True.

True invests in consumer businesses that are changing the way people live through its funds dedicated to investing in innovators and those who are reimagining their industries. Investing up to £100 million, through its private equity fund — is only one part of what True does for its partners. True is a value-add investor that nurtures brands supporting them with everything from access to emerging technologies, to extraordinary collaboration opportunities from across True's community. True also invests between £100k and £5m in digital-first, breakout brands that represent the future of consumer behaviour when they’re at pre-seed to Series A stage. We also invest in the retail and consumer technologies which will enable consumer progress — and disrupt the way business has been done to date.

Richard Anson

Entrepreneur in Residence

Paul Cocker

CEO and Co-Founder

Truman, Matthew

Co-Founder and Executive Chair

68 past transactions

buywith

Seed Round in 2022
buywith is an online shopping Livestream marketplace for retailers & brands, where influencers and experts can broadcast online shopping sessions with their followers & make them buy via a highly engaging experience. We help brands generate more revenues from their e-commerce activity and increase their ROI.

Shellworks

Seed Round in 2022
Shellworks is on a mission to make plastic waste a thing of the past by creating truly compostable packaging solutions. The company was founded in 2019 and is based in London, England.

Ray studios

Pre Seed Round in 2022
Ray Studios is a Tattoo removal studio that employs hydraulic acoustic wave technology in its "Le Ray Spark" Tattoo removal treatment device.

Futureswap

Venture Round in 2021
Futureswap is a decentralized perpetuals exchange

Short Story

Seed Round in 2021
Short Story is a personal styling service for petite women. We curate petite-friendly, high quality boxes of styles by listening to what our clients want. We believe petite women should have the same great shopping experience as everyone else--no compromises on fit, style, or quality. Our mission is to help her find fit, discover new trends, and evolve her personal style. We want her to feel and look fabulous, so she has more time to do what she loves.

Fable

Seed Round in 2021
Fable is a dinnerware company that sells premium tableware made by artisans from recycled clay. Fable believes in simple, timeless, and responsible designs. Fable is motivated by a common vision to create products that are as enjoyable as they are ethical. It intentionally designs pieces to transcend fashionable trends, creating pieces that are as timeless as they are elegant.

Mirthy

Pre Seed Round in 2021
Mirthy is a wellness platform that offers a variety of online events and a social space to connect over shared interests and experiences. It is a platform for lifelong learning and social connection. Mirthy was founded in the year 2019 and is located in London.

Maude

Series A in 2021
Launched in April 2018, maude is an essentials brand on a mission to make intimacy better for all people through quality, simplicity, and inclusivity. Working closely with best-in-class factories, each of maude's body-safe products are made to be both easy-to-use and to elevate an everyday experience destigmatizing and modernizing sexual health.

BEDFOLK

Venture Round in 2021
Luxury bedding made ethically in the world's best mills and sold at a fraction of the traditional retail price.

Unmind

Series B in 2021
Unmind is a B2B mental health platform providing clinically-backed tools and training to create healthier, happier, more human organizations that offer a positive, proactive solution that anyone can use to bolster their mental health

buywith

Pre Seed Round in 2021
buywith is an online shopping Livestream marketplace for retailers & brands, where influencers and experts can broadcast online shopping sessions with their followers & make them buy via a highly engaging experience. We help brands generate more revenues from their e-commerce activity and increase their ROI.

Maude

Seed Round in 2020
Launched in April 2018, maude is an essentials brand on a mission to make intimacy better for all people through quality, simplicity, and inclusivity. Working closely with best-in-class factories, each of maude's body-safe products are made to be both easy-to-use and to elevate an everyday experience destigmatizing and modernizing sexual health.

Huboo

Series A in 2020
Huboo is an eCommerce fulfilment partner using great people and smart technology to enable businesses to grow. We came to market because we could see an opportunity to do things differently. Our unique hub model creates service-led micro warehouses, putting people at the heart of an industry not known for it. For our clients that means higher quality service, and a human approach supported by flexible, end-to-end technology. We enable startups and SMEs to outsource the complications of fulfilment, effortlessly integrating with the world’s most popular sales channels and marketplaces. For large and enterprise businesses, our tailored solutions adapt to the speed and scale modern business demands, driving efficiency and growth. From our technology, to our warehouses, to our people, we help your business grow in the right way. Businesses grow with Huboo

Zwift

Series C in 2020
Zwift is a provider of an interactive fitness platform used to transform monotonous solo indoor cycling and running workouts into dynamic and social adventures. Its platform connects users to physical indoor trainers so that cyclists can pedal inside while immersed in any number of virtual landscapes on a screen in front of them that enable users to join in rides together with friends. Zwift uses gaming technology to bring the outdoor experience indoors, making at-home exercise fun, and engaging. It promotes social experience by connecting cyclists and runners in 3D computer-generated platform. Users of the Zwift platform interact, train, and compete together by wirelessly pairing a bike trainer or treadmill to the Zwift app, to power their in-game avatars. Zwift was launched in 2014 by Alarik Myrin, Eric Min, Jon Mayfield, and Scott Barger and is headquartered in Long Beach, California.

