We invest financial – and human – capital in small teams with big ideas. Entrepreneurs, fuelling retail and consumer change through new technology and revolutionary business models.

True is experienced: as entrepreneurs ourselves, and as investors. We lead or co-lead investment rounds and support our investment companies throughout.

True invests up to £500,000 in early stage, globally ambitious companies seeking a sector specialist partner and has the capacity to invest further as businesses scale. Together, we develop a plan for growth, forging action-oriented relationships between our startups, our leading industry partners, our investors and True’s wider private equity portfolio.

Are you still early in your journey? Or are you looking to supplement your cash investment?

We have created the True Innovators’ Club for businesses who are looking to access True’s retail and consumer sector specialist network but perhaps fall out of True’s usual investment focus. Click on the pink button for more information.