Aside from his career as a musician, Bieber has also ventured into the business world by becoming a venture capitalist and technology investor. Bieber made his first startup investment in 2009. Since then, he has been quietly investing millions of dollars in a dozen small technology start ups that include Stamped, Spotify, Shots, and game-for-good company SoJo Studios. He has said that he is not going to invest in something he does not like, as he has to believe in the product.[128][129] Bieber endorsed Adidas beside Derrick Rose and Venus Williams in 2012.[130]
Bieber supports Pencils of Promise, a charity founded by Adam Braun, the younger brother of Bieber's manager. The organization builds schools in developing countries, and Bieber became manager for the organization's campaign in Guatemala. He currently serves as a celebrity spokesman for the organization[132] by running ads for the charity and its campaign "Schools4All", and promising to visit schools that donate the most funds to the organization.[135] He takes part in the charity's fund-raising galas and donates parts of the proceeds from his concerts and line of fragrances "Someday"[136] and various merchandising to the charity. Bieber appeared in an animal welfare PSA for PETA encouraging people to volunteer at and adopt from animal shelters instead of buying pets from breeders or pet stores. Bieber himself adopted a papillon named Sam from a shelter.