Mayfair Equity Partners
8 Hanover Street, London, W1S 1YQ, United Kingdom
Overview
Mayfair Equity Partners is a private equity firm specializing in growth capital investments and buyouts in the TMT and Consumer sectors. They focus on building strong partnerships with exceptional management teams, supporting them to deliver their plans faster and with less risk. They believe that with fast-growing businesses, it is often impossible to separate strong financial results from the teams responsible for delivering them.
- Total investments
- 9
- Lead investments
- 4
- Investments · 12mo
- 0
- Active investors
- 8
Sector focus
- Finance
- Financial Services
- Venture Capital
Investment portfolio
- Yieldstreet
Led · Series D · Jun 2025
Yieldstreet operates a technology-driven private markets investment platform offering access to alternative assets across ten asset classes, including real estate, private credit, private equity, and art. The company reports having over 500,000 members using its platform. Yieldstreet closed an initial $45 million equity investment as part of a planned $60 million Series D to fund growth and continue delivering private market alternatives. Management says the new capital will be used to accelerate growth plans and enhance the company’s technological infrastructure. Investors and partners highlighted Yieldstreet’s distribution and platform capabilities as core strengths. The financing is described as strengthening Yieldstreet’s financial footing as it expands private markets opportunities for investors. Yieldstreet operates an online marketplace that lets eligible retail investors access private-market alternatives such as real estate, private credit, private equity, art and other asset classes. The company creates funds and products with lower minimums to widen access to investment strategies that were previously mostly available to institutions and ultra-wealthy individuals. Yieldstreet emphasizes partnerships with asset managers, sponsors, and originators to source diversified opportunities across litigation finance, small business, consumer, private funds and real estate. Founded in 2015 and headquartered in New York City, Yieldstreet has attracted more than 400,000 users and over $3 billion in funding on its platform to date. The company positions itself to scale its product suite and increase the number and scope of offerings for its investor base. Management says additional capital and financing capacity will accelerate deal flow and platform growth. Yieldstreet is a multi-asset alternative investment platform that gives retail investors access to alternative investments previously reserved for institutions and ultra-high-net-worth individuals. Its technology platform offers products across asset classes including Real Estate, Commercial, Consumer, Art, Marine, Legal Finance and Aviation. Since its foundation in 2015, Yieldstreet has funded over $2.5 billion of investments and has over 325,000 members on its platform. The company is headquartered in New York City and has offices in Brazil, Greece and Malta. Yieldstreet plans to use new capital to advance its technology roadmap, expand sales and marketing capabilities, and grow its international distribution. Its stated mission is to help millions generate $3 billion of income outside the traditional public markets by 2025, and it is backed by venture capital firms, large family offices and private equity investors. Yieldstreet operates an online marketplace that fractionalizes institutional-style, asset-backed investments (real estate, art, marine/shipping, legal finance, commercial loans) for retail investors. The company has funded nearly $1.9 billion on its platform and reports about 300,000 consumers signed up, up from roughly 100,000 in February 2019. Since inception it says it has provided nearly more than $950 million in principal and interest payments to investors. Yieldstreet expects over 50% revenue growth in the current year versus 2020. The firm plans to use new capital to expand its user base, develop new investment products, pursue strategic acquisitions and explore international expansion into Europe and Asia. Yieldstreet was co‑founded by Milind Mehere and Michael Weisz and maintains headquarters in New York City with offices in Brazil, Greece and Malta. YieldStreet operates an online platform that offers access to alternative investments across asset classes including real estate, marine/shipping, legal finance and commercial loans. The company has attracted more than $600 million invested on its platform from over 100,000 members, with an expected 12% IRR and more than $300 million in principal and interest paid to investors. Until now the platform has required users to be accredited investors; YieldStreet also offers YieldStreet Wallet, a savings product paying 2.2% interest that is open to everyone. The new capital will be used to expand the platform and create investment vehicles that do not require accredited status, and the company is working through the legal and regulatory aspects of those products. Management is also exploring ways to enable retirement and IRA account access for users. YieldStreet operates in the U.S. and positions itself as a democratising force to broaden access to products previously reserved for institutions.
