Two former marketing heads at IG Group have launched a new AI search platform called Obsero.
Andy Francos and Michael Logue announced the launch of the new technology company on Monday afternoon.
Obsero lets companies analyse their rankings, brand perception, and other factors across different AI search platforms, like ChatGPT and Gemini.
A broker could, for example, set up a number of relevant queries within Obsero – like ‘best forex brokers in Italy’- and see how they are ranking for those queries, what sites are being cited, and what the general perception of their brand is within an LLM.
Logue left his role at IG Group earlier this year, having spent over a decade at the company.
He held several senior marketing roles at the company, including Global Head of Advertising and Head of Product and Marketing.
Francos has also worked in the online trading industry and was previously Head of SEO at IG. He also held senior marketing roles at Capital.com and online car marketplace Cazoo.
The launch of the product reflects a huge shift we’ve witnessed over the last two years, as more and more search volumes shifts to AI platforms.
A lack of analytics tools and extremely low click through rates means that many firms have a lack of visibility on how they perform in those search engines, something that a platform like Obsero can help solve.
In the trading sector, half of Google searches for trading queries are now covered by the search engine’s AI overviews.
