After an intense growth in 2024, reaching 24% in the second semester, compared to the first, RankMyApp is expected to take off in 2025.Investing in improvement tools and generative artificial intelligence, the company, leader in optimization and marketing for apps, plans a sustainable expansion of 50% this year. The goal is to increase profit before interest, taxes, depreciation and amortization (EBITDA) at 21%
Focusing on cost reduction and maximizing the use of AI, in October 2023, the corporation reached the break-evenand since then it has been in the blue. "The most important thing is that this was done sustainably", that is, keeping the company profitable, an average of 18% EBITDA for the year. This shows that it is possible to scale a startup without burning cash, what is the traditional model."affirms"Leandro Scalise, CEO of the company.
RankMyApp serves giants like Itaú, Nike and Banco do Brasil. The business managed to add more than 600 clients in 17 different countries through the expansion of services beyond applications over a decade of operation. When it started to offer data intelligence for channels like websites, Customer Service (SAC) and Customer Relationship Management (CRM), enabled 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 the investment in generative AI was crucial for the development of the business. "We have already used models of"machine learningto do sentiment analysis and categorization ofreviews for the apps. But in the last year, the use of GenAI has greatly accelerated the efficiency of processes, what generated more value for our product customers and also cost reductions and internal margin improvement, points. According to data from Bain & Company and Goldman Sachs,investment in generative AI is expected to reach US$ 1 trillion by 2027
"Today, using GenAI, we managed to analyze a volume of data that a marketing analyst would take an entire day, in 12 minutes, and correlate more channels and information than a human could, continues the CEO. With artificial intelligence models, the organization is able to perform analyses ofbenchmarks, estimate ofdownloads of active users of competitors, in addition to analyses of cancellations and potential points to improve engagement.The executive observes: "Customers increasingly want to analyze the user across all their channels, regardless of being an app or a website
In recent years, the company generated greater value by centralizing customer marketing data – whether from organic and paid channels or from user re-engagement -, developing models based on internally stored information and the client's private data. In all processes, RankMyApp takes into account the current regulations, such as the General Data Protection Law (LGPD) and the General Data Protection Regulation (GDPR), depending on the country
