Phiture
Phiture is a Berlin-based mobile growth consultancy and agency serving enterprise and mid-market app teams across ASO, performance marketing, CRM, creative, and data/AI, supported by proprietary AI tools (PressPlay, Catchbase, B.Layer) and industry frameworks (Mobile Growth Stack, ASO Stack). Founded 2015; acquired by Precis Group in February 2026.
- Company typePrivate
- Founded2015
- HeadquartersBerlin, Germany
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Phiture does
Phiture is a Berlin-headquartered mobile growth consultancy and agency that helps enterprise and mid-market app teams scale user acquisition, retention, and monetization. Founded in 2015 by Andy Carvell, Christoffer Lötebo, Moritz Daan, and Philipp Benke, the firm delivers five integrated service pillars: App Store Optimization (ASO), Performance Marketing, Retention/CRM, Art & Creative, and Data, Tech & AI. These services are executed through direct consultancy engagements — typically project-based or retainer — supplemented by three proprietary tools: PressPlay (an AI agent for autonomous A/B testing on Google Play and the Apple App Store), Catchbase (an AI-first bid optimization tool for Apple Search Ads), and B.Layer (a no-code builder for Braze in-app messages). The company also publishes and maintains four widely adopted industry frameworks — the Mobile Growth Stack (since 2014), ASO Stack, ASA Stack, and Subscription Stack — alongside Slack communities, newsletters, and blogs that have accumulated roughly 900K article reads.
Underlying technology centers on a domain-specialized experimentation infrastructure that runs 500+ experiments per week across client portfolios, layering generative AI for creative variant production (image and text via fine-tuned models and Google Gemini) with autonomous experimentation loops. Phiture maintains technology integrations with 19+ ecosystem partners spanning marketing automation (Braze, MoEngage, CleverTap, Iterable, Airship), mobile attribution (AppsFlyer, Adjust, Kochava), product analytics (Amplitude, Mixpanel, mParticle), ASO tooling (AppTweak, Sensor Tower, Splitmetrics, Mobile Action), and customer data infrastructure (Segment). Office hubs span Berlin (HQ), New York, London, and Barcelona, with a 101–250 person team across 42 nationalities. The company is ISO 27001 certified and GDPR compliant.
Revenue mechanics are anchored in professional services fees, with named enterprise clients including Spotify, KAYAK, Opera, Headspace, Wargaming, Vevo, Skyscanner, Adobe, NordVPN, Gameloft, Wildlife Studios, and Clue. Pricing is not publicly disclosed; engagements appear bespoke and multi-disciplinary. In February 2026, Phiture was acquired by Swedish Precis Group (operator of the Alvie analytics platform), with founders continuing as Managing Directors under the "Phiture by Precis" brand — integrating Phiture's mobile-first expertise with Precis's enterprise media and measurement capabilities.
Phiture firmographics
Firmographics- Name
- Phiture
- Legal name
- Phiture GmbH
- Website
- https://phiture.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Phiture is a Berlin-based mobile growth consultancy and agency serving enterprise and mid-market app teams across ASO, performance marketing, CRM, creative, and data/AI, supported by proprietary AI tools (PressPlay, Catchbase, B.Layer) and industry frameworks (Mobile Growth Stack, ASO Stack). Founded 2015; acquired by Precis Group in February 2026.
- Ownership category
- akta.pro rank
Phiture industry classification
Industry- Product category
- Mobile Growth Consulting
- NAICS
- Advertising Agencies (54181), Marketing Consulting Services (541613)
- SIC
- Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Performance Marketing Automation & Bid Management Services (MPAAACAM)
Keywords
Where Phiture is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
Phiture business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Consultancy and Agency Services: Phiture generates revenue through consulting and agency service engagements across its five key service lines: App Store Optimization, Performance Marketing, Retention/CRM, Art & Creative, and Data, Tech & AI. Services are delivered to teams behind leading mobile apps, typically on a project or retainer basis.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels9 records
Phiture product offering
Product offeringCore offering
Phiture is a mobile growth consultancy and agency that delivers five service pillars—App Store Optimization, Performance Marketing, Retention/CRM, Art & Creative, and Data, Tech & AI—alongside three proprietary AI-powered tools (PressPlay, Catchbase, and B.Layer) and published industry frameworks. Services are sold as direct consultancy engagements to teams behind leading mobile apps, supported by managed execution and experimentation infrastructure.
