The Norma Fund
The Norma Fund is a private US investment fund, founded in 2019, that invests exclusively in Russell 1000 companies led by female CEOs using a rules-based methodology. It serves values-based and institutional investors seeking gender-lens exposure to large-cap US equities.
- Company typePrivate
- Founded2019
- Headquarters—
- Headcount11–50
- GTM typeB2B
- OfferingServices
What The Norma Fund does
The Norma Fund is a privately held US investment fund founded in 2019 that invests exclusively in Russell 1000 companies led by female CEOs. It applies a codified, rules-based methodology with four operating principles: Minimum Inclusion (a 0.5% minimum position in every qualifying stock), Weighted by Wisdom (partner-driven stock weighting with a 0.5% floor and 10% cap per name), Timed Transitions (6-month sell/buy rules when CEO gender changes), and Open to Other Options (partner nominations for additional US-listed companies requiring majority partner approval). The portfolio spans approximately 85 holdings across Information Technology, Financials, Healthcare, Retail Trade, Transportation, and Manufacturing, with named positions in AMD (Lisa Su), Citigroup (Jane Fraser), Williams-Sonoma (Laura J. Alber), Vertex Pharmaceuticals (Reshma Kewalramani), General Motors (Mary Barra), and UPS (Carol Tome).
The fund does not operate a proprietary technology platform; portfolio management is delegated to Fountainhead Financial LLC, a Chicago-based Registered Investment Advisor founded in 2003. Dominick Vetrano, CFP and founder of Fountainhead Financial, manages the portfolio in a fiduciary capacity. Governance rests with a partner collective of approximately ten individuals, the majority of whom are senior executives drawn from the Omnicom network and founding members of Omniwomen. The fund is led by Co-Founder and Managing Partner Dianne Wilkins. Co-founder Janet Riccio passed away from ALS in 2019, and the fund continues operations in her honor. Per firmographics, the entity has 11–50 employees.
Revenue mechanics (management fees, performance fees, minimum investment thresholds) are not publicly disclosed. The fund's go-to-market is minimalist: a LinkedIn company page and direct email outreach to prospective investors and partners. Its stated target investor base comprises values-based individual investors seeking gender-lens exposure to US large-caps, alongside institutional investors, family offices, and wealth management clients seeking diversified exposure to female-led large-cap US equities. Distribution is facilitated globally through Fountainhead Financial's infrastructure.
The Norma Fund firmographics
Firmographics- Name
- The Norma Fund
- Legal name
- The Norma Fund
- Website
- https://normafund.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Norma Fund is a private US investment fund, founded in 2019, that invests exclusively in Russell 1000 companies led by female CEOs using a rules-based methodology. It serves values-based and institutional investors seeking gender-lens exposure to large-cap US equities.
- Ownership category
- akta.pro rank
The Norma Fund industry classification
Industry- Product category
- Public Equity Investment Fund (Gender-Lens)
- NAICS
- Other Investment Pools and Funds (5259)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Gender Lens / Diversity, Equity & Inclusion (DEI) Funds (FSANAJAM)
- akta.pro secondary industry
- Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)
Keywords
The Norma Fund business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Distribution channels1 record
Marketing channels2 records
The Norma Fund product offering
Product offeringCore offering
The Norma Fund is a privately held investment fund that constructs and manages a public-equity portfolio of Russell 1000 companies led by female CEOs, applying a codified, rules-based methodology (Minimum Inclusion, Weighted by Wisdom, Timed Transitions, Open to Other Options). Portfolio management is delivered through Fountainhead Financial LLC as the fund's Registered Investment Advisor, and governance is exercised by a roster of named partners under a majority-vote approval process for additions.
Product overview
The Norma Fund is an investment fund that invests in companies led by female CEOs. The fund's portfolio includes holdings in Russell 1000 companies with female leadership, spanning sectors including Information Technology, Finance and Insurance, Retail Trade, Healthcare, Transportation, and Manufacturing. The fund operates under specific investment principles including Minimum Inclusion (minimum 0.5% portfolio allocation to each Russell 1000 company led by a female CEO), Weighted by Wisdom (portfolio weighting based on collective partner wisdom, with 0.5% minimum and 10% maximum per stock), Timed Transitions (sell within 6 months when female CEO is replaced by male; buy within 6 months when female replaces male CEO), and Open to Other Options (partner-nominated public US-traded companies can be added with majority partner approval). Notable portfolio companies include AMD (led by Lisa Su), Citigroup (led by Jane Fraser), Williams-Sonoma (led by Laura J. Alber), Vertex Pharmaceuticals (led by Reshma Kewalramani), General Motors (led by Mary Barra), and UPS (led by Carol Tome).
