Action Launcher
Action Launcher Pty. Ltd. is an Australian bootstrapped Android utility developer founded in 2010 by Chris Lacy, best known for the Action Launcher home screen replacement app, with 10M+ downloads and three Google Play App of the Year award-winning products.
- Company typePrivate
- Founded2010
- HeadquartersBrisbane, Australia
- Headcount—
- GTM typeB2C
- OfferingSoftware
What Action Launcher does
Action Launcher Pty. Ltd. is an Australian mobile application development company founded in 2010 by Chris Lacy in Brisbane (originally incorporated as Digital Ashes Pty. Ltd. and renamed in 2017). The company is wholly owned and operated by its founder, with no institutional investors or external funding. Its flagship product is Action Launcher, a native Android home screen replacement app offering customizable home screens, an All Apps drawer, Cover Mode (an iOS-style feature ported to Android), and integrated search. A companion app, Action Launcher Plugin, enables Google Discover feed integration but is distributed via direct APK rather than Google Play due to platform policy. The company maintains a privacy-first architecture with on-device data processing and is GDPR, COPPA, and CalOPPA compliant.
The business model combines three revenue streams: (1) one-time Plus purchases that unlock premium features in perpetuity; (2) biennial Supporter Badge purchases required to use custom search engines (e.g., Google) with Action Search in countries that support Bing affiliate search; and (3) Bing affiliate search revenue, introduced in 2019 after the company publicly disclosed that in-app purchase revenue had declined from peak. Distribution is product-led via the Google Play Store, with secondary channels including Twitter, a company blog, email support, and a community beta program. The product is monetized across 33+ countries including the US, UK, Australia, Canada, Germany, France, and India.
Over its 13+ year operating history, the company has shipped 50+ major releases for Action Launcher and accumulated more than 10 million downloads across its product portfolio. Three apps developed by Chris Lacy have won Google Play App of the Year awards — Link Bubble (2014), Action Launcher (2015), and ActionDash (2019) — with Link Bubble divested to Brave Software in 2015 and ActionDash divested to Sensor Tower in 2020. These exits reflect founder-led app portfolio strategy rather than scale enterprise growth, and the company remains a single-operator business focused on sustained development of the Action Launcher core product.
Action Launcher firmographics
Firmographics- Name
- Action Launcher
- Legal name
- Action Launcher Pty. Ltd.
- Website
- https://actionlauncher.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Short description
- Action Launcher Pty. Ltd. is an Australian bootstrapped Android utility developer founded in 2010 by Chris Lacy, best known for the Action Launcher home screen replacement app, with 10M+ downloads and three Google Play App of the Year award-winning products.
- Ownership category
- akta.pro rank
Action Launcher industry classification
Industry- Product category
- Android Launcher Apps
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- Custom Application Development (Web/Mobile/Desktop) (BPAEAFAA)
- akta.pro secondary industry
- Mobile App Stores & Marketplaces (BPAMADAA)
Keywords
Where Action Launcher is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Action Launcher business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Plus Purchase (In-App Purchase): One-time purchase that unlocks all premium features in perpetuity in countries without Bing affiliate search. In countries with Bing affiliate search support, Plus purchase unlocks premium features except custom search engine selection for Action Search, which requires recent Supporter Badge purchase.
- Supporter Badge (Subscription): Purchase required every 2 years to use custom search engines with Action Search in countries that support Bing affiliate search. Allows use of Google or other search engines with Action Search.
- Bing Affiliate Search Revenue: Since 2019, affiliate revenue earned from searches directed to Bing through Action Search in supported countries. Supports ongoing development and allows the app to remain financially viable. Supported countries include US, UK, Australia, Canada, Germany, France, India, and many others.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | One time/ perpetual license | Plus - Premium Features Perpetual License |
| Subscription | Multi-year contract | Supporter Badge - Custom Search Engine Access |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Action Launcher product offering
Product offeringCore offering
Action Launcher develops and sells a customizable Android home-screen replacement (launcher) application that replaces the default Android UI with features such as an All Apps drawer, Cover Mode, quick app access, integrated Action Search, and Google Discover integration via an optional companion Plugin app. The app is distributed free via Google Play with premium features unlocked through a one-time Plus purchase, an every-two-year Supporter Badge, and Bing affiliate search revenue that funds ongoing development.
Product overview
Action Launcher is a single core Android launcher product (Action Launcher) that offers premium features through in-app purchases (Plus upgrade, Supporter Badge). The company also offers an optional companion app called Action Launcher Plugin that enables Google Discover integration. Beyond the flagship launcher, the company's portfolio includes several other named products: Action Launcher 2: Pro (pro version), ActionDash (2019 App of the Year winner, acquired by Sensor Tower in 2020), Link Bubble (2014 App of the Year winner, acquired by Brave in 2015), AdaptivePack, Pixel Shortcuts, and Unread Count. The business model relies on app purchases, in-app purchases, and affiliate search revenue from Bing.
Differentiator
Problem solved
Functional benefit
Products and services
- Action Launcher A customizable Android home-screen replacement (launcher) app for individual Android smartphone users. Offers features such as an All Apps drawer, Cover Mode, quick app access, integrated Action Search, and Google Discover integration via the companion Plugin app. Premium features are unlocked via a one-time Plus purchase, with optional Supporter Badge for custom search engine access.