Product overview
Phiture is a mobile growth consultancy and agency operating as a unified portfolio of proprietary tools, managed services, and industry frameworks. The core offering centers on five service pillars: App Store Optimization, Performance Marketing, Retention/CRM, Art & Creative, and Data, Tech & AI. These services are supported by three proprietary SaaS tools: PressPlay (autonomous ASO A/B testing agent), Catchbase (Apple Search Ads bid optimization), and B.Layer (Braze in-app messaging builder). The company also publishes and maintains four industry frameworks (ASO Stack, Mobile Growth Stack, ASA Stack, Subscription Stack) and operates multiple content channels including blogs and newsletters. Following its February 2026 acquisition by Precis Group, Phiture now operates as part of a combined growth partner while maintaining its mobile-first brand identity.
Differentiator
Problem solved
Functional benefit
Brands
- PressPlay: AI agent for autonomous A/B testing, directly on the app stores.
- Catchbase
- B.Layer
- Replika
Products and services
- App Store Optimization Services
Quantifiable outcome
- 40% increase in app store visibility for Headspace
- +7 more outcomes
Companies that use Phiture
Customer profileNamed customers16 records
Segments1 record
Ideal customer profiles2 records
Phiture technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability6 records
Feature6 records
Phiture partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core.
- Precis GroupcorePhiture was acquired by Swedish Precis Group, a data-driven performance marketing agency operating the 'Alvie' analytics platform. The merger aims to create a combined growth partner by integrating Phiture's mobile-first expertise with Precis's enterprise media and measurement capabilities. Phiture's founders Andy Carvell, Christoffer Lötebo, Moritz Daan, and Philipp Benke continue to lead the expanded business under Precis Group.
- BrazecoreTechnology partnership — Phiture's B.Layer tool builds advanced In-App Messages for Braze. Braze is listed as a core technology partner on Phiture's website.
- MoEngagecoreTechnology partner — MoEngage is listed among Phiture's technology partners, providing customer engagement and marketing automation capabilities.
- Segment (Twilio)coreTechnology partner — Segment (now part of Twilio) is listed among Phiture's technology partners, providing customer data infrastructure.
- CleverTapcoreTechnology partner — CleverTap is listed among Phiture's technology partners, providing customer engagement and retention analytics.
- IterablecoreTechnology partner — Iterable is listed among Phiture's technology partners, providing cross-channel marketing automation.
- AirshipcoreTechnology partner — Airship is listed among Phiture's technology partners, providing mobile engagement and analytics capabilities.
- RevenueCatcoreTechnology partner — RevenueCat is listed among Phiture's technology partners, providing in-app subscription analytics and revenue attribution.
- AppsFlyercoreTechnology partner — AppsFlyer is listed among Phiture's technology partners, providing mobile attribution and analytics.
- AdjustcoreTechnology partner — Adjust is listed among Phiture's technology partners, providing mobile measurement and fraud prevention.
- KochavacoreTechnology partner — Kochava is listed among Phiture's technology partners, providing mobile attribution and analytics.
- AmplitudecoreTechnology partner — Amplitude is listed among Phiture's technology partners, providing product analytics and digital optimization.
- MixpanelcoreTechnology partner — Mixpanel is listed among Phiture's technology partners, providing product analytics.
- mParticlecoreTechnology partner — mParticle is listed among Phiture's technology partners, providing customer data infrastructure.
- AppTweakcoreTechnology partner — AppTweak is listed among Phiture's technology partners, providing ASO tools and analytics.
- SensorTowercoreTechnology partner — SensorTower is listed among Phiture's technology partners, providing mobile intelligence and ASO tools.
