Fennel, a Certified B Corporation and registered broker dealer, is a mobile investing app that empowers retail investors to take back the power of their investments and push large corporations to make meaningful change.

Super-empowered Investing With the Fennel App

Fueled partnered closely with Fennel's CEO Daniel Naim on the branding, design, and development of their cross-platform app from the ground up.

Crafting A Unique Visual Identity

While the ethos of Fennel was clear, its visual identity hadn't taken shape yet. Fueled was hired to step in and transform Fennel, whose name is inspired by the myth of Prometheus, into a fully realized, modern and extensible digital brand.

Fueled delivered a comprehensive brand book, including logos, typography, color palettes, and guidelines for how to use the brand across both digital and physical assets. This brand book ultimately set the foundation for the mobile app UX and visual design.

Product Strategy

Fueled conducted multiple rounds of user research, including 1:1 interviews and comparative audits, in order to create a prioritized roadmap of features that would deliver the most value to prospective Fennel users.

Due to the saturated market of investment apps out there, the Fueled team wanted to make sure they were giving Fennel a differentiated strategy that could stand out from the crowd.

Feature Spotlight

ESG Wheel

Fennel provides over 200 Environmental, Social, and Governance (ESG) data points to help their users make more personalized and informed investment decisions that align with their values.

Feature Spotlight

Shareholder Voting

Fennel gives its users access to past and upcoming shareholder votes. This empowers investors to make their voice heard as a shareholder, by casting their votes on issues they care about, directly from the app.

“When you choose ESG investing, you're putting your money to work in companies that strive to make the world a better place. This type of ethical investing strategy helps people align their investment choices with their personal values.”
Daniel Naim, CEO and Founder of Fennel

What We Delivered


  • User Research & Testing
  • Product Roadmapping
  • Data Strategy
  • Analytics Strategy


  • Digital Branding
  • Mobile App Design
  • Web Design
  • Interaction Prototyping


  • Flutter App Development
  • Technical Architecture
  • Third Party Service Integrations
  • QA & Regression Testing

In Closing

In the ancient Greek myth, Prometheus brought fire from Mount Olympus to the humans on Earth within the hollows of a fennel stalk. The fire represented the birth of technology, and with it, the humans were able to harness the power of the natural world and build societies.

In Fennel's case, they believe the power of capital markets is one of those fires. ESG data, financial tools, and shareholder voting are all things that could be used for the greater good if they were made more accessible to everyone.