Hello, we’re True. We’re reimagining business through advisory 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.
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.
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.
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.
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.
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.
True stories
News
Why we invested in Alpa
Hospitality represents a significant share of Europe’s economy and demands constant, detailed operational oversight. Yet there is a huge lag for restaurant groups and multi-site operators to understand performance - that is exactly where Alpa comes in and why we at True are excited to back the company.
Insight
Q5 and Prospect Magazine: Powered by AI, led by humans
As part of Q5's final event in their "What's Next" series with Prospect Magazine, our Executive Chair and Co-founder took part in a panel exploring the future of leadership, humanity and power in AI-driven world.
News
Why We Invested in Cambiotics
We are proud to announce True’s participation in the €4m Seed round of Cambiotics.