A company specializing in app optimization predicts growth of 50% in 2025

After a 2024 of intense growth, reaching 24% in the second half, compared to the first, RankMyApp foresees taking off in 2025. Investing in improvement tools and generative artificial intelligence, the company, leader in optimization and marketing for applications, plans a sustainable expansion of 50% this year. The goal is to raise profit before interest, taxes, depreciation and amortization (EBITDA) to 21%.

Focusing on cost reduction and maximizing the use of AI, in October 2023, the corporation reached the break-even and since then follows in the blue.“The most important thing is that this was done sustainably, that is, keeping the company profitable, on an average of 18% of EBITDA in the year. This shows that it is possible to scale a startup without burning cash, as is the traditional model.” says Leandro Scalise, CEO of the company. 

RankMyApp serves giants such as Itau, Nike and Banco do Brasil. The business has managed to add more than 600 customers in 17 different countries through the expansion of services beyond applications over a decade of operation. When it began to offer data intelligence for channels such as website, Customer Service (SAC) and Customer Relationship Management (CRM), it enabled access to valuable information such as multichannel attribution analysis, audience generation, segmentation, Life Time Value (LTV) calculation and Return on Advertising Investment (ROAS).

The CEO also points out that investment in generative AI was crucial for business development.“We already use machine learning to do sentiment analysis and categorization of reviews but in the last year, the use of GenAI has greatly accelerated the efficiency of processes, which has generated more value for customers of our product and also cost reductions and margin improvement internally”, he points out. According to data from Bain & Company and Goldman Sachs, investment in generative AI should reach US$ 1 trillion in 2027.

Today, using GenAI, we were able to analyze a volume of data that a marketing analyst would take a full day, in 12 minutes, and correlate more channels and information than a human could”, continues the CEO benchmarks, estimate of downloads from active users of competitors, in addition to reviews of cancellations and potential points to improve engagement. The executive notes: “Customers increasingly want to analyze the user across all their channels, regardless of whether it is an application or website”.

In recent years, the company has generated greater value by centralizing customer marketing data - whether from organic and paid channels or user re-engagement - by developing models based on internally stored information and customer private data.In all processes, RankMyApp takes into account current regulations, such as the General Law on Personal Data Protection (LGPD) and the General Data Protection Regulation (GDPR), depending on the country.