SEO who, the company says, generated 252 million pounds in organic revenue as Cazoo's founding head of organic.

Obsero names Zopa, Pepperstone and Zoopla as clients and the agencies IDHL and Silverbean as partners. Its plan for the money has three parts: specialist agents trained on the playbook built from a year of client work, a larger engineering team, and a faster go-to-market with more brands and agencies.

A crowded new category

Tracking visibility in AI answers, often called generative engine optimisation, has drawn a wave of new tools in the past year. Obsero's bet is that a dashboard alone is not enough and that buyers want evidence-based advice with it. Buyers comparing tools should ask how many prompts each one runs, how often, in which markets and languages, and whether the results are sampled or exhaustive, since AI answers vary from one query to the next.

AI search tools in our catalogue

Our SEO software category lists 20 products, including several built for AI answer visibility such as meraGEO and LLMagnet, alongside established tools like Serpstat. Obsero is not yet listed.

Company profile on TrustList: Obsero

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• Is SEO dying or changing? What our logs and Google's own documents show

Sources

• Obsero: We raised $1.2m to help brands get recommended in AI Search, 13 October 2026
• EU-Startups: London's Obsero raises €1 million to help brands improve visibility in AI-powered search, 13 October 2026