After a 2024 of intense growth, reaching 24% in the second semester compared to the first, RankMyApp predicts takeoff in 2025. By 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 raise the EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) to 21%.
With a focus on reducing costs and maximizing the use of AI, in October 2023, the corporation reached the break-evenand has been in the blue since then. "The most important thing is that this was done sustainably, that is, keeping the company profitable, with an average EBITDA of 18% per year. This shows that it is possible to scale a startup without burning cash, as is the traditional model."Leandro Scalise, CEO of the company.
RankMyApp serves giants like Itaú, Nike, and Banco do Brasil. The business managed to reach over 600 clients in 17 different countries through the expansion of services beyond apps over a decade of operation. When it started offering data intelligence for channels such as websites, Customer Service (SAC), and Customer Relationship Management (CRM), it enabled access to valuable information such as multichannel attribution analysis, audience generation, segmentation, calculation of Customer 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 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 process efficiency, which has generated more value for our product's customers as well as cost reductions and margin improvements internally," he points out. 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 whole day in 12 minutes, and correlate more channels and information than a human could," continues the CEO. With artificial intelligence models, the organization can perform analyses ofbenchmarks, estimate ofdownloads active users of competitors, as well as analyses of cancellations and potential points to improve engagement.The executive notes: "Customers increasingly want to analyze the user across all their channels, whether it's an app or a 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 the client's private data. In all processes, RankMyApp considers the current regulations, such as the General Data Protection Law (LGPD) and the General Data Protection Regulation (GDPR), depending on the country.
