Our purpose is to reimagine business

We’re reshaping business as a force for positive change, showing the world a better way to succeed. We help companies revolutionise how they work and what they do — always reaching for a better way.

Video background
Spinning text wheel

Will and I are delighted to have found an investment partner that slots in so naturally to our company. The team at True seemed to get us and the Sneak brand straight away. They place people and culture at the top of the priority list, which was highly important to us and overall, they seem very different, and more human, to how we’d imagined private equity investors to be. We’re really excited to have True alongside us for this next phase of our journey.

Jonny Teeling, Co-founder, Sneak

The team at True were early believers in our vision and became our very first investors. They’ve supported us with funding, sound advice and introductions to major retail brands and to growing businesses such as Ribble from their portfolio.

Ger O’Meara, CEO, Spirable

We are the innovators of the investment industry.

We turn small consumer businesses into bigger ones, and help big businesses become greater through investment, support and strategic innovation.

If we believe in a brand, there’s nothing we won’t do to ensure its success. That includes sharing our offices, our insight, our network and our funds. We believe in joining brands for collaboration rather than competition, connecting our extraordinary network of companies to one another to create new and unprecedented ideas.

We’re B Corp registered, which is hard to find in our line of work — and we’re driven by people first. Everything we do is about finding new ways to grow businesses so they better serve the consumer and the world we all share.

view stories

Our unique business model

Our network builds powerful connections between early stage businesses, partners, investors and tech leaders. This model fosters collaboration that creates new opportunities — which helps everyone involved.

What makes True different?

We have three funds, but investment is only part of what we do. We accelerate startups, grow businesses and help industry giants exceed their potential by identifying opportunities for companies great and small to connect. This creates a collaborative community that gives our members an edge over the competition.

  • Opportunities to make meaningful connections and collaborations.
  • Access to insight and expertise from across the industry.
  • A sector-specialist team with great strategic insight.
  • Part of a like-minded community with a supportive mindset.


card image

Investment up to £5m

We invest in digital-first breakout brands — from pre-seed to Series A level — that represent the future of consumer behaviour. We also invest in the retail and consumer technologies which will enable that progress and disrupt the way business has been done to date.

card image

Investment up to £100m

We invest in consumer businesses that are changing the way people live. But finance — of up to £100 million from our largest fund — is only one part of what we offer them.

card image

Innovation services

Our innovation team isn’t made up of traditional consultants. Our people go above and beyond for the businesses in our network — we’ll introduce you to emerging technologies, companies and leaders, give advice based on actual experience and provide a whole range of services that will open up new industry worlds.

Meet the changemakers

card image

Our Live Network

Become part of our community of investors, advisors, non-exec directors, talent and start ups, and help shape the future of the industry. We have more than 8,000 companies sharing and collaborating through our platform — sharing solutions, ideas, technology, resources and creating new ways to grow their businesses. It’s a unique and special network that’s helped companies from across the sector innovate, together.

Sign up
card image

True House

Although True House is where you’ll find our team, it’s much more than a workspace. We’ve created a meeting point for all of the businesses in our ecosystem, and provide a dynamic environment for the exchange of ideas and resources. We’re based in London Victoria, and open to those with an idea or a plan to bring to the table.

Explore True House

True’s Founding Story

Matt and Paul had an ambition to reimagine the investment industry. They aspired to the kind of success in which everyone wins: the consumer, the company, the people and the planet. With zero private equity experience, they began their journey gathering investment from friends and business associates. Combined with their own money, they invested in and built alexandalexa.com. In 2011, they exited the business for over 4.5 times their investment, paving the way for True to be established in 2013.

Today, True is the only consumer and retail investment and innovation firm in Europe that bridges the world’s biggest consumer brands with the most pioneering tech start-ups in the industry, from both its Growth & Private Equity portfolio and its wider community.

This ‘live network’ and True’s unique business model feeds Matt and Paul’s passion — and their pursuit of a world in which what’s good for people and what’s good for profit leads us to make the same choices: To have built business the right way.

We’re a B Corp

We went beyond to make True B Corp compliant. We’ll make sure the visionary companies we work with — and everyone their work touches — will reap the benefits.

True House

True House

Come and meet like-minded founders and businesses at True House, our dedicated space for breakthrough consumer brands, innovative scale-ups, retailers and leaders. With deskspace, meeting rooms, a podcast studio, a bar and wellness suite, we’re looking forward to welcoming you.