- Action Launcher Plugin Companion app for Action Launcher that enables display of the Google Discover feed (formerly Google Now) by swiping from the leftmost home screen. Distributed via direct APK download from the company website rather than Google Play due to platform policy restrictions. Version 4.0 added automatic reconnection support.
Quantifiable outcome
- 10 million+ app downloads across all products
- +2 more outcomes
Companies that use Action Launcher
Customer profileSegments1 record
Ideal customer profiles1 record
Action Launcher technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Action Launcher partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Sensor TowerminorAcquired ActionDash app (2019 Google Play App of the Year winner) in 2020. Chris Lacy sold the app to Sensor Tower.
- Microsoft BingcoreAction Search feature directs searches to Bing using affiliate codes in supported countries (US, UK, Australia, Canada, Germany, France, India, and 30+ others). This affiliate revenue is integral to Action Launcher's financial viability and ongoing development. Users can choose custom search engines with Supporter Badge purchase.
- GooglecoreAction Launcher Plugin enables Action Launcher to display Google Discover feed (formerly Google Now). Google Play integration for app distribution. AdMob integration for location-based advertising. Support for Google Search shortcuts.
- Brave SoftwareminorAcquired Link Bubble app (2014 Google Play App of the Year winner) in 2015. Chris Lacy sold the app to Brave Software.
Scale indicators3 records
Recent moves8 records
Expansion highlights4 records
Action Launcher competitors and assessment
Company assessmentOthers
- Sensor Tower: Mobile analytics platform that acquired founder Chris Lacy's ActionDash app in 2020. Tangentially related as a strategic acquirer of a sister product from the same founder, illuminating potential acquirer interest in the broader Action Launcher portfolio.
Direct peers
- Nova Launcher: One of the most popular third-party Android launchers on Google Play, originally developed by WebApp.co and now owned by Branch.io. Directly competes with Action Launcher in the home screen replacement category serving the same enthusiast Android user base.
- CM Launcher: Cheetah Mobile's Android launcher offering that competes directly with Action Launcher as a free, ad-supported alternative in the same home screen replacement category.
- Niagara Launcher: Minimalist Android launcher designed for efficient one-handed use, developed by bitfire GmbH. Competes directly with Action Launcher for users wanting Android home screen replacement with a modern UX philosophy.
- Smart Launcher: Italian-developed Android launcher by AppsAG/Riccardo Bonazzelli that emphasizes a minimalist, theme-driven UI. Directly comparable to Action Launcher as a third-party home screen replacement with monetization via a paid Pro tier and themes.
- Apex Launcher: Long-running third-party Android launcher focused on customization and performance. Direct competitor to Action Launcher serving the same power-user Android audience seeking alternatives to OEM launchers.
- ADW Launcher: Long-established open-source Android launcher offering extensive customization options. Direct competitor in the same third-party launcher category as Action Launcher, serving power-user Android customization demands.
- Evie Launcher: Minimalist Android launcher originally developed by Evie Labs and acquired by OnePlus in 2019. Direct peer of Action Launcher in the third-party Android launcher market with similar customization value proposition.
- Microsoft Launcher: Microsoft's free Android launcher (formerly Arrow Launcher) offering home screen customization with Microsoft 365 integration. Directly competes with Action Launcher in the third-party launcher category; backed by a large incumbent platform owner.
Broad incumbents
- Pixel Launcher (Google Now Launcher): Google's default Pixel/Android launcher that ships preinstalled on Pixel devices. Sets the baseline for what users compare third-party launchers like Action Launcher against, but is not a separately distributed peer app.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Action Launcher social profiles
Digital presenceAction Launcher compliance and trust
Trust signalCompliance3 records
Action Launcher financial estimates
Financial estimateRevenue estimate
Valuation estimate
Action Launcher leadership team
Management profileNumber of profiles
Profiles1 record
Action Launcher funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Action Launcher 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 Action Launcher
What does Action Launcher do?
Action Launcher develops and sells a customizable Android home-screen replacement (launcher) application that replaces the default Android UI with features such as an All Apps drawer, Cover Mode, quick app access, integrated Action Search, and Google Discover integration via an optional companion Plugin app. The app is distributed free via Google Play with premium features unlocked through a one-time Plus purchase, an every-two-year Supporter Badge, and Bing affiliate search revenue that funds ongoing development.
Is Action Launcher a public or private company?
Action Launcher is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Action Launcher founded?
Action Launcher was founded in 2010.
Where is Action Launcher based?
Action Launcher is headquartered in Brisbane, Australia, in the Oceania region.
How does Action Launcher make money?
Three revenue lines are on record. Plus Purchase (In-App Purchase) is the primary driver. The others are supporter Badge (Subscription) and bing Affiliate Search Revenue.
Who are Action Launcher's main competitors?
Sensor Tower is listed as an others. Direct peers are Nova Launcher, CM Launcher, Niagara Launcher, Smart Launcher, Apex Launcher, ADW Launcher, Evie Launcher and Microsoft Launcher. Pixel Launcher (Google Now Launcher) is listed as a broad incumbent.
Does Action Launcher have an API?
No public API is recorded for Action Launcher.
What industry is Action Launcher in?
Action Launcher's product category is Android Launcher Apps. Its primary akta.pro industry code is BPAEAFAA, Custom Application Development (Web/Mobile/Desktop), with a secondary code of BPAMADAA, Mobile App Stores & Marketplaces. Its SIC code is 7371.