
True is a consumer-focused investment and innovation firm reimagining what good business looks like. 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.