SEO & AI Search Agency: Insurance, Finance & Fintech
Creative Search-Led Growth
I'm Tom Riley. I run a creative search-led studio helping brands own their demand through SEO, AI search, content, and organic growth — strategy to execution, all under one roof.
If you’re after tick-box SEO tasks, someone to blindly execute a brief, or the cheapest quote in the inbox… best head back to LinkedIn → and find an agency with some participation trophies. We’re not for you.
Translation: discovery.
Founder Note
I built HAKKEN to turn years of SEO experience, commercial thinking and search expertise into a product I'm proud of. Built for ambitious brands that need to be found, need results, and are tired of paying agencies for underwhelming work.
Built for brands playing
in hard markets.
We work with brands competing in high-competition search verticals, where the top ten is owned by household names, the cost of being average is invisibility, and SEO actually matters commercially.
Insurance SEO
For insurance companies that want to own their demand, reduce reliance on aggregators, and build for the future of AI search.
Finance SEO
Financial services brands building durable search equity in a regulated, high-competition space.
Health & Medical SEO
YMYL operators where trust, E-E-A-T, and clinical credibility are the only paths to visibility.
Legal & Professional SEO
High-intent, high-value searches where one top ranking converts to real revenue.
For companies ready to turn search, content and AI visibility into a predictable growth channel that compounds over time.
What clients say
Amy Dunn
Head of Growth, Zego Insurance
Zego
$1.18 Billion InsurTech Unicorn
Amy Dunn
Head of Growth, Zego Insurance
Zego
$1.18 Billion InsurTech Unicorn
tap to close
Working with Tom transformed our approach to search. The focus on high-intent, quote-ready traffic rather than vanity metrics made a tangible impact on our CPA. Bottom line: we saw massive increases in organic search traffic and keyword domination across our core product lines.
Caroline Mulvihill
Director of Marketing, Inshur
Inshur
InsurTech · Director of Marketing
Working with Tom transformed our approach to search. The focus on high-intent, quote-ready traffic rather than vanity metrics made a tangible impact on our CPA. Bottom line: we saw massive increases in organic search traffic and keyword domination across our core product lines.
Caroline Mulvihill
Director of Marketing, Inshur
Inshur
InsurTech · Director of Marketing
tap to close
Tom's agency transformed our SEO strategy. He demonstrated how to land high-quality national news placements and acquire authoritative links. His passion and expertise shine through in his work. Tom is a rare expert in the digital marketing field.
Chris Richards
Founder & Managing Director
SimplyQuote
Independent Insurance Comparison
Tom's agency transformed our SEO strategy. He demonstrated how to land high-quality national news placements and acquire authoritative links. His passion and expertise shine through in his work. Tom is a rare expert in the digital marketing field.
Chris Richards
Founder & Managing Director
SimplyQuote
Independent Insurance Comparison
tap to close
Tom and his team are first class operators who know the SEO and GEO space better than anyone we've worked with. Commercially-minded with a focus on ROI rather than vanity metrics, and easy to work with as an extension of the marketing team.
Ed Langford
Founder
GoJoe
$6.14 Million Series A · Corporate Fitness
Tom and his team are first class operators who know the SEO and GEO space better than anyone we've worked with. Commercially-minded with a focus on ROI rather than vanity metrics, and easy to work with as an extension of the marketing team.
Ed Langford
Founder
GoJoe
$6.14 Million Series A · Corporate Fitness
tap to close
Tom lives and breathes SEO. During our time working together, he implemented an SEO strategy that took visitors from 4,000 to 30,000 per month in a super competitive niche. I would highly recommend Tom.
Peter Chadwick
Senior Manager, Creative Services
Joslin Rhodes
£200 Million+ Assets Under Administration
Tom lives and breathes SEO. During our time working together, he implemented an SEO strategy that took visitors from 4,000 to 30,000 per month in a super competitive niche. I would highly recommend Tom.
Peter Chadwick
Senior Manager, Creative Services
Joslin Rhodes
£200 Million+ Assets Under Administration
tap to close
Tom transformed our marketing. We now sit at the top of Google, we're heavily recommended by AI, and he's played a huge part in our social strategy and ads. Transformative.
