True.

True. (also known as True Global) is a prominent London-based consumer-focused investment and innovation firm established in 2006. The firm distinguishes itself through a unique integrated model that combines a venture capital fund, an innovation hub, and a "Live Network" of corporate partners, including major retailers and brands. This holistic approach allows True. to provide not only capital but also strategic support, industry insights, and commercial opportunities to its portfolio companies, fostering their growth within the dynamic consumer landscape.

True. invests across the entire consumer sector, encompassing retail, leisure, health, wellness, and digital consumer businesses. Their investment strategy is broad, covering a wide range of stages from early-stage (seed to Series A) to growth equity (Series B, C, and beyond). The firm actively seeks out disruptive businesses that are reimagining the consumer experience, leveraging technology and innovative business models. With over £1 billion ($1.26 billion USD) in assets under management, True. has established itself as a significant player in the European consumer investment ecosystem.

For growth-stage companies, True. typically provides initial investments ranging from £5 million to £50 million ($6.3 million to $63 million USD). For earlier-stage ventures, their cheque sizes generally fall between £250,000 and £2 million ($315,000 to $2.5 million USD). This flexibility allows them to support companies at various points in their lifecycle, from nascent startups to established scale-ups. Their portfolio includes a diverse array of companies, reflecting their commitment to backing innovation across the consumer value chain. The firm's deep sector expertise and extensive network are key value propositions for founders seeking more than just capital.