Innovation, reimagined

We’re always asking if there’s a better way — for businesses to grow, create change through technology, and achieve more meaningful success.

Spinning text wheel

Finding a better way.

Our dedicated innovation team relentlessly drives positive change. Through our unique business model and live network, we build and connect businesses and brands — identifying opportunities for growth, change and real consumer progress. Our team’s expertise spans innovation and strategy consulting, design, business operations, investment, finance, marketing, branding and technological leaps that help businesses change exponentially.

True are immersed in our business. They’re likeable and approachable with a strong relationship focus.  We are a very people centred business and these guys won us over. They are smart, understand the industry very well and care strongly about what they are doing.

Matt Houston, Group Digital & Strategy Director, Primark

We have worked closely with True for several years. Their model, values and experience mean that their perspective on the industry and how innovation is driving change is unique; as such they have added value across many different areas of our business. Their collaborative approach means they understand what is right for our brand, customers and Partners, which is key to success for us.

Ross Avery, Director of Strategy at John Lewis Partnership

Our partner offering

We work closely with our partners to find growth opportunities across their businesses. We innovate for real, tangible benefits to the bottom line — and to the consumer.

Shaping the future

  • Strategic advice to help your business innovate.
  • A unique market perspective.
  • Expert consumer and technological insights.

Unlocking the possibilities of new technology

  • Innovative partnerships.
  • Best-in-class technology.
  • Equipping businesses to shape the future.

Creating innovation in products, services and ventures

  • Innovation strategy.
  • Venture building.
  • New product development.

Investing in the future

  • Bespoke fund.
  • Corporate venture capital.
  • Investment advice.

Insight Reports

True Insight Reports are the culmination of 12-week research sprints into topics of core interest to our brands across portfolio and Partners. True’s unique position in the markets gives us unprecedented insight into technology markets across the capitalisation spectrum so that we can understand developments at the edge of innovation and their relative maturity. By adopting a holistic view of an entire vertical, we help our portfolio build their knowledge and shine a spotlight on technology companies & teams that are excelling.

Our technology partners

We bring market-leading tech companies to our Live Network through strategic partnership that create value for all parties, as well as materially-accelerated growth:

  • Supporting geographical expansion
  • Introductions to major corporates
  • Introductions to portfolio businesses
  • Supporting customer retention and new product upsell
Become a tech partner

Trusted by the world’s best companies

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Shell logo
John Lewis logo
M&S logo
TJX logo
Morrisons logo
Direct Wines logo
Primark logo
Johnson & Johnson logo
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Innovation Challenges

Our brands share a hunger to innovate; to anticipate and shape the future of their industries. To keep them equipped for tomorrow, we run Innovation Challenges across our Network, inspiring creativity and competition in pursuit of the next great leap.

View challenges

innovation stories


Transforming the Future of Food: Insights from True's "Reimagining Agtech" Event

Explore key insights from True's "Reimagining Agtech: Transforming the Future of Food" event, where industry leaders convened to discuss the urgent need for systemic change within our food systems. Delve into the challenges and opportunities identified in agtech adoption, the economic impacts of current practices, and the vital role of innovation and government support in shaping a sustainable future.

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Unpacking the Future of Retail: Key Insights from World Retail Congress

Our Head of Marketing, Danielle Le Toullec, dives into the key themes that dominated WRC this year, from embracing customer-centricity to the importance of innovative leadership, having a clear vision of transformation, championing innovation and sustainability, omnichannel strategies and AI's expanding role in retail.

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