In today’s hyper-competitive app economy, advertisers and marketers across Europe face an escalating challenge: how to sustain app growth amid a saturated market. This issue was at the heart of Dmitry Gurski’s keynote at APS London 2025, where the Flo Health CEO laid bare strategies that turned his app into a health-tech titan. For European advertisers, understanding the intricacies of app growth strategies like Flo’s can provide an edge in cultivating enduring user engagement and maximizing returns on marketing investments.
Flo Health’s success underscores the critical importance of retention as a growth driver. Gurski emphasized that “Retention is the foundation,” a principle that has been pivotal since the app’s inception. Unlike traditional models that focus heavily on user acquisition, Flo has consistently invested in understanding the user lifecycle. This approach involves tailoring content, notifications, and features that evolve with users’ needs over time, thereby maintaining engagement well beyond the initial download. For marketers, this is a reminder that sustainable growth hinges not on sheer numbers but on nurturing a loyal user base that returns time and again.
Data-driven insights also form a crucial part of Flo’s growth strategy. The app’s developers have embraced a product-led approach that leverages user feedback and analytics to iterate continually. This methodology not only ensures the app remains relevant but also fosters a sense of ownership among users, who see their insights reflected in updates and new features. European marketers can draw lessons from this by prioritizing adaptive strategies that respond to evolving consumer preferences and behaviors, ultimately driving app longevity and user loyalty.
Streamlining the user journey has also been a focal point for Flo. By optimizing onboarding processes and creating seamless user experiences, the app minimizes churn and enhances retention. Gurski’s team focuses on simplifying user interactions and reducing friction, thus amplifying satisfaction and creating a more compelling proposition for potential users. For European brands, refining user experiences can provide a crucial competitive advantage, encouraging not just downloads, but active, ongoing engagement.
“The challenge isn’t just about acquiring users anymore,” Gurski noted in his address. “It’s about becoming indispensable to them.” This perspective urges European marketers to pivot their strategies towards building apps that offer essential, personalized value to users. By cultivating indispensable app experiences, brands can foster intimate connections with consumers that transcend the transactional, ultimately driving greater brand loyalty and advocacy.
As app ecosystems grow more intricate, the path to sustainable growth becomes increasingly nuanced. For senior marketers across Europe, the strategic takeaway from Flo Health’s journey is clear: developing a robust, retention-focused framework is essential. By harnessing data-driven insights, fine-tuning user experiences, and fostering lasting engagement, advertisers can navigate the complexities of an ever-evolving digital landscape, ensuring their apps not only survive but thrive in the crowded marketplace.
— AdEdge Europe Editorial Team