See how your deck fits this investor's thesis, stage, and ticket size.
Analyse your fitInvestment thesis
We back mission-driven entrepreneurs building technology companies at the forefront of consumer behavioural change. Built on the strength of True's network and expertise, we invest in B2C and B2B business models within the Consumer & Retail vertical. We typically invest £250k to £1m at Pre-Seed and Seed stage, primarily in the UK & Europe. True is a consumer and retail sector-specialist investment and advisory firm, taking a holistic approach to building and connecting consumer brands and enabling technologies.
Notable quotes
“Hospitality represents a significant share of Europe's economy and demands constant, detailed operational oversight. Yet there is a huge lag for restaurant groups and multi-site operators to understand performance - that is exactly where Alpa comes in and why we at True are excited to back the company.”
Recent investments
| Company | Round | Size | Date |
|---|---|---|---|
| Alpa | Pre-Seed | — | 2026-02 |
| Cambiotics | Seed | $4m | 2026-02 |
| Jitty | Seed | — | 2025-08 |
| Sava | Series A | — | 2025-07 |
| By Rotation | Seed | — | — |
| Shellworks | Seed | — | — |
| Eyva | Seed | — | — |
| onFabric | Seed | — | — |
| Unmind | Seed | — | — |
| Pinpoint | Seed | — | — |
Frequent co-investors
| VC firm | Deals together |
|---|---|
| Collaborative Fund | 1 |
| EIFO | 1 |
Fit check
Is True a match for your startup?
Upload your deck and get an instant AI-powered fit analysis — see exactly how your startup aligns with this investor's thesis, stage focus, and ticket size.
Analyse your fit