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Hello, we’re True. We’re reimagining business through innovation and investment.

We come with a new perspective and a pioneering spirit. We’re ambitious; our goals go beyond profit. This is the future of business and there's no turning back.

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A unique model for investing, innovating & growing

We work closely with our community of founders, entrepreneurs, leaders and experts from across the full consumer world, adding value to their businesses. We don’t just invest; we find imaginative ways to enable change. How? By setting up collaborations between the giants and innovators of the consumer and tech industry, supporting startups and creating knowledge sharing and innovation wherever there’s an opportunity.

Meet the changemakers

Our people are passionate about better business. We work toward one goal: unprecedented commercial success, built the right way.

our people
A group photo of the change makers

The culture and people are the best thing about True. I always think about how lucky I am to have been able to start my career at True with people who genuinely care about my personal and professional growth.

Qianhui Yang, Investment Analyst

I wanted to join True because it’s a different way of approaching the industry we’re in, and this coupled with the retail and consumer angle gave me real reason to be excited.

Cameron Kanda, Investment Analyst

I wanted to be a part of True because we’re building something in a company that shared similar ideals to myself. I was looking to find a common goal and I instantly knew from meeting Matt and Paul that I liked them, wanted to work with them and be on the True journey.

Serena McCutcheon, Head of People and Operations

A portfolio that excites us. Every day.

We work with companies and brands that inspire us, shape consumers' lives and create new opportunities the world over.

Our portfolio

True stories

News

Kenny Wilson appointed as Chairman of Represent

We’re excited to welcome Kenny Wilson as Chairman and Non-Executive Director of Represent. His appointment marks a major step in accelerating the brand’s global growth. With thirty-five years of leadership in fashion, Kenny brings strategic insight that will strengthen Represent’s position in luxury and performance wear as well as supporting our shared vision for Represent's continued growth.

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Insight

How technology can help retailers navigate US tariffs

New US tariffs are set to squeeze UK retail margins. We outline the tech that can help retailers respond fast—cutting landed costs, refining pricing and making smarter inventory calls. In a volatile landscape, these tools offer a clear edge in protecting margin and staying resilient.

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Insight

Meta has Rewritten the Rules: The Shifting Landscape for Social Content Governance for Brands and Consumers

Meta’s recent decision to suspend third-party fact-checking in the US marks a major shift in how online content is governed. Replacing it with a community-led model introduces both opportunities and challenges for brands navigating an increasingly fragmented and volatile digital landscape. Noa's blog explores what Meta’s policy shift means for brands, consumers and the future of content governance.

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