Sam Dominique
Founder
UK Smiles
Multi-Million Pound Annual Revenue · Dental Clinics
Tom transformed our marketing. We now sit at the top of Google, we're heavily recommended by AI, and he's played a huge part in our social strategy and ads. Transformative.
Sam Dominique
Founder
UK Smiles
Multi-Million Pound Annual Revenue · Dental Clinics
tap to close
Tom is an exceptional SEO strategist with infectious energy and an entrepreneurial mindset. He embedded SEO at the heart of the brand function, then increased our Google search traffic by 300% over a 6-month timeframe while shaping our search-led brand strategy.
Sam Heague
Head of Brand
Beams
£9 Million Series A · PropTech
Tom is an exceptional SEO strategist with infectious energy and an entrepreneurial mindset. He embedded SEO at the heart of the brand function, then increased our Google search traffic by 300% over a 6-month timeframe while shaping our search-led brand strategy.
Sam Heague
Head of Brand
Beams
£9 Million Series A · PropTech
tap to close
We compete in national search rankings as a nationwide trades contractor. Tom is an expert in search. He rebuilt our website and I love it — it converts great and I recommend him to everyone. I also have a lead generation partnership with Tom. I wouldn't hesitate to recommend him.
Steve Massey
Director
Anglia Decor
Multi-Million Pound Construction Company
We compete in national search rankings as a nationwide trades contractor. Tom is an expert in search. He rebuilt our website and I love it — it converts great and I recommend him to everyone. I also have a lead generation partnership with Tom. I wouldn't hesitate to recommend him.
Steve Massey
Director
Anglia Decor
Multi-Million Pound Construction Company
tap to close
Amy Dunn
Head of Growth, Zego Insurance
Zego
$1.18 Billion InsurTech Unicorn
Amy Dunn
Head of Growth, Zego Insurance
Zego
$1.18 Billion InsurTech Unicorn
tap to close
Working with Tom transformed our approach to search. The focus on high-intent, quote-ready traffic rather than vanity metrics made a tangible impact on our CPA. Bottom line: we saw massive increases in organic search traffic and keyword domination across our core product lines.
Caroline Mulvihill
Director of Marketing, Inshur
Inshur
InsurTech · Director of Marketing
Working with Tom transformed our approach to search. The focus on high-intent, quote-ready traffic rather than vanity metrics made a tangible impact on our CPA. Bottom line: we saw massive increases in organic search traffic and keyword domination across our core product lines.
Caroline Mulvihill
Director of Marketing, Inshur
Inshur
InsurTech · Director of Marketing
tap to close
Tom's agency transformed our SEO strategy. He demonstrated how to land high-quality national news placements and acquire authoritative links. His passion and expertise shine through in his work. Tom is a rare expert in the digital marketing field.
Chris Richards
Founder & Managing Director
SimplyQuote
Independent Insurance Comparison
Tom's agency transformed our SEO strategy. He demonstrated how to land high-quality national news placements and acquire authoritative links. His passion and expertise shine through in his work. Tom is a rare expert in the digital marketing field.
Chris Richards
Founder & Managing Director
SimplyQuote
Independent Insurance Comparison
tap to close
Tom and his team are first class operators who know the SEO and GEO space better than anyone we've worked with. Commercially-minded with a focus on ROI rather than vanity metrics, and easy to work with as an extension of the marketing team.
Ed Langford
Founder
GoJoe
$6.14 Million Series A · Corporate Fitness
Tom and his team are first class operators who know the SEO and GEO space better than anyone we've worked with. Commercially-minded with a focus on ROI rather than vanity metrics, and easy to work with as an extension of the marketing team.
Ed Langford
Founder
GoJoe
$6.14 Million Series A · Corporate Fitness
tap to close
Tom lives and breathes SEO. During our time working together, he implemented an SEO strategy that took visitors from 4,000 to 30,000 per month in a super competitive niche. I would highly recommend Tom.
Peter Chadwick
Senior Manager, Creative Services
Joslin Rhodes
£200 Million+ Assets Under Administration
Tom lives and breathes SEO. During our time working together, he implemented an SEO strategy that took visitors from 4,000 to 30,000 per month in a super competitive niche. I would highly recommend Tom.
