Paul Cocker

CEO and Co-founder

“Paul inspires confidence and action in others through his pragmatic and positive ‘can do’ attitude, which he lives by daily.” — Liam Buswell

Paul Cocker


Co-Founder Paul is a proud Northerner, gradually coming to terms with raising three daughters in the Home Counties. Before founding True, he was an accountant, then a banker – but always an aspiring entrepreneur. Paul has sat on numerous digital and consumer companies’ boards and enjoys working alongside inspiring entrepreneurs and passionate management teams. Paul is driven by our wider purpose, particularly diversity and inclusion and he is determined to encourage change across the investment industry more broadly.

meet Paul

Why did you choose True?

I was never great at having a boss …

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

I help and encourage people to be better than they were yesterday.

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

I love the fact I care so much about what I do. I feel privileged to do what I do every single day. Even — or perhaps especially — when there is a crisis. There is nothing I dislike about my job, when something is going badly I work with the team to find a way to change it.

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

That’s a good question. It’s a cliché, but whoever came up with Apple’s Think Different campaign was having a good day at the office. The people referenced in that campaign all reimagined society for the better and that’s hugely powerful; much more powerful than reimagining just an industry or a business.

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

My mum, who grew up in a modest council house with my nan, grandad and four brothers, always taught me to work hard, do things the right way and to remember where I come from (good advice!).  But, probably the most influential person has been Matt. True has been an incredible journey so far and without Matt’s (occasionally questionable) relentless optimism, we would never have got to where we are today. The demands we as founders put on ourselves and the business mean that I am continually challenged to grow as a person, which is another reason I love what I do.

true cv

Paul’s expertise at True:

As CEO, Paul has overall responsibility for the firm; its strategic direction, our purpose, our people, our brands and our investments. Paul is uniquely positioned to have worked and connected with all our founders and management teams as well as our people.

True stories featuring Paul


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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True takes D2C clean energy drink Sneak to next level

True has acquired a majority stake in D2C zero sugar, energy drink business Sneak to help supercharge international expansion, build out Sneak’s distribution channels and support the business as it continues to disrupt the traditional energy drink market with its creative approach to marketing and ecommerce.

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True launches third PE fund: a huge milestone in our journey to reimagine PE.

Consumer specialists True scale their investment and innovation firm to more than £600m AUM in just five years – with the Covid downturn proving to be no barrier to performance.

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relevant people

Will Pearson

Managing Director, Investment and CFO

“Will is a strong and inspirational leader who joins commercial insight with operational expertise to drive value. This includes challenging convention to ensure our companies remain ahead of the competition.’

Will Pearson

Matt Truman

Executive Chair and Co-founder

“Matt is one of the most connected, energetic, smart and kind men in the investment world. Always helpful and forever three steps ahead of the rest. You always leave inspired after an hour chatting to Matt.”

Matt Truman