# FirstPartyCapital

FirstPartyCapital is a Private Equity based in London, United Kingdom.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** London, United Kingdom
- **Region:** Europe
- **Address:** London, United Kingdom
- **Founded:** 2020
- **Assets under management:** Undisclosed
- **Website:** firstpartycapital.com
- **LinkedIn:** https://www.linkedin.com/company/firstpartycapital

## Regulatory record

- **Reports private funds:** No

## About

FirstPartyCapital invests in AI, data and outcomes-based technology for the marketing sector. Its thesis covers AI evolving automation through the marketing stack, data as an asset powering LLMs and custom algorithms, and outcomes-based technologies that deliver real-world marketing results.

## Sectors

- Ad Tech
- Martech
- AI
- Data

## People

- Rich Ashton — Managing Partner
- Ciarán O'Kane — General Partner
- Kevin Flood — General Partner

## Questions

### Who runs investment decisions at FirstPartyCapital?

Managing Partner Rich Ashton leads fundraising and investing activity, including 18 investments out of Fund 1, alongside General Partners Ciarán O’Kane and Kevin Flood. O’Kane brings over 20 years of ad-tech experience; Flood co-founded three startups before FPC. Both general partners share decision-making authority on deal selection and portfolio management.

### How does FirstPartyCapital source proprietary deal flow?

The firm sources through a tightly woven network of operator-advisors that includes Zeta Global CSO Will Margiloff, MediaMath co-founder Erich Wasserman, and Dentsu’s global head of data and technology Steve Simpson. Most advisors are active angel investors or senior commercial leaders inside large ad-tech and agency platforms, giving FPC visibility into founder-led startups before they reach broader venture markets.

### What investment stages does FirstPartyCapital typically target?

The firm focuses on seed and start-up stages for companies building AI-driven, data-intensive, or outcomes-based marketing technology. This spans pre-revenue proof-of-concept through early commercial traction, with an emphasis on technical defensibility around proprietary data or algorithmic modelling.

### How is FirstPartyCapital’s team of advisors used in the investment process?

The eight named advisors include current and former C-suite executives from Zeta Global, DoubleVerify-acquired Scibids, Dentsu, and Experian. They contribute technical due diligence, commercial introductions, and US-market expansion guidance, functioning as an extension of the investment team rather than a passive advisory board.

## Related profiles

- [First Pacific](https://altss.com/profile/first-pacific)
- [FIRSTPICK](https://altss.com/profile/firstpick)

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Last updated: 2026-08-11T15:06:42.396Z

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