Mercurius Media Capital backs LifeSafe with USD $1.5m
Mercurius Media Capital has invested USD $1.5 million in LifeSafe Technologies, marking the fund's first investment in fire safety technology.
The funding will support direct-to-consumer media campaigns in the US as LifeSafe expands sales of its household fire safety products. Mercurius Media Capital is a US media-for-equity fund that takes stakes in consumer businesses in exchange for advertising inventory.
LifeSafe, a UK-based fire safety technology company, is best known for its StaySafe All-in-1 consumer product. It has sold more than one million units in the US since 2022, without any large-scale investment in the market.
The product is designed as an alternative to a traditional fire extinguisher and is marketed for use across ten fire types, including cooking oil, electrical and lithium-ion battery fires. LifeSafe describes the unit as non-toxic, environmentally friendly, and free from training or maintenance requirements.
US expansion
LifeSafe is also expanding its consumer range with PanSafe for kitchen cooking fires, StaySafe Lithium for small lithium fires, and a larger 600ml All-in-1. Together, the products target what it describes as the most common fire scenarios in homes.
Mercurius Media Capital focuses on consumer categories where demand exists but no single brand has established a leading position. It sees fire safety as a large US consumer market where brand recognition remains weak despite widespread household product ownership.
According to information released with the deal, the wider fire and life safety protection services market is worth more than USD $150 billion. At the consumer level, the market remains fragmented, with no dominant brand, creating an opening for companies seeking to build national recognition.
Mercurius Media Capital launched with more than USD $200 million in media capital commitments, including optional capital, and has deployed nearly USD $30 million across its portfolio. Co-founded by Satyan Gajwani and Piyush Puri, the firm uses media inventory rather than cash as its main form of growth funding.
Its model gives portfolio companies access to television, digital, and out-of-home advertising while preserving cash. The LifeSafe deal extends that approach into a new category as the fund looks to build consumer-facing brands in sectors with strong demand but limited engagement.
"We look for categories where demand is universal but consumer engagement remains underdeveloped. LifeSafe has built strong product-market fit and commercial momentum, and our role is to deploy media capital to accelerate awareness and build a leading consumer brand," said Piyush Puri, Founding Partner of Mercurius Media Capital.
For LifeSafe, the agreement is intended to raise its profile in the US after early sales traction. The company operates across consumer, wholesale, and industrial channels internationally and also develops fire-extinguishing fluids for professional and commercial use.
Interest in products that address lithium-ion battery fires has grown as the number of battery-powered devices in homes has increased, including e-bikes and consumer electronics. LifeSafe has identified that risk as one factor supporting demand for broader household fire protection products.
Chief Executive Dominic Berger said LifeSafe's US strategy builds on previous television-led sales. "When consumers see the StaySafe All-in-1 in action, they buy it. All our television activity to date has driven significant sales, and we are confident that this investment by MMC will supercharge our U.S. sales and brand development and provide the platform for worldwide expansion. We believe every home, car, boat, RV, school, hotel, and office should have one, as all big fires start small. We hope to become the WD-40 of fire extinguishers - easy to use, effective first aid for fire - with a mission to save lives."