With Surfer joining the Positive ecosystem, the group expands its capabilities from data and CRM to full-funnel brand visibility, from search results to AI-generated answers. For Surfer customers, the acquisition unlocks new potential for deeper innovation, stronger infrastructure, and broader integrations that will help them stay ahead in the new era of AI-driven discovery.
"Artificial intelligence is at the heart of our value proposition. With the acquisition of Surfer, our customers are moving from optimizing their traditional SEO positioning to optimizing their brand presence in the responses provided by conversational AI assistants. Surfer stands out from established market players by directly integrating AI into content creation and optimization. This acquisition enables Positive to position itself in the global market for AI SEO tools, a rapidly growing market estimated to be worth $4.97 billion by 2033, according to Business Research Insights.”
Paul de Fombelle - Managing Director at Positive Group
“SEO is evolving fast, and it matters more than ever before. We help marketers win the AI SEO era. Positive helps them grow across every other part of their digital strategy. Together, we’ll give marketers the complete toolkit to lead across AI search, email marketing automation, and beyond.”
Lucjan Suski - CEO and co-founder at Surfer
Positive and Surfer to lead the future of AI-powered visibility
Positive Group announces the acquisition of Surfer, a fast-growing Polish AI Search Optimization platform. This acquisition is in line with Positive's vision of building European AI expertise based on a profitable, job-creating, and sovereign model.
With Surfer joining the Positive ecosystem, the group expands its capabilities from data and CRM to full-funnel brand visibility, from search results to AI-generated answers. For Surfer customers, the acquisition unlocks new potential for deeper innovation, stronger infrastructure, and broader integrations that will help them stay ahead in the new era of AI-driven discovery.
From traditional SEO to brand visibility on generative AI conversational assistants
Within five years, the group's revenue has increased fivefold and is expected to grow from €50 million to €70 million in 2025, with a team of around 400 employees across Europe. Positive now focuses on main areas: marketing and CRM with User and NoCRM brands; email signature management with the Signitic brand; Sarbacane and Rapidmail for all digital communications, and optimizing visibility on conversational AI assistants (AI Search Optimization) with the integration of Surfer.
Founded in 2017, Surfer quickly established itself as a European pioneer in AI applied to SEO, developing a product based on language models (LLMs) well before the emergence of ChatGPT. In just four years, the company has tripled in size thanks to a subscription model aimed at professionals, guaranteeing recurring revenue and solid growth, far from the excesses often associated with the “AI bubble.” Today, the platform has more than 150,000 active users and approximately 12,000 customers worldwide, with a significant presence in North America.
