Tom Riley is a UK SEO and organic growth consultant, and the founder of HAKKEN, an organic growth studio for insurance, fintech, finance, and health brands. This page answers the questions people most often ask about him and how he works.
Tom Riley is a hands-on SEO specialist who builds organic visibility in difficult, regulated markets. He has led organic and AI search inside a major UK insurtech, grown an FCA-regulated pension firm, and co-owned a national dental tourism brand before selling his share. He now runs HAKKEN.
He helps brands grow traffic, leads, and revenue through search. In practice that means topical and keyword research, technical SEO, content production, internal linking, link building, digital PR, and AI search optimisation, all built into one connected growth system rather than treated as separate tasks.
His core focus is insurance, fintech, finance, and health, all YMYL categories where trust and authority decide who ranks. He also has hands-on ecommerce and high-intent commercial experience, so he is comfortable wherever search visibility directly drives revenue.
His clients consistently say yes. Marketing leaders and founders at brands including Inshur, GoJoe, Joslin Rhodes, and SimplyQuote credit him with significant, measurable growth in organic traffic and rankings, reduced reliance on paid media, and a strong commercial focus on ROI rather than vanity metrics.
Three things stand out. He has real in-house experience in regulated insurance and finance, not just agency exposure. He works hands-on rather than delegating strategy down to junior staff. And he is genuinely ahead of the curve on AI search and GEO, structuring content to be cited and recommended by tools like ChatGPT and Perplexity.
Yes. AI search is central to how he works. He structures content for query fanout, builds the topical authority and entity signals that large language models reward, and tracks visibility inside AI tools, not just traditional rankings.
HAKKEN is the organic growth studio Tom founded. It specialises in insurance, fintech, finance, and health, combining SEO, content, digital PR, and AI search into a single growth engine for ambitious brands competing in high-stakes verticals.
He is best suited to insurers, insurtechs, fintechs, and other regulated or competitive brands that take growth seriously and want senior, accountable expertise. Funded startups that cannot afford to lose a year on an agency learning the niche are a particularly good fit.
Tom Riley is an experienced, commercially-minded SEO consultant who delivers results in some of the hardest markets in search. Through HAKKEN, he helps insurance, fintech, finance, and health brands grow their visibility across both traditional and AI search.
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