The media-for-equity fund deploys $1.5M to bring LifeSafe’s consumer fire safety products to U.S. households through a national direct-to-consumer media campaign
Mercurius Media Capital (MMC), the first U.S.-based media-for-equity venture fund, today announced a $1.5 million investment in LifeSafe Technologies. The deal represents MMC’s entry into the fire safety technology sector, a category the fund has identified as one of the largest consumer markets in the U.S. with no established brand leader.
MMC invests media capital in exchange for equity, focusing on consumer categories where strong underlying demand exists, but no brand has established dominance. Fire safety is a clear example: a category present in virtually every American household, yet one where no single brand drives purchasing decisions. With over a million units already sold internationally, LifeSafe has validated consumer demand in the UK and U.S. for a modern alternative. MMC’s investment is designed to convert that demand into U.S. market leadership.
Most American households either lack a fire extinguisher or rely on outdated equipment that covers only a narrow range of fire classes, and emerging risks from lithium-ion batteries in EVs, e-bikes, and household electronics are compounding the problem.
LifeSafe, a UK-headquartered fire safety technology company, has sold over one million units of its flagship StaySafe All-in-1 in the U.S. since 2022, demonstrating clear consumer demand ahead of any large-scale U.S. investment. The StaySafe All-in-1 is easy to use, environmentally friendly, non-toxic, and covers ten fire types in a single compact, unique plastic unit, including cooking oil, electrical, and lithium-ion battery fires, and requires no training or maintenance. The company is now extending its product range, which will include PanSafe for kitchen cooking fires, StaySafe Lithium, a device specifically tuned to tackle small lithium fires, and a larger 600ml All-in-1. Together, the four products address the most common fire scenarios in American homes.
“We look for categories where demand is universal, but consumer engagement remains underdeveloped,” said Piyush Puri, the Founding Partner of Mercurius Media Capital. “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.”
“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,” said Dominic Berger, the CEO of LifeSafe Technologies. “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.”
For more information please visit: https://www.lifesafetechnologies.co.uk/
