Venture Capital Initial Investments up to £2m

What we're looking for: Our Venture Capital Investment Thesis

We back mission-driven entrepreneurs building a better and more sustainable future at the forefront of consumer behavioural and technological change.

Built on the strength of True's network and expertise, our focus includes B2C and B2B business models, across Consumer (Tech & Products), Retail Tech and Sustainability Tech.

Our early-stage VC fund focuses on Pre-Seed to Series A, investing up to £2m initially and reserving capital to re-invest in the most promising companies.

Our relationship with True has been invaluable, in many ways. Significantly, it was through talks with True’s corporate partner John Lewis & Partners that led us to signing our first enterprise account, and more have followed since. The team are always on hand to help, whether that’s through sharing insight on market trends and the retail and consumer industry landscape or supporting our fundraising efforts. I’ve enjoyed getting to know the True team and enjoy working with them so I’m delighted they remain stakeholders and genuine advocates of Unmind.

Dr Nick Taylor, CEO & Co-founder of Unmind

We love being part of the True family, where all brands are consumer-first and planet-centric. True are supportive of our mission and support us as co-founders to grow, within a community of founders working hard to do good.

Dr Olivia Ahn, Co-Founder of Planera

True has really aligned with our vision of materializing the future. As an early stage tech-bio materials startup, True has balanced both our technology milestones with our go-to-market strategy. They have helped with introductions to innovative brands and speaking opportunities, which have broadened our exposure to a wider audience. With their support, we've been able to push boundaries and create a positive impact in the beauty and personal care industry.

Insiya Jafferjee, Co-founder of Shellworks

Book your slot

Office Hours

Are you an entrepreneur on a mission? Do you have a great idea, business or product? Do you have questions around Venture Capital funding?

Then book yourself in for an Office Hours session with our Venture Capital team at True. Whether you want to know how to build a winning pitch deck, how funding round structures work, and everything in-between, our Venture Capital team have a wealth of experience investing in and partnering with a wide range of exciting retail and consumer business from D2C through to tech.

True Investment stories


UK startup Jitty raises $2M to build AI-driven home search platform

Jitty, backed by former Deliveroo employees, aims to revolutionize home buying with its comprehensive suite of AI-powered tools. True invests in Jitty out of its VC fund.

Read more


Investing in the Future: Pulse Check on the VC Landscape

Our VC team have been immersed in the vibrant European start-up and VC ecosystem, attending three major conferences over the past couple of weeks. While Mike represented us at SuperVenture in Berlin, Joe and Michanne were actively involved in London Tech Week (LTW) and VivaTech in Paris.

Read more