Founded in 2026, PaperHorse was built by a team that has spent decades helping brands get found through marketing, search, and technology. We now bring that experience to AI search with software that analyzes how ChatGPT, Google AI Overviews, Google AI Mode, Claude, Perplexity and Gemini answer the questions your customers ask. We show you where your brand appears, how you compare with competitors, and how those results change over time. We then turn those findings into a prioritized action plan to improve your AI visibility.
Our story
As AI became part of how people discover businesses, we saw a clear problem: companies could not easily see where they appeared, which competitors showed up instead, or what to do next.
We built PaperHorse to solve that problem. It measures AI visibility, identifies the best opportunities to improve, and turns them into a prioritized plan you can act on.
Our mission
“Our mission is to help our clients become the most recommended brand in their market.”
Great businesses should not be overlooked because AI has an incomplete picture of who they are.
Leadership
Co-Founder & CEO
Lance leads company strategy, brand, and growth at PaperHorse. He founded and led EKR, a marketing agency focused on brand and search, and later helped build Gabb as a founding partner, VP of Marketing, and Interim CEO.
LinkedIn
Co-Founder & CTO
Jarid leads product and technology at PaperHorse. Before PaperHorse, he founded and served as CTO of EKR and later helped build Gabb as a founding partner and VP of Infrastructure.
LinkedIn
Co-Founder & AI Product Engineer
Benj brings deep experience in AI and software development, helping shape the technology behind PaperHorse and turn complex AI capabilities into a practical product for customers.
LinkedIn