We are a startup investment fund and accelerator, investing in startups with outstanding technologies, products or services that fall within the retail or consumer industries. Our investments range from deep tech to ecommerce to consumable products.

  • Beyond the invested capital, TrueStart enables its portfolio companies to excel by providing strategic and operational support through our core team, deeply technical Entrepreneurs-in-Residence (Founder of Reevoo, CTO of Shazam) and our 100-strong network of industry relevant mentors
  • Commercial connections to thousands of leading brands and their leadership teams
  • Fundraising preparation and access to our global network of funds, family offices and high network individuals. 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 familiar, TrueStart wants to hear from you.

What our last cohort had to say about us…


If you're struggling to open a door, you can call up the team at TrueStart and they will move things along. Ger O’Meara, Photospire

Our Story

Our ambition has always been to shake up the industry and become the very best – we’ve worked tirelessly from day one to achieve that.

As fellow entrepreneurs, we know you’ll do the same and we believe you’ve got a great chance of succeeding – we’re here to support you and help you convince the industry that your dream is worth investing in.

How? We’ve built a network of senior industry stakeholders that allows us to effectively compete within a sector we are not only passionate about, but experts in. Our team enjoys daily access to entrepreneurs, retail and business executives and industry experts. We are continually building this network as we know it’s crucial to allow us to lead – and influence – a rapidly changing sector and having businesses like yours on board helps us help the industry. TrueStart has been in the news: FT | CityAM | Tech City News | Campaign