Mayfair Equity Partners
Mayfair Equity Partners is a London-based mid-market private equity firm founded in 2014 that invests £30-150m in UK digital businesses valued £50-300m, managing ~£2bn AUM across 27 portfolio companies in AI-enabled services, B2B data, digital health, digital media, and marketplaces.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Mayfair Equity Partners does
Mayfair Equity Partners LLP is a London-based UK mid-market private equity firm founded in 2014 that provides buyout and growth capital to founder-led digital businesses. The firm invests between £30m and £150m per transaction in companies valued between £50m and £300m, with a stated focus on five digital ecosystems: AI-enabled services, B2B data and information services, digital health, digital media, and marketplaces. The firm is authorised and regulated by the Financial Conduct Authority (firm reference number 654455), is a UN PRI signatory since 2017, and manages approximately £2bn in assets across 27 completed investments.
Mayfair's core product is a single unified investment offering rather than a modular platform: equity capital paired with an in-house operating bench organised as Process Specialists (portfolio reporting, finance function maturity, exit readiness), Growth Specialists (technology, data, M&A) and an Expert Panel. The firm actively supports portfolio companies in digital transformation, US expansion, and bolt-on M&A, and runs the Boost! portfolio events programme around AI adoption. Representative portfolio companies include LoopMe (AI/ML-driven mobile adtech), i-media (UK motorway DOOH), VG (Jersey-based private wealth and fund administration), TrustedHousesitters (pet sitting marketplace operating in 140+ countries), Playlist and EGYM (now merged into a global wellness technology platform), Access Partnership (policy advocacy), BizAway (business travel), and Yieldstreet (private markets investment platform).
The firm generates revenue through standard private equity mechanics: recurring management fees on approximately £2bn of AUM, supplemented by carried interest on successful exits. Realisations in 2025-2026 included the sale of OVO's retail energy business to E.ON and the divestiture of atHome Group to Apax Digital Funds. Mayfair is incorporated as a limited liability partnership in England and Wales, operates with 11-50 employees from 8 Hanover Street, London, and pursues deal flow through direct, relationship-driven origination rather than auction-based sourcing.
Mayfair Equity Partners firmographics
Firmographics- Name
- Mayfair Equity Partners
- Legal name
- Mayfair Equity Partners LLP
- Website
- https://mayfairequity.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mayfair Equity Partners is a London-based mid-market private equity firm founded in 2014 that invests £30-150m in UK digital businesses valued £50-300m, managing ~£2bn AUM across 27 portfolio companies in AI-enabled services, B2B data, digital health, digital media, and marketplaces.
- Ownership category
- akta.pro rank
Mayfair Equity Partners industry classification
Industry- Product category
- Private Equity Investment Management
- NAICS
- Other Financial Investment Activities (5239), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Media, Entertainment & Gaming Growth Equity (FSANACAI)
- akta.pro secondary industry
- Consumer & Retail Growth Equity (FSANACAC)
Keywords
Where Mayfair Equity Partners is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Mayfair Equity Partners business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- Management Fees: Mayfair generates revenue through management fees charged on assets under management (AUM) of approximately £2 billion.
- Carried Interest / Performance Fees: The firm earns carried interest on successful portfolio exits and value creation, typically 20% of profits above a hurdle rate as is standard in private equity.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Mayfair Equity Partners product offering
Product offeringCore offering
Mayfair Equity Partners is a UK mid-market private equity firm providing buyout and growth capital of £30-150 million to digital businesses valued between £50-300 million. The firm partners with founder-led management teams across digital ecosystems including AI-enabled services, B2B data, digital health, digital media, and marketplaces, supplementing capital with operational support through Process Specialists, Growth Specialists, and an Expert Panel to drive digital transformation, US expansion, and M&A.
Product overview
Mayfair Equity Partners is a UK-based private equity firm (founded 2014, managing £2bn AUM) that operates as a single unified investment offering rather than a platform-plus-modules architecture. The firm provides growth and buyout capital paired with operational support services including Process Specialists for business fundamentals, Growth Specialists for digital transformation/US expansion/M&A, and an Expert Panel for targeted expertise. Their portfolio spans 27 investments across digital ecosystems including AI-enabled services, B2B data, digital health, digital media, and marketplaces. Key portfolio companies include LoopMe (AI-driven adtech), i-media (DOOH advertising), VG (trust and corporate services), TrustedHousesitters (pet sitting marketplace), Playlist (digital health), EGYM (fitness technology), and others.
Differentiator
Problem solved
Functional benefit
Products and services
- Buyout and Growth Capital Investment
- Operational and Digital Transformation Support
Quantifiable outcome
- 28% revenue CAGR between FY22 and FY24 achieved by VG portfolio company
- +4 more outcomes
Companies that use Mayfair Equity Partners
Customer profileNamed customers15 records
Segments7 records
Ideal customer profiles2 records
Mayfair Equity Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Mayfair Equity Partners partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- HometreeminorOVO agreed to sell its Home Services business (boiler insurance and servicing) to Hometree, subject to regulatory approval. The transaction with Pollen Street Capital marks a significant milestone for Hometree, increasing their scale in the UK home services market.
