The company invests in consumer businesses that are changing the way people live, providing up to £100 million through its private equity fund, and supporting brands with access to emerging technologies and collaboration opportunities. True also invests in digital-first, breakout brands, as well as retail and consumer technologies that enable progress and disrupt traditional business models. Founded in 2012, True aims to build businesses the right way, where what's good for people and profits lead to the same choices.