Claire Cherry

Principal, Investment

“Besides always being calm, collected, and a joy to work with, Claire has an incredible ability to identify the best opportunities in a market.” — Aarthi Thangavel

Claire Cherry


Claire has spent a decade working in Venture Capital — first at Calculus Capital, and then at True. She trained as a scientist before joining the industry, and now lives and breathes all things consumer.

meet Claire

Why did you choose True?

I wanted to work for a sector specialist investor.

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

Being a Dragon on Dragons’ Den — only it’s not my money I’m investing.

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

I love working with cool, high-growth startups and energetic founders. I hate saying no to so many businesses.

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

Shopify: It’s super easy, super slick and it’s revolutionising ecommerce.

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

Everyone around me in my personal and professional life; all the entrepreneurs I work with who are grafting every day.

true cv

Claire’s expertise at True:

True stories featuring Claire


True exits Spirable after a thrilling, and hugely fruitful, partnership

Global Sports tech and data company Genius Sports has acquired data-driven marketing tool Spirable. It marks the end of our thrilling partnership with the data-driven marketing tool - where we invested first, and worked collaboratively to create the rapid growth that brought about this exciting new chapter.

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True raises £40m to invest in breakthrough consumer brands at first close of seed fund

True has completed the first close for its new seed stage fund, which covers pre-seed to Series A. We’ll be investing up to £5m in exciting, innovative brands that are stretching the possibilities of digital and changing the retail and consumer landscape.

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True invests in Brawn

Brawn, the leading platform for strength athletes, has secured early stage investment from True along with a group of strategic private investors, including Nick Mitchell of Ultimate Performance, the leading global personal training brand.

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relevant people

Emily Bullman

Associate, Investment

“Emily is quick-witted and continuously hilarious. Her positivity makes her a joy to work with and a no-brainer for founders looking for investment.”

Emily Bullman

Richard Anson

Strategy Director and EiR

“Rich is incredibly smart. He has a very calming presence and is great at drawing you in. He has such vast experience with startups that he has some brilliant stories and learnings to share.”

Richard Anson