True.

True is a private equity firm established in 2012 and headquartered in London, United Kingdom. The firm specializes in investing in innovative consumer businesses that are transforming lifestyles and industries. True focuses on sectors such as retail, analytics, blockchain, entertainment, and leisure, as well as technology ecosystems encompassing B2C, B2B, and B2B2C models. It invests amounts ranging from £100,000 to £100 million, targeting both early-stage digital-first brands and more established companies. True positions itself as a value-add investor, providing partners with support that includes access to emerging technologies and collaborative opportunities within its extensive network. Through its investment strategies, True aims to facilitate consumer progress and disrupt traditional business practices.