The specialists your team is missing. Already in the system.
At your size the team exists — and every person on it is covering two specialist jobs they never trained for. AppDNA doesn't add another tool to the twelve you already run. It adds the specialists: agents that watch every module around the clock, diagnose, and draft. Your team approves; the SDK ships.
AppDNA is the App Growth OS for subscription apps. For mid-size apps — 100K to 500K monthly active users, typically run by a growth team of two or three — it fills the specialist roles the team hasn't hired: ASO, lifecycle, and monetization exist as agents in the system that watch the funnel, diagnose problems, and draft fixes for the team to approve. One SDK ships approved changes without an App Store release, collapsing the typical 3–6 week experiment cycle toward 1–2 weeks with a single owner.
What growth looks like at 100K–500K MAU
Big enough to have a team. Not big enough to have specialists.
The typical industry cycle is 3–6 weeks and 4–6 people per experiment — a designer, an engineer, an analyst, a release slot. At your size, that means the growth team's throughput is set by everyone else's calendar.
Two or three people covering ASO, lifecycle, paid, monetization, and analytics. Each of those is a full-time craft at bigger apps. The gap doesn't show up as failure — it shows up as levers nobody has time to pull.
"Did the onboarding change move revenue?" With data split across 8–12 tools, that answer is a week of SQL and exports — so mostly it goes unanswered, and decisions run on the metric each tool happens to show.
8 out of 10 teams can't tell you what they tested last year; the other 2 send 50 Excel files — our founder's observation from a decade of agency work, and mid-size teams are its center of gravity: enough experiments to matter, no system that remembers them.
The six things AppDNA changes at your size
One system, six differences — sized for a 2–3 person growth team.
ASO, lifecycle, monetization, onboarding — they exist as agents in the system, each one watching its module's data around the clock, diagnosing, and drafting fixes. Your team stops covering six crafts with three people and starts reviewing the work of nine specialists. Every change waits for your approval before it ships.
The industry's typical 3–6 weeks with 4–6 people becomes a system designed for 1–2 weeks with one owner — because the design, the build, and the release step disappear. Approved changes go live on devices in minutes, no App Store release, no engineering ticket.
One event pipeline owns the whole chain, so cross-module cause-and-effect — the onboarding change that moved paywall conversion — is a view, not a week of SQL. The question your tools structurally can't answer is the one this system is built around.
The team keeps control of everything that ships: approval gates on every change, rollouts starting at 10% of traffic, stop-losses on the metrics you guard, full audit trail. You can also encode your own playbook — how your team does growth — and the agents work your process rather than a generic one. That is included, not an upgrade.
Category benchmarks fill the gaps where you have no specialist to ask; every experiment your team runs compounds in Growth Memory, so the learning survives quarters, reorgs, and departures. Anonymized market patterns flow in; your data never flows out.
AppDNA reads your existing stack — RevenueCat, Adapty, Firebase, AppsFlyer and the rest — from day one. Nothing to rip out, nothing to re-instrument. And because the meter counts only paying subscribers, better instrumentation never costs you more.
Your plan & path
What this costs at your size.
One plan, Autopilot: $149/mo plus $1.49 per monthly tracked paying user above the first 100. It carries all nine modules, the full zero-deploy SDK, the experiments engine, your own process encoded, and five named seats (additional seats $49/mo). Nothing is held back for a higher tier, and there are no MAU bands to cross.
At 100K–500K MAU with around 3% of actives paying, that lands between $4,500 and $22,500 a month. The useful comparison isn't another tool — it's the specialists you'd otherwise hire. A 6–10 person growth team runs $900K–$1.5M a year, fixed from the day the offers are signed. At your size AppDNA costs between a third of one growth hire and under two — for the output this page describes. And because the meter follows paying subscribers, the bill moves with your business in both directions: a quarter where the subscriber base shrinks is a quarter where the cost shrinks with it. Salaries don't do that.
one honest note on fit: because the fee is a flat amount per paying subscriber rather than a share of revenue, it is a larger slice of a low-ARPU app than a high-ARPU one. If your revenue per paying user is under about $10, monetization is probably your real constraint — the free audit will say so, and that's the thing to fix first.
teams at this size get the most from pairing the platform with implementation — the rollout is where systems succeed or stall. Guided — 8 weeks, weekly 1:1 with an App Growth Architect, your hands on the keyboard — is $6,900. Done-for-you — we configure the workspace, integrate the stack, ship the first experiments with your team, and hand over a working rhythm — is from $15,000.
We already know where your team is losing the most.
Across our audits, 85% of apps share the same biggest revenue leak: onboarding that fails to create the aha moment — costing at least a third of potential conversion. At 100K–500K MAU that's not a rounding error; it's the difference between a flat quarter and the one where the trial-to-paid line finally moved.
Get the audit your team would run if it had a spare week.
Paste your App Store or Google Play link. Get your Growth Score, your biggest funnel leak, and a 90-day plan — free. It doubles as the internal doc that gets your roadmap unblocked.
Frequently asked questions
Six questions growth teams at 100K–500K MAU ask us before connecting their app.
What if it ships something bad to 300K users?+
We already run RevenueCat, Amplitude, and Braze. Is this a rip-and-replace?+
Our engineers already say no to growth tickets. What are we asking of them?+
Does our funnel data feed a model our competitors benefit from?+
We have a growth PM and two marketers. Doesn't this overlap with their jobs?+
If we roll this out and it stalls, what has the team lost?+
Missing your question? Ask us directly — a human replies within one business day.
When you outgrow this page
At 500K+ MAU, the conversation changes — deployment, compliance, your own Growth OS configuration: that's the enterprise page. See AppDNA for enterprise →
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Everything your app needs to grow. In one system.