Differentiator
Problem solved
Functional benefit
Products and services
- The Norma Fund A rules-based public-equity investment fund that holds Russell 1000 companies led by female CEOs, governed by published operating principles (Minimum Inclusion, Weighted by Wisdom, Timed Transitions, Open to Other Options). Portfolio management is delivered through Fountainhead Financial LLC as Registered Investment Advisor. Target investors are values-based and institutional investors seeking diversified, transparent exposure to female-led large-cap US equities.
Companies that use The Norma Fund
Customer profileSegments2 records
Ideal customer profiles2 records
The Norma Fund technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Norma Fund partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights3 records
The Norma Fund competitors and assessment
Company assessmentDirect peers
- Pax Ellevate Global Women's Leadership Fund: Mutual fund explicitly investing in companies with strong female leadership, the closest publicly-available analog to The Norma Fund's gender-lens investment thesis.
- Impact Shares YWCA Women's Empowerment ETF (YWCA): ETF promoting gender diversity and women's leadership through a published index, competing for the same values-aligned investor in a similar large-cap equity wrapper.
- Principal Gender Diversity ETF (GERM): Thematic ETF targeting US companies demonstrating gender diversity in leadership, overlapping with The Norma Fund's female-CEO Russell 1000 focus from an ETF/quantitative lens.
- SPDR SSGA Gender Diversity Index ETF (SHE): ETF tracking the SSGA Gender Diversity Index, providing US large-cap exposure weighted toward companies with high female board/leadership representation — directly competing for the same gender-lens allocator.
Broad incumbents
- Pax World Funds / Impax Asset Management: Long-standing sustainable-investment firm that owns/launched Pax Ellevate, the most direct public competitor to The Norma Fund's positioning in the women-leadership universe.
- Calvert Research and Management: Established impact-investing manager with multiple gender-lens and DEI strategies; competes for the same institutional values-aligned mandates the fund aspires to win at greater scale.
- State Street Global Advisors: Issuer of the SHE gender diversity ETF and a broad range of ESG/DEI products, the institutional benchmark the fund must compete against for large gender-lens mandates.
- BlackRock (iShares ESG/DEI funds): Largest asset manager with multiple ESG, DEI and diversity-themed ETFs that absorb retail and institutional flows that might otherwise consider boutique gender-lens funds.
Emerging players
- Ellevest: Women-focused digital wealth and investment platform, including impact/sustainable portfolios aimed at female investors — adjacent gender-lens competitor pursuing retail rather than pooled-fund access.
- WOCstar Fund: Early-stage venture/private fund focused on women-of-color founders; adjacent diversity-lens investor rather than direct public-equity competitor, but draws from the same values-aligned allocator pool.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Norma Fund social profiles
Digital presenceThe Norma Fund financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Norma Fund leadership team
Management profileNumber of profiles
Profiles12 records
The Norma Fund funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Norma Fund M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Norma Fund
What does The Norma Fund do?
The Norma Fund is a privately held investment fund that constructs and manages a public-equity portfolio of Russell 1000 companies led by female CEOs, applying a codified, rules-based methodology (Minimum Inclusion, Weighted by Wisdom, Timed Transitions, Open to Other Options). Portfolio management is delivered through Fountainhead Financial LLC as the fund's Registered Investment Advisor, and governance is exercised by a roster of named partners under a majority-vote approval process for additions.
Is The Norma Fund a public or private company?
The Norma Fund is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Norma Fund founded?
The Norma Fund was founded in 2019. It employs 11 to 50 people.
Who are The Norma Fund's main competitors?
Direct peers on record are Pax Ellevate Global Women's Leadership Fund, Impact Shares YWCA Women's Empowerment ETF (YWCA), Principal Gender Diversity ETF (GERM) and SPDR SSGA Gender Diversity Index ETF (SHE). Broad incumbents are Pax World Funds / Impax Asset Management, Calvert Research and Management, State Street Global Advisors and BlackRock (iShares ESG/DEI funds). Emerging players are Ellevest and WOCstar Fund.
Does The Norma Fund have an API?
No public API is recorded for The Norma Fund.
What industry is The Norma Fund in?
The Norma Fund's product category is Public Equity Investment Fund (Gender-Lens). Its primary akta.pro industry code is FSANAJAM, Gender Lens / Diversity, Equity & Inclusion (DEI) Funds, with a secondary code of FSAEABAA, Registered Investment Advisor (RIA) Wealth Management. Its NAICS code is 5259 and its SIC code is 6282.