We raised $1.2 million
Yesterday we announced that Obsero has raised $1.2 million in seed funding. The round was led by SFC Capital, with a mix of angels and professional investors alongside them, and several of our own customers chose to invest too, which is the part that means the most to me because they've seen the product and the team up close.
Mike and me, the co-founders of Obsero.
It's been just over a year since Mike and I started Obsero, so I wanted to send a short one midweek to tell you what the money is for and how you can get involved.
Why we raised
AI assistants like ChatGPT, Gemini, Perplexity and Google's AI Overviews are fast becoming the first place people go for answers and recommendations, yet most brands still have no way of knowing whether they're part of those answers or which sources the models trust when they decide. Mike and I met at IG Group in 2019, and when we watched AI start answering the questions our customers used to type into Google, it was clear that brands were flying blind.
In our first year we've tracked and analysed more than 10 million AI answers, working with clients including Zopa, Pepperstone and Zoopla and with agency partners IDHL and Silverbean. That year of client work has given us an evidence-based view of what actually drives visibility in AI search, and the raise is about getting that into the hands of every marketing team that needs it, so visibility turns into performance and revenue.
What the money is for
Specialist AI agents, trained on the GEO playbook we've built through a year of client work, that spot opportunities and help teams act on them at speed and scale
More than doubling our engineering team
Bringing Obsero to more brands and agency partners
The agents are the bit I'm most excited about as CPO. Most tools in this space hand you a dashboard and leave the interpretation to you, and I want the expertise that usually needs a specialist built into the product, so any team can apply it and see the effect on the numbers they report on. If you want to be among the first to use them, start a free trial below and you'll hear from us as soon as they're ready.
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.
What it means to me
Thirteen months ago I was sitting in the Dordogne, wondering what this new business with Mike would turn into. It started a few months earlier with a WhatsApp message and a crate of beers, and Mike's reply was a simple "I'm in!"
Back in London by September 2026, a long way from the Dordogne.
There were moments when it could have gone the other way. In October 2025 the platform went down just before a demo, so Mike kept the prospect talking while Dan and I fought to get it back up, and he was about ten seconds from calling it off when Obsero reappeared. The demo went ahead without a hitch.
While we were raising, a few investors told me it was unusual to back a first-time founder in his 40s. I understand why they'd say it, although twenty years of SEO at places like P&G, Cazoo and IG Group is the reason we can help brands through this shift, and it's why customers trust us with it. Good things come to those who wait.
Plenty of you have been reading since I was a solo consultant writing this at 6am on a Sunday, and back in September I hinted there was one more milestone to come. This is it, so thank you for following along.
Three ways to get involved
If you want to see what we've built, pick whichever fits.
Try the platform
Start a free trial, and you'll be first to hear when the agents launch.
Become a partner
Earn 10% of platform fees for 12 months on every client you introduce.
In the press
Thank you to everyone who covered the news this week:
EU-Startups put the round in context alongside the other AI search visibility raises in Europe this year.
Finance Magnates picked up the IG Group angle and why brokers are paying attention to AI answers.
Dealroom framed GEO as the successor discipline to SEO.
Good Money Guide covered the citation tracking side of the platform.
You can read our own announcement on the Obsero site, and thank you to everyone who left such kind messages on my LinkedIn post.
What customers say
We're rated 4.7 out of 5 on G2, and the reviews keep coming back to the same things: an interface that's easy to use, insight teams can act on and support that answers when you need it.
Chris S., Organic Search Project Delivery Director at IDHL: "Invaluable Insights, Easy UI, and Truly Fantastic Support"
Will B.: "Intuitive UI, Fantastic Sentiment Analysis, and a Responsive Obsero Team"
Kypros Z., former CEO of Capital.com: "Cuts Through the AI Noise with a Straightforward, Professional Product"
We're hiring
With the engineering team set to more than double, and the content marketer role I mentioned on Sunday still at the top of my list, now is a good time to send recommendations my way. If we hire someone you put forward, you'll get three free months of Obsero for your business.
That's it for this midweek one, and I'll be back in your inbox on Sunday as usual.
Thanks for being part of it.
Andy