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True invests across the retail, consumer, and technology ecosystem (B2C, B2B, B2B2C) in digital-first breakout companies and established brands that represent the future of consumer behavior. They back mission-driven entrepreneurs building a better, more sustainable future at the forefront of consumer and technological change.

Check Size

$0 - $100M

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Investment Thesis

True reimagines business as a force for positive change, moving beyond traditional profit-focused investing to build companies ‘the right way.’ Their investment approach is rooted in the belief that what’s good for people and what’s good for profit should lead to the same choices. They function as more than capital providers—they actively collaborate with portfolio companies, connecting them across their vast network to drive innovation and shared learning.

What Sets Them Apart

  • Unique three-part business model combining venture capital, private equity, and a dedicated innovation/advisory team
  • 8,000+ company 'Live Network' enabling unprecedented collaboration and knowledge sharing between portfolio companies, retailers, and tech leaders
  • True House—a physical collaborative workspace in London that serves as a meeting point for the entire ecosystem
  • B Corp certification, which is 'hard to find in our line of work'
  • Bridge role connecting the world's biggest consumer brands with pioneering tech startups
  • Advisory services helping corporates understand and adopt emerging technologies through technology scouting, strategy & execution, and executive support
  • People-first culture with emphasis on personal and professional growth

Portfolio Highlights

Pinpoint

Ai Ml

10%

Fintech

Sava

Healthtech

Fabric

Iot

Shuffle

Fintech

Moselle

Ai Ml

Ciao

Consumer

Moonsift

Ai Ml

+ 52 more companies in their portfolio

Investment Team

35 Partners at True.

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