Funder directory / United Kingdom / Venture capital firms
True
SaveTrue is a UK-based investment and advisory firm specializing in consumer, retail, and technology sectors. It provides venture capital to early-stage startups and private equity for larger growth and buyout deals.
StagesPre-seed · Seed · Growth · Buyout
TicketEquity investments between £25m and £150mquoted from their site
Business modelB2B · B2C
Invests inGB · Europe · US
Deals recorded1 since 2026
What they invest in
- We seek to be long-term partners to fast-growing brands and retail, consumer and technology businesses across the UK, Europe, and United States that are looking to build enduring scale and advocacy in subsectors with direct or indirect exposure to consumers. source
- We back mission-driven entrepreneurs who are building the next generation of technology companies within Consumer & Retail. source
- We like to invest early (Pre-Seed & Seed), across both B2C (e.g., Health, Finance, Education) and B2B (e.g., Retail, Supply Chain) business models, and are primarily focused on the UK & Europe (with some flexibility outside of these markets). source
All investments and operations
1 operation| Company | Round | Amount | Date | Co-investors | Source |
|---|---|---|---|---|---|
| Complir DK | Seed | – | 2026 | – | Portfolio page |
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