- EGYM
Participated · Series F · Jul 2023
EGYM is a Munich-based fitness technology and corporate wellness company led by CEO Philipp Roesch-Schlanderer. The company is vertically integrated and partners with employers and fitness facilities to improve employee health by providing access to facilities and equipping them with smart strength equipment and digital solutions. Its product suite includes tech-enabled hardware and software that deliver AI-driven workout experiences for users of all skill levels. EGYM operates the EGYM Wellpass corporate wellness network, which counts 17,000 sports partners, 14,000 corporate customers and more than three million eligible employees; around 18,000 fitness and health facilities use its products and services. In spring the company introduced EGYM Genius, an AI-based software that creates fully automated, personalized training plans tailored to each facility’s equipment. EGYM says it will use the new funding to expand its wellness network and further develop its digital solutions, smart strength equipment and other tech-enabled products. EGYM builds connected gym hardware, companion software (apps and diagnostics) and operates Wellpass, a corporate health network. Its product suite spans its own equipment plus software that works with other connected fitness machines. Wellpass has more than 2.5 million users and grew 100% in the reported period. The company reported $130 million in revenue in 2022, growing 70% year-over-year, and expects to double overall revenues to $260 million in 2023 while becoming profitable. Hardware now accounts for roughly 25% of revenues and about 16,000 gyms use EGYM products; 11,500 of those are part of the Wellpass network. EGYM is developing an AI-based personal trainer (not yet rolled out) and expects to further personalize its services over the next two years. EGYM builds connected smart sports equipment sold to fitness studios and other facilities, not to private customers. Its machines integrate with EGYM’s digital products and with third-party fitness wearables and cardio devices. Prior to the pandemic the company had raised over $100 million and was headed toward an IPO. The coronavirus crisis forced major cutbacks, including laying off 100 of its roughly 420 employees. To help it survive the lockdowns, EGYM has secured new funding of €28 million from existing backers. The company intends the capital to support operations through the pandemic-related disruptions. Founded in Munich in 2011, eGym builds both hardware and software: fully connected electronic strength machines, mobile apps for tracking fitness metrics, and the eGym One cloud platform. The cloud platform aggregates data from connected machines, wearables, apps, and other gadgets and is gym-supplier-agnostic, working with Life Fitness, Precor, and Matrix Fitness. While eGym does offer its own equipment, its platform integrates with third-party machines. Prior to this round the company had raised $60 million in equity and around $28 million in debt, and it acquired Netpulse last year. With the new funding, eGym plans to expedite international expansion aggressively, with a particular focus on the U.S. and the corporate health market. The company intends to leverage investor expertise to drive U.S. market entry and scale outcomes-focused fitness offerings. eGym builds cloud-connected strength machines plus companion cloud software and mobile apps for gym users and trainers, branded as the eGym Cloud. The system uses wristband recognition and workout data to deliver evolving, personalized training plans and immediate analytics to reduce member churn. Customers are gym operators such as Fitness First, Injoy and Reebok; eGym says 1,000 of Germany’s 6,000 gyms use its products since its 2012 launch. In the past two years the company expanded into more than half a dozen other European countries. eGym plans to use new capital for further international expansion and is eyeing a U.S. launch. The company is based in Munich and was founded in 2012.
- LoopMe
Led · Equity · Jan 2022
LoopMe is an outcomes-based mobile advertising platform that leverages AI and machine learning to optimize media campaign delivery in real time and drive measurable uplift in brand metrics. Its services run across mobile, connected TV (CTV), digital audio, digital out-of-home and other emerging digital channels, and its clients include agencies and brands such as dentsu, Publicis, WPP, Omnicom, Pepsi, Microsoft, Sony Pictures, Hyundai/Kia and WarnerMedia. The platform emphasizes performance on brand lift, purchase intent, consideration, footfall and sales while operating without the need for personal identifying data. Founded in 2012 and headquartered in the UK, LoopMe maintains global offices including New York, Boston, Atlanta, Chicago, Detroit, San Francisco, Los Angeles, Toronto, Singapore, Dnipro (Ukraine), Japan and Hong Kong. Financially, LoopMe estimated nearly $100 million in gross revenues for full year 2021 and has achieved approximately 50% annual revenue growth over the past three years, with the majority of revenues now coming from the United States. The company plans to accelerate international expansion (including Japan) and introduce new products around data and measurement. LoopMe offers AI-driven brand advertising solutions that use mobile data and an analytics suite to optimize ad campaigns for metrics such as purchase intent, store visits and sales. The company began in 2013, initially testing an “ad inbox” concept before pivoting to mobile video ads and AI-driven retargeting. In 2015 LoopMe raised $7M to support expansion after the pivot. Its analytics tools are aimed at brands planning across the marketing mix and understanding customer audiences. Customers include Norwegian Air, Jockey, Ben & Jerry’s, Microsoft and Audi, and the platform runs campaigns across the US, Europe and Asia. The company recently secured additional capital to further develop the platform and expand in the US market. LoopMe develops PurchaseLoop, an AI-driven product that learns how people feel about and react to advertising and adapts ad experiences based on individual feedback. The company has run PurchaseLoop campaigns for Microsoft, Honda, Heineken (Birra Moretti), Airbnb and Disney. Led by CEO and co-founder Stephen Upstone and based in London, LoopMe intends to use the new funding for global growth and continued investment in its AI technology. Since its previous round in 2015 the company reached profitability for the full year 2016, more than doubled sales revenue and team size, and opened offices in Los Angeles, Bangalore, Johannesburg and Moscow. Expansion was set to continue in 2017 with planned openings in Amsterdam, Singapore and Chicago. The company has raised a total of $17M to date. LoopMe provides an AI-driven platform for automatic, real-time retargeting and optimisation of mobile video ad campaigns. Its technology replaces manual ad-operations work to make data-driven decisions across all mobile video advertising formats. The startup says it has reached profitability, which has enabled expansion and a series of senior hires globally. It recently opened operations in Paris and Berlin. Founded in 2012 by Stephen Upstone (CEO) and Marco van der Bergh (CTO), LoopMe has grown to 70 staff, including 30 engineers, with teams across the US, UK, China, Dubai and Ukraine. Clients include Apple, Adidas, Unilever, Coca Cola, Microsoft and Jaguar. LoopMe provides brands with a social mobile advertising platform that lets consumers share and add votes (“like” and “stop”) to adverts. The platform enables social discovery of ads on smartphones and tablets. The company is led by CEO Stephen Upstone and CTO Marco Van de Bergh and employs 30 people at its London headquarters. LoopMe closed a $3M funding round to support growth. It intends to use the funds to accelerate recruitment, expand in the US and Asia, and continue developing proprietary artificial intelligence and social discovery technology.
