About Mayfair Equity Partners

Mayfair Equity Partners: firm facts, investment strategy and portfolio

Mayfair Equity Partners is a UK mid-market private equity firm that provides buyout and growth capital to digital businesses. Founded in 2014 and headquartered in London, Mayfair Equity Partners works with management teams to build international digital businesses, typically investing between £30 million and £150 million in companies valued between £50 million and £300 million.

Mayfair Equity Partners has made 28 investments since its first investment in 2015 and has raised over £2 billion of capital since inception. Its investment philosophy centres on backing people and their ideas, combining capital with practical operational support designed to strengthen business foundations, accelerate growth and help management teams build the next generation of digital leaders.

What is Mayfair Equity Partners?

Mayfair Equity Partners is a private equity firm based in London, United Kingdom. It invests in B2B and B2C digital businesses across several digital ecosystems and works with portfolio management teams on digital transformation, international expansion and acquisitions particularly US expansion for UK mid-market digital businesses. The legal entity is Mayfair Equity Partners LLP, authorised and regulated by the UK Financial Conduct Authority.

Legal name: Mayfair Equity Partners LLP
Founded 2014, first investment 2015
Headquarters: 8 Hanover Street, London W1S 1YQ, United Kingdom
Telephone: +44 (0) 203 058 2670
General enquiries: info@mayfairequity.com
Website: www.mayfairequity.com
Firm type: Private equity – buyout and growth capital
Capital raised since inception: over £2 billion, as at August 2026
Assets under management £2 billion
Completed investments 28, as at August 2026
Latest fund: Mayfair Fund III, £500 million, final close February 2025
Fund III investor base: Institutional LPs; 60% of commitments from North America, balance from EMEA
Typical investment size: £30 million to £150 million
Typical business valuation: £50 million to £300 million
Core focus: B2B and B2C digital ecosystems
Growth priorities Digital transformation, international expansion and M&A
Co-founder Partners: Daniel Sasaki, Bertie Aykroyd, Kunal Dasgupta, Waqqas Ahmad
Other Partners: Yusuf Hoballah, Tushar Pabari
Team size: More than 30 professionals, including eight Specialists based in the UK and US
Regulation Mayfair Equity Partners LLP is authorised and regulated by the Financial Conduct Authority, firm reference number 654455

The latest firm figures are available on the Mayfair Equity Partners homepage. Details of the £500 million final close of Mayfair Fund III and the firm’s institutional investor base can be found in our Fund III announcement.

What does Mayfair Equity Partners invest in?

Mayfair Equity Partners invests in businesses where technology, changing customer behaviour and evolving market structures are creating opportunities for new leaders to emerge. Its strategy is organised around five digital ecosystems.

AI-enabled services: technology-enabled service businesses where applied AI can increase capacity, improve margins and create new products or delivery models. Contact Bertie Aykroyd.
B2B data and information services: companies using proprietary data, insight and automation to help organisations make better decisions and operate more efficiently. Contact Aryo Tehranian.
Digital health: platforms and services using digital technology to improve health, fitness and wellbeing. Contact Yusuf Hoballah.
Digital media: businesses enabling digital engagement, advertising, measurement and content distribution. Contact Bertie Aykroyd.
Marketplaces: platforms that connect buyers, sellers or communities and benefit from scalable network effects. Contact Omar Kanafani.

These ecosystems are deliberately broader than conventional sector definitions. Technologies and business models increasingly cut across established industry boundaries, so Mayfair Equity Partners takes an agile approach to identifying opportunities as markets evolve.

What does Mayfair look for in an investment?

Mayfair Equity Partners looks for strong businesses with the potential to become market leaders, led by capable and ambitious management teams. Although every investment is different, the businesses Mayfair Equity Partners backs typically combine several of the following characteristics:

A differentiated product, service, platform or customer proposition.
Exposure to structural growth within a digital ecosystem.
A management team with the ambition and capability to scale.
Opportunities to expand internationally, particularly in the United States.
The potential to use technology and data more effectively.
A credible route to growth through new products, new markets or acquisitions.
Strong underlying business fundamentals that can support long-term expansion.

Mayfair Equity Partners takes both majority and minority stakes.

Our current and realised investments can be explored through the Mayfair portfolio.

What does Mayfair Equity Partners not invest in?

Mayfair Equity Partners is a mid-market investor with a defined mandate. It does not typically invest in the following:

Seed-stage or pre-revenue venture investments.
Businesses valued below approximately £50 million or above approximately £300 million.
Companies or entities whose principal business activities are contrary to the exclusions list as per our Responsible Investment Policy.

Where does Mayfair Equity Partners invest geographically?

Mayfair Equity Partners invests mainly in the UK, with occasional investments in the EU or the US where the firm’s UK presence is an advantage and can help the business with its growth agenda.

How does Mayfair work with management teams?

Mayfair Equity Partners is an active partner. Its investment and Specialist teams work alongside management to agree where the firm’s resources, experience and networks can have the greatest effect. The business-building model has three components.

Strengthening business foundations
Mayfair Equity Partners’ Process Specialists work with portfolio companies to assess and strengthen the operational foundations required for growth. Their work can include finance function maturity, technology and data, portfolio talent, sustainability and exit readiness. The objective is not to impose a standard operating model, but to identify the capabilities and processes each business needs for its particular strategy, scale and stage of development.

Accelerating growth
Mayfair Equity Partners’ Growth Specialists support management teams across three principal growth levers:

Digital and technology-led transformation.
International expansion, with particular experience in the United States.
M&A, including target identification, execution and integration.

