The retail and consumer sector’s investment, advisory and innovation partner.

True is a retail and consumer investment and innovation specialist.

Our activities and perspectives cover the entire vertical – early and growth-stage start-ups, disruptive and future-fit businesses and global corporations.


A distinct model.

  • Sector specialists – we focus on the retail and consumer sector’s future.
  • Entire investment vertical – True spans every investment stage: start-up to largest or leading corporate.
  • Investors and advisors – specialist funds investing in businesses that capitalise on behavioural and technological change.
  • Innovation flow – we see 3,000+ early stage businesses across the world every year.


Actionable innovation.


Bespoke fund.
Corporate VC.
Investment advice.


Innovation strategy.
Venture building.
Digital product


Strategic advice.
Expert insights.
the future.


Innovative partnerships.
Best-in-class technology.
Future-fit capability.

Act now.

Thriving in today’s retail and consumer world requires:

  • Bold leaders who face up to challenge and seek to understand the future.
  • Recognition that structural change and disruption is accelerating – fast.
  • Organisation-wide prioritising of technology and data.
  • Embedding innovation as a core competency.
  • A shift from “own and build” to “partner and collaborate.”
  • Investment in key capabilities and emerging brand.