Obsero, founded by former IG Group marketers Michael Logue and Andy Francos, has raised $1.2 million to develop a platform that measures how brands appear in answers produced by ChatGPT and other AI search tools.
SFC Capital led the seed round 13 months after the London startup was established in September 2025. Angel investors and several Obsero customers also participated, although the company did not identify the participating customers.
From IG Group to AI Search
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.
Obsero applies that client-side marketing experience to the shift from conventional search results towards AI-generated answers.
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How Obsero Tracks AI Recommendations
The 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.
Obsero founders say they analysed more than 10 million AI responses during its first year. The funding will support the development of specialised AI agents that turn knowledge from its consulting work into tools for marketing teams.
The company also plans to more than double its engineering workforce and expand its commercial operations.
Why Brokers Are Paying Attention
Named customers include Zopa, Pepperstone and Zoopla. Obsero also says it works with other brokers and fintech startups, although their names are not disclosed.
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.
