Your partner
in Growth

We found, fund & acquire consumer focused companies, deploying capital & expertise

YYX backs extraordinary founders and businesses, with relentless ambition to propel their ideas from inception to market domination

What We Do

YYX Capital is an investment firm founded by a team of successful investment professionals, digital executives and entrepreneurs.

YYX invests in early-stage Consumer-facing businesses, especially where it is aligned with our expertise in Direct to Consumer.

We are also interested in special-situations investing, where we acquire businesses that either show growth potential or require restructuring and turning around.

YYX have a full-time team of leading executives who routinely step in and operate businesses. This is our key USP enabling us to unlock value where others can’t, our team includes proven CEO’s, CMO’s, COO’s, CFO’s and HR Directors.

The firm is built on the Partners’ shared belief that deep domain knowledge and proven operating expertise at scale, combined with expansive talent and funding networks, are essential to support businesses achieving their full potential.

Everyone at YYX is aligned to the shared goal of creating value for our investors, with our own upside coming from the realisation of dividends or exits from our portfolio companies.

Our Investment Principles

It is in the early stages where YYX can have the greatest impact on our investments, leveraging our deep operational experience to their benefit. We back entrepreneurs with patient capital, and our structure provides us with the flexibility to keep investing our pro-rata share through all future funding rounds. Here are some of the attributes we look for:

Mission-led entrepreneurs with relentless drive, capable of empowering their growing teams.

Deep expertise in their chosen vertical and their hunger for continuous learning.

Courage and honesty are intrinsic to our beliefs and ultimately the people we choose to work with.

Evidence of a clear path to sustainable profitability.

Founders with high conviction but equally ‘coachable’ and open to developing their skillsets with us.

Ideas with structural barriers to entry.

Products that can scale internationally.

Our vision has a longer horizon

We invest in technology enabled companies at the early/formative stages of their life cycle

Taking a pragmatic approach and only investing in businesses that YYX and it's network can add material value to.

We learnt early on that success isn’t always driven by what you get right, but by mitigating what you get wrong!

Having amassed a team of accomplished entrepreneurs, operators and investors, we work closely with our portfolio companies to share insights and key learnings from our prior experience in building businesses.

We have a robust, tried and tested formula, where we can plug in all our experts and trusted service providers across the distinct pillars of a business to allow them to scale quickly and efficiently.

We view this proprietary element as our unique differentiator. Creating value from a zero base, with a hands-on approach, helps to de-risk our investment and maximize shareholder returns.

We like sound,
long term strategies

We back them with patient capital; we’re not a VC fund with set cycles. We pair the benefits of technology with conventional businesses to combine tech multiples with reliable revenues.

Branding & Marketing Support

Whilst we offer leading expertise across each pillar required in high growth companies, the most visible and significant value we add is around branding, brand building and marketing - both online and offline. Our team have created and elevated some of the largest and best recognised global brands of the last century.

Investment Range

We will invest on day one of a companies journey all the way through to maturity. Our investment decisions are not driven by the stage of a companies life cycle, but the opportunity and future prospects of growth.

Our Team

Current YYX Portfolio


Mahabis is a premium lifestyle brand built around its iconic slipper design. The company has sold over 1m pairs of slippers in over 100 countries. YYX acquired Mahabis in January 2019.

Carbon Theory

Carbon Theory is an FMCG skincare brand, that sells their charcoal and tea tree infused products, online and in-store across Europe & US.


Waldo is on a mission to deliver high quality daily contact lenses without the hassle or price tag

Straight Teeth Direct

Straight Teeth Direct™ is a direct to consumer teledentistry platform that connects users to online dentists globally enabling at home cosmetic teeth straightening with invisible aligners

Simba Sleep

Mattress e-commerce startup mastering the ‘simplicity of sleep’, perfect for all customers, uniquely harmonising science with experience.


An award-winning technology that enables the kids’ Internet. Used by hundreds of brands and content owners, SuperAwesome products provide safe digital engagement with almost half a billion kids every month.


Monese is a globally connected online banking platform, supporting a growing number of consumers and businesses with current accounts.


Contis provides end-to-end banking and payments solutions.

Near St

NearSt is a retail technology company building the world’s source of real-time local inventory. Their technology, NearLive, connects to any shop inventory system and turns raw stock into quality live inventory data, ready for the web.

CEO Testimonials

Norris Koppel

The firms extensive network and leverage across the FinTech sector, allowed Monese to accelerate growth from day one. Further to their tight knit support, I found it hugely beneficial to have a committed growth investor, that has backed the business from inception and contributed a substantial sum in every subsequent funding round up to our $60m Series B.

Dylan Collins

Sourcing talent has been YYX's biggest value add to SuperAwesome, tapping into their talent network has led to a series of key hires across our product and engineering team. I am hugely appreciative of their stewardship and brand-building ability. YYX have also been a key provider of trusted investment, including our Seed round.

Ashleigh Hinde

Utilising YYX's expertise building direct to consumer businesses was integral to Waldo's early traction. Not only did this allow us to realise the early wins, it has opened up new markets where the team have a demonstrable playbook for expansion that would otherwise have taken considerable time and trial/error to execute.

Who We Are

YYX Team

Michael Jackson

Michael Jackson


Chairman of Sage Group PLC and PartyGaming PLC

James Cox

James Cox

Managing Partner & Chief Strategy Officer

Founder of Simba Sleep and of Dynamic FX Hedging Fintech - trading $50bn+ P/M. Active early stage investor.

Julian Barnett

Julian Barnett

Managing Partner & Chief Investment Officer

Fund Manager of the Polar Capital Paragon Fund.

Deepak Kasthwal

Deepak Kasthwal

Partner & CFO

CFO of Ola Cabs and Co-Founder of Cleartrip.

Charlotte Harper

Charlotte Harper

Partner & CMO

CMO at Zoopla PLC, UK MD at and Advisor to Uber, Funding Circle, Transferwise.

James Maunsell-Thomas

James Maunsell-Thomas

Investment Partner

Co-Founder of Community Telecom, investment banker.

Oliver Horsnall

Oliver Horsnall

Investment Partner

Executive at Rosslyn.

Lewis Daniels

Lewis Daniels

Head of Customer and People

Apple, The Caudwell Group and Simba Sleep.

Tara O’Driscoll

Tara O’Driscoll

Director of Communications

Exposure and Baroness Lane-Fox.

Ivana NG

Ivana NG


Credit Suisse, INSEAD MBA, former entrepreneur.

YYX Branding, Marketing & Advertising Team

We have brought together a team of channel-specific marketing experts, giving our brands access to expertise over and above singular company budgets. Domain-specialist teams feed into our central brand and marketing function and are given ownership of the channel.

Sir John Hegarty

Sir John Hegarty

Founding Partner of Saatchi & Saatchi and Bartle Bogle Hegarty.

Mat Braddy

Mat Braddy

CMO at Just Eat PLC.

Charles Tourny

Charles Tourny

Simba, Decathlon and Just Eat PLC.

Darren Goode

Darren Goode

Elvie, P&G, Apple, L’Oreal, Sony, Paramount, Babylon and Liberty Global.

The YYX Ecosystem

The YYX ecosystem displays our over arching thesis, which is to centralise expenditure across the portfolio via our integrated technology platform. Whilst giving founders access to an armoury of value-added services and personnel, on-demand.

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