Serena Williams Reveals Why She Invested in Start-Up Fintech Firm Esusu

Published 07/17/2021, 8:00 AM EDT
SAN JOSE, CALIFORNIA – FEBRUARY 22: Serena Williams speaks on stage during keynote conversation at 2019 Watermark Conference for Women Silicon Valley at San Jose McEnery Convention Center on February 22, 2019 in San Jose, California. (Photo by Marla Aufmuth/WireImage)

Be it her tennis career or entrepreneurial side, Serena Williams never shies away from taking chances.


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While doing the percentages right on a tennis court, the 23-time Grand Slam champion would seldom miss out on a chance to fire a blinding cross-court winner when her opponent expects her to go down the line.

In business, it’s the same streak, the same urge to go off the beaten track that makes her invest in start-up firms peddling bright and unique business ideas.


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Serena Williams’ investment in Esusu

And adding to the growing list of start-ups that she has put her money on, Serena has now invested an undisclosed amount in Esusu, a start-up fintech firm enabling renters to grow and improve their credit by reporting their rent payments to credit bureaus.

Fintech, for the uninitiated, refers to computer programs and new-age technology supporting banks and other financial institutions.

Tennis – Wimbledon – All England Lawn Tennis and Croquet Club, London, Britain – June 29, 2021 Serena Williams of the U.S. in action during her first round match against Belarus’ Aliaksandra Sasnovich Pool via REUTERS/Jed Leicester

The 39-year-old tennis superstar pumped in the money through Serena Ventures, her venture capital firm.

The start-up received the investment as part of its first funding round.

Serena says she supports ventures that are about empowering others

Speaking to CNBC about the new start-up that she has chosen to support, Serena said, “I started Serena Ventures to invest in diverse founders and early-stage companies that outperform and generate impact, while at the same time empowering others and creating opportunities. Esusu is definitely one of those companies.”

She added that at the core of the start-up’s business idea is the “financial inclusion” of working families as well as institutions.

“Esusu is really focused on credit building and creating pathways to financial inclusion not only for working families but for individuals as well,” the seven-time Wimbledon champion said.

Headquartered in New York City, Esusu already has funding support worth $14 million.


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Its previous funders include Global Good Fund, Next Play Ventures, and Zeal Capital.


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Priyabrata Chowdhury

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Priyabrata Chowdhury is a tennis author for EssentiallySports. He has been a print journalist for a decade, producing news pages for leading national dailies such as the Hindustan Times and The New Indian Express. His passion for sports eventually drove him to tennis writing.