Organization · Venture Capital
True.
True is a London-based investment and advisory firm that operates a private equity fund and a venture capital fund, focusing on the consumer, retail, and technology sectors. The firm supports mission-driven entrepreneurs and emphasizes collaboration between established brands and startups.
Overview
What True. does
What True. is
True is a London-based investment and advisory firm that operates a private equity fund and a venture capital fund, focusing on the consumer, retail, and technology sectors. The firm supports mission-driven entrepreneurs and emphasizes collaboration between established brands and startups.
How it participates in the startup ecosystem
The current public profile supports funder capabilities. Each capability below is shown separately so organization identity and role-specific information do not get conflated.
Operational profile
Organization status and context
Organization status describes the entity itself. Funding and program availability appear within the relevant capability profile.
- Operational status
- Active
- Organization type
- Venture Capital
- Founded
- Founded in 2013
- Approximate age
- About 13 years
- Structured capabilities
- Funder
- Last reviewed
- May 5, 2026
Official channels
Find True. elsewhere
Open the official website or a supported primary organization account.
Capability profile
True. as a funder
Investment thesis
True backs mission-driven entrepreneurs building technology companies at the forefront of consumer behavioral change, focusing on B2C and B2B businesses within the consumer and retail vertical.
Focus narrative
True operates two funds: a private equity fund for investments up to £100 million and a venture capital fund for initial investments up to £2 million. The organization invests across the retail, consumer, and technology sectors, supporting mission-driven entrepreneurs who are at the forefront of consumer behavioral and technological change.
Value beyond capital
True provides portfolio companies with access to its corporate partner network, introductions to established consumer brands, shared office space at True House, and opportunities for cross-portfolio collaboration. The firm also emphasizes increasing access for underrepresented founders through its Office Hours program.
Terms and economics
- Typical check
- $250,000–$2,000,000
- Sweet spot
- $1,000,000
Focus and fit
- Stages
- Pre-seed · Seed
- Regions
- United KingdomWestern Europe
Availability
- Currently deploying
- Yes
Portfolio and track record
- Recorded portfolio count
- 7
Portfolio context
Pinpoint: An AI-native social operating system that helps brands convert social media audiences into customers. 10%: A direct-to-brand loyalty platform offering cashback to shoppers while providing insights to FMCG brands. Sava: A next-generation wearable that tracks a broad range of biomarkers in real time. Fabric: A company focused on building infrastructure for consumer data control and personalized experiences. Shameless Pets: A company that formulates dog treats using upcycled ingredients. Sneak: A powdered energy drink brand that offers a healthier alternative to traditional energy drinks. Haeckels: A skincare brand that utilizes coastal ingredients and focuses on sustainability.
Common questions
What to know about True.
Upseed classifies True. under the Venture Capital organization type. Its current public profile includes funder capabilities.
Source and update disclosure
Know what this page is based on
Source basis
Public organization and program material, official websites, and structured Upseed records.
Last reviewed
May 5, 2026
Known limits
Capability profiles appear only when a structured public profile also contains decision-useful role evidence. Terms and availability can change.
Upseed is an independent guide. It is not affiliated with or endorsed by the organization described on this page.