Rupert became interested in the fur trade and potential economic opportunities in North America, particularly the vast territory surrounding Hudson Bay.

Rupert financed and supported the voyage of the "Nonsuch", a ship sent to explore Hudson Bay and establish trade relations with indigenous peoples.

Rupert played a key role in securing a royal charter for the Hudson's Bay Company (HBC). He became the company's first governor, overseeing its early operations. The territory acquired was originally named Rupert's Land.

Rupert actively participated in the governance of the HBC, directing its policies and overseeing its expansion in the fur trade. He was a driving force behind its initial success.

Rupert maintained his interest in colonial ventures throughout his later life, supporting exploration and economic development in North America.