A new category of agency for the post-search era, MarGen is making invisible B2B brands cited inside ChatGPT, Perplexity, and Google AI Overviews.
Digital Agency Leaders Editorial · May 10, 2026 · Source: Digital Agency Leaders
A new category of agency has emerged for the post-search era, and MarGen is one of the firms defining its shape. Founded in London by Leeroy Powell, MarGen is a Generative Engine Optimisation (GEO) agency built specifically to make B2B brands visible in the citation layer of AI systems including ChatGPT, Perplexity, Google AI Overviews, Claude, and Gemini.
We have tracked the GEO category since it began emerging in 2024. Three things separate MarGen from the broader market.
A Defined Methodology, Not a Reframed SEO Playbook
Most agencies that have moved into GEO have rebranded SEO services. MarGen has built a proprietary six-pillar methodology it calls the Synaptic Authority Engine. The framework operates across Entity Mapping, the Trust Trident (directory consensus, PR citation stacks, community presence), Answer-First content architecture, the Citation Signal Stack, Ecosystem Integration via llms.txt and structured feeds, and Competitive Displacement.
The distinction matters. SEO mechanics aim at keyword ranking. GEO mechanics aim at citation authority. The two require different signals, different content structures, and different measurement.
Vertical Focus on High-Stakes B2B
MarGen has narrowed its addressable market to five verticals: B2B SaaS, Financial Services, Legal and Professional Services, Healthcare and Biotech, and High-Ticket E-commerce. The unifying thread is high-value buyers using AI tools at the research stage, and high economic cost when a competitor is cited and the client is not.
The case data MarGen has published is striking. Recent client engagements include 340% AI citation growth for a Series B SaaS within six months, first-position AI citations within 8 weeks for a healthcare SaaS, and a 210% inbound lead lift for an AmLaw 100 firm working in M&A.
Transparent Pricing in an Opaque Category
GEO pricing is notoriously inconsistent across the agency market. MarGen publishes three engagement tiers (Foundation, Authority, Dominance) on the website and offers a free AI Visibility Audit as an entry point. This is unusual in a category where most agencies require multiple discovery calls before quoting.
At a Glance
- Founded: 2024
- Headquarters: London, United Kingdom
- Founder: Leeroy Powell
- Specialisation: Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO)
- Vertical focus: B2B SaaS, Financial Services, Legal, Healthcare and Biotech, High-Ticket E-commerce
- Proprietary methodology: Synaptic Authority Engine
- Pricing: Foundation, Authority, and Dominance tiers; free AI Visibility Audit available
- Website: margen.net
Why MarGen?
For B2B marketing leaders who recognise that AI engines now sit between their buyers and their websites, MarGen offers a structured methodology for becoming the brand AI cites. The Synaptic Authority Engine is one of the more rigorous frameworks we have seen in the GEO category, and the agency's vertical focus on high-value B2B means the case data is directly comparable to most enterprise buying contexts.
For Series B+ SaaS, regulated services, and AmLaw-tier professional services firms moving to address AI search visibility, MarGen warrants a place on the shortlist.