What HubX does

HubX is a privately held Turkish mobile-app technology hub headquartered in Izmir, founded by Cem Ortabaş and Kaan Ortabaş, that designs, builds, launches, and scales consumer mobile applications distributed globally via the Apple App Store and Google Play Store. Its portfolio spans AI chatbot (Nova), plant identification (PlantApp), AI art generation (DaVinci), photo enhancement (PhotoApp, Retouch, Momo), photo animation (Mimic), audio book summaries (Wiser), an idle mobile game (Space Colony), and acquired wellness brands (İyi Yaşa, Lotus Flow), collectively reaching 350M+ users across 190 countries under a freemium model with in-app subscriptions. The company operates an autonomous-studio structure with shared central resources, and supplements direct consumer apps with a Publisher program that markets third-party apps globally and an Investment arm backing mobile startups such as Veloxia.

The core technology stack is anchored by four proprietary tools — RevenueX (in-app purchase tracking and revenue maximization), MarketingX (marketing analytics with revenue prediction), XRay (hourly competitor app-store intelligence), and Zeus (big-data SQL analytics) — and an AI Lab conducting applied research in Computer Vision, NLP, Audio Processing, and Model Optimization. AI workloads run on Google Cloud infrastructure (GKE, Trillium TPUs, A100/L4 GPUs, Hyperdisk ML), with a custom Gemma 4 edge model powering the BetterSpeak offline English-tutoring app. The company relies on third-party foundation models (GPT-4o/GPT-4) for its primary chatbot, while differentiating through proprietary data, fine-tuning, and infrastructure engineering rather than novel base models.

HubX monetizes primarily through subscription in-app purchases across its app family, supported by performance marketing on Google, Meta, and TikTok and ASO optimization. RevenueX is being productized as a commercial B2B subscription offering in beta, the Publisher program generates fees from scaling third-party apps, and the Investment arm generates returns from minority equity stakes. The company's primary customer segments are individual global mobile consumers in productivity, creative, lifestyle, and wellness categories, with a secondary B2B segment of mobile app publishers served by the Publisher program and RevenueX.

Name

HubX

Legal name

Hubx Yazılım Hizmetleri Anonim Şirketi

Website

https://hubx.co

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

251–500 employees

Short description

HubX is a privately held Turkish mobile-app technology hub that designs, builds, and scales consumer AI-powered apps (Nova, PlantApp, DaVinci, PhotoApp, Wiser, Mimic) across iOS and Android under a freemium subscription model, reaching 350M+ users in 190 countries, and additionally operates a Publisher program, an Investment arm, and a RevenueX B2B analytics product.

Ownership category

akta.pro rank

Product category

Consumer Mobile Applications

NAICS

Software Publishers (5132), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Mobile Game Publishing & App Game Stores (BPAMAKAB)

akta.pro secondary industries

Creator Monetization Tools (Subscriptions, Tips, Merch) (BPAMALAH), Social, Community & Creator Platform Feeds (HDAAAGAD)

Keywords

• Mobile app development
• AI-powered consumer apps
• App publishing services
• In-app subscription monetization
• Generative AI applications

Headquarters

HQ city

Izmir

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Marketing or Sales, Personnel, Technology or R&D, Infrastructure, Operations

Revenue model

1. Subscription / In-App Purchase Revenue: HubX's primary apps (Nova, PlantApp, PhotoApp, Mimic, Wiser, Momo, Retouch) are distributed via App Store and Google Play with free download tiers and premium subscription upgrades. RevenueX powers in-app purchase tracking and revenue maximization. The company states subscription revenue is up 50% with RevenueX.
2. Publisher / App Distribution Services: HubX operates a Publisher program that markets and scales third-party mobile apps and games globally, helping partner apps reach top chart positions in app stores.
3. Investment Returns: HubX invests capital in mobile app and game startups with a global vision, providing funding and expertise in exchange for equity stakes.
4. B2B SaaS (RevenueX): RevenueX, initially built internally, is launching as a commercial B2B product to other app publishers, representing a new revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

HubX designs, builds, launches, and scales highly-scalable consumer mobile applications powered by AI, distributed globally as free downloads with in-app subscription purchases via the Apple App Store and Google Play Store. Its portfolio spans AI productivity, photo/creative tools, plant identification, audio learning, and casual games, reaching more than 350 million users across 190 countries. The company additionally runs a Publisher program to market and scale third-party mobile apps and an Investment arm backing mobile-app and game startups.

