Serena Williams Advocates for Underrepresented Founders as Entrepreneur-In-Residence at Reckitt

Grand Slam champion Serena Williams is championing a new cause – advocating for overlooked founders, particularly women and people of color who are addressing pressing issues in underserved markets.

Williams’ New Role at Reckitt

Last week, Serena Williams, recognized globally for her tennis prowess and investment acumen, was appointed the first ever entrepreneur-in-residence at Reckitt, a British consumer health conglomerate with brands like Lysol, Durex, and Enfamil in its portfolio. She will be providing mentorship and support to scale startups in sectors like hygiene, maternal care, and health equity. These sectors, although in high demand, are typically underfunded. Women-led startups receive less than 3% of global venture funding despite data indicating they consistently outperform male-led companies.

The Launch of Reckitt Catalyst

Coinciding with Serena’s appointment is the announcement of Reckitt Catalyst, a £10 million initiative set to support up to 200 underrepresented founders by 2030. This initiative aims to improve access to health and hygiene for five million people in Africa, Asia, and Latin America through scalable, locally led solutions.

Serena Ventures: Championing Diverse Founders

Since her departure from active tennis, Serena established Serena Ventures in 2014, focusing on supporting diverse founders. She raised $111 million for her inaugural fund at a time when only 5% of VCs were Black, and even fewer were Black women. Today, her portfolio boasts more than 14 billion-dollar companies and several decacorns.

Bridging the Gap in Underfunded Sectors

Through her partnership with Reckitt, Serena is now focusing on sectors often neglected by Silicon Valley. “Hygiene is routinely overlooked in venture,” she said. “It’s not flashy. But it’s foundational, especially for women, mothers, and children. These are essential markets that drive real impact and real returns.”

Her role will not only involve mentoring, but also providing network access. Serena will guide Catalyst entrepreneurs, helping them extend their reach through strategic partnerships. She wants to open doors for founders who aren’t part of the usual power circles.

Ruth Umoh
ruth.umoh@fortune.com

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