British AI search platform and consultancy Obsero has raised €1 million (US$1.2 million) in Seed funding to help brands understand and improve their visibility in AI assistants. The round was led by SFC Capital, with participation from several of Obsero's own customers. The company plans to use the capital to build specialist AI agents, expand its engineering team, and accelerate its go-to-market efforts.
Addressing the AI Search Visibility Gap
Obsero was founded in 2025 to answer a growing question for marketing teams: when AI assistants like ChatGPT, Gemini, Perplexity, and Google AI Overviews recommend brands, who is included and why? The company pairs a proprietary AI search platform with a senior consultancy team to track how AI engines discuss brands, which sources they trust, and what actions can improve visibility. In its first year, Obsero has tracked and analyzed more than 10 million AI answers.
Funding Plans and Product Development
The Seed funding will support three priorities for Obsero. The company will develop specialist AI agents trained on its GEO playbook, more than double its engineering team, and accelerate go-to-market activity. These investments are intended to put the company's evidence-based approach into the hands of marketing teams that need to adapt quickly to AI-driven discovery.
Founders and Early Momentum
Obsero was founded by Mike Logue and Andy Francos, who met at IG Group in 2019. Logue is a statistician who previously led global performance marketing at IG Group and served as VP Growth at tastytrade, while Francos is a career SEO who generated £252 million in organic revenue for Cazoo. They saw AI assistants answering questions that customers used to type into Google and recognized that brands had no clear way to measure or influence those answers.
Obsero has already attracted clients including Zopa Bank, Pepperstone, and Zoopla, along with agency partners IDHL and Silverbean. Several of those customers chose to participate in the Seed round, which the company views as a signal of strong product-market fit. CEO Mike Logue said that when customers put their own money into a business, it communicates something no pitch deck can.
Andy Francos, co-founder and CPO of Obsero, said the ground in organic search is moving faster than he has seen in his career. He explained that while much of what worked in SEO still matters, AI engines weigh sources, context, and credibility in new ways. Brands that assume their old playbook will carry over are already losing ground, according to Francos.
Investor and Market Context
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 are being recommended. He added that Obsero combines proprietary technology with senior expertise, and its plan to productize those learnings into specialist agents gives it a clear path to scale. Stevenson described Logue and Francos as precisely the kind of founders SFC Capital wants to back.
The investment sits within a wider wave of funding for European startups working on AI search visibility and marketing automation. EU-Startups reported that other rounds in 2026 included Searchable with €11.9 million, geoSurge with €10 million, DOJO AI with €5.1 million, and Revnu with €2.6 million. Together with Obsero, these five rounds represent approximately €30.6 million in disclosed investment across the category.
As AI assistants reshape brand discovery, Obsero aims to ensure that marketing teams have the tools and insight needed to remain visible and accurately recommended. The company's Seed round highlights growing confidence in AI search visibility as a distinct discipline within marketing technology. Obsero will now focus on turning its accumulated expertise into specialist AI agents that can help more brands navigate this fast-changing landscape.