As an investment business, you know the word that the logo has to represent: trust. One powerful "thing".
Trust is not a feeling and is also not a thought. One can do the math but still not trust you and the other might feel you are trustful but without the math (the evidence), it's not going to trust you.
Trust is both a feeling and a thought. This logo works because it evokes both.
In sports, famous athletes use their names as a statement. For example: "Hey, this is not a regular sneaker, it's a freaking sneaker by Jordan!".
So, the concept of this logo is to make use of a regular practice in sports marketing so it resonates with your target audience. They are used to that. As they buy Jordan's sneaker, they will also use TrueFan's investment platform.
If the logo could talk, it would say: "Hey, we were born so you can invest and grow with your favorite athletes! We know the business, the sports world, and the investment world. By sports fans to sports fans.".