Surff offers a new way for brands to track decision making, where AI is changing ecommerce

A entrepreneur who has previously co-founded and sold whocanfixmycar.com has launched a new business with hopes to shake up the digital commerce market.

Former investment banker Ian Griffiths has already attracted investment from Mercia Ventures for Surff. He has developed the platform which he says is built on the premise that the most valuable data on the internet isn’t clicks or impressions – it’s decisions.

Current measurement systems can show when a user visited a page, but can’t see what they compared it against, what was shortlisted or why they ultimately chose one option over another. And as AI agents are increasingly carrying out decision-making on behalf of consumers, and with a shift away from third party cookies and tightening privacy rules – Mr Griffiths says existing analytics methods are breaking down.

Surff captures consented browsing behaviour and structures it – using AI – into anonymised, aggregated intelligence that gives sellers a clearer view of how customers actually decide. It covers multiple domains, rather than “walled gardens” – the closed systems that control user data – and last-touch attribution, which assigns 100% of the credit for a conversion to the final interaction a customer has.

The concept is also built so that online shoppers can share in the value of the data they create. Users opt in, and can control what they share, while earning 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.

“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.”

Mr Griffiths co-founded whocanfixmycar.com in 2011, before it was sold in 2023. It works with thousands of garages on a no win, no fee basis where drivers specify a service or repair and receive estimates from providers near to them.

The business attracted investment from Active Private Equity and former RAC chairman Sir Trevor Chinn. With Surff, this is the second time that Mercia has backed Mr Griffiths, who now hopes to build a larger funding round.

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Penarth Commercial Properties were advised by Tide Advisory and Fletcher Morgan

Three property deals has been struck at the automotive hub on Penarth Road in Cardiff.

Penarth Commercial Properties, following a strategic review of its assets, has let a prime roadside unit to Kwik Fit, strengthening the operator’s South Wales presence.

It has also sold the freehold interest in the former Transit Centre to Buy & Go Cars, which is establishing a new flagship site in Cardiff.

The third deal has seen the sale of the Fordthorne business and adjoining land to Arnold Clark, with the group acquiring the site and existing Omoda and Jaecoo operations.

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The transactions underline continued investor and occupier appetite for prime automotive locations, with Penarth Road remaining a key focus for operators expanding in South Wales.

Penarth Commercial Properties were advised by Tim Carr of Tide Advisory, who carried out the negotiations and lead the transactions through to completion. The Cardiff office of property advisory firm Fletcher Morgan marketed the properties.

Matthew Jones, director at Fletcher Morgan, said: “These transactions demonstrate the continued depth of demand for well-located roadside and automotive assets in Cardiff. Penarth Road remains one of the city’s most active corridors, and we are pleased to have delivered a strong set of outcomes for our client.”

Roger Pugsley, chief executive of Penarth Commercial Properties, said: “This programme was driven by a clear strategic mandate. Tim Carr of Tide Advisory led the restructure and defined the execution strategy, which Fletcher Morgan then helped deliver effectively in the market. This leaves Penarth Commercial Properties well positioned to expand its commercial property investments in the region.”

England’s water security is heading for a serious squeeze, and the bill for inaction will land squarely on the desks of farmers, food producers, manufacturers and the wider small business community.

That is the blunt message from a cross-party House of Lords committee, which on Thursday 21 May publishes a report warning that the taps risk running dry unless the Government moves quickly to capture, store and reuse more of the rain that already falls on these islands.

In Surviving drought: reclaim the rain, the House of Lords Environment and Climate Change Committee argues that climate change, a growing population, leaky Victorian pipework and thirsty industries are pushing the system towards a tipping point. Britain, the peers note, is not actually short of rainfall. The problem is that far too much of it is wasted, washed straight into rivers and the sea rather than held back for the dry months that climate science now tells us to expect with growing frequency.

The figures the committee cites are arresting. If ministers fail to act, public demand for water could outstrip supply by five billion litres every day by 2055, the equivalent of around 2,000 Olympic swimming pools draining away unmet each morning. That projection sits in line with the Environment Agency’s own National Framework for Water Resources, which has previously warned of a shortfall of similar scale unless leakage is cut and new sources of supply brought online.

A warning aimed at Whitehall, but felt on the shop floor

Baroness Sheehan, who chairs the committee, says the experience of the 2025 drought should serve as an early warning rather than a one-off. “Climate change is increasing the risk of drought through a combination of hotter summers and heavier winter rains, making the capture and storage of rainwater increasingly important,” she said. “We have already had a dry start to this spring, so it is critical that action is taken now to prepare for serious drought conditions, particularly as we enter a reported El Niño year.”