Unmind

Series A in 2020
Unmind is a B2B mental health platform providing clinically-backed tools and training to create healthier, happier, more human organizations that offer a positive, proactive solution that anyone can use to bolster their mental health

Soulfresh

Venture Round in 2019
Soulfresh, the international food and beverage company that develops and distributes owned health and wellness focused, food and drink brands.

Shameless Pets

Pre Seed Round in 2019
Shameless pets work to reduce the environmental impact of pet food through their nutritional upcycled treats. Shameless pets unused and imperfect ingredients into fun and functional treats.

Huboo

Seed Round in 2019
Huboo is an eCommerce fulfilment partner using great people and smart technology to enable businesses to grow. We came to market because we could see an opportunity to do things differently. Our unique hub model creates service-led micro warehouses, putting people at the heart of an industry not known for it. For our clients that means higher quality service, and a human approach supported by flexible, end-to-end technology. We enable startups and SMEs to outsource the complications of fulfilment, effortlessly integrating with the world’s most popular sales channels and marketplaces. For large and enterprise businesses, our tailored solutions adapt to the speed and scale modern business demands, driving efficiency and growth. From our technology, to our warehouses, to our people, we help your business grow in the right way. Businesses grow with Huboo

FunnelAI

Seed Round in 2019
FunnelAI is B2B SaaS company that is connecting businesses with their prospective customers in real-time by leveraging artificial intelligence, by scouring through social data ( social media, forums, open Q&A sites, etc) to find people with high intent to purchase a product or a service from their public posts. FunnelAI has created a new channel for highly qualified prospects. The company's differentiation is on many levels. We provide clean and qualified prospects, we only provide prospects having "intent" to purchase, we provide leads/ prospects in real-time, we notify in real-time of every prospect available to our customer, we provide insights into purchase pattern recognition of an individual, we provide our customers the opportunity to interact with the individual prospects in real-time, we leverage our patented A.I NLP models. We are efficient, targeted, less labor-intense, and streamlined compared to Facebook, Twitter, and Google Ads, or for that matter any social listening platforms, digital or media ads.

ThirdEye

Series A in 2019
ThirdEye is building the world’s first real-time CCTV powered AI assistant to put in the hands of public space workers. Our context aware alert systems detect relevant events in CCTV streams and deliver notifications to staff members in real-time while our analytics tools make data-driven decision making available to brick-and-mortar retailers. We keep our clients productive and competitive in an ever evolving market.

Unmind

Seed Round in 2019
Unmind is a B2B mental health platform providing clinically-backed tools and training to create healthier, happier, more human organizations that offer a positive, proactive solution that anyone can use to bolster their mental health

Jump

Seed Round in 2019
Launched in late 2018 after 2 years of R&D supported by competitive grant funding from the UK & NL Government, Jump is a people analytics platform that gives everyone a chance to succeed. By understanding what makes people unique and linking this to business outcomes, Jump gives more personalised job recommendations to professionals, in turn attracting much better job applications to businesses. Win:win for both! Jump is backed by outstanding investors whose successes include Revolut, CarWow, GoodLord, Magic Pony and many others. Jump collaborates with Imperial College and other top UK Universities in the development of the data science and algorithms behind Jump. Looking for new career options or just a change of scenery? Sign up and receive personalised job matches - absolutely and always for free - at https://app.jump.work/jobs Looking to transform your talent attraction using people analytics? Drop me a note and we can chat!

Zwift

Series B in 2018
Zwift is a provider of an interactive fitness platform used to transform monotonous solo indoor cycling and running workouts into dynamic and social adventures. Its platform connects users to physical indoor trainers so that cyclists can pedal inside while immersed in any number of virtual landscapes on a screen in front of them that enable users to join in rides together with friends. Zwift uses gaming technology to bring the outdoor experience indoors, making at-home exercise fun, and engaging. It promotes social experience by connecting cyclists and runners in 3D computer-generated platform. Users of the Zwift platform interact, train, and compete together by wirelessly pairing a bike trainer or treadmill to the Zwift app, to power their in-game avatars. Zwift was launched in 2014 by Alarik Myrin, Eric Min, Jon Mayfield, and Scott Barger and is headquartered in Long Beach, California.

