True.
Venture capitalLondon · Pre-Seed–Growth · 31 people tracked
Also known as TRUE CAPITAL LTD
Find your way into True.
2,837 people in our graph share verified history with the True. team — schools, employers, funds. One of them is your warm intro.
Investment thesis
True positions itself as a partner to consumer-focused companies and brands, aiming for commercial success built responsibly. Beyond capital, the firm emphasizes adding value to founders and businesses across the consumer world, creating collaborations between large incumbents and emerging innovators, and driving knowledge sharing and innovation. It works with companies that shape consumers' lives and open new opportunities globally, describing itself as ambitious with goals that extend beyond profit.
Source: firm website, verified Sep 15, 2026.
Team · 31 people
from the firm's website & curated
What they invest in
from 36 of 75 portfolio companiesConsumer ×13Direct to Consumer ×10E-commerce ×9AI & Machine Learning ×8SaaS ×8Retail Tech ×7Circular Economy ×5HR Tech ×4
HQs:United Kingdom×9United States×7United Arab Emirates×1Canada×1France×1
Who they back
founder profiles across 24 portfolio companiesFounding team size:solo founder×182 founders×6
Where their founders studiedfrom 20 founders with education data
Imperial College London ×2Royal College of Art ×2The University of Manchester ×2
What their founders studiedfrom 20 founders with field-of-study data
Business & Management ×4Computer Science ×4Engineering ×4Mathematics & Statistics ×3Finance & Accounting ×2
Where their founders worked beforefrom 24 founders with career history
The University of Manchester ×2
1 founders hold a PhD · 1 hold an MBA (of 22 with degree data)
Investments · 75 tracked
founders shown can be your intro pathBy year:2026 · 12025 · 42024 · 12022 · 12021 · 32020 · 12019 · 22018 · 12017 · 115 dated
Technical, seasonless, sustainable wardrobe staples
Co-investorsCowboy VenturesElizabeth Street VenturesH&M CO:LABSoGal VenturesVenrex
Arpalus provides computer vision software that enables brands and retailers to capture, measure, and analyze physical shelf data in real-time through a mobile app.
AI & Machine LearningData & InfrastructureRetail Tech
Ofir Zilberberg(Founder)in
Co-investorsLeadX Capital PartnersNielsen Innovate
Awe Inspired designs and sells handcrafted jewelry, including necklaces and pendants themed around goddesses and symbols of strength, marketed to women.
ConsumerDirect to ConsumerE-commerce
Jill Johnson(Founder)in
Co-investorsCircadian Ventures
Beeline makes compact GPS navigation devices (Moto II and Velo 2) and a companion app offering turn-by-turn directions, speed, and ride tracking for motorcyclists and cyclists.
ConsumerHardwareMobility & Transportation
Mark(Co-founder)Tom Putnam(Founder)in
Co-investorsEarlymarketBain Capital
Vegan, cruelty-free DIY hair dye and haircare brand with salons in UK and US.
Samantha Campbell(Founder)in
Co-investorsPoint King CapitalTalis Capital
Bonnet offers an app for electric vehicle drivers to find, plan routes to, and pay for charging across a network of chargers in Europe.
CleantechEnergyMobility & Transportation
Co-investorsAscension VenturesImperial College London
Boy Smells is a queer-owned fragrance house that develops perfumes and scented candles designed to be gender-free and expressive of individual identity.
ConsumerDirect to ConsumerE-commerceNew York, US
Matthew Herman(Founder)in
Social shopping platform enabling real-time consultation with friends and family.
New York City, US
Eyal Sinai(Founder)in
Co-investorsFab Co-Creation Studio VenturesigniteXL VentureAndav Capital
By Rotation is a fashion rental platform that allows consumers to rent designer clothing and lend or monetize their own wardrobes.
Circular EconomyConsumerMarketplaces
Eshita Kabra(Founder)in
Co-investorsCornerstone VCRedrice VenturesSie VenturesCherry VenturesClosed Loop Partners
B2B food delivery marketplace for corporate catering; acquired by Just Eat.
Co-investors83NorthOctopus VenturesQVentures
Eyva is an AI platform for product intelligence in the beauty and personal care industry.
AI & Machine LearningMarketing TechSaaS
Co-investorsEarlybird Venture CapitalRobin CapitalVenista Ventures
Fertifa provides reproductive healthcare benefits for employees, including fertility treatment, menopause support, women's health, men's health, maternity care, and neurodiversity support delivered by an in-house clinical team.
Digital HealthFemTechHealthtechHR TechLondon, GB
Co-investorsCalm/Storm VCNotion CapitalPassion CapitalProject A VenturesSpeedinvestTriple Point Ventures
An affiliate-based editorial review platform that evaluates crypto casinos, token-based bonuses, and blockchain payment methods for US-based online gambling players.
Crypto & Web3Media & Entertainment
Co-investorsBollinger Investment GroupFramework VenturesPlaceholderPlaceholder VCRibbit Capital
German Doner Kebab is a fast-food restaurant chain serving made-to-order kebabs with lean meats, handmade waffle breads, fresh vegetables, and in-house sauces.