- EGYMcorePlaylist (a Mayfair portfolio company) completed a merger with EGYM to create a global wellness technology platform with real scale, combining Playlist's digital health capabilities with EGYM's fitness technology platform.
Scale indicators12 records
Recent moves8 records
Expansion highlights6 records
Mayfair Equity Partners competitors and assessment
Company assessmentDirect peers
- Hg Capital: Hg Capital is a UK-based private equity firm specializing in software and services investments across the TMT space, directly competing with Mayfair for UK and European mid-market digital deals with comparable sector focus and ticket sizes.
- Apax Partners: Apax Partners operates Apax Digital Funds which directly competes with Mayfair for TMT and digital mid-market investments, and notably acquired atHome Group from Mayfair, demonstrating overlapping deal sourcing and exit counterparties.
- Livingbridge: Livingbridge is a UK mid-market private equity firm with a strong focus on technology, media, and consumer brands, operating in similar deal sizes to Mayfair and competing for the same founder-led digital businesses.
- Inflexion Private Equity: Inflexion is a UK mid-market private equity firm investing across business services, consumer, and technology sectors with comparable ticket sizes (£25-200m), directly competing with Mayfair for digital growth and buyout opportunities.
- Bridgepoint Group: Bridgepoint is a major UK and European mid-market private equity firm operating across similar sectors and ticket sizes to Mayfair, with overlapping digital and consumer investment theses.
- LDC (Lloyds Development Capital): LDC is one of the UK's most active mid-market private equity investors, with comparable investment sizes and a focus on UK founder-led businesses, often competing with Mayfair for digital and growth equity opportunities.
- Synova Capital: Synova Capital is a UK-based private equity firm focused on technology and technology-enabled services businesses, operating at slightly smaller scale than Mayfair but with highly comparable sector specialization in digital ecosystems.
- Charterhouse Capital Partners: Charterhouse is a UK mid-market private equity firm investing in business services and consumer sectors, with comparable deal sizes and overlapping relationships with UK founder-led businesses in similar exit timeframes.
Broad incumbents
- Permira: Permira is a global private equity firm with significant TMT and consumer exposure, operating at larger scale than Mayfair but frequently competing for the same upper mid-market digital assets and serving as a potential exit counterparty.
- BC Partners: BC Partners is a major European private equity firm with TMT and consumer sector focus, operating at larger scale and competing with Mayfair for upper mid-market digital deals.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Mayfair Equity Partners social profiles
Digital presenceMayfair Equity Partners compliance and trust
Trust signalCompliance3 records
Mayfair Equity Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mayfair Equity Partners leadership team
Management profileNumber of profiles
Profiles10 records
Mayfair Equity Partners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mayfair Equity Partners M&A and investment
M&A and investmentM&A16 records
Investments24 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mayfair Equity Partners
What does Mayfair Equity Partners do?
Mayfair Equity Partners is a UK mid-market private equity firm providing buyout and growth capital of £30-150 million to digital businesses valued between £50-300 million. The firm partners with founder-led management teams across digital ecosystems including AI-enabled services, B2B data, digital health, digital media, and marketplaces, supplementing capital with operational support through Process Specialists, Growth Specialists, and an Expert Panel to drive digital transformation, US expansion, and M&A.
Is Mayfair Equity Partners a public or private company?
Mayfair Equity Partners is a private company. It is classified as management employee owned and is currently operating.
When was Mayfair Equity Partners founded?
Mayfair Equity Partners was founded in 2014. It employs 11 to 50 people.
Where is Mayfair Equity Partners based?
Mayfair Equity Partners is headquartered in London, United Kingdom, in the Europe region.
How does Mayfair Equity Partners make money?
Two revenue lines are on record. Management Fees are the primary driver. The others are carried Interest / Performance Fees.
Who are Mayfair Equity Partners's main competitors?
Direct peers on record are Hg Capital, Apax Partners, Livingbridge, Inflexion Private Equity, Bridgepoint Group, LDC (Lloyds Development Capital), Synova Capital and Charterhouse Capital Partners. Broad incumbents are Permira and BC Partners.
Does Mayfair Equity Partners have an API?
No public API is recorded for Mayfair Equity Partners.
What industry is Mayfair Equity Partners in?
Mayfair Equity Partners's product category is Private Equity Investment Management. Its primary akta.pro industry code is FSANACAI, Media, Entertainment & Gaming Growth Equity, with a secondary code of FSANACAC, Consumer & Retail Growth Equity. Its NAICS code is 5239 and its SIC code is 6211.