Nathan is a 2x former Head of Growth and Founder of Perceptycs, a strategic growth partner that helps early-stage mobile apps scale from pre-seed to Series B. With experience on both the product and marketing side, Nathan specialises in helping apps find product-market fit, devising full-funnel growth strategies, and getting paid ads to turn a profit.

In your own words, what’s your role in the app business right now?

I founded Perceptycs at the end of 2022 to help early-stage mobile apps drive user growth, retention and revenue with fundraising in mind. so they can scale from pre-seed to Series B. 🚀

How did you end up working in apps? / get started?

I started marketing when I was 15 years old, helping to grow two of the family businesses. Neither were apps, but this gave me a great foundation in paid advertising, customer psychology and building out referral loops. 6 years later, I found the perfect role with a great team looking to launch a B2C fintech app. I haven’t stepped away from apps since.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I think the advancements in AI and what this means for personalisation are super exciting. The app space has been “user-centric” for a while now but as artificial intelligence becomes more accessible, it allows more developers and startups to make their apps more relevant to their users. And ultimately that’s how you build a product that truly caters to your users’ needs.

What other companies in the app space do you rate/ inspire you and why?

I have huge respect for all of the SaaS players in the app space. They make my life and the lives of our clients so much easier. Companies like Purchasely, RevenueCat, AppTweak, AppRadar, AppsFlyer, Adjust, Segment, Amplitude, Mixpanel,, One Signal, Intercom. Without these companies, early-stage mobile apps would definitely struggle to test, iterate and grow quickly. 🙏

What do you like most about working in apps?

What I love most about working in apps is that you get the opportunity to work on products that can impact millions of lives. We live in a world where everyone is always on their phone. We engage with apps all the time. But most of the people I know don’t use dozens of apps. They have a few apps that they use all of the time. What excites me is the journey of building an app that becomes one of those essential, go-to applications for people.

What one thing would you change about the app industry / market?

Attribution. Especially for early-stage startups, attribution can easily become a point of contention. I think the reason is because a lot of stakeholders want 100% certainty. And that’s impossible to give nowadays. Is it a huge problem? Not really – you can make do with what you have. But other stakeholders might not understand that. So for me, bringing back the old days of attribution pre-iOS 14 would mean I don’t have to have the same conversations over and over again.

Where do you think there’s an opportunity for apps / or unmet needs?

This is a great question. I’m not sure I have a clear answer. New apps launch every day with the intent to serve unmet needs. And B2B SaaS/Service startups launch to help these apps too. I suppose, when I have a strong enough answer, I’ll launch another startup myself! 👀

If you weren’t working in apps what would you be doing?

Honestly, I’m pretty certain I would still be working in the growth space with early stage startups. But in a parallel dimension, I’d definitely be a professional musician. 🎹

iOS or Android?

Both! I work with apps. 😉

What app(s) have been most useful to you over the last year?

I am a fully-retained, hard-active user of MyFitnessPal!

What’s on your Spotify / Music party playlist?

From gospel and jazz to UK rap.

Any Netflix/ TV show recommendations?

Black Mirror, Breaking Bad, and Top Boy.

Is there anything else we should know about you?

Just that I’m a pretty friendly person! So if you ever want to talk about apps or have questions about early-stage app growth, product market fit, product-led growth or paid advertising – shoot me a message.

Or if you want to chat about music, martial arts, fitness or Theology – I’m up for that too 🙂

Do you know someone driving change and growth in the app industry? Nominate an app leader here.