We’re delighted to announce that TruRating has been named a finalist for the Best Brand & Values Initiative at the 2025 Business Culture Awards.
The Business Culture Awards celebrate organisations that place people and purpose at the centre of performance. This year marks the 10th anniversary of the awards, which spotlight initiatives that deliver measurable outcomes, drive organisational performance, and set standards that others can learn from. To be shortlisted in such a competitive category is both a privilege and a powerful validation of the journey we’ve been on.
Culture as our operating system
At TruRating, culture isn’t an afterthought or a campaign. It’s the operating system behind how we work, grow, and succeed. As we’ve scaled globally, we’ve worked hard to ensure our culture grows with us, sharpening and embedding the shared principles that make TruRating unique. These are not top-down directives, but co-created values that shape how we hire, lead, collaborate, and serve our customers every day.
The TruValues
Our values are simple, clear, and designed to be lived:
- Startup Mindset – entrepreneurial, scrappy, fast to act
- Tru to Ourselves – authentic, optimistic, inclusive
- You Own Tru – every team member is an owner and decision-maker
- Easy to Choose, Easy to Use – simplicity for colleagues and customers
- Spreading TruLove – impact that reaches beyond our business
From onboarding rituals and recognition programmes to transparent leadership, coaching, and customer engagement, these values underpin everything we do.
Turning words into action
Embedding our culture has always been about more than statements. We’ve integrated the TruValues into every part of the employee and customer journey:
- New joiners feel them through our onboarding traditions and team rituals
- Every colleague has ownership, from equity participation to involvement in strategic decisions
- Performance reviews, 1:1s, and coaching are guided by values-led behaviours
- Peer recognition and transparent feedback loops ensure every voice is heard
- Initiatives around innovation, inclusion, and wellbeing make culture part of how we operate, not an added extra
The result is a system where clarity, ownership, and simplicity translate into engagement, efficiency, and performance.
A word from our CEO
“Culture isn’t something we talk about at TruRating, it’s something we live. Being named a finalist for the Business Culture Awards is a proud moment, not because of the recognition, but because it reflects the care, clarity, and ownership our team brings to work every day.
The TruValues weren’t written in a boardroom, they were built by our people, for our people. They’re the reason we’ve been able to scale without losing what makes us special.
A huge thank you to every single member of TeamTru, this recognition is yours. You’ve brought our values to life with heart, grit, and generosity, and it’s your energy that makes our culture not just strong, but truly special.
And thank you to the Business Culture Awards team for naming us a finalist. To be recognised among such inspiring organisations is an honour, and a reminder that when you put people and purpose at the centre, incredible things happen.” — Georgina Nelson, CEO & Founder, TruRating
Impact beyond the workplace
Living our values has shaped not only how we work together, but also how we serve our customers. When we say TruRating is “easy to choose, easy to use,” that’s as true for our employees as it is for the retailers who partner with us. The authenticity, optimism, and ownership we foster internally mirror the experience we deliver externally, and that alignment is one of the reasons our partners trust us to deliver at scale.
As one team member put it:
“Every employee is a stakeholder of the company… It’s a true collaborative environment where our feedback matters.” – TruRating employee
And as one customer shared:
“Thanks to TruRating, we’ve been able to simplify our customer journey and uncover new opportunities for innovation.” – TruRating customer
A thank you to our team
Being named a finalist is a celebration of every TruRating team member who brings the TruValues to life daily. It’s their energy, optimism, and ownership that turn culture into a competitive advantage and make TruRating a place where people and performance thrive side by side.
We’re grateful to the Business Culture Awards for recognising the impact of values-led organisations, and we’re proud to be part of such an inspiring community of finalists.