Consumer
Hoxton.ai provides AI-powered overhead sensors, feedback terminals, and analytics dashboards that count visitors, measure in-store conversion, monitor occupancy, and capture spoken visitor feedback.
AI & Machine LearningHardwareRetail Tech
Duncan Mann(Founder)in
Co-investorsOxfordOxford Investment Opportunity Network (OION)
Huboo provides end-to-end eCommerce fulfillment services including storage, picking, packing, shipping, and returns for online retailers.
E-commerceLogistics & Supply Chain
Co-investorsEpisode1Ada Ventures
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Hullabalook provides software for online retailers that personalizes the shopping experience and measures performance.
AI & Machine LearningE-commerceRetail TechSaaSUK, GB
Barny Darby(Founder)in
Co-investorsNauta CapitalConviction VCPassion CapitalPlayfair Capital
IndieWild is a direct-to-consumer beauty brand that sells hair care, skincare, and fragrance products including shampoos, conditioners, scalp serums, lip treatments, and perfume mists.
ConsumerDirect to ConsumerWellness & Fitness
Co-investorsSoGal VenturesUnilever Ventures
Localistico is a local marketing and analytics platform that helps brick-and-mortar businesses get discovered by customers through search engines, maps, and AI assistants, while managing their online presence and reputation at scale.
AI & Machine LearningMarketing TechRetail Tech
Co-investorsFrontline VenturesSeedRocketAscension Ventures
LoveCrafts is an online marketplace and store for crafting supplies, selling knitting and crochet yarn from brands like Lion Brand, Rowan and Paintbox, along with fabrics, cross stitch kits, embroidery supplies and tools.
ConsumerE-commerceMarketplaces
Co-investorsBalderton CapitalHighland Europe
Maude is a sexual wellness company that designs and sells body-safe intimacy and personal care products, guided by a medical advisory board.
ConsumerDirect to ConsumerWellness & FitnessBrooklyn, US
Éva Goicochea(Founder)inDakota Johnson(Investor & Co-Creative Director)Dina Epstein(Executive Officer, Director)Eva Iliana Yazmin Cantu(Executive Officer, Director)
Co-investorsCoyote VenturesNew Theory VenturesOutbound VenturesPortfoliaTrue Beauty VenturesVU Venture Partners
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MishiPay provides a modular, cloud-native point-of-sale platform with mobile self-checkout, "scan, pay & leave," RFID-based checkout, and flexible payment options for retailers.
FintechRetail TechSaaSDubai, AE
Mustafa Khanwala(Founder & CEO)inTanvi Bhardwaj(Co-founder)in
Co-investorsCommerce VenturesGruppo BertoldiNauta CapitalUnited VenturesEuropean Investment Fund
Moonsift offers a shopping assistant that uses AI to analyze products across many online retailers, letting shoppers collect and compare items from different stores in a single place.
ConsumerRetail TechLondon, GB
Alex Reed(CEO)inDavid Wood(CTO)in
Co-investorsDraper AssociatesEntrepreneur First
Moselle provides demand planning and inventory management software for direct-to-consumer and consumer brands.
AI & Machine LearningDirect to ConsumerRetail TechSaaSToronto, CA
Lakhveer Singh Jajj(Founder)in
Co-investorsRebellion VenturesAQC CapitalHighline BetaMaRSMaRS Investment Accelerator Fund
Namely is a cloud-based HR platform that combines HRIS, payroll, benefits administration, and talent management for mid-market companies.
Enterprise SoftwareHR TechSaaSNew York, US
Matthew Straznitskas(Executive Officer, Director)Larry Dunivan(CEO (appointed July 2019))in
BoardAdam D'Augelli(Director)inDavid Skok(Director)in
Co-investorsNotable CapitalScale Venture PartnersSequoia CapitalTrue VenturesBullpen CapitalGolub Growth+6 more
Technology driving people back into local high street shops.
Nick Brackenbury(Founder)in
Co-investorsMoscar Capital
Pinpoint provides a workforce of AI agents that respond to comments, DMs, mentions, and other signals across a brand's organic, paid, and influencer social media content in the brand's voice.
AI & Machine LearningMarketing TechSaaS
Co-investorsEdge Case Capital PartnersPhoenix Capital VenturesAntlerJAZZ Venture PartnersMarkdNavigate Ventures+1 more
Pinpoint is an AI tool for product teams that turns customer discovery interviews into transcripts, sentiment and theme analysis, journey maps, and shareable insight reports.
AI & Machine LearningFuture of WorkSaaS
Co-investorsJenson VenturesAntlerJAZZ Venture PartnersMarkdNavigate VenturesPhoenix Capital Ventures+1 more
Placed operates a job-matching platform that connects candidates with employers in the service and hospitality industry, aiming to replace traditional recruitment methods like job boards and recruiters.
