Amoruso announced the launch of the firm in January 2023 with plans to raise $5 million. (Unlike most funds, Trust Fund was incorporated under a subsection of the Securities Act that allows Amoruso to raise in public and from a wider group of investors.) She decided to launch a fund after spending “way too much of [her] own money” as an angel investor.

While Amoruso popularized the term “girlboss” with her memoir and a Netflix show of the same name, the phrase took on a life of its own. It became less inspirational and more of a put-down. “I’m exhausted by the girlboss narrative,” Amoruso says.

So, this time, she’s avoiding gender-specific terms and restrictions. Trust Fund is not exclusively investing in female-founded companies; Amoruso wants to invest in all opportunities available to her. Or as she puts it: “I’m happy to ride on a man’s coattails.” “I’m not going to double down on my disadvantage,” she adds.

Stefanie Keenan—Getty Images for goop

Amoruso had a nontraditional path into the tech industry, starting Nasty Gal as an eBay store for secondhand clothing; she bootstrapped the company to $28 million in annual revenue by the early 2010s. But fast growth led to a fast fall, and the brand filed for bankruptcy and sold to retailer Boohoo for $20 million in 2017.

Now, she says that her understanding of the challenges of entrepreneurship—in the days before Shopify—will set her apart as an investor. Amoruso is especially interested in B2B products and services for entrepreneurs, which she views as consumer products. “They’re products that the average person who’s starting a business can understand and use that demystify business ownership for everybody, including the person I was when I was a community college dropout at 22,” she says.

Trust Fund has made nine investments so far. They include a social commerce platform, a gig economy marketplace for the dental industry, a creative operations tool for creators and marketers, and Gift Shop, a site where small businesses like restaurants can sell their merch.

She has other potential investments on her wish list, including an idea for an “Etsy for services” that would allow non-professionals to monetize their hobbies—to make and sell a one-off floral arrangement without launching a full-blown business.

As Amoruso moves more behind the scenes as an investor rather than a founder, she’s not abandoning the marketing savvy that helped launch Nasty Gal into the zeitgeist. “I don’t like operating companies,” she admits. “[Now] it’s my job to invest in companies that drive revenue instead of drive revenue for myself.”

Emma Hinchliffe
emma.hinchliffe@fortune.com
@_emmahinchliffe

The Broadsheet is Fortune’s newsletter for and about the world’s most powerful women. Today’s edition was curated by Joseph Abrams. Subscribe here.

ALSO IN THE HEADLINES

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- Business on the line. Huda Kattan, the Iraqi-American CEO of beauty brand Huda Beauty, says she’s willing to risk her billion-dollar business over her public support for Palestinians. The comments came in a video posted to the CEO's TikTok, in which she also claimed she’d received death threats and customer boycotts for her views. Newsweek

- Realty house of horrors. Up-and-coming realty firm eXp is facing a second lawsuit filed by women who say two former high-earning agents drugged and sexual assaulted them. The five women blame the brokerage's "work hard, play hard" culture and claim executives failed to take action against the agents after the women made their claims. Attorneys for the two agents deny the allegations, and a spokesperson for the firm's CEO, named as a defendant in one of the suits, said the claims were handled swiftly and that the agents were independent contractors, not employees. New York Times

- Top-down DEI. Aviva CEO Amanda Blanc told a British Parliamentary committee last week that she personally signs off on all white male candidates for senior roles at her insurance giant to “make sure that the process followed for that recruitment has been diverse.” Fortune

- Ad police. Nandini Jammi's nonprofit removes conspiracy theorists from social media and notifies advertisers when their ads appear adjacent to extremist content. After X owner Elon Musk recently reinstated conspiracy theorist Alex Jones on the platform, the activist is petitioning to remove Jones again. Washington Post

MOVERS AND SHAKERS: The Vistria Group appointed Kate LeFurgy as head of communications and marketing.

ON MY RADAR

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Is Poor Things the best we can do for female sexuality onscreen? Vulture

PARTING WORDS

"When you put a control freak in a situation where she’s not in control, of course that’s quite uncomfortable."

—Victoria Beckham on participating in the Netflix documentary Beckham