Our purpose is to reimagine business
True is a consumer and retail sector-specialist investment and advisory firm, taking a holistic approach to building and connecting consumer brands and enabling technologies.
Investment strategies encompass Venture Capital (<$5m investments), Private Equity (up to $150m investments) with a global mandate, including portfolio companies such as The Cotswold Company, Zwift, Apparel Brands Group and Represent, and, most recently, a Public Markets fund. The earlystage VC fund invests Pre-Seed to Series A across the Consumer (b2c) and Retail (b2b) verticals, with portfolio companies including the likes of By Rotation, Eyva, Jitty, Shellworks and onFabric.
True also operates an advisory business that helps identify, quantify and capture significant value creation opportunities for global corporates including the likes of Associated British Foods, Marks & Spencer, Warner Bros. Discovery, Walmart and TJX – creating billions in enterprise value in the process.
We are the innovators of the investment industry.
We help businesses of all sizes become greater through investment, support and strategic advisory.
When we believe in a company there’s nothing we won’t do to ensure its success. That includes sharing our offices, our insight, our network, and our funds. We believe in joining companies together for collaboration, connecting our extraordinary network of companies to one another to share best practice and create new and unprecedented ideas.
We’re B Corp registered, which is hard to find in our line of work — and we’re driven by people first. Everything we do is about finding new ways to grow businesses, so they better serve the consumer and the world we all share.
Investment
Private equity investments up to £150M
We invest across the retail, consumer and technology ecosystem including B2C, B2B and B2B2C. But finance — from £10m to £150 million for both majority and minority stakes— is only one part of what we offer them.
Venture capital: initial investments up to £5M
We invest in digital-first breakout companies — from pre-seed to Series A level — that represent the future of consumer behaviour. Our early-stage VC fund focuses on Pre-Seed to Series A, investing up to £5M initially and reserving capital to re-invest in the most promising companies.
Advisory, reimagined.
We're focused on helping retailers and brands understand, get access to and adopt the best advisory and tech out there.
We’re a B Corp
We went beyond to make True B Corp compliant. We’ll make sure the visionary companies we work with — and everyone their work touches — will reap the benefits.
True's ecosystem
Our Live Network
Become part of our community of investors, advisors, non-exec directors, talent and start ups, and help shape the future of the industry. We have more than 8,000 companies sharing and collaborating through our platform — sharing solutions, ideas, technology, resources and creating new ways to grow their businesses. It’s a unique and special network that’s helped companies from across the sector innovate, together.
True House
Although True House is where you’ll find our team, it’s much more than a workspace. We’ve created a meeting point for all of the businesses in our ecosystem, and provide a dynamic environment for the exchange of ideas and resources. We’re based in London Victoria, and open to those with an idea or a plan to bring to the table.
True’s Founding Story
Matt and Paul had an ambition to reimagine the investment industry. They began their journey together as investors in alexandalexa.com over 15 years ago. In 2011, they successfully exited the business, paving the way for True to be established in 2013.
Today, True is the only consumer and retail investment and advisory firm in Europe that bridges the world’s biggest consumer brands with the most pioneering tech start-ups in the industry, from both its Venture Capital & Private Equity portfolio and its wider community.
This ‘live network’ and True’s unique business model feeds Matt and Paul’s passion — and their pursuit of a world in which what’s good for people and what’s good for profit leads us to make the same choices: To have built business the right way.
True House
The office, reimagined
Come and meet like-minded founders and businesses at True House, our dedicated space for breakthrough consumer brands, innovative scale-ups, retailers and leaders. With deskspace, meeting rooms, a podcast studio, a bar and wellness suite, we’re looking forward to welcoming you.
