Every organization has been at some point launched by an entrepreneur or a founder. Understanding who these individuals are and why they start and manage their ventures the way they do is, perhaps, one of the most fundamental goals in entrepreneurship research. Building on the social identity framework, we (1) contrast entrepreneurs who act out of consideration for others (pro-others) vis-à-vis those whose primary concern is economic self-interest (pro-self) based on their founder identity, and (2) examine the driving forces of social structures and individuals’ core personal identities in shaping these identities. We test our hypotheses on a sample of 110 early-stage entrepreneurs founded in Switzerland after 2017 and find general support for our hypotheses suggesting that personal identity and founders’ prior professional experience embedded in institutional logics infuse founder identity independently and in an interplay with each other. We discuss the theoretical and practical implications of our results.