Product overview

HubX operates as a technology hub building and publishing mobile apps with a portfolio of AI-powered consumer applications. The core product portfolio includes Nova (AI chatbot), PlantApp (plant identification), DaVinci (AI art generation), PhotoApp (photo enhancement), Mimic (photo animation), Wiser (book summaries), Momo (AI headshots), and Retouch (photo editing), alongside game products like Space Colony. The company uses an autonomous studio model where in-house studios focus on specific app categories while sharing central resources. HubX also invests in external studios (Veloxia) and has acquired wellness platforms (İyi Yaşa, Lotus Flow). Internal tools include RevenueX (revenue optimization), MarketingX (analytics), XRay (competitive intelligence), and Zeus (big data analytics). AI Lab by HubX conducts ML research in computer vision, NLP, audio processing, and model optimization to enhance the product ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Nova: AI chatbot powered by GPT-4o and GPT-4, functioning as a cross-compatible AI assistant.
• PlantApp
• DaVinci
• PhotoApp
• Mimic
• Wiser
• Momo
• Retouch
• İyi yaşa
• Space Colony
• AI Lab by HubX
• RevenueX
• MarketingX
• XRay
• Zeus

Products and services

• Nova Cross-compatible AI chatbot and assistant app built on GPT-4o and GPT-4, offering conversational answers, research, administrative task help, and customer support with multilingual speech-to-text in 10 languages. Aimed at general consumers seeking on-demand AI assistance on mobile.
• PlantApp AI-powered plant identification app that identifies plants, diseases, and provides care reminders with 95% accuracy, identifying over 100,000 plants daily. Aimed at plant enthusiasts and gardeners.
• DaVinci AI art generator that transforms words and images into digital artwork and avatars. Aimed at consumers and creators wanting professional-quality AI-generated visuals on mobile.
• PhotoApp AI photo quality enhancer that upscales, restores, colorizes, and repairs old, blurry, or pixelated photos into high-definition. Aimed at consumers wanting to improve personal photo quality.
• Mimic AI photo animation app that turns static photos into lip-sync videos set to songs. Aimed at consumers creating social-media content and entertainment clips on mobile.
• Wiser 15-minute audiobook summary app providing personalized book recommendations for self-growth and learning with audible versions. Aimed at consumers seeking bite-sized learning on mobile.
• Momo AI photo generator app creating trendy AI headshots and profile photos. Aimed at consumers generating professional-looking profile images.
• Retouch One-tap AI-powered photo editing app combining 150+ editing features for professional photo polishing. Aimed at consumers performing quick photo edits on mobile.
• Space Colony Idle tap miner mobile game featuring 3D graphics where players train astronauts and build colonies across 16 planets. Aimed at mobile gaming consumers.
• RevenueX (Beta B2B product) In-app purchase tracking and revenue maximization engine developed internally to power HubX's app family, launching as a commercial B2B product (beta) to other app publishers on a subscription model. Aimed at mobile-app publishers seeking to optimize subscription revenue.
• HubX Publisher Program Publishing service that markets and scales third-party mobile apps (subscription-based non-game apps) and games (hyper-casual and casual) globally, with micro-testing on ad networks and the goal of helping partner apps reach top of app-store charts. Aimed at independent mobile-app and game developers.

Quantifiable outcome

• 2.5x faster AI inference speed with Google Cloud Trillium TPUs
• +6 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

