True&Co operates an e-commerce service that uses a "fit quiz" and a personalization algorithm to recommend bras and ships personalized home try-on kits with free shipping and returns. The core product is the matching engine that surfaces new brands and styles tailored to a user’s body type and fit preferences. The company plans to invest the new funding to improve its algorithm and explore additional applications for the technology. True&Co has been expanding inventory to include boutique brands to broaden customer choices. The startup recently hired CTO Brian Emmett, formerly director of engineering at Netflix, and counts adviser Chris Pouliot from Netflix’s engineering and algorithm team. It has about 20 employees in San Francisco and New York and is looking to grow the team to scale the business. True&Co operates an online bra-shopping service that leverages a two-minute quiz and a database of over 2,000 potential body types to generate personalized bra selections. The site dynamically produces a custom set of recommendations, lets customers order five bras, try them on at home, and return the ones that do not fit. Co-founder Aarthi Ramamurthy brings expertise in data modeling and algorithms from work at Microsoft and Netflix and prior startup experience; co-founder Michelle Lam has investment and fashion experience from Bain Capital Ventures. The company stocks 20 major bra brands and is demoing its product at the D10 conference as it launches its site. True&Co has raised $2 million so far from First Round, SoftTechVC, Softbank Capital, Aileen Lee, and Ellen Levy. The company is based in San Francisco and has 10 employees.

Total raised

$6M

Funding rounds

2

Latest round

Equity

Latest activity

Oct 2013