Klydo

Seed Round in 2018
At Klydo, we’re building a world where everyone has the confidence to create. Initially this means giving people and companies the confidence to create new products and services, next it will include new business models, brand experiences and ways of working. One day Klydo will give someone the confidence to create an entirely new industry. It’s an audacious, incredibly rewarding mission that only recently, with the advent of new developments in artificial intelligence, we’ve dared to imagine. To achieve it, we’re merging the fields of creativity and AI to build the world’s first creative AI for innovation - AI that gives people and companies the confidence to create bold new value propositions. Exciting challenges lie ahead - rapid growth, technological breakthroughs, and complete shifts in existing approaches to innovation. Guided by our four core values, we’ll meet these challenges with the support and dedication of the incredibly diverse team that we’re building. Come join us!

Frugi

Acquisition in 2018
Frugi, a Cornish fashion brand that specialises in sustainably sourced clothes for babies, children and new mothers.

Unmind

Pre Seed Round in 2018
Unmind is a B2B mental health platform providing clinically-backed tools and training to create healthier, happier, more human organizations that offer a positive, proactive solution that anyone can use to bolster their mental health

Rotaready

Seed Round in 2017
Developed for hospitality, leisure and retail; Rotaready is your one stop shop for smarter scheduling, cost tracking and time management.

Localistico

Seed Round in 2017
Localistico pioneered local marketing by helping chains and brands with physical locations or agencies take more clients from search to store. The growing B2B customer base choose Localistico as a smart local marketing tool in order to optimize the organic and paid presence in local channels, from Google to Apple Maps, gather all the analytics about online-to-offline interactions and better assess marketing spend and evolution, all in the simplest and least time-consuming way possible. The company's local customer support teams in both London and Madrid feel privileged to already handle an early client list, that includes some amazing businesses such as Starbucks, Morrisons, and Foxtons. Localistico was founded on 2014 and is headquartered in London.

Unmind

Angel Round in 2017
Unmind is a B2B mental health platform providing clinically-backed tools and training to create healthier, happier, more human organizations that offer a positive, proactive solution that anyone can use to bolster their mental health

TyresOnTheDrive.com

Venture Round in 2017
TyresOnTheDrive is a mobile tyre-fitting company that allows customers to book online or over the phone and have new tyres fitted, or punctures repaired, at any suitable location of their choice, whether that's at home, at work or even at the gym! They’re proud to be different: they’ve long believed that the purchase and fitting of tyres doesn’t have to be a drawn out, inconvenient and laborious process where the customer has to fit around the static hours of a garage. Their mobile fitting units make sitting around in a cold garage a thing of the past. Now you can be at home or at a work getting on with the things that are important to you, while their expert technicians deal with your tyre fitting.

Curl

Seed Round in 2017
Curl is a new payment system which has built in loyalty points and doesn't use cards which means zero fraud. All you need need is a username!

Appaparel

Seed Round in 2016
Smart clothing labels that turn any item into a wearable device

Induo

Seed Round in 2016
INDUO is a textile company that sells innovative fabrics for apparel brands. INDUO® fabric is resistant to stains and perspiration, while preserving the same touch and comfort than any other high-end cotton.

Casso Cocktails

Seed Round in 2016
Original, ready to drink cocktails in jars.

Placed App

Seed Round in 2016
Created by the industry, for the industry, PLACED is a revolutionary mobile and web application with a super slick matching algorithm and highly advanced filtering system, allowing hospitality venues to automatically match with candidates based on skills, experience, personality and any other specified criteria and needs.

Blackbird Retail Holdings

Acquisition in 2016
Blackbird Retail Holdings retails furniture through stores and online.

The Cotswold Company Ltd.

Acquisition in 2016
The Cotswold Company Ltd. owns and operates retail stores for furniture, furnishings, and accessories.

Collectionair

Seed Round in 2016
An online platform where invited curators showcase the work of artists from around the world through online exhibitions.

Hullabalook

Venture Round in 2016
Hullabalook offers e-commerce retailers with a plugin that assists their customers to search, filter, and find products in a short period of time. It enables consumers to find products through visualizations and banners, and find similar products with on-page carousels and linked pages. Hullabalook offers tools that enable retailers to improve their e-commerce sites and its user experience to increase their sales. The company is partnered with TrueStart. Hullabalook was founded by Barny Darby and Bryony Elliott in February 2016. It is headquartered in London, England.