Forecasters at the Met Office have signalled a likely return of El Niño conditions from mid-2026, raising the probability of hotter, drier summers. For SMEs already nursing tight margins through a sluggish economic recovery, another summer of hosepipe bans, abstraction restrictions and stressed supply chains is the last thing the order book needs.

That much was clear last spring, when Business Matters reported on how drought conditions had begun hitting UK crop production, with reservoirs running low and farmers warning of early yield losses after the driest spring in 69 years. A year on, the peers say the lesson has barely been absorbed.

Four areas where ministers are urged to move

The committee’s recommendations sit in four broad buckets, each of them with direct read-across to the boardroom.

First, the peers want a proper grip on the numbers. That means better drought monitoring and impact data, and a full environmental and economic assessment that weighs the cost of doing nothing against the long-term value of building resilience. Without that, the committee argues, capital spending decisions on reservoirs, transfer schemes and demand-management measures will continue to be made in the dark.

Second, the report calls for a whole-of-society push on demand. Awareness campaigns, tougher water-efficiency standards in new homes, and incentives for water reuse and rainwater harvesting all feature. For the SME estate, this is likely to translate into firmer expectations on water-using appliances, fittings and processes, particularly in hospitality, food and drink and light manufacturing.

Third, the committee zeroes in on sectors that rely on direct abstraction from rivers and aquifers. It urges ministers to make it easier for farms, golf courses and other appropriate operations to build local resource reservoirs, and to introduce more flexibility into the abstraction licensing regime so that catchment-based water projects can scale. For the rural economy, that flexibility could be the difference between a viable harvest and a written-off crop.

Finally, the peers want emergency planning brought up to date. They are asking the Government to publish a prioritisation plan for severe drought by autumn 2026 at the latest, alongside a wider rollout of nature-based solutions, from wetland restoration to sustainable urban drainage, in both town and country.

Why this is a balance-sheet issue, not just an environmental one

The temptation in many quarters will be to file this report alongside the broader stack of climate warnings. That would be a mistake. Water is an input cost like any other, and one that the City is only now starting to price properly. Investors, lenders and insurers are sharpening their interrogation of corporate exposure to physical climate risk, and water scarcity sits near the top of that list for any business with a meaningful UK footprint.

The point was made forcefully in a recent Business Matters opinion piece arguing that the UK economy risks collapse without urgent investment in nature, with the financial sector urged to wake up to the fact that nature loss and water stress are no longer fringe concerns but central to long-term economic stability.

There is also a competitive angle. UK SMEs are, on the whole, ahead of the curve on sustainability, with Business Matters previously reporting that nearly two-thirds of small firms are taking practical steps to cut their environmental footprint. Those firms that have already invested in water-efficient kit, leak detection and on-site capture should find themselves better placed if regulatory pressure tightens, as the Lords clearly want it to.

The bottom line

Baroness Sheehan is unequivocal in her closing remarks: “Water is the foundation of life itself. The Government must act now to secure England’s most vital resource for the future and work with the public to ensure the taps don’t run dry.”

For business owners, the practical implications are already taking shape. Expect higher water bills in catchment areas under stress, tighter rules on abstraction and discharge, growing investor scrutiny of water risk in annual reports, and new commercial opportunities for firms offering harvesting, reuse and efficiency technologies. The smart money will not wait for Whitehall to catch up. The companies that get ahead of this curve, in much the same way that the best-prepared firms got ahead of net zero, are the ones likeliest to keep producing, serving and selling when the next dry spring arrives.

The peers have laid out the warning and the to-do list. The question now is whether ministers, water companies and businesses themselves are prepared to treat rainwater as the strategic national asset it has quietly become.

Amy Ingham

Amy is a newly qualified journalist specialising in business journalism at Business Matters with responsibility for news content for what is now the UK’s largest print and online source of current business news.

Newquay is one of five UK airports that have been identified as likely to benefit from the expansion

Heathrow Airport’s expansion plans could open the door to another direct connection to Cornwall, according to a new report. The research by Frontier Economics identified Cornwall Airport Newquay as one of five UK transport hubs most likely to benefit from restored connections to Heathrow, which is looking to build a third runway.

The analysis highlighted Leeds Bradford, Teesside International, Belfast International and Liverpool John Lennon Airport as other strong candidates for new domestic links to the London airport.