# Mayfair Equity Partners

Mayfair Equity Partners is a Private Equity based in London, United Kingdom.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** London, United Kingdom
- **Region:** Europe
- **Address:** 8 Hanover Street, London W1S 1YQ, United Kingdom
- **Founded:** 2014
- **Assets under management:** £2bn
- **Website:** www.mayfairequity.com
- **LinkedIn:** https://www.linkedin.com/company/mayfair-equity-partners-llp

## Regulatory record

- **CRD number:** 283275
- **SEC file number:** 802-107651
- **Registration status:** ACTIVE
- **Latest Form ADV filing:** 2025-06-25T05:00:00.000Z
- **Reports private funds:** Yes
- **Private funds reported:** 0
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/283275

## About

Mayfair Equity Partners is a dedicated mid-market technology and consumer investor that works with exceptional management teams to build market-leading digital businesses. The firm backs people and their ideas, partnering with founders and management teams to help them achieve a step-change in scale. Its Active Partnership model includes dedicated functional Specialists who support portfolio companies with business process improvement.

## Sectors

- Enterprise Software
- Media & Entertainment
- Digital Health
- Travel & Hospitality
- FinTech

## People

- Daniel Sasaki — Managing Partner
- Bertie Aykroyd — Partner
- Aryo Tehranian — Managing Director

## Questions

### Who runs investment decisions at 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.

### How does Mayfair Equity Partners source proprietary deal flow?

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.

### How is Mayfair Equity Partners structured — like a traditional private equity firm or something different?

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.

### How does Mayfair help portfolio companies expand into the United States?

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.

## Related profiles

- [Mayfair Capital Partners](https://altss.com/profile/mayfair-capital-partners)
- [Mayfield](https://altss.com/profile/mayfield-fund)

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Last updated: 2026-08-11T15:07:26.757Z

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