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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 startups and creating knowledge sharing and innovation wherever there’s an opportunity.


Meet the changemakers

Our people are passionate about better business. Our deliberately diverse team works toward one goal: unprecedented commercial success, built 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


To VC or not to VC… Exploring funding options

One of the most challenging times to raise funding is in the beginning, but luckily, there are many funding options available to early-stage startups. The current economic climate has intensified difficulties, and this is set to continue. But, raising from a VC isn't the only option, so we've laid out some other routes to consider.

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Investing in the power of sleep

As part of our Future of Health and Wellbeing pillar at True, we have been keeping a close eye on all things sleep. It’s time to wake up to sleep tech - read more on what we've dreamed up based on the latest products and services developed to help us fall asleep, stay asleep, or improve the quality of our sleep.

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The Retail Climate Challenge - The role of innovation and technology

Technology can be a powerful force in solving the many climate challenges we face, and the climate startup ecosystem is large and complex, covering a vast range of themes. Always on the hunt for the best tech out there, our Innovation team have taken a dive into some of the most notable and interesting, so read on to find out more.

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