Quikkly

Seed Round in 2016
Quikkly is the free app to create and scan Quikkly Action Tags. Just scan a tag and it completes an action for you - starts a video, plays a song, follows a celebrity, adds a business card to your contacts and much more. Without all the searching or clicking. Everyone can create Quikkly Tags for free. Just print them out and add them to your brochure/business card, sticker or wherever you want. There's a huge range of actions you can try from Like to Follow to Listen. This is the next generation of sharing.

All Shades Covered

Seed Round in 2016
They’re a young, vibrant company passionate about supplying you with selected quality hair and beauty products. They truly believe every woman deserves to have a positive and transparent shopping experience, and ASC was born out of the desire to provide just that. They want every one of you to have access to quality hair and beauty products. Based in the Victoria, London, their team is made up of young professionals who share a desire to see change in their community, so they dream big. Most of all they want you, the consumer, to be part of their journey to provide the shopping experience you deserve. They will guarantee great products, speedy delivery and someone on the other end of the phone for any questions you may have. When it comes to beauty, they've got you covered.

Beeline

Seed Round in 2016
Beautifully designed, wonderfully intuitive connected navigation hardware for those who want to enjoy the journey, not just get to the destination. See it in action at http://beeline.co. Behind the hardware is Beeline's partner app (for iOS and Android), providing intelligent routing, tracking, social sharing, Strava integration and much more. Connect with friends, share your experiences and find inspiration for new adventures! See here for stockists: https://beeline.co/pages/stockists

NearSt

Pre Seed Round in 2016
NearSt is a retail technology company getting online shoppers back into physical stores. Their platform enables retailers to automatically show a live view of their in-store inventory to local shoppers who are searching on some of the web's biggest platforms, including Google and Facebook. NearSt was founded July 4, 2015, and it is headquartered in London, England.

BlockVerify

Seed Round in 2016
BlockVerify believes in the potential of blockchain technology to improve anti-counterfeit measures in different industries and have a significant positive social impact.

MishiPay

Seed Round in 2016
MishiPay has invented a new retail payment technology, which allows shoppers in retail stores to use their app to simply pick up a product they want to buy, scan the barcode with their phone, pay within the phone and just walk out. No more queuing or waiting at the Point of Sale.

Ribble Cycles

Acquisition in 2015
Ribble Cycles a trading title of CycleSport North Ltd has been owned by the Dove family for over 36 years.

J.F. Rabbit's Veg Water

Seed Round in 2015
JF Rabbit’s is pioneering a new category of soft drinks, creating healthy flavoured waters using only fresh juice and water.

Cyclesport North

Acquisition in 2015
Ribble Cycles website serves over 75,000 customers a year, offers a range of more than 13,000 SKUs with a customer.

HOTEL NIDA

Seed Round in 2015
HOTEL NIDA is a branded budget hotel internet marketplace. The company's website provides information about trip destinations, hotel pricing, and lodging availability. It allows consumers to look for, compare, and book services after entering pertinent information.

Loogun

Seed Round in 2015
A device so hygienic your toddler can play with it. Beautifully designed to suit any bathroom, the Loogun is a hand-held motorised device that sprays a powerful jet of water into the toilet to clean stubborn marks off submerged surfaces with ease. It never touches the toilet so the device stays beautifully hygienic and pleasant to use.

Pasabi

Seed Round in 2015
Defend your brand’s authenticity online. We clean up digital channels where your brand is under threat from counterfeit products and fake content. Pasabi supports consumer and business brands, deploying unique AI-enabled technology solutions to detect and prevent the proliferation of counterfeit goods and fake reviews online.

Supa Academy

Seed Round in 2015
Supa aims to build confidence and develop skills in teenagers and young adults taking their first steps in enterprise, by running programmes for 16-24 year olds who wish to learn about commerce and put into action their learnings by becoming weekend shopkeepers.

ADAY

Seed Round in 2015
ADAY is a fast growing direct-to-consumer brand creating consciously designed, technical clothing. We call it clothing of the future. Founded by Nina Faulhaber and Meg He, ADAY is based in New York and London.

VITL

Seed Round in 2015
On a mission to make healthy living more achievable, providing beautifully designed, expertly researched nutritional products and content.

Serious Pig

Seed Round in 2015
Serious Pig uses ingredients to make the tasty snacks. They are made from outdoor-reared pork raised by farmers. They provide organic food from farms, and the curing, roasting, and packaging processes are rigorous, providing customers with tasty and healthy snacks.

