Mobile Growth Consultancy
From the creators of the Mobile Growth Stack
Contact us

Who we are

Andy Carvell


Andy started his career as a mobile game developer, having spent his childhood developing games for home computer systems. He developed his first mobile title, a side-scrolling shoot-em-up arcade game called ‘Space Impact’, at Nokia in the UK back in 1999 and it became a worldwide hit, embedded on 150 million mobile devices. After developing mobile games for many years, Andy headed to business school where he earned an MBA, specializing in marketing. In 2012 he joined SoundCloud in Berlin to help the audio platform build its mobile user base. Most recently, Andy led a cross-functional, data-driven growth team at SoundCloud.

Moritz Daan


Between the age of 17 and 23, Moritz founded and sold two online browser based gaming companies with several millions of registered users throughout Europe. After selling his second company, he went on to study law and finished his masters of European Law at the Ludwig-Maximillian-Universität in Munich. During his studies, he had several side-projects amongst which two legal calculator tools and a venture that imported consumer electronics from China for online retail and bulk sale in the Netherlands. In 2014 he joined SoundCloud doing App Store Optimization and quickly moved on to accept a broader Growth PM role.

Pablo Penny


Pablo joined Phiture early 2017. He has extensive knowledge of business research and experience in teaching on entrepreneurship related topics, having completed a PhD in innovation management at the University of Westminster in 2016. During his PhD he developed and implemented a framework to assist management consultants and entrepreneurs in enhancing their innovative performance. He is passionate about helping startups and other businesses to succeed in their mobile ventures.
Pablo currently runs Phiture’s German operations, providing expertise for ASO projects and mobile growth focused research.

When deep domain expertise is required, we bring in world-class growth practitioners on topics such as analytics, monetization, UX Research, etc. to ensure our clients benefit from expert advice from experienced growth professionals within our network.

What we do

Our engagements vary from ad-hoc consultancy, to fixed 1-3day workshops, long term projects or retainer based models.
Based on our initial call, we'll identify together what format best suits your needs.

Mobile Growth Strategy

Mobile Growth Audit
Corporate Speaking
Growth team setup
Growth Strategy
Growth Mindset Workshop

App Store Optimization

Outsourced ASO
Conversion rate optimization
Keyword optimization
ASO training
ASO Workshops

Mobile Marketing Automation

Activity Notifications
Lifecycle Marketing


Vendor Selection
Analytics & Insights
Analytics implementation & Event speccing

Publications and appearances

The Mobile Growth Stack

A light-weight framework for strategic mobile growth

The ASO Stack

A framework and a Medium publication on everything ASO.

The ASO Monthly

A monthly digest on App Store Optimization

ASO eBook

The ASO book

Our 370 pages book on ASO, published in 2017.

Our ASO management sheets

We published tools that have been accessed over 10.000 times for ASO

Retention Interview Reforge

Interview with Brian Balfour and Andy on Retention.


  • Craig Watson

    PO Growth Tribe – Spotify

    Format: Retainer work

    Andy and Moritz and team are experts at what they do. They have a broad knowledge of the growth space while also being able to focus on specific areas to advise and provide concrete value. I hope to work with them again in the near future

  • William Gill

    Head of Growth & Monetization – HERE WeGo

    Format: Mobile Growth Audit

    "Detailed and engaging audit that has left Nokia HERE with a lot of action items. Phiture touched base on all relevant topics for mobile growth, including ideas for our growth team setup. Definitely worth it, especially since they’re asking the right questions."

  • Hans Raffauf

    Co-founder – Clue

    Format: Long term retainer work

    Moritz made an impact from his first day advising our team, spotting crucial areas where we could improve our growth and retention. He has a keen eye for identifying opportunities where small experiments can have an immediate effect. In just a short time our team has benefited from his suggestions and insights.

  • Thomas Wikberg

    VP Western Markets – Opera

    Format: Mobile Growth Audit

    "With their sound experience from mobile app hyper growth and their convincing growth framework, the Phiture guys created great excitement and engagement within the Opera team from the very start. With open dialogue towards all functions in the company, Phiture quickly detected first major improvement areas for user growth."

  • Wolfgang Peters

    Teamlead Conversion – Goodgame Studios

    Format: ASO Workshop

    "The Goodgame Studios CRO team enjoyed the full day ASO workshop with Moritz. Based on his unique insights, we’ve revamped our App Store Optimization strategy."

  • Max Müller

    Managing Director – Stylight

    Format: Mobile Growth Audit

    "Working together with Moritz & Andy brought us up to speed on mobile growth. Andy & Moritz not only provided actionable insights with immediate effect but also heavily influenced our product strategy for future growth."

  • And

Meet us at these events

A few of our past talks

December 10, 2016, San Francisco — GrowthStack SF ( & Twitter HQ

Andy on The Mobile Growth Stack 2017

November 9, 2016, Berlin — eMetrics

Moritz on Black Hat ASO

October 27, 2016, Berlin — TargetSummit

Andy on Growth Mindset

November 2015, New York — AppBoy LTR Conference

Moritz & Andy on: The Mobile Growth Stack applied

March 2014, London — App Promotion Summit

Moritz on ASO & Localization

Work with us

We're always looking to work with the smartest, most creative designers, growth marketers and data scientists on exciting client projects.

We're actively searching for:
Growth Practitioner
ASO Expert

If you're interested ping either of us or reach out via the form below.

Reach out

Phiture GmbH
Kirchhofstrasse 45
12055 Berlin

[email protected]