True. is a pioneering investment and innovation firm based in the United Kingdom, dedicated to reshaping the business landscape through strategic investments and fostering innovation. Established in 2013 by Matt and Paul, True.

operates as Europe's only retail and consumer sector specialist that spans the entire investment vertical, bridging the gap between major consumer brands and innovative tech startups. Their unique approach involves not only investing but also facilitating collaborations between industry giants and emerging innovators, supporting startups, and promoting knowledge sharing to drive meaningful change.