Future of WorkHR TechMarketplacesLondon, GB
Jennifer Johansson(Founder & CEO)inRoderick McKeown(COO)inMiroslav Bazitov(CTO)
Co-investorsBlackfinch VenturesPraetura Ventures
Ray Studios operates medical clinics in Europe dedicated to laser tattoo and permanent-makeup (eyebrow) removal, using its proprietary RsAP® method and picosecond Picoway® lasers with treatment carried out by doctors.
HealthtechWellness & Fitness
David Rodriguez(Founder)in
Co-investorsKima VenturesAirAngelsGaingels
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Reskinned operates a circular fashion platform that collects unwanted clothing and either resells it through their platform, repurposes it through partnerships with designers, or recycles it into new materials or products.
Circular EconomyConsumerE-commerce
Matt Hanrahan(Founder)in
Serious Pig makes a range of natural-ingredient pub snacks, including snacking cheese and gift hampers, sold direct to consumers and via wholesale accounts to retailers.
Direct to ConsumerE-commerceFoodTech
George(Founder)
Shameless Pets makes soft, chewy dog treats formulated with real beef and upcycled ingredients like sweet potatoes, free from grain, corn, and soy.
Circular EconomyConsumerDirect to ConsumerFoodTech
Co-investorsBoro CapitalOcampo CapitalR/GA VenturesSpiral Sun VenturesValor Equity Partners
Shellworks develops VIVOMER, a compostable material made by collaborating with microorganisms that produce natural polymers, designed to perform like plastic but break down without leaving waste.
BiotechCircular EconomyClimate TechNew MaterialsLondon
Insiya Jafferjee(Co-founder)inAmir Afshar(Co-founder)inEdward Jones(Director)
BoardFelix Mounier(Director)
Co-investorsEnvestorsFounder CollectiveSie Ventures
Spirable is a sport-focused media activation platform that helps advertisers connect with sports fans through targeted advertising and broadcast solutions.
AdTechMarketing TechMedia & EntertainmentSports Tech
Ger O'Meara(Founder)in
Co-investors24 HaymarketFrontline VenturesSmedvig Capital
Unmind provides a mental health care platform for organizations, combining therapy, coaching, manager training, and learning tools to support employee wellbeing and prevent mental health crises.
Enterprise SoftwareHR TechMental HealthSaaS
Steve Peralta(Co-founder)inNick Taylor(Founder)in
Co-investorsAnthemis VentureEntropy Industrial CapitalFELIX CAPITALProject A VenturesSapphire Ventures
Vitl creates personalized nutritional supplements using smart technology and scientific research, tailored to individual customer needs.
Direct to ConsumerHealthtechWellness & Fitness
Jonathan Ralph(Founder and CEO)
Co-investorsChannel 4 VenturesRedbus VenturesSamos Investments
Zwift is an indoor cycling and training app that connects to smart trainers and dedicated smart bikes, letting cyclists ride, train, and compete virtually with others.
GamingHardwareSports Tech
Eric Min(Founder)in
Co-investorsCauseway PartnersHighland EuropeHiro CapitalPale Fire CapitalAmazon Alexa FundNovator+2 more
Other
Tracked investments with no reachable website or further public details — typically companies that wound down, renamed, or were absorbed.
10ABLAlexandAlexaApparel Brands GroupApparel Brands LimitedBrandLab360BrawnCiaoCOATFableFabricFluusHaeckelsHoxtonHushIndē WildJENAJittyMirthyonFabricPeanutPlastic PackagingRepresentRibbleRotareadySavaShuffleSneakSoulfreshThe Cotswold CompanyThirdeyeUniversifyUrban LegendWarpaint
Exits · 5
5 acquisitions · showing 4AlexandAlexaacq. by Baby ShopFrugiacq. by Refined BrandsMirthyacq. by Rest LessRotareadyacq. by The Access Group UK
Portfolio news
latest coverage across their companies
Moselle · wdam.com · Aug 29, 2026
Zwift · zwiftinsider.com · Aug 19, 2026
Beeline · stocktitan.net · Aug 14, 2026
MishiPay · retailtechinnovationhub.com · May 9, 2026
Futureswap · trysignalbase.com · Mar 25, 2026
German Doner Kebab · scotsman.com · Dec 22, 2025
Ray studios · eu-startups.com · Dec 3, 2025
Frequently asked questions
- How many investments has True. made?
- True. has 75 tracked investments, 5 of which have exited, including 6 dated in the last 24 months.
- What stage does True. invest at?
- True. invests at the Pre-Seed, Seed, Series A, Growth stages.
- What is True.'s typical check size?
- True. typically writes checks of $190M.
- What sectors does True. focus on?
- True. focuses on Consumer, E-commerce, Retail Tech.
- Where is True. located?
- True. is headquartered in London, GB.
- Who does True. co-invest with?
- True. most often shares deals with Frontline Ventures, Highland Europe, Nauta Capital, among 63 tracked co-investors.
- What size deals does True. back?
- Across 7 deals with disclosed amounts, True. has joined rounds of $370K – $450M (median $3M).
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