How GBM made investing instantly recognizable with Brandfetch's Logo API

Nine out of ten investors in Mexico use GBM to invest. When the team rebuilt their app, they faced a familiar challenge: investors don't connect with tickers.

They needed a way to make every instrument visually recognizable, trustworthy, and human—across iOS, Android, and web. That realization led them to adopt Logo API.

The effect was immediate: Instead of seeing a ticker like “AAPL” or “TSLA”, investors now see the brand's actual logo, making them feel more confident to take action.

When users see a visual identification of the company, they recognize it immediately and feel more confident to take action.

Leonardo Cervantes, Senior Product Manager at GBM

Logos that drive action

Instant recognition builds instant trust.

Logos moved beyond decoration to become a proxy for trust. Built into every touchpoint, they made the experience clearer, more engaging, and more personal.

Here's how GBM uses brand logos to guide users across key moments:

• Scan — In Market Movers, Recommendations, and Search, brands are instantly recognizable, helping investors quickly scan holdings and feel confident about their positions.

• Trust — in Portfolios and watchlists clearly display the right logo, increasing trust, recognition, and keeping the user focus on decisions.

• Action — In Charts and Fundamentals are easier to digest when visually identifiable. This helps users quickly take act action and boosts engagement.

Today, Logo API delivers over 2.5 million logos every day across GBM's platforms. What started as a design fix is now a core part of the investing experience.

Quick to ship. Impossible to ignore.

Quick to ship. Easy to scale. Impossible to ignore.

Before launch, GBM expected logo management to be a headache: thousands of assets to update, edge cases to cover, and multiple platforms to keep aligned.

Instead, integration took a week.

Logo API worked as a drop-in CDN delivering crisp SVGs, automatic fallbacks, and instant updates. Even Android, where the team anticipated challenges, worked seamlessly from day one.

Compliance signed off without hesitation, and the rollout was effortless thanks to Brandfetch's experience in regulated markets.

That was the turning point. Brandfetch stopped being a vendor and became a partner.

GBM is now looking to acquire full brand data using the Brand API to enrich every instrument with complete company profiles that investors can recognize and trust.