True

True is a consumer-focused investment and innovation firm with both private equity and venture capital funds. The firm invests across the retail, consumer, and technology sectors. Its venture capital arm focuses on Pre-Seed to Series A companies with initial investments up to £2 million, while its private equity arm targets investments from £10 million to over £100 million in more established businesses. The firm was founded with the goal of bridging large consumer brands with pioneering tech start-ups.