True
Overview
True is a consumer-focused investment and innovation firm with both private equity and venture capital funds. The firm invests across the retail, consumer, and technology sectors. Its venture capital arm focuses on Pre-Seed to Series A companies with initial investments up to £2 million, while its private equity arm targets investments from £10 million to over £100 million in more established businesses. The firm was founded with the goal of bridging large consumer brands with pioneering tech start-ups.
Portfolio Companies
45
Website
true.globalInvestments
| Company | Date | Stage | Lead |
|---|---|---|---|
| Zwift | Sep 2020 | Series C | Co-investor |
| Jitty | Aug 2025 | Seed | Co-investor |
| Shameless Pets | Nov 2019 | Seed | Lead |
| Sava Technologies | Jul 2025 | Series A | Co-investor |
| indē wild | Mar 2025 | Seed | Co-investor |
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Sector & Stage Mix
Industry, funding stage, and valuation band breakdowns.
FAQ
Where is True based?
True is headquartered in London, England, United Kingdom.
When was True founded?
Founding year information for True is not publicly available.
How many portfolio companies does True have?
True has 45 portfolio companies in Caplight's dataset.
What are some companies in True's portfolio?
Portfolio companies visible on Caplight include Zwift, Jitty, Shameless Pets, Sava Technologies, indē wild.
What was True's most recent investment shown here?
True's most recent investment in this portfolio sample was in Jitty in 2025.
What sectors does True focus on?
True focuses on Healthcare & Life Sciences, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Enterprise Software, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, FinTech, Consumer & Commerce, Enterprise Software, Healthcare & Life Sciences, Consumer & Commerce, Enterprise Software, FinTech, Consumer & Commerce, Mobility, Transportation & Logistics, Healthcare & Life Sciences, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Consumer & Commerce, Enterprise Software, Media, Entertainment & Gaming, Real Estate & PropTech, Enterprise Software, Consumer & Commerce, Enterprise Software, Energy & Sustainability, Consumer & Commerce, FinTech, Enterprise Software, Enterprise Software, Healthcare & Life Sciences, Media, Entertainment & Gaming, AI, Data & Cloud Infrastructure, Consumer & Commerce, Cybersecurity, Enterprise Software, Enterprise Software, Enterprise Software, Energy & Sustainability, Consumer & Commerce, AI, Data & Cloud Infrastructure, Enterprise Software, Frontier & Industrial Tech, Consumer & Commerce, Consumer & Commerce, AI, Data & Cloud Infrastructure, AI, Data & Cloud Infrastructure, Enterprise Software, Consumer & Commerce, Energy & Sustainability, Enterprise Software, Enterprise Software, Real Estate & PropTech, Consumer & Commerce, Mobility, Transportation & Logistics, FinTech, Consumer & Commerce, Energy & Sustainability, Real Estate & PropTech, Consumer & Commerce, Consumer & Commerce, Media, Entertainment & Gaming, Energy & Sustainability, Enterprise Software, Energy & Sustainability, Media, Entertainment & Gaming, Healthcare & Life Sciences.
What company stages does True focus on?
True typically invests at the Early stage.
What is True's AUM?
True's assets under management are estimated at over $812.5M.