AI capability12 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Google (Gemma 4 / AI Studio)coreTechnology or Integration · 9 June 2026HubX developed BetterSpeak, an offline AI English tutoring platform, using Google Gemma 4's edge-optimized 2B model for on-device speech-to-speech learning. HubX is featured in the Google Gemma 4 launch as one of three builders showcasing real-world applications. Google is encouraging developers to build with Gemma 4 through Google AI Edge Gallery and AI Studio.
• Meta (Speakers at HubX Marketing Bootcamp)minorGTM or Marketing Partner · 11 March 2026Meta speakers participated in the HubX Marketing Bootcamp, sharing ecosystem-level insights on creative strategy, platform-specific best practices, and structured creative frameworks such as YouTube's ABCD model.
• Google (Speakers at HubX Marketing Bootcamp)minorGTM or Marketing Partner · 11 March 2026Google speakers participated in the HubX Marketing Bootcamp alongside Meta speakers, providing platform insights to selected participants on creative strategy and performance marketing at scale.
• Google CloudcoreTechnology or Integration · 15 December 2025HubX migrated its entire AI infrastructure to Google Cloud, using Google Kubernetes Engine (GKE), Trillium TPUs, A100 GPUs, and L4 GPUs. The partnership delivers 2.5x faster inference speeds, 40% lower operational costs, and sub-10-second AI response times. Google Cloud featured HubX as a case study and provided TPU access as a symbolic gesture of the partnership. HubX participated in Google Cloud Day Türkiye and Google Cloud Next 2025.
• Lotus FlowminorStrategic or Co-development Partner · 12 May 2025Lotus Flow, a globally recognized digital platform offering yoga, pilates, fitness, and mindfulness content, joined HubX in May 2025, expanding HubX's footprint in the health and wellness vertical.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Picsart: Picsart is a freemium AI-powered photo and video editing platform with 150M+ monthly active users, comparable to HubX's DaVinci, PhotoApp, Momo, and Retouch apps. Picsart has built a broader creator ecosystem (templates, community, stock content) that goes beyond HubX's standalone apps, but both target the same mobile-first creator and consumer base.

Others

• Sensor Tower: Sensor Tower provides app store intelligence and market data for mobile publishers, processing data on millions of apps. This capability directly overlaps with HubX's proprietary XRay tool (which also processes millions of apps from App Store and Google Play). Sensor Tower is a potential B2B competitor if HubX expands RevenueX/XRay into a broader analytics platform.

Broad incumbents

• AppLovin: AppLovin is a major mobile app monetization and advertising platform (with its own portfolio of apps via apps.business), offering overlapping analytics and UA capabilities to mobile publishers. AppLovin's AXON ads engine and SparkLabs portfolio approach are broadly comparable to HubX's RevenueX and Publisher program capabilities, but at much larger scale.
• Zynga: Zynga (acquired by Take-Two for $12.7B) is one of the largest mobile game publishers globally, with a freemium portfolio model and heavy reliance on paid user acquisition. Zynga represents the scaled end of the mobile publisher business model that HubX is building toward, though Zynga has historically focused on social casino and casual games.
• Scopely: Scopely is a major mobile game publisher (Monopoly GO, Stumble Guys) that was acquired by Savvy Games Group for $4.9B. While Scopely focuses on mid-core games rather than consumer AI apps, it shares HubX's portfolio approach to mobile publishing and operates a similar marketing-driven growth playbook.

Direct peers

• Lensa AI: Lensa AI (by Prisma Labs) is a leading AI avatar and portrait generation app that went viral in late 2022, directly comparable to HubX's Momo (AI headshots) and DaVinci (AI art generation) apps. Both compete in the same freemium AI image generation category with similar distribution and monetization models.
• Voodoo: Voodoo is one of the world's largest mobile game publishers, with a portfolio of hyper-casual games and a publisher program for third-party studios. HubX's Publisher program for marketing and scaling third-party mobile games and apps operates on a similar business model, though HubX also has a substantial consumer AI app portfolio.
• Outfit7: Outfit7 (maker of Talking Tom Gold Run, My Talking Tom Friends) operates a comparable mobile-first studio portfolio model, building and scaling multiple freemium consumer apps globally. HubX's hub-and-studio structure with shared central resources mirrors Outfit7's approach to portfolio app development, and both have achieved top-chart success in the same app store categories.
• Remini: Remini is an AI-powered photo enhancement app with hundreds of millions of users, offering features nearly identical to HubX's PhotoApp (upscaling, restoration, colorization of old/blurry photos). Both target mobile-first consumers with freemium AI photo tools and compete directly for the same user base in the App Store and Google Play.
• PictureThis: PictureThis is the leading AI plant identification app with 40M+ users, directly competing with HubX's PlantApp (which identifies 100,000+ plants daily at 95% accuracy). Both apps use computer vision for plant identification and target casual consumers and gardening enthusiasts with freemium subscription models.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hubxstudios
• Instagraminstagram.com/hubxstudios
• Xx.com/hubx

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments4 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HubX