For female VCs bias is a branding issue

Leslie Feinzaig, a venture capitalist, likes that her venture firm, Graham & Walker, sounds like an old, stodgy law firm. But apart from the name, there’s nothing really stodgy about it: Her fund exclusively invests in female- and nonbinary-founded startups.
It’s a relatively new name for her firm, which was originally called Female Founders Alliance. Feinzaig rebranded in 2021 in an effort to attract a more diverse set of founders and check-writers into her portfolio.
“The number one risk that we fall into is inadvertently stamping our own portfolio with a diversity signal,” she said. “An

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