Hello, we’re True. We’re reimagining business through innovation and investment.

We come with a new perspective and a pioneering spirit. We’re ambitious; our goals surpass profit. We aspire to the kind of success in which everyone becomes a winner: the consumer, the company, the people and the planet. This is the future of business and we’ll all profit from it.

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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 start-ups and creating knowledge sharing and innovation wherever there’s an opportunity.

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Meet the changemakers

Our people are passionate about better business. Our deliberately diverse team works towards one goal: unprecedented commercial success, built in the right way.

our people

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.

Qianhui Yang, Investment Analyst

Having previously worked with True when at the John Lewis Partnership, I recognised the potential of the unique model that True operates and saw a team with huge ambition to grow something really special.

Archie Mason, Director, Innovation

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.

Cameron Kanda, Investment Analyst

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.

Serena McCutcheon, Head of People and Operations

A portfolio that excites us. Every day.

We work with brands that inspire us, shape consumers’ lives and create positive change the world over.

Our brands

True stories

events

Events, Reimagined

This October the team were finally able to meet in person for a few fun-filled days of getting to know each other — and our new brand — a little.

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news

True raises £40m, to invest in breakthrough consumer brands at first close of seed fund

True has completed the first close for its new seed stage fund - which covers pre-seed to Series A. We'll be investing up to £5m in exciting, innovative brands who are stretching the possibilities of digital and changing the retail and consumer landscape.

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news

True takes D2C clean energy drink Sneak to next level

True has acquired a majority stake in D2C zero sugar, energy drink business Sneak to help supercharge international expansion, build out Sneak’s distribution channels and support the business as it continues to disrupt the traditional energy drink market with its creative approach to marketing and ecommerce.

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