Mayfair Equity Partners

Managing Partner Daniel Sasaki leads the investment team, alongside Partner Bertie Aykroyd and Managing Director Aryo Tehranian. The firm operates as a founder-led partnership, with day-to-day investment decisions made by the senior team in London. No external investment committee structure is publicly disclosed.

Mayfair's sourcing model relies on direct engagement with founder-led UK businesses, leveraging the senior team's networks in digital sectors. The firm's stated focus on operational specialists — rather than a pure financial capital approach — is designed to attract management teams seeking more than passive backing. No intermediary-relationship or proprietary database model is publicly detailed.

The firm invests in UK mid-market digital businesses, typically those valued between £50 million and £250 million. It participates in buyouts, management buyouts, expansion or late-stage growth rounds, and succession-driven transactions. The capital is deployed across control and significant minority positions, with flexibility for complex situations that require active operational support.

Mayfair operates as a private equity fund manager, but embeds a dedicated specialist layer into its firm rather than relying solely on external operating partners. The firm employs process specialists who work on financial controls, reporting maturity, and exit readiness, alongside growth specialists who focus on digital transformation, US expansion, and M&A execution. This makes the firm's cost structure and deal model heavier on in-house operating talent than a typical generalist buyout house.

The firm's publicly available materials do not detail a co-investment program alongside external general partners. Its model is built around direct platform investments where it can deploy its in-house specialist team. Any co-investment rights offered to limited partners in its fund structures would follow standard private equity conventions, but no specific co-investment policy is disclosed.

Mayfair does not publish an explicit exclusion list. However, its portfolio and stated mandate concentrate exclusively on digital and technology-enabled businesses — enterprise software, advertising technology, digital health, travel platforms, and digital marketplaces. Traditional industrial, hard-asset, or resource-extraction sectors are absent from disclosed investments, suggesting a de facto concentration on asset-light, scalable digital models.

US expansion is a core pillar of Mayfair's stated value-creation strategy, embedded in the growth specialist function. The firm deploys dedicated in-house growth specialists who work alongside management teams on market entry, hiring, and go-to-market execution in the US. The firm's portfolio-company narrative frames this as a repeatable playbook across multiple investments, though specific US revenue outcomes are not publicly reported.