There are legitimate and earlier uses of the word invest that derive from its origins having to do with clothing. But the way you're using it here derives from the financial meaning which had a separate history and was originally specific to money and finance. This was later expanded to the way you're using it (to make use of for future benefits or advantages, as in “to invest time or energy in something”)
As such I think it is still toxic even if you're not talking about money. It is derived from the logic of money and finance and therefore poisons perceptions and motivations. I think we can build something with the expectation it will be useful, without employing the word or idea of investment. I think we would be well-served to try to frame things from a different perspective that doesn't have roots in financial ideas.