Surff secures investment from Mercia Ventures to launch its decision data platform.
The funding comes from Mercia Ventures to back the launch of the North East technology platform.
Surff provides a technology platform that captures consented browsing behaviour and applies proprietary AI to structure decision intelligence for brands. It is headquartered in the North East of England.
Surff has secured investment from Mercia Ventures to support its launch as a platform for decision data. Founded by Ian Griffiths, the company aims to rebuild analytics for digital commerce as AI agents reshape consumer buying journeys. The fresh capital will enable the team to develop its infrastructure layer in the North East of England, creating local jobs in the technology sector.
From the founder
"For two decades, the digital economy has been built on data that consumers generate but never benefit from. Surff exists to change that. We’re building the infrastructure layer for decision data – the missing signal that brands have lost as cookies disappear and agentic commerce replaces the buying journey. Consumers get to own and earn from the data they create. Brands get a clearer picture of how decisions actually happen. I’m especially proud to be building this in the North East, where the talent and ambition are world-class."
Ian Griffiths
Founder and CEO at Surff
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About the company
Surff
Surff operates as an infrastructure layer for decision data.