True.
Venture capitalLondon · Pre-Seed–Growth · 30 people tracked
Also known as TRUE CAPITAL LTD
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 Aug 11, 2026.
Team · 30 people
from the firm's website
What they invest in
from 16 of 71 portfolio companiesConsumer ×7Direct to Consumer ×5AI & Machine Learning ×4E-commerce ×4Retail Tech ×4SaaS ×4Wellness & Fitness ×3Circular Economy ×2
HQs:United Kingdom×3United States×2
Investments · 71 tracked
founders shown can be your intro pathSourcing, design and distribution of branded clothing and accessories.
Technical, seasonless, sustainable wardrobe staples
Designer and luxury kidswear platform.
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)
Bedfolk sells bedding made from 100% natural linen and cotton, offered in three styles (linen, relaxed cotton, and luxe cotton) for different types of sleepers.
ConsumerDirect to ConsumerE-commerce
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(Co-founder)
Vegan, cruelty-free DIY hair dye and haircare brand with salons in UK and US.
One-app EV charging solution.
Gender-inclusive candle and lifestyle product brand.
Virtual reality, v-commerce and metaverse shopping experiences.
App and tools for the strength/lifting community ('Strava for Strength').
Social shopping platform enabling real-time consultation with friends and family.
By Rotation is a fashion rental platform that allows consumers to rent designer clothing and lend or monetize their own wardrobes.
Circular EconomyConsumerMarketplaces
Platform for travellers to sublet properties to one another.
B2B food delivery marketplace for corporate catering; acquired by Just Eat.
Sustainable paint company simplifying paint testing and use.
Premium DTC homeware brand offering sustainable artisan dinnerware.
UK reproductive health and fertility benefits provider.
London-based personal hygiene company (previously Planera) making flushable, biodegradable sanitary products.
Sustainable organic children's clothing brand.
Kebab restaurant chain with 170+ global locations, launched in the UK in 2015.
Independent coastal-inspired skincare company based in Margate, UK.
End-to-end fulfilment platform for brands.
Hullabalook provides software for online retailers that personalizes the shopping experience and measures performance.
AI & Machine LearningE-commerceRetail TechSaaSUK, GB
Digital-first laid-back fashion business.
Inde Wild sells hair care and skincare products that combine Ayurvedic herbs with biotech actives, marketed as "Ayurvedistry" formulas.
ConsumerDirect to ConsumerWellness & Fitness
Beauty brand for the South Asian community.
AI-powered app helping solopreneurs manage websites, bookings and payments.
AI-powered UK property search platform using LLMs to summarise listings.
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
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
Maude is a direct-to-consumer intimacy brand offering body-safe products such as vibrators, personal lubricants, condoms, massage candles, and pH-balanced bath and body care.
ConsumerDirect to ConsumerWellness & FitnessBrooklyn, US
Dina Epstein(Executive Officer, Director)Eva Iliana Yazmin Cantu(Executive Officer, Director)Éva Goicochea(Founder, CEO)Dakota Johnson(Co-Creative Director)
Online socialising platform for over-55s.
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)
BoardAdam D'Augelli(Director)David Skok(Director)
Technology driving people back into local high street shops.
Online community connecting women across fertility, pregnancy, motherhood and menopause.
AI-native social operating system converting social audiences into customers.
Platform helping brands and people rehome pre-loved clothing.
Performance bike and e-bike brand.
Digital staff scheduling software.
Snacking salami, cheese and charcuterie brand.
Shellworks develops VIVOMER, a compostable biomaterial made from agricultural and industrial waste via microbial fermentation, formulated into pellets that work with existing plastic manufacturing equipment (injection moulding, blow moulding, extrusion).
Circular EconomyClimate TechNew MaterialsLondon
Insiya Jafferjee(Executive Officer, Director, Promoter)Amir Afshar(Director)Edward Jones(Director)
BoardFelix Mounier(Director)
Provides expansion capital to hospitality businesses repaid via a consumer rewards platform.
Exits · 4
IPOs and acquisitions across the tracked portfolioAlexandAlexaacq. by Baby ShopFrugiacq. by Refined BrandsMirthyacq. by Rest LessRotareadyacq. by The Access Group
Portfolio news
latest coverage across their companiesUnmind · mobihealthnews.com · Sep 12, 2025
Localistico · marsbased.com · Mar 25, 2025
Frequently asked questions
- 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.
Images
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