True: A London-based financial services firm innovating consumer-focused investments.
Location
London, Greater London, GB
Founded
2003
True is a London-based financial services firm specializing in consumer-focused investments. The firm engages in various investment stages, including pre-seed, seed, Series A, B, and C rounds. True's investment approach is characterized by its ambition to reimagine business through innovation, targeting companies across the full spectrum of the consumer world.
True's notable portfolio includes companies like Zwift, which has raised $575 million, and other innovative firms such as Awe Inspired, buywith, Fable, Futureswap, Maude, and Short Story. The firm's investment philosophy emphasizes close collaboration with founders and entrepreneurs, providing not just capital but also imaginative ways to enable growth. True's unique value-add services include leveraging a community of industry leaders and experts to support and scale their portfolio companies.
True. - Portfolio Snapshot
Portfolio activity breakdown across disclosed investments and stages
