After an intense growth in 2024, reaching 24% in the second semester compared to the first, RankMyApp expects to take off in 2025. Investing in improvement tools and generative artificial intelligence, the company, a leader in optimization and marketing for apps, plans a sustainable expansion of 50% this year. The goal is to raise earnings before interest, taxes, depreciation, and amortization (EBITDA) to 21%.
With a focus on cost reduction and maximizing AI usage, in October 2023, the corporation reached break-even and has been profitable since then. “The most important thing is that this was done sustainably, meaning keeping the company profitable, averaging 18% EBITDA for the year. This shows that it is possible to scale a startup without burning cash, as in the traditional model,” says Leandro Scalise, CEO of the company.
RankMyApp serves giants like Itaú, Nike, and Banco do Brasil. The business has acquired over 600 clients in 17 different countries through expanding services beyond apps over a decade of operation. When it started offering data intelligence for channels like websites, Customer Service (SAC), and Customer Relationship Management (CRM), it provided access to valuable information such as multichannel attribution analysis, audience generation, segmentation, calculation of Lifetime Value (LTV), and Return on Advertising Spend (ROAS).
The CEO also points out that investment in generative AI was crucial for the development of the business. “We have already used machine learning models to analyze sentiments and categorize reviews for apps. But in the last year, the use of GenAI has greatly accelerated process efficiency, which has generated more value for our product’s customers as well as cost reductions and margin improvement internally,” he says. According to data from Bain & Company and Goldman Sachs, investment in generative AI is expected to reach $1 trillion by 2027.
“Today, using GenAI, we can analyze a volume of data that a marketing analyst would take a full day to do in 12 minutes, and correlate more channels and information than a human could,” continues the CEO. With artificial intelligence models, the organization can perform benchmark analyses, estimate downloads of active competitor users, as well as analyze cancellations and potential points for improving engagement. The executive notes: “Customers increasingly want to analyze users across all their channels, whether it be an application or website.”
In recent years, the company has generated more value by centralizing customer marketing data – whether from organic and paid channels or user re-engagement – developing models based on internally stored information and the customer’s private data. Throughout all processes, RankMyApp considers current regulations such as the General Data Protection Law (LGPD) and the General Data Protection Regulation (GDPR), depending on the country.
