Newcastle entrepreneur Ian Griffiths, who previously co-founded and sold whocanfixmycar.com, has launched a new online decision-tracking business called Surff. The platform aims to transform how brands understand consumer decision-making in the rapidly evolving ecommerce landscape.
From Investment Banking to Entrepreneurship
Former investment banker Ian Griffiths has secured investment from Mercia Ventures for Surff. The platform is built on the premise that the most valuable data on the internet is not clicks or impressions but decisions. Current measurement systems can show when a user visited a page, but they cannot reveal what the user compared it against, what was shortlisted, or why they ultimately chose one option over another.
Addressing the Challenges of Modern Analytics
As AI agents increasingly carry out decision-making on behalf of consumers, and with a shift away from third-party cookies and tightening privacy rules, Mr Griffiths argues that existing analytics methods are breaking down. Surff captures consented browsing behaviour and structures it using AI into anonymised, aggregated intelligence. This gives sellers a clearer view of how customers actually decide, covering multiple domains rather than relying on walled gardens or last-touch attribution.
Empowering Consumers and Brands
The concept is designed so that online shoppers can share in the value of the data they create. Users opt in, control what they share, and earn rewards directly from the brands that benefit. Mr Griffiths, founder and CEO of Surff, said: '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.'
Building in the North East
Mr Griffiths added: '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.'
Previous Success and Future Plans
Mr Griffiths co-founded whocanfixmycar.com in 2011, which was sold in 2023. The business worked with thousands of garages on a no win, no fee basis, where drivers specified a service or repair and received estimates from nearby providers. It attracted investment from Active Private Equity and former RAC chairman Sir Trevor Chinn. With Surff, this is the second time Mercia has backed Mr Griffiths, who now hopes to build a larger funding round.
