APS London 2025 has officially wrapped — and let’s just say, it was amazing. Held on 24th April at The Brewery, the summit gathered over 900 app marketers, product pros, growth wizards, and mobile mavericks for a day that was equal parts learning, networking, and industry magic.
This year’s edition broke records with 908 total registrations — and what a crowd it was. 74% represented apps or brands, with nearly half clocking over 1 million MAU, and a cool 6% operating at 10M+ MAU scale. These weren’t just any attendees: 70% were either budget holders or influencers. Not to toot our own horn, ASP London 2025 was not just a knowledge-sharing event, but a high-stakes, strategy-shaping one.
Across seven buzzing content stages and more than 40 insightful sessions, 60+ expert speakers took the mic to unpack the now and next of mobile growth. From embedding AI in app marketing and privacy-enabled user acquisition 2.0 to world-class retention, product-driven growth, revenue growth, and channel diversification, this year’s APS was a masterclass in what’s driving the app economy forward.
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Get startedBig names, bold ideas
Some of the sharpest minds in the app universe touched down at APS London — and they didn’t come to play. From Dmitry Gurski (Flo) to Barbara Schädel (The Very Group), Steve Toy (Memrise), and Evelina Gruzdzevičiūtė (NordVPN), the speaker lineup read like a who’s-who of growth leadership.
And the attendee list? Equally stacked — with powerhouse brands like Strava, Monzo, Decathlon, TUI, The Financial Times, Amazon, Bolt, the BBC, and more all in the room, it wasn’t just a summit — it was the unofficial general assembly of the global app economy.
The networking energy was electric, to say the least. With over 3,100 new contacts made, 2,600+ messages exchanged, and 1,300+ discussions launched through the event’s dedicated app, APS London didn’t just facilitate conversations — it sparked real relationships, with 83% of attendees using the networking platform during the event.
Bonus: over 900 trees were planted thanks to our partnership with Treeapp. 🌳
Attention, retention: Inside Flo’s opening address
The summit began on a high note with a keynote address from Dmitry Gurski, Co-Founder and CEO of Flo, one of the world’s most widely used femtech platforms. In a talk that balanced strategic insight with product storytelling, Gurski shared Flo’s evolution from a startup concept to a leader in women’s health.
A central theme of his keynote — and one that echoed throughout the day — was the role of retention as a growth engine. With Flo now seeing an even split between paid and organic traffic, Gurski underscored that sustainable growth isn’t just about acquisition at scale, but about building lasting value through product excellence and user trust.
Flo’s secret: High retention and huge TAM (Total Addressable Market)
Source: App Promotion Summit London 2025
He also addressed a key question facing many in the room: how do apps grow organically in a privacy-conscious, post-IDFA world? His answer was measured but powerful: by creating something people genuinely want to talk about. In his words, “word of mouth” remains one of the most effective drivers of growth, and it is fundamentally enabled by strong retention.
As opening sessions go, it set a thoughtful, forward-facing tone — one that grounded the day’s conversations in the fundamentals of what makes apps thrive long-term.
Trends and takeaways: What we learned
So… what did we actually learn after all the talks, roundtables, Q&As, and hallway huddles? A lot. But if we had to pin down the themes that dominated APS London 2025, it’d go something like this:
Retention is the main character
Post-pandemic and post-performance-bubble, user acquisition is no longer a silver bullet. From Flo’s opening keynote to NordVPN’s cross-functional deep dive, the message was clear: retention is what makes or breaks an app business. From onboarding to CRM to user journey optimization — it’s not a “nice-to-have” anymore. It’s your moat.
Channel diversification is not optional
Marketers are moving beyond Meta/Google and into a brave new blend of web-to-app, CTV, retail media, influencer partnerships, and even OOH. The goal? Incremental growth that’s measurable and sustainable. This omni-channel mindset isn’t just a trend — it’s survival strategy in an ecosystem defined by privacy shifts and signal loss.
Product-led growth is the new black
Sessions across the day (and some very lively roundtables) reinforced that personalization, retention, and delight aren’t marketing’s job alone. Product, UX, data, and dev teams are back in the spotlight — and the brands winning are the ones getting them to play nice. ContextSDK’s roundtable on on-device AI showed just how far real-time personalization has come.
MMM and measurement maturity are scaling fast
Kochava’s Gary Danks broke it down: if you’ve got five or more paid channels and at least $50–100K/month in spend, it’s time to think about MMM. With SKAN, AEM, and MMPs all evolving, marketers are leaning into mixed models and probabilistic attribution more than ever. The real flex? Making all of it actionable, not just analytical.
Creative is the new conversion lever
Tigran Mkrtchyan’s session on paywall optimization turned heads with meme-driven nudges and animated seasonal pop-ups outperforming static ones 2x. The creative bar is rising, and the brands adapting their UX and monetization design to meet users where they are (and when they’re most primed to pay) are the ones seeing uplift.
AI isn’t the future — it’s very much the now
From Cleo AI’s emotionally intelligent chat assistant to dating apps using on-device contextual intelligence to personalize at scale, we saw clear evidence: the AI wave isn’t theoretical. It’s being shipped, embedded, and used to drive higher LTV across verticals.
A few final thoughts
With over 23,500 site visitors, 49,900+ page views, and more than 900 industry players in the room, APS London 2025 proved one thing: this industry is very much alive, curious, and ready to build.
Next up? APS NYC and APS Berlin. If London’s any indication, we’re in for even bigger ideas and bolder conversations.
Videos from all the sessions will be going live soon — make sure to check them out.
Huge thanks from all of us at APS to everyone who made APS London unforgettable — from the brilliant speakers to the bold question-askers, and everyone both behind the scenes and in the spotlight who helped make it our best event yet.
