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Obsero has raised USD $1.2 million in seed funding, led by SFC Capital. Professional investors, angel investors and several of Obsero's customers also participated.
The London-based company will use the funding to build specialist AI agents, more than double its engineering team and step up its commercial efforts.
Obsero operates in the emerging market for tools that help brands monitor how they appear in responses generated by large language models and AI search products. Its work focuses on tracking whether companies are mentioned in answers and recommendations produced by services such as ChatGPT, Gemini, Perplexity and Google's AI Overviews.
In its first year, Obsero tracked and analysed more than 10 million AI answers. Current clients include Zopa Bank and Pepperstone, while agency partners include IDHL and Silverbean.
Several customers also took part in the funding round. That mix gives the business backing from both financial investors and organisations that use its services.
Product plans
The new funding will support a shift from dashboard-based products to specialist AI agents trained on Obsero's existing GEO playbook. The company describes that playbook as a body of knowledge developed through a year of client work on how AI engines discuss brands, which sources they rely on and what marketers can do to improve visibility.
Obsero combines a software platform with consultancy services. It argues that AI-generated answers are becoming a new route for discovery and recommendation, creating demand for tools that show how brands appear in those systems.
That shift reflects a broader change in online behaviour, as consumers increasingly turn to generative AI products for information they might previously have sought through conventional search engines. For companies that depend on digital acquisition, the issue is not only traffic but also whether they are represented accurately when AI systems summarise or compare providers.
Founders' background
Obsero was founded by Mike Logue and Andy Francos, who met at IG Group in 2019. Francos previously led the P&G account at Starcom and worked as founding Head of Organic at Cazoo, where Obsero said he generated GBP £252 million in organic revenue over three years. At IG Group, he managed a 20-person team overseeing a GBP £3 million annual SEO investment.
Logue trained as a statistician and accountant before leading global performance marketing at IG Group, where he managed a GBP £50 million media budget. He also served as VP of Growth at tastytrade in Chicago.
"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. We've spent a year learning what actually moves the needle. Now it's time to put that into the hands of every marketing team that needs it," said Mike Logue, Co-founder and Chief Executive Officer of Obsero.
Francos said the company sees the market changing quickly.
He said: "I've spent my career in organic search, and I've never seen the ground move this quickly. 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. Over the past year we've built a clear, evidence-based view of what drives visibility in AI Search. Now we're putting that expertise into agents, so every team can apply it, not just the ones that can afford a specialist."
The funding round was led by SFC Capital, one of the UK's most active seed investors. The firm said Obsero's focus on turning consultancy knowledge into software gave it a path to growth in a still-forming market.
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. Obsero combines proprietary technology with senior expertise, and its plan to productise those learnings into specialist agents gives it a clear path to scale. Mike and Andy are precisely the kind of founders we want to back."