Serena Williams may be a global tennis icon, but in the world of venture capital, she admits she started with little guidance. Despite building Serena Ventures into a $111 million fund that has backed 16 unicorns, Williams says she wishes she had more mentors when she launched her firm over a decade ago.
“In hindsight, I feel like I should have had more mentors,” the 44-year-old told Business Insider. “The mistakes I made helped me grow, but why not learn from others instead of learning the hard way?”
This summer, Williams joined Reckitt Catalyst, a social impact investment program run by Reckitt, the British company behind Lysol. The initiative aims to provide health and hygiene solutions to 5 million people by 2030. As its new “entrepreneur-in-residence,” Williams now mentors U.S. founders, including Erik Cárdenas of Zócalo Health, which supports Medicaid families in underserved areas.
Williams says the role makes her feel like she’s “in school every day” — but this time she’s also the teacher. She shared three key lessons she’s learned as an investor.
1. Look for the story, not just the market gap
Williams says founders must prove there’s real demand for their product. But beyond that, she looks for a compelling story and genuine passion. She cited female-led companies like Tayaba Organisation and Nazava, which tackle water scarcity and purification. “These women are literally saving lives,” she said, noting that businesses rooted in personal connection tend to outperform those created simply to “fill a white space.”
2. Relationships matter as much as the idea
For Williams, strong ideas aren’t enough if the founder can’t sell them. “You’re only as good as your founder,” she said. Building relationships is crucial in venture capital, where access can open doors. She encourages entrepreneurs to stay open to networking, even at events that may not seem promising at first. “Mentorship is really about connections and helping people discover your product,” she added.
3. Resilience is everything
Williams draws heavily on lessons from her tennis career, where she earned 23 Grand Slam titles. “Nothing happens overnight,” she said. Early-stage companies often fail, so resilience and mental toughness are essential.
Her own career reflects that perseverance. Beyond Serena Ventures, she has launched Wyn Beauty, Will Perform (a pain-relief brand), her S by Serena clothing line, Serena Williams Jewelry, and a production company, Nine Two Six.
She also notes that women often face tougher barriers in business. In 2024, only 2.3% of global VC funding went to all-female teams. “As a woman, when you start a business, you have to succeed,” she said. That extra drive, she believes, often helps female-led companies thrive when they do get the chance.