Providing targeted expertise
Where a project requires specialist knowledge, Mayfair Equity Partners can draw on its Expert Panel and wider network. This gives management teams access to relevant operational and sector experience without creating unnecessary layers between the firm and the business.

What results has Mayfair Equity Partners delivered?

Mayfair Equity Partners’ approach is best understood through the progress of the businesses and management teams it has backed.

Tangle Teezer: international expansion and operational development

Mayfair Equity Partners invested in Tangle Teezer through a management buyout in July 2021. Over the following three years the company accelerated its international expansion, established the United States as its largest and fastest-growing market and approximately doubled EBITDA. Mayfair Equity Partners’ Specialists worked with the management team on international growth, operational effectiveness, global manufacturing, product innovation and sustainability. Tangle Teezer was acquired by BIC for £165 million in December 2024.
Read the Tangle Teezer investment and exit story.

OVO: scaling a digital challenger

Mayfair Equity Partners became OVO’s first external equity investor in 2015. Between 2015 and 2025 OVO’s customer base grew from approximately 500,000 to more than four million, and the business expanded its digital capabilities to include smart meters, electric-vehicle charging, low-carbon home solutions and personalised energy tariffs. In May 2026 OVO announced an agreement for the sale of its retail energy business to E.ON. As at August 2026 the transaction remains subject to regulatory approval and is under review by the UK Competition and Markets Authority.
Read about OVO’s growth and proposed sale to E.ON.

EGYM: technology-led growth in digital health

Mayfair Equity Partners led a $41 million growth financing in EGYM in September 2021, supporting the company’s ambition to accelerate the digitisation of the fitness and health industry. In January 2026 EGYM and Playlist announced an agreement to merge, creating a global fitness and wellness technology group valued at $7.5 billion. The transaction included $785 million of new equity investment, and the two businesses generated more than $800 million in combined net revenue in 2025. The merger completed on 31 March 2026.
Read about the EGYM and Playlist transaction.

BizAway: international expansion, AI and M&A

Mayfair Equity Partners invested €35 million in BizAway in September 2024. At the time of investment the corporate travel platform served more than 1,600 customers across more than ten countries and had delivered annual revenue growth of approximately 100% over the preceding three years. The partnership was established to support international expansion, investment in AI and data, product development and selective M&A. In July 2026 BizAway announced the acquisition of Uniglobe Alliance Travel, strengthening its position in the Netherlands.
Read about Mayfair’s investment in BizAway and BizAway’s acquisition of Uniglobe Alliance Travel.

How does Mayfair approach AI and digital transformation?

Mayfair Equity Partners views technology as both an investment theme and a practical driver of value creation. Across the portfolio, Mayfair Equity Partners helps management teams evaluate how AI and other technologies can improve existing operations, create scalable products and change the way work is delivered. The emphasis is on measurable implementation rather than tool adoption alone.

This work is supported through the Specialist team and Boost!, Mayfair Equity Partners’ portfolio networking and development programme, which brings leaders from across the portfolio together to examine practical challenges, share experience and develop new capabilities. Mayfair Equity Partners has also invested in ListAlpha, a proprietary AI deal discovery platform built to improve the firm’s origination capabilities.

How does Mayfair Equity Partners approach responsible investment?

Responsible investment is integrated into Mayfair Equity Partners’ investment process and portfolio engagement. The firm undertakes sustainability due diligence for potential investments, including climate risk and opportunity analysis. During ownership it works with portfolio companies to strengthen governance, establish relevant sustainability priorities and monitor progress.

Mayfair Equity Partners became a signatory to the United Nations-supported Principles for Responsible Investment in 2017 and to the Initiative Climat International in 2020. Mayfair Equity Partners is working towards a label for Mayfair Fund III under the UK Sustainability Disclosure Requirements, with a stated objective of supporting portfolio companies in reducing greenhouse-gas emissions.

Read our Responsible Investment Policy and more about Fund III’s Sustainability Improvers label.

Who leads Mayfair Equity Partners?

Mayfair Equity Partners is a founder-led firm. Daniel Sasaki is Co-Founder and Managing Partner. The firm’s team of more than 30 professionals is organised across investment, Specialists, investor relations and operations, and includes eight UK- and US-based business process improvement Specialists who are integrated into the investment workflow.

How do I contact Mayfair Equity Partners?

Management teams, advisers and other organisations can contact Mayfair Equity Partners at 8 Hanover Street, London W1S 1YQ, United Kingdom, or on +44 (0) 203 058 2670.

General enquiries: info@mayfairequity.com
Career opportunities at Mayfair Equity Partners or across its portfolio: recruitment@mayfairequity.com
Media enquiries: MEP@the193.com

Frequently asked questions

Is Mayfair Equity Partners a venture capital or private equity firm?
Mayfair Equity Partners is a private equity firm. It provides buyout and growth capital to established, revenue-generating businesses in the UK mid-market, rather than seed or early-stage venture funding.

How much does Mayfair Equity Partners invest?
Mayfair Equity Partners typically invests between £30 million and £150 million in businesses valued between £50 million and £300 million.

How large is Mayfair Fund III?
Mayfair Fund III held its final close at £500 million in February 2025. Sixty per cent of commitments came from North American institutional investors, with the balance from EMEA.

Is Mayfair Equity Partners regulated?
Mayfair Equity Partners LLP is authorised and regulated by the UK Financial Conduct Authority, firm reference number 654455.

How long does Mayfair Equity Partners typically hold an investment?
A typical investment would be held by Mayfair Equity Partners for between three and five years.

Does Mayfair Equity Partners invest in businesses outside the United Kingdom?
Mayfair Equity Partners will occasionally invest outside of the UK where our UK presence can help the business with its growth agenda.

Last reviewed: August 2026.