Oscar King

Principal, Investment

“Oscar’s a delight to work with, he loves data and analysis but will always combine this with a smile to get the best result for everyone.” —

Oscar King


Oscar joined True’s Private Equity team in 2017. He was part of the deal team that led our investments in Zwift, Hush and Sneak. He also provides support to our Growth team and helped with our investment in Fable. Oscar has a love of all sports, cooking and travel — and combines these passions whenever possible. Prior to True, Oscar graduated from the University of Bath where he undertook placements at Downing LLP and Adam Street Advisers.

meet Oscar

Why did you choose True?

True’s business model just seemed so simple … it was a bit of a lightbulb moment. The opportunity to add real value and help businesses grow through a specialist network felt like a win-win for everyone involved. I loved the idea of a self-fulfilling network that gets stronger and stronger as we partner with more brands.

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

We give money to people with ideas, and we help these people grow their ideas to create a better world.

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

Without a doubt, the best part of the job is meeting the amazing founders and hearing the passion that comes through when they tell us about their businesses. However, this does lead to not being able to back some of the incredible businesses we meet which fall outside our criteria. That, or when we can't keep the #gifts.

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

Video is the future and YouTube is the OG. In my eyes, YouTube is the idea that has single-handedly added the most value to my life. It is the ultimate chef, PT, DIYer comedian and everything in between.

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

[Insert YOUR name here] has been the most inspiring person I’ve ever met. (If you’re the founder of an exciting brand, play your cards right and this could be you ...)

true cv

Oscar’s expertise at True:

True stories featuring Oscar


True cycle challenge 2018

In 2018, True hosted its inaugural Cycle Challenge in Mallorca – helping to bring the annual fundraising total for our charitable partner Tommy's to more than £125,000.

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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.

view story

relevant people

Richard Brick

Director, Investment

“Rich’s vigorous passion for consumer brands and working with the teams that build them is infectious and always brightens the days of those around him.”

Richard Brick

Cameron Kanda

Analyst, Investment

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

Cameron Kanda