After a year of intense growth in 2024, reaching 24% in the second half compared to the first, RankMyApp expects to take off in 2025. Investing in improvement tools and generative artificial intelligence, the company, a leader in app optimization and marketing, plans a sustainable expansion of 50% this year. The goal is to increase 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 the break-even and has been profitable ever since. “Most importantly, this was achieved sustainably, meaning the company remained profitable, with an average EBITDA of 18% for the year. This shows it’s possible to scale a startup without burning cash, unlike the traditional model,” says Leandro Scalise, the company’s CEO.
RankMyApp serves giants like Itaú, Nike, and Banco do Brasil. The business has successfully added over 600 clients across 17 different countries by expanding services beyond apps over a decade of operation. When it began offering data intelligence for channels such as websites, Customer Service (SAC), and Customer Relationship Management (CRM), it enabled access to valuable information like multi-channel 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 business development. “We have already used machine learning models for sentiment analysis and categorization of reviews for apps. But in the last year, the use of GenAI has greatly accelerated process efficiency, generating more value for our product’s clients and also reducing costs and improving margins internally,” he explains. 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 would take a marketing analyst an entire day in just 12 minutes and correlate more channels and information than a human could,” the CEO continues. With artificial intelligence models, the organization can conduct benchmarks, estimate downloads of active users from competitors, as well as analyze cancellations and potential points to improve engagement. The executive notes: “Cl ients increasingly want to analyze users across all their channels, whether through an app or website.”
In recent years, the company has generated greater value by centralizing clients’ marketing data—whether from organic and paid channels or user re-engagement—developing models based on internally stored information and clients’ private data. In all processes, RankMyApp considers current regulations, such as Brazil’s General Data Protection Law (LGPD) and the General Data Protection Regulation (GDPR), depending on the country.
