Cameron Kanda

Analyst, Investment

“Cam is a great character to have around — confident, humble, funny, and always eager to learn.” — Rich Brick

Cameron Kanda


Cameron was born and raised in Coventry, and studied Economics and Management at Oxford University. He worked in corporate finance and created an online content channel (alongside running a football club) before joining True in 2021.

meet Cameron

Why did you choose True?

A variety of reasons, but the main one was being blown away by the culture and how down-to-earth senior members of the team were. It’s a different way of approaching the industry we’re in, and this — coupled with the retail and consumer specialism — gave me real reason to be excited.

How would you describe your job to a five-year-old?

We help people sell things, and then we sell *them*.

What do you love most — and least — about your job?

I love the variety of finding and originating new and innovative businesses for us to help, as well as digging deeper into their problems and any risks they need to address. I don’t like being left unread by companies I reach out to.

Name an idea or company that reimagined a business or industry — one you wish you’d thought of.

Goal-line technology.

Which person or people helped shape and inspire who you are today?

The main people who shaped and inspired me are my parents and grandparents as they always strived to give us opportunities, despite any challenges and hardships they faced.

true cv

Cameron’s expertise at True:

Cameron started at True in 2021 and in his time worked across a number of projects across our portfolio brands, as well as working across our ESG workstreams. He also played a pivotal role in setting up the team’s Euro 2020 sweepstake.

True stories featuring Cameron


Events, Reimagined

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

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Becoming a B Corp – why it’s time to join the B Team.

We are deliberately a business which has a different approach and way of doing things than traditional businesses in our industry. From the outset we’ve believed that through our investments we can build better businesses which put people and planet on a level playing field with profit. We're proud of our B Corp Certification and we want more businesses to join us.

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Taking Sneak to the next level: why we invested in Sneak

Sneak is disrupting the energy drinks market, with a distinctively branded healthy alternative. We believe that Sneak has the creativity, brand power, product attributes, and founding team to continue its disruption of the UK energy drinks market and to grow internationally, both in the US and Europe.

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relevant people

Qianhui Yang (Q)

Analyst, Investment

“The most rewarding aspect of working with Q is that not only does she combine intellect with a desire to develop and learn, but also the fact that no task ever seems too big and is always greeted with a smile.”

Qianhui Yang (Q)

Kishen Pandya

Principal, Investment

“Cool as a cucumber, you’ll find Kishen calm and poised in the face of any challenges. He is great to work with as he loves being challenged and challenging others, which has led to some cracking ideas and solutions. Also as a natural team player, you can always count on him!”

Kishen Pandya