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True.
True is a London-based investment and advisory firm that operates a private equity fund and a venture capital fund, focusing on the consumer, retail, and technology sectors. The firm supports mission-driven entrepreneurs and emphasizes collaboration between established brands and startups.
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Overview
True. (True Capital Limited) is an investment and advisory firm based in London, UK, founded by Matt Truman and Paul Cocker around 2012-2013. The firm operates a private equity fund and an early-stage venture capital fund, focusing on the consumer, retail, and technology sectors. True aims to reshape business as a force for positive change, helping companies innovate in their operations and strategies. The firm is B Corp registered and emphasizes a community model, providing portfolio companies access to corporate partnerships and collaborative opportunities. True also runs an Office Hours program to support underrepresented founders by offering feedback on pitch decks and business models.
Focus
True operates two funds: a private equity fund for investments up to £100 million and a venture capital fund for initial investments up to £2 million. The organization invests across the retail, consumer, and technology sectors, supporting mission-driven entrepreneurs who are at the forefront of consumer behavioral and technological change.
Support
True provides portfolio companies with access to its corporate partner network, introductions to established consumer brands, shared office space at True House, and opportunities for cross-portfolio collaboration. The firm also emphasizes increasing access for underrepresented founders through its Office Hours program.
Questions
What are True's investment criteria?
True focuses on seed and Series A investments in the consumer and commerce sectors. The firm typically invests between $1 million and $2 million in mission-driven companies that are innovating in consumer behavior and technology.
How can I pitch to True?
Founders can pitch to True by sending an email to vc@true.global. It is recommended to include a detailed pitch deck that outlines the business model, market opportunity, and team background.
What makes True different from other venture capital firms?
True emphasizes a mission-driven approach, focusing on companies that aim to create positive change in their industries. The firm also runs an Office Hours program to support underrepresented founders.
What is the geographic focus of True?
True primarily invests in companies based in Europe, with a particular emphasis on the United Kingdom.
What kind of support does True provide to portfolio companies?
True offers mentorship, operational support, and access to a network of industry contacts. The firm is actively involved in helping portfolio companies refine their business strategies and navigate challenges.
What is the typical follow-on investment behavior of True?
True is open to follow-on investments in its portfolio companies, particularly if they demonstrate strong growth and alignment with the firm's mission-driven focus.
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InvestorInvesting in the future of food technology.
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