Hoxton Analytics

Seed Round in 2015
A cloud computer vision platform and edge camera software for people counting and space analytics. Used to count foot traffic and live occupancy of rooms and buildings, which allows customers in venues, events, museums, and retail to set alerts and optimize how their space is used. Ultimately the stack will enable customers to digitize and automate the processes that take place in the physical world.

THE UNSEEN

Seed Round in 2015
The frontier of intelligent beauty - a D2C colour cosmetics brand for those who want to be seen

Clotho London

Seed Round in 2015
A clothing exchange platform targeted at young women, making fashion sustainable. Clear out your closet and pick up vastly discounted, gently-worn clothes at the same time!

LoveCrafts

Series A in 2015
LoveCrafts, a start-up which builds social marketplaces for the crafts sector. It now intends to use the capital to fuel new product development, overseas growth and the launch of its new marketplace LoveCrochet which will go live next month with further craft communities planned for later in the year.

Purecomm

Seed Round in 2015
In late 2013, they saw a demand for international brands to enter China but they didn’t have the time or funds to implement large ecommerce operations. They wondered why retailers would invest in expensive, stand-alone technologies, when they could simply tap into their existing store infrastructure in order to launch omni-channel commerce, more rapidly and with faster returns. So they decided to build cloud-based software that would help them do it, quickly and affordably.

City Pantry

Seed Round in 2015
City Pantry is an online marketplace where users can discover interesting food for next event. City Pantry is on a mission to rid the world of egg mayonnaise triangles, stale sandwiches and vol-au-vents by disrupting the (slightly boring) world of traditional corporate catering. Working with the best independent chefs, street vendors, specialist caterers, restaurants, and supper clubs in London, City Pantry makes it easy to cater office lunches, meetings, and events.

The Blogger Programme

Seed Round in 2015
The Blogger Programme is one of the fastest growing platforms for brands and influencers to connect and collaborate. Covering fashion, beauty, lifestyle, health, travel, kids, sports, technology and more, brands can find over 20,000 influencers that meet their exact requirements from location, blog genre, social platforms, target audience and even keywords.

Presence Orb

Seed Round in 2014
Presence Orb bridges the gap between online and offline visitor behaviour insight. By understanding how visitors interact with your spaces, providing guest Wi-Fi to gain insight into demographic-based behaviour, and creating hyper-targeted, real-time, location-based marketing opportunities, our clients are able to: - Improve visitor experience and increase brand loyalty - Optimise operations for better product-market fit - Accurately evaluate campaigns and measure success - Predict customer behaviour with up to 94% accuracy A robust​ venue analytics platform, Presence Orb allows clients in industries such as retail, hospitality, leisure, property management and transport networks to track how customers and staff use their commercial space. This data is analysed to provide actionable business intelligence and real-time, location-based marketing communications opportunities. We track customers using in-venue wifi networks and customer mobile phones. Passive tracking means customers do not need to engage with any websites or apps in order to be tracked, ensuring maximised data accuracy. If current wifi networks are compatible, there is no additional hardware required; no messy installations or capital expenditure. Presence Orb brings business intelligence to all departments and teams within your organisation; from operations to to strategy planning, marketing and beyond! Capture metrics KPI metrics, gain deep insight into how different types of visitors interact with your venues and communicate in real-time to improve customer experience, evaluate initiatives and boost brand loyalty. In addition to the data captured, import third party data such as sales figures and staffing levels, or open source data such as weather and transport to further enrich insight. Use predictive analytics to forecast customer behaviour with up to 94% accuracy.

Price Trakker

Seed Round in 2014
Price Trakker extracts price and stock information daily from each of your competitor’s website and compares them with your own website. A detailed Competitor Price Report will be available to you each morning; this will show the latest price and stock levels of your chosen products including changes which have occurred since the previous day. The daily report also includes statistical data on each product. Price Trakker provides for easy competitive analysis and tracking of your competitor’s pricing strategy.

Shufflehub

Seed Round in 2014
Shufflehub - Built to let you browse your favourite online shops when you don't know what you want.

Style Icona

Seed Round in 2014
Style Icona is a smartphone application that offers fashion advice for women. The app is available for download on the App Store and Google Play.

Pollen

Seed Round in 2014
Pollen specializes in the fields of events, travel, festivals, entertainment, experiences, membership, youth culture, and marketplace. The company partners with brands including Live Nation, C3 Presents, MGM Resorts, Universal Music Group, and more. It also integrates with ticketing providers such as Ticketmaster, Eventbrite, Priceline, Stubhub,SeeTickets, Paylogic, and Front Gate Tickets.

Magnitone London

Seed Round in 2014
Magnitone London provides cleansing brush technology deep-cleanses pores, toning and conditioning skin.
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