Peter Chadwick
Senior Manager, Creative Services
Joslin Rhodes
£200 Million+ Assets Under Administration
tap to close
Tom transformed our marketing. We now sit at the top of Google, we're heavily recommended by AI, and he's played a huge part in our social strategy and ads. Transformative.
Sam Dominique
Founder
UK Smiles
Multi-Million Pound Annual Revenue · Dental Clinics
Tom transformed our marketing. We now sit at the top of Google, we're heavily recommended by AI, and he's played a huge part in our social strategy and ads. Transformative.
Sam Dominique
Founder
UK Smiles
Multi-Million Pound Annual Revenue · Dental Clinics
tap to close
Tom is an exceptional SEO strategist with infectious energy and an entrepreneurial mindset. He embedded SEO at the heart of the brand function, then increased our Google search traffic by 300% over a 6-month timeframe while shaping our search-led brand strategy.
Sam Heague
Head of Brand
Beams
£9 Million Series A · PropTech
Tom is an exceptional SEO strategist with infectious energy and an entrepreneurial mindset. He embedded SEO at the heart of the brand function, then increased our Google search traffic by 300% over a 6-month timeframe while shaping our search-led brand strategy.
Sam Heague
Head of Brand
Beams
£9 Million Series A · PropTech
tap to close
We compete in national search rankings as a nationwide trades contractor. Tom is an expert in search. He rebuilt our website and I love it — it converts great and I recommend him to everyone. I also have a lead generation partnership with Tom. I wouldn't hesitate to recommend him.
Steve Massey
Director
Anglia Decor
Multi-Million Pound Construction Company
We compete in national search rankings as a nationwide trades contractor. Tom is an expert in search. He rebuilt our website and I love it — it converts great and I recommend him to everyone. I also have a lead generation partnership with Tom. I wouldn't hesitate to recommend him.
Steve Massey
Director
Anglia Decor
Multi-Million Pound Construction Company
tap to close
Amy Dunn
Head of Growth, Zego Insurance
Zego
$1.18 Billion InsurTech Unicorn
LinkedInCaroline Mulvihill
Director of Marketing, Inshur
Inshur
InsurTech · Director of Marketing
LinkedInWorking with Tom transformed our approach to search. The focus on high-intent, quote-ready traffic rather than vanity metrics made a tangible impact on our CPA. Bottom line: we saw massive increases in organic search traffic and keyword domination across our core product lines.
Caroline Mulvihill
Director of Marketing, Inshur
Inshur
InsurTech · Director of Marketing
Chris Richards
Founder & Managing Director
SimplyQuote
Independent Insurance Comparison
LinkedInTom's agency transformed our SEO strategy. He demonstrated how to land high-quality national news placements and acquire authoritative links. His passion and expertise shine through in his work. Tom is a rare expert in the digital marketing field.
Chris Richards
Founder & Managing Director
SimplyQuote
Independent Insurance Comparison
Ed Langford
Founder
GoJoe
$6.14 Million Series A · Corporate Fitness
LinkedInTom and his team are first class operators who know the SEO and GEO space better than anyone we've worked with. Commercially-minded with a focus on ROI rather than vanity metrics, and easy to work with as an extension of the marketing team.
Ed Langford
Founder
GoJoe
$6.14 Million Series A · Corporate Fitness
Peter Chadwick
Senior Manager, Creative Services
Joslin Rhodes
£200 Million+ Assets Under Administration
LinkedInTom lives and breathes SEO. During our time working together, he implemented an SEO strategy that took visitors from 4,000 to 30,000 per month in a super competitive niche. I would highly recommend Tom.
Peter Chadwick
Senior Manager, Creative Services
Joslin Rhodes
£200 Million+ Assets Under Administration
Sam Dominique
Founder
UK Smiles
Multi-Million Pound Annual Revenue · Dental Clinics
Tom transformed our marketing. We now sit at the top of Google, we're heavily recommended by AI, and he's played a huge part in our social strategy and ads. Transformative.
Sam Dominique
Founder
UK Smiles
Multi-Million Pound Annual Revenue · Dental Clinics
Sam Heague
Head of Brand
Beams
£9 Million Series A · PropTech
LinkedInTom is an exceptional SEO strategist with infectious energy and an entrepreneurial mindset. He embedded SEO at the heart of the brand function, then increased our Google search traffic by 300% over a 6-month timeframe while shaping our search-led brand strategy.
