Stewarding family wealth for lasting impact.
Longcroft Capital is a UK-based private family office and consultancy. We invest our own family capital—not a fund—and pair it with hands-on support through consultancy and non-executive directorships to help leaders scale, raise capital, and engineer successful exits.
Our focus spans environmental innovation, technology, and FMCG, while remaining sector-open to ventures with the potential for positive, lasting change.
Alongside property, cash, and secured lending, we invest in and advise start-ups where disciplined governance and clear milestones can accelerate progress. The result is steady compounding and reputation-safe growth aligned to long-term family objectives.
Our Mission
We pursue enduring family prosperity through disciplined capital allocation, strong governance, and thoughtful risk management—managing a diversified portfolio and selectively investing in responsibly governed, innovation-led businesses to unlock durable, compounding value.
01
Collaboration
We believe in the power of teamwork. By fostering open communication and active partnerships, we work alongside founders to co-create strategies that drive success and innovation.
03
Integrity
We operate with honesty and transparency in all our interactions. Building trust is essential, and we commit to being ethical and accountable partners in every engagement.
02
Agility
In the fast-paced world of investing, adaptability is key. We embrace a flexible approach, enabling us to quickly pivot and respond to changing market conditions and emerging opportunities.
04
Empowerment
We are dedicated to empowering teams by providing them with the knowledge, resources, and support they need to take ownership of their business journey and make informed decisions.
Founder
James Longcroft
James Longcroft is an entrepreneur and consultant committed to sustainable innovation. He launched Choose Packaging, where he pioneered a widely recognised paper bottle and secured a successful exit to Hewlett Packard.
He went on to establish a family office, Longcroft Capital, supporting UK startups with investment, strategy, and growth. Having built and exited multiple ventures, James now mentors founders, helping them navigate challenges and scale businesses that create both profit and positive environmental impact.
