True is a consumer specialist investment and innovation advisory firm managing ~$1bn of assets, investing across the consumer, retail, leisure and technology sectors. True's VC Fund focuses on Pre-Seed to Series A, investing up to £2m in companies like Jitty, JENA, Boy Smells, By Rotation, and SeeChange. True's Private Equity Fund primarily focuses on growth equity and buyouts, with portfolio companies Ribble Cycles, Zwift, The Cotswold Company, Hush, Apparel Brands and more. True is also the future-focused partner for global corporates and household brands such as Marks & Spencer, Associated British Foods, Warner Bros. Discovery, 7-Eleven, and TJX, helping to navigate uncertainty and drive growth in a net zero world.