Why most apps stop growing after year two (and what to do about it)

​Most apps don’t stop growing because demand disappears. They stop growing because it gets harder to scale.

In the first year, app growth often looks healthy. Brand awareness, launch momentum and early adopters can mask deeper issues.

By year two, reality hits:

• ​Acquisition costs rise.

• ​Organic discovery flattens.

• ​Conversion rates stagnate.

• ​Retention quietly erodes LTV.

• ​ROI becomes harder to prove.

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In this webinar, we unpack the data to show why app marketing efficiency often declines after year two, and identify what high-performing teams do differently to maintain sustainable growth.

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What we’ll cover
In this session, we’ll explore:

• ​UK benchmarks on retention, engagement and acquisition.

• ​How weak app store conversion quietly kills ROI.

• ​Why growth is impossible without retention.

• ​What to fix first before adding new channels or increasing spend.

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The session is packed with actionable insights and case studies you can learn from.

Who this is for
This session is designed for leaders responsible for driving growth and proving ROI, including:

• ​Heads of Growth & CMOs.

• ​CPOs, Product Directors & Heads of Product.

• ​CTOs & Heads of Engineering supporting growth teams.

• ​Organisations with a live app, or preparing to launch.

• ​UK-based businesses under pressure to make acquisition more efficient.

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What you’ll take away
By the end of the session, you’ll have:

• ​A clear understanding of how to find your app's biggest barrier to growth.

• ​Benchmarks to assess whether your app is underperforming.

• ​A practical framework for diagnosing acquisition inefficiency.

• ​Clear priorities for improving growth without increasing spend.