Hello, we’re True. We’re reimagining business through advisory and investment.
We come with a new perspective and a pioneering spirit. We’re ambitious; our goals go beyond profit. This is the future of business and there's no turning back.
A unique model for investing, innovating & growing
We work closely with our community of founders, entrepreneurs, leaders and experts from across the full consumer world, adding value to their businesses. We don’t just invest; we find imaginative ways to enable change. How? By setting up collaborations between the giants and innovators of the consumer and tech industry, supporting startups and creating knowledge sharing and innovation wherever there’s an opportunity.
Meet the changemakers
Our people are passionate about better business. We work toward one goal: unprecedented commercial success, built the right way.
The culture and people are the best thing about True. I always think about how lucky I am to have been able to start my career at True with people who genuinely care about my personal and professional growth.
I wanted to join True because it’s a different way of approaching the industry we’re in, and this coupled with the retail and consumer angle gave me real reason to be excited.
I wanted to be a part of True because we’re building something in a company that shared similar ideals to myself. I was looking to find a common goal and I instantly knew from meeting Matt and Paul that I liked them, wanted to work with them and be on the True journey.
A portfolio that excites us. Every day.
We work with companies and brands that inspire us, shape consumers' lives and create new opportunities the world over.
True stories
News
Kotcha raises €3.5 million to make world-class coaching accessible to every runner
French startup Kotcha, co-founded with marathon legend Eliud Kipchoge and the NN Running Team, has raised €3.5 million to make world-class coaching accessible to every runner. Using AI to recreate the athlete–coach relationship, Kotcha delivers adaptive, personalised guidance at scale.
News
Pinpoint Raises $2.5 Million to Grow Leading Social Operating System for Brands
We’re excited to announce our investment in Pinpoint, who’ve just raised a $2.5M Seed round to help brands convert social attention into measurable growth.
News
Castore and Apparel Brands Announce Strategic Partnership
Castore, the premium performance sportwear brand and Apparel Brands have announced a five-year partnership commencing in 2026, with Apparel Brands taking on the license to develop, manufacture and distribute Castore-branded socks and underwear across the UK and Europe.