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.” — Jamie Campbell

Emily Bullman


Emily is based in East London with a menagerie of animals (two dogs, three cats). Her background is in investment (private equity) and banking (HSBC, leveraged finance). During the pandemic, she set up a food charity in her local area to provide food and support for more than 600 vulnerable people a week.

meet Emily

Why did you choose True?

I wanted to work for a specialist in the consumer industry and for a firm I genuinely believed could add value to the businesses it invests in.

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

I go shopping for exciting new brands and give them some money and support to help them grow.

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

I love speaking to so many amazing founders about the innovative concepts and brands they have developed; it’s very inspiring. I do dislike some of the admin — who doesn’t?

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

It would have to be Planera. I’ve been so inspired by their innovative technology to help reimagine a legacy category with a high-performing, experience-enhancing and sustainability game-changing product.

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

My mum — she started her own craft business with her best friend when I was ten and I’ve loved watching (and being a small part of) their growth story. They’ve done an amazing job of juggling motherhood and business, and her entrepreneurialism has always inspired me to want to work with early stage brands to support their growth ambitions.

true cv

Emily’s expertise at True:

True stories featuring Emily


True invests £1m in D2C luxury bedding business Bedfolk

True has invested one million pounds in premium direct-to-consumer bedding brand, Bedfolk. The funds will be used to expand the Bedfolk collection and add new product lines, as well as to invest in talent and marketing.

view story


Fluus: Investing for a more sustainable future, one flush at a time

As sustainability moves further up the agenda, more and more consumers are growing tired of carrying the burden of responsibility when it comes to ‘doing the right thing’ and are increasingly pushing back on brands to demand they take sustainability further. Given 88% of consumers across the US and UK want brands to help them be more eco-friendly in their everyday lives, legacy ‘essentials’ categories such as personal care and cleaning are also beginning to experience and drive disruption.

view story

relevant people

Aarthi Thangavel

Associate, Innovation

“Aarthi is fantastic to work with — she is super friendly, helpful and engaged in everything she is part of. I particularly appreciate her getting involved in our Growth deal flow meetings to ensure we’re well joined-up across True.”

Aarthi Thangavel