- Ultraleap
Participated · Series D · Nov 2021
Ultraleap builds mid-air haptics and hand-tracking systems that use ultrasound to replicate touch, a technology demonstrated at TechCrunch Disrupt in 2017 and originating from CEO Tom Carter’s postgraduate research. The company merged with Leap Motion to combine hand tracking with mid-air haptics and has developed a fifth-generation hand-tracking platform called Gemini. Gemini is already integrated into multiple platforms and third-party hardware, including Qualcomm’s Snapdragon XR2 chipset and Varjo’s VR-3 and XR-3 headsets. Ultraleap is working with commercial customers such as PepsiCo and Lego for public interfaces and with automakers including DS Automobiles and suppliers like Hosiden for in-cabin experiences. The company plans to take Gemini to different operating systems, increase investment in tooling and R&D, and enable developers to expand applications across XR, automotive, and out-of-home use cases. Ultraleap recently raised an $82 million Series D to accelerate those efforts, citing metaverse interest and the pandemic-driven shift toward touchless interfaces as fundraising drivers. Ultrahaptics develops mid-air touch technology that projects ultrasound-driven tactile sensations using proprietary algorithms and supporting hardware. Founded in 2013 and based on technology developed at the University of Bristol, the company enables users to feel and interact with virtual objects and controls via freehand gestures. It is engaged with blue-chip customers across automotive (including concept vehicles with Bosch and Harman), digital signage, location-based entertainment, industrial controls, medical interfaces, VR games and AR/VR enterprise applications. The company also supports the international academic community through a program designed to enable additional haptics research and development. Ultrahaptics raised £35m ($45m) in a Series C and intends to use the funds to further develop and commercialize its haptic technology in next-generation user interfaces and experiences. Led by CEO Steve Cliffe, the company is positioning for broader commercialization across key verticals. Ultrahaptics develops a platform that uses ultrasound waves to construct 3D, touchable sensations in mid-air, enabling users to flip invisible switches and turn dials without physical contact. The company positions the technology as a solution for VR/AR input and is exploring integrations both as an attached headset device and as a tabletop experience. A major commercial focus is automotive: Ultrahaptics is working with partners to embed its haptics into car dashboards for gesture-based controls. The company currently offers a Touch development kit for developers and plans a quarter-based update to provide a library of sensations for integration. Ultrahaptics is still early in finding widespread use cases but is actively seeking customers across industries. Financially, the company recently completed a Series B and has raised nearly $40 million to date. Ultrahaptics is a Bristol, UK-based developer and licensor of mid-air haptic technologies. The company's core product uses ultrasound to project tactile sensations through the air so users can feel touch-less buttons, receive feedback for mid-air gestures, or interact with virtual objects without wearing or touching devices. Led by CEO Steve Cliffe and CTO Tom Carter, Ultrahaptics develops and licenses its mid-air haptics technology to partners. The company raised £10.1m in a Series A funding round, bringing total funding to £11.3m to date. Ultrahaptics intends to use the funds for continued development of its ultrasound-based technology. Ultrahaptics has developed ultrasonic free-space haptics technology that creates the sensation of touch in mid-air by projecting ultrasound. Users can hold their hand over ultrasound speakers to feel virtual objects and operate switches and buttons. The company says the technology can be applied to a wide range of interfaces and is already engaged with key partners in multiple markets. Management describes the innovation as disruptive to how people interface with technology and sees near‑term work on broadening application areas. Financially, Ultrahaptics is receiving grant support to advance commercial development and applications. The company is based in Bristol, England.
- Graphcore
Participated · Series D · Feb 2020
Graphcore builds AI infrastructure and hardware aimed at supporting advanced AI workloads. The company has entered a strategic investment partnership with SoftBank, which invested $450 million. As part of its growth plan, Graphcore is expanding globally and opening a new AI campus in Bengaluru, India. The partnership with SoftBank is described as intended to advance research toward artificial general intelligence (AGI). The article does not provide revenue, user, or other operating metrics.