- SplitmetricscoreTechnology partner — Splitmetrics is listed among Phiture's technology partners, providing A/B testing for app stores.
- Mobile ActioncoreTechnology partner — Mobile Action is listed among Phiture's technology partners, providing ASO analytics and intelligence.
- SkaicoreTechnology partner — Skai is listed among Phiture's technology partners, providing mobile advertising and analytics.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Phiture competitors and assessment
Company assessmentBroad incumbents
- Adjust: Global mobile measurement and analytics platform — adjacent to Phiture's attribution and analytics stack and a listed technology partner, while also offering services that compete with parts of Phiture's data offering.
- AppsFlyer: Mobile attribution and marketing analytics leader — listed as a Phiture technology partner but also a broader incumbent whose measurement, SKAdNetwork and creative optimization offerings overlap with parts of Phiture's Data/Tech and performance practices.
- Liftoff: Large mobile ad network and growth platform providing UA, creative optimization and measurement across the app ecosystem — broader portfolio than Phiture but overlapping in performance marketing and creative testing.
Direct peers
- Splitmetrics: App store A/B testing and ASO platform with an agency overlay, directly comparable to Phiture's PressPlay and ASO service pillar.
- AppTweak: ASO intelligence platform that also offers agency services around keyword research, metadata optimization and store analytics — overlapping with Phiture's ASO Stack and managed ASO offering.
- Yodel Mobile: European-based mobile marketing agency offering ASO, paid user acquisition and app store strategy for enterprise app clients — directly comparable in service mix, client profile and geographic focus to Phiture.
- Udonis: Mobile marketing agency focused on user acquisition, ASO and analytics for app-based businesses — competing in the same mobile growth category with a comparable service portfolio.
- Gummicube: ASO-focused agency and tool provider working with leading app publishers on store optimization, keyword strategy and conversion improvement — the closest direct competitor to Phiture's ASO service line.
Others
- Braze: Cross-channel CRM and engagement platform that is both a core technology partner (B.Layer integration) and an enabler of Phiture's retention/CRM services; not a direct competitor but adjacent in lifecycle marketing delivery.
Regional players
- Brainlabs: Global digital performance marketing agency offering paid media, programmatic and analytics — comparable to Precis Group's broader capabilities and to Phiture's performance marketing pillar, though with a different geographic mix and less mobile specialization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Phiture social profiles
Digital presencePhiture compliance and trust
Trust signalCompliance2 records
Phiture financial estimates
Financial estimateRevenue estimate
Valuation estimate
Phiture leadership team
Management profileNumber of profiles
Profiles7 records
Phiture subsidiaries and ownership
Company hierarchySubsidiaries4 records
Phiture funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Phiture M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Phiture
What does Phiture do?
Phiture is a mobile growth consultancy and agency that delivers five service pillars—App Store Optimization, Performance Marketing, Retention/CRM, Art & Creative, and Data, Tech & AI—alongside three proprietary AI-powered tools (PressPlay, Catchbase, and B.Layer) and published industry frameworks. Services are sold as direct consultancy engagements to teams behind leading mobile apps, supported by managed execution and experimentation infrastructure.
Is Phiture a public or private company?
Phiture is a private company. It is classified as corporate owned and is currently acquired.
When was Phiture founded?
Phiture was founded in 2015. It employs 101 to 250 people.
Where is Phiture based?
Phiture is headquartered in Berlin, Germany, in the Europe region.
How does Phiture make money?
One revenue line is on record: consultancy and Agency Services.
Who are Phiture's main competitors?
Broad incumbents on record are Adjust, AppsFlyer and Liftoff. Direct peers are Splitmetrics, AppTweak, Yodel Mobile, Udonis and Gummicube. Braze is listed as an others. Brainlabs is listed as a regional player.
Does Phiture have an API?
No public API is recorded for Phiture.
What industry is Phiture in?
Phiture's product category is Mobile Growth Consulting. Its primary akta.pro industry code is MPAAACAM, Performance Marketing Automation & Bid Management Services. Its NAICS code is 54181 and its SIC code is 7311.