Logo for Asali, a sustainable investment product for women.

Asali

het nieuwe beleggen voor vrouwen

Asali redefines the relationship women have with money. Our tagline means "the new investing for women".

Our primary target market are working women between 20 and 55. They make their own financial decisions, but they are not financial experts and, frankly, they have better things to do than follow the stock market. They are smart and take care of business, but are not super interested in finance. They care about people and the planet and they also want to take care of their own financial future.

Women have a lot less wealth than men . This is called the gender wealth gap and, sadly, that gap is huge. Our mission at Asali is to close this gender wealth gap. One important cause of this gender wealth gap is that women don't invest in the stock market (not very much anyway, especially in Europe). So our product helps them do just that. Without the hassle. Without the testosteron. Without the hocus pocus. Asali is friendly and stylish and approachable because we are creating Asali for women like us.

Asali offers an easy to use digital, mobile-first product that allows customers to put their money in a basket of companies that are sustainable and / or promote gender equality. We also provide information, interviews, insights and tests & tools around money.

Asali means honey (in Swahili). We like the image of a honeybee or perhaps a honeycomb as we're a company run by women, with a social and environmental mission (the bee being a nice symbol of sustainability) and because honey doesn't spoil, so it's a good image for wealth storage. Obviously the logo doesn't have to include a honeybee and / or honeycomb; it would be good to see different options.

Also, please don't go for pink, even though we're focused on women. "Pink it and shrink it" is *not* the message we want to send :-)

Finally, we would like to see some logo's with and some without the tag line.