Invest Like The GOAT: After Investing In Multiple Billion-Dollar Companies, Serena Williams Shares How She Spots Unicorns
Photo Credit: Christophe Arcambault

Invest Like The GOAT: After Investing In Multiple Billion-Dollar Companies, Serena Williams Shares How She Spots Unicorns

Over the years, Serena Williams has proven that she’s the GOAT.

Her prowess on the tennis court — a court from which she recently retired — has earned her a $240 million net worth, which has made her one of the richest self-made Black women in the world.

But that’s only the beginning of the Serena Williams story. Today, the tennis player-turned-multihyphenate has made her money work for her.

As AfroTech previously reported, Williams teamed up with another GOAT — basketball star Kevin Durant — to invest in Happy Viking, a plant-based superfood company owned by Williams’ beloved sister and fellow tennis GOAT, Venus.

“Happy Viking has raised $2 million in an investment round led by Venus Williams, Serena Williams, Kevin Durant and Rich Kleiman’s 35V, Peloton Vice President of Fitness Programming Robin Arzón, professional golfer Michelle Wie West, soccer champion Megan Rapinoe, tennis star Reilly Opelka, and basketball stars Isaiah Hartenstein and Collin Sexton,” reads the press release announcing this latest venture.

And this business venture is only the latest that the tennis legend has embarked on. What’s more, Serena Ventures has reportedly even invested in companies valued at more than $1 billion, like MasterClass, Impossible Foods, and Noom. But how does she spot a billion-dollar company?

“I like to invest in things where I believe in the founder. For us, it’s really about the founder and do we like the company and does the founder have a good story and why is he doing it. Is it because it’s a white space, or is it really solving a problem that is close to his or her heart?” she told WSJ. Magazine.

With unprecedented wealth, Serena Williams has learned to make her money work for her. Let’s take a look at just a few of the many ways you, too, can invest like Serena.

Editorial note: The net worth listed in this piece is a speculative estimate drawn from a variety of online sources. AfroTech makes no representation about the investment information provided herein, and neither is the information meant to be construed as financial advice. Consult with a licensed financial professional before investing your money.

Serena Ventures

Intelligent celebrities have now started their own investment firms, and Serena Williams is no exception. Originally founded in 2014, the aptly-named Serena Ventures has since funded more than 30 companies, which were mostly led by women and other under-represented groups. In March 2022, AfroTech reported that Serena Ventures launched its inaugural fund, which was worth $111 million and was designed to launch “the next generation of champions.”

The Bumble Fund

In March 2019, AfroTech reported that Serena Williams invested into The Bumble Fund, which “helps women of color and other underrepresented groups who are largely ignored in venture capitalism,” according to our report.

Indonesian Coffee Company

In December 2019, AfroTech reported that Serena Williams joined celebrities like Jay-Z and NBA player Caris LeVert to invest in Kopi Kenangan, an Indonesian coffee company.

NFTs, Cryptocurrency, and Bitcoin

Serena Williams is a celebrity whose NFT portfolio is one of the most valuable in the world, according to an SCMP report released in March 2022. But that’s not her only venture into the Wild West of Web3 investing. As AfroTech reported back in March 2021, Williams joined the $5 million funding round to invest in Lolli, a Bitcoin-based rewards company.

Esusu

In July 2021, AfroTech reported that Serena Williams participated in the $10 million Series A funding round — led by Motley Fool Ventures — for Esusu, a rent reporting company.

HUED

Serena Williams joined Black Founders Matter to invest in the $1.6 million seed round for HUED, a digital health company founded by former ESSENCE senior editor, Kimberly Wilson, back in 2018. AfroTech reported that Williams invested in the seed round back in August 2021.

Potential Soccer Club Ownership

In April 2022, AfroTech reported that Serena Williams joined forces with F1 racing legend Lewis Hamilton to bid on the Chelsea Football Club purchase.

Karat

Also in April 2022, AfroTech reported that Serena Williams invested in Karat, whose mission is to increase the number of Black software engineers in the United States.

Let's Do This

In June 2022, AfroTech reported that Serena Williams teamed up with Usain Bolt to invest in Let’s Do This — and the company ultimately raised $60 million.

Zigazoo

Zigazoo, a social network for children, secured Serena Williams as an investor back in 2020. And, in July 2022, AfroTech reported that Williams’s participation in the funding was able to lure the NBA into funding the company, as well. The NBA was part of a $17 million fundraising round.

Wondermind

In August 2022, AfroTech reported that Serena Williams invested in Wondermind, a company founded by Selena Gomez, Mandy Teefey, and Daniella Pierson that prioritizes mental health. Our report revealed that Williams invested $5 million into the startup.