True.
VC Fund
London, United Kingdom
True. is a VC fund in London focused on E-Commerce and Software. True invests in consumer businesses that are changing the way people live through its funds dedicated to investing in innovators and those who are reimagining their industries. Investing up to £100 million, through its private equity fund — is only one part of what True does for its partners. True is a value-add investor that nurtures brandssupporting them with everything from access to emerging technologies, to extraordinary collaboration opportunities from across True's community. True also invests between £100k and £5m in digital-first, breakout brands that represent the future of consumer behaviour when they’re at pre-seed to Series A stage. We also invest in the retail and consumer technologies which will enable consumer progress — and disrupt the way business has been done to date.
- Total investments:
- 86
- Last investment:
- Lead investor:
- 17%
- Fund size:
- $350M
- Last fund:
Last updated:
For AI agents: llms.txt
Industries True. invests in
Stages True. invests in
Countries True. invests in
Contacts
| Name | Phone | Socials | |
|---|---|---|---|
| See all 12 contacts → | |||
Investment Focus
Industry
- E-Commerce 16 (19%)
- Software 15 (17%)
- Artificial Intelligence 13 (15%)
- Retail 9 (10%)
- Fashion 9 (10%)
Stage
- Seed 53 (62%)
- Pre-Seed 11 (13%)
- Series A 8 (9%)
- Funding Round 3 (3%)
- Venture - Series Unknown 3 (3%)
Country
- United Kingdom 45 (52%)
- United States 9 (10%)
- France 4 (5%)
- Canada 2 (2%)
- Germany 2 (2%)
Team
| Name | Title | Investments | Links | |
|---|---|---|---|---|
Chris Spira
Operating Partner
|
Operating Partner | Total investments: 0 | Find email | |
James Wain
Senior Investment Associate
|
Senior Investment Associate | Total investments: 0 | Find email | |
Liam Buswell
Director
|
Director | Total investments: 0 | Find email | |
Matthew Truman
CEO and Co-Founder
|
CEO and Co-Founder | Total investments: 1 | Find email | |
Mike Tattersall
Chief Commercial Officer
|
Chief Commercial Officer | Total investments: 0 | Find email | |
| See all 12 team members → | ||||
Investments
| Company | Description | Round | Links |
|---|---|---|---|
| Alpa is a financial platform designed for hospitality businesses like restaurants and franchises. Alpa provides real-time financial insights for hospitality operators by integrating POS sales data, bank transactions, and supplier invoices into live profit and loss statements, cash flow tracking, and AI-driven recommendations. | $3.4M / Pre-Seed / Feb 26, 2026 | ||
| Cambiotics mission is to reducing the widespread presence of chemicals in the body whc are spread through various everyday products like non stick cookware, cosmetics, food wrapers and water. | $4.7M / Seed / Feb 02, 2026 | ||
| First Voyage is a consumer AI startup focused on habit formation and self-care. | $2.5M / Seed / Dec 15, 2025 | ||
| Kotcha uses AI to recreate the athlete–coach relationship, delivering adaptive, personalized training guidance at scale. | $4.1M / Pre-Seed / Oct 23, 2025 | ||
| Pinpoint automates SMS and email flows within Instagram and TikTok DMs, converting audience interactions into transactions. It collects contact information, sends campaigns, and manages customer engagement at scale. The platform integrates with Shopify, Klaviyo, Attentive, and Postscript for workflow management. | $2.5M / Seed / Oct 09, 2025 | ||
| 10% is reshaping the future of consumer loyalty by empowering brands to take back control from retailers. We enable leading FMCG companies to build direct, data-rich relationships with their customers through a unified loyalty platform that works seamlessly across all channels. Shoppers are rewarded consistently for buying the brands they love, nomatter where they shop, while brands gain access to powerful first- and zero-party data, behavioral insights, and automated engagement tools. By combining loyalty, data, and media into one scalable ecosystem, 10% unlocks a new growth engine for brands ready to own their audience and outperform in a retail-dominated landscape. | $2.8M / Pre-Seed / Sep 13, 2025 | ||
| Voice AI for drive thru | $8.7M / Seed / Aug 27, 2025 | ||
| Jitty is a real estate search engine to help people in find and move into their ideal property. | $3.8M / Seed / Aug 01, 2025 | ||
| All the health information we need is within us. Just below the skin. SAVA is redefining the way people interact with their health by developing the most advanced biosensing technology science has to offer, capable of accessing bodily information in a painless, real-time and affordable way. | $18.8M / Series A / Jul 30, 2025 | ||
| Skyminyr delivers the power of human capital intelligence. | $5.5M / Seed / Apr 23, 2025 | ||
| See all 86 investments → | |||
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FAQ
What does True. invest in?
True. invests primarily in E-Commerce, Software and Artificial Intelligence startups, most often at Seed and Pre-Seed stage. Most of the 86 investments tracked by Shizune back companies in United Kingdom. The Investment Focus section breaks down every industry, stage and country in the portfolio.
How do I contact True.?
Public channels for True. include LinkedIn, X (Twitter) and the website linked on this profile. For a verified work email and phone number, create a free Shizune account — contact data is searched across 20+ sources and validated before delivery, so your outreach lands in the right inbox.
Who are the partners at True.?
The team at True. includes Chris Spira (Operating Partner), James Wain (Senior Investment Associate) and Liam Buswell (Director), among 12 team members tracked by Shizune. The Team section lists each member with their title, investment count and links.
Is Shizune's investor data accurate?
Yes — every stat on this profile is calculated from confirmed public funding rounds monitored across hundreds of sources since 2020. This profile was last refreshed in Aug 2026 and is updated monthly. Spotted something off? Use the “Suggest an edit” link near the top of the page.
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