Gunel founded Pitchapitch, a cleantech crowdfunding platform primarily for enterprises in Azerbaijan, to tackle the countries with a significant reliance on oil for energy, with an intention to build a movement of grassroots funding to help connect investors to socially impactful projects.

Gunel is also conducting a research in Green Finance, however, through Pitchapitch she hopes to demonstrate that financial reward is not mutually exclusive from positive social impact. As well as connecting green enthusiasts with investors, the platform offers free legal and commercial advice to green businesses.