It’s all about innovation, ambition, collaboration – it’s about giving startups the opportunities to thrive.

Our team has honed their skills in finding, developing and growing innovative retail and consumer businesses, to the point that we instinctively know a great idea when we see one.

We don’t just invest in businesses though: we fully support them. We’ll help you take your brilliant concept, product, service or technology, and make the most of its competitive advantage in the market. And we’ll get you in front of key decision-makers – that’s our promise.

So who do we want to work with? Businesses that are run by an outstanding team of people. Passionate founders with a great attitude and the bit between their teeth.

If that sounds like you, TrueStart wants to hear from you.

"The big selling point is the door-opening introductions, the family of soft leads, and the credibility TrueStart lends you."

Baz Saidieh


As CEO at TrueStart, Baz oversees all investment decisions as well as business operations, whilst actively supporting the portfolio companies once TrueStart has invested.

Matt Truman


Matt co-founded True Capital and TrueStart with a view to creating an investment management firm with a sector specialist investment approach, targeting businesses with business models fit for the future of the retail and consumer industries

Paul Cocker


Paul co-founded True Capital and TrueStart and has been an active investor in the retail sector for seven years.

Mike Tattersall

Mike is responsible for delivering the partnership proposition to current and future Retail & Strategic Partners of the firm.

Richard Mergler


Richard’s an active partner and mentor at TrueStart.

Chris Spira


Chris is our resident fashion and brand strategy expert, and brings over 20 years of experience to the table.

Anthony de Rothschild


Anthony is an experienced investor and operator within the consumer and lifestyle sector, and is a significant shareholder in the Rothschild group.

Richard Anson

Entrepreneur in Residence

Richard’s based in The Hub every week and provides thoughtful, insightful and inspirational guidance to every one of our residents, often drawing on his 20 years of experience and successes in building start-ups into global businesses.

Michael Karliner

Technologist in Residence

Marton Meszaros

Tech-Project Manager-in-Residence

Ashton Crosby


Ashton has 15 years of experience in the consumer/retail industry, joining us from Tesco where he worked in business development. Ashton is investments director for TrueStart and is responsible for looking after all the portfolio companies.

Richard Brick

Senior Associate

Rich assesses the potential investment opportunities

Kalinka Kay


Kalinka joined TrueStart in 2015 and works on the investment team, identifying opportunities and supporting portfolio companies

Oliver Crowther


Oliver supports all business development and partnership activities, including the investment process, whilst driving deal flow and supporting the portfolio companies. 

Kim Visser

Head of Marketing & Communications

Kim looks after all the marketing, branding and communications activities for True Capital and TrueStart

Andrea Lewis

Events Director

Andrea looks after all events - both internal and external - for TrueStart