In March 2026 Tom Riley wrapped up leading SEO at Zego, the London insurtech, after 400% organic traffic growth in 12 months, to go full time on his own company helping insurance and fintech brands grow direct search traffic. This write-up covers the results at Zego and what comes next.
What this post covers:
- Tom Riley's results leading SEO at Zego, including 400% traffic growth in 12 months
- Why he left to go full time on his own company
- The focus: insurance and fintech brands growing direct search traffic
- What full time means for his consulting and AI search work
In March 2026 I wrapped up my time leading SEO at Zego.
Working remotely for a London tech start-up, with the odd cheeky trip to the capital, was a dream role and a great experience for me.
Leading SEO in some of the most competitive search results in the UK, with the budget to properly compete, was a brilliant experience. At our peak we were absolutely dominant in Google SERPs:
- A 400% increase in traffic
- A 250% increase in commercial intent traffic
- All inside 12 months
But the pull to build something of my own got stronger. So as of today I have decided to go full time through my own LTD company.
This is where I will be spending the next chapter of my life: helping insurance and fintech companies grow their direct search traffic. The full story of that work at Zego is in my Zego insurance SEO case study, and the insurance SEO and AI search consulting I now offer picks up exactly where that chapter left off.
Excited to see where it goes.
Key facts about this post
| What this post is about | Tom Riley wrapping up his role leading SEO at Zego in March 2026 to go full time on his own company |
|---|---|
| When | March 2026 |
| Type | Career announcement |
| People | Tom Riley (AI search consultant, founder of TMR Digital Ltd) |
| Companies | Zego (London insurtech, commercial motor insurance); TMR Digital Ltd (Tom Riley's company, registered in England and Wales) |
| Key result at Zego | 400% organic traffic growth in 12 months while leading SEO at Zego |
| Date | March 2026 |
| Why it matters | Marks the point Tom Riley went full time as an independent SEO and AI search consultant for insurance and fintech companies |