Sam Heague
Head of Brand
Beams
£9 Million Series A · PropTech
Steve Massey
Director
Anglia Decor
Multi-Million Pound Construction Company
We compete in national search rankings as a nationwide trades contractor. Tom is an expert in search. He rebuilt our website and I love it — it converts great and I recommend him to everyone. I also have a lead generation partnership with Tom. I wouldn't hesitate to recommend him.
Steve Massey
Director
Anglia Decor
Multi-Million Pound Construction Company
Amy Dunn
Head of Growth, Zego Insurance
Zego
$1.18 Billion InsurTech Unicorn
LinkedInCaroline Mulvihill
Director of Marketing, Inshur
Inshur
InsurTech · Director of Marketing
LinkedInWorking with Tom transformed our approach to search. The focus on high-intent, quote-ready traffic rather than vanity metrics made a tangible impact on our CPA. Bottom line: we saw massive increases in organic search traffic and keyword domination across our core product lines.
Caroline Mulvihill
Director of Marketing, Inshur
Inshur
InsurTech · Director of Marketing
Chris Richards
Founder & Managing Director
SimplyQuote
Independent Insurance Comparison
LinkedInTom's agency transformed our SEO strategy. He demonstrated how to land high-quality national news placements and acquire authoritative links. His passion and expertise shine through in his work. Tom is a rare expert in the digital marketing field.
Chris Richards
Founder & Managing Director
SimplyQuote
Independent Insurance Comparison
Ed Langford
Founder
GoJoe
$6.14 Million Series A · Corporate Fitness
LinkedInTom and his team are first class operators who know the SEO and GEO space better than anyone we've worked with. Commercially-minded with a focus on ROI rather than vanity metrics, and easy to work with as an extension of the marketing team.
Ed Langford
Founder
GoJoe
$6.14 Million Series A · Corporate Fitness
Peter Chadwick
Senior Manager, Creative Services
Joslin Rhodes
£200 Million+ Assets Under Administration
LinkedInTom lives and breathes SEO. During our time working together, he implemented an SEO strategy that took visitors from 4,000 to 30,000 per month in a super competitive niche. I would highly recommend Tom.
Peter Chadwick
Senior Manager, Creative Services
Joslin Rhodes
£200 Million+ Assets Under Administration
Sam Dominique
Founder
UK Smiles
Multi-Million Pound Annual Revenue · Dental Clinics
Tom transformed our marketing. We now sit at the top of Google, we're heavily recommended by AI, and he's played a huge part in our social strategy and ads. Transformative.
Sam Dominique
Founder
UK Smiles
Multi-Million Pound Annual Revenue · Dental Clinics
Sam Heague
Head of Brand
Beams
£9 Million Series A · PropTech
LinkedInTom is an exceptional SEO strategist with infectious energy and an entrepreneurial mindset. He embedded SEO at the heart of the brand function, then increased our Google search traffic by 300% over a 6-month timeframe while shaping our search-led brand strategy.
Sam Heague
Head of Brand
Beams
£9 Million Series A · PropTech
Steve Massey
Director
Anglia Decor
Multi-Million Pound Construction Company
We compete in national search rankings as a nationwide trades contractor. Tom is an expert in search. He rebuilt our website and I love it — it converts great and I recommend him to everyone. I also have a lead generation partnership with Tom. I wouldn't hesitate to recommend him.
Steve Massey
Director
Anglia Decor
Multi-Million Pound Construction Company
Who is the Snake King of LinkedIn?
£100
Prize
Play Snake and set your highest score.
You must submit a valid LinkedIn profile URL to appear on the leaderboard.
The player sitting #1 on 1st July 2025 wins £100, paid by Tom Riley.
How it works
Play Snake, paste your LinkedIn URL, and your score goes on the leaderboard. The #1 player on 1st July 2025 wins £100.
How to get your LinkedIn URL
- 1. Open LinkedIn and go to your profile
- 2. Copy the URL from your browser's address bar
- 3. It should look like linkedin.com/in/your-name
- 4. Paste it in the box below
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