On the podcast: Austin Blake shares his journey from film student and Apple superfan to the creator of Stuff, a task management app built for people who care deeply about design and productivity. He explains the challenge of competing in crowded markets, building software that “feels right,” and what it’s like getting featured by Apple.

Top Takeaways:

🛠️ Out-persist the crowded market
You do not need to reinvent the wheel to succeed; you can stand out in a saturated space simply by committing to continuous development and polishing the user experience over several years.

🤖 Let AI agents review each other
When learning a new platform, you can accelerate development by using AI to generate code and setting up multiple AI agents to review and refine each other's plans before you inspect the final code.

⏱️ Shorten your trial to find the magic number
A month-long free trial is often too much time for users to feel the urgency to upgrade; reducing your trial to seven days can significantly increase your trial-to-paid conversion rate.

📦 Rethink native paradigms from scratch
Porting an app to a new platform requires more than stretching the UI; you must implement the platform-specific interactions, like keyboard navigation and native undo states, that users subconsciously expect.

⏳ Always triple your launch buffer for new platforms
App Store review guidelines are highly inconsistent across platforms; even if your app's core features are already approved on mobile, expect unexpected rejections and budget at least three weeks for a desktop launch.

About Austin Blake:

🚀 Indie Developer and creator of Stuff, a task management app focused on combining simplicity, beauty, and powerful productivity workflows. Former Apple contractor and incoming Developer Advocate at RevenueCat.

👋 LinkedIn

🌐 Learn more about Stuff

Follow us on X: 

• Charlie Chapman - @_chuckyc
• RevenueCat - @RevenueCat
• Launched - @LaunchedFM 

Episode Highlights:
[00:00] Why Austin built “another” to-do list app
[00:42] Meeting at WWDC and joining RevenueCat
[03:22] From film school to advertising to coding
[04:55] Growing up as an Apple superfan
[07:11] Learning to code after getting ignored by Evernote
[08:35] Building MightyNote and Achievements
[11:58] Early lessons about onboarding and subscriptions
[14:03] Quitting his job to go all-in on indie development
[16:24] Working at Apple while building Stuff on the side
[18:55] Why Austin chose task management as his focus
[20:40] Competing in crowded app categories
[22:22] The magic and inspiration behind Wunderlist
[25:39] Designing apps that “feel right”
[26:47] Building task dependencies into Stuff
[28:09] Launching Stuff through pre-orders and community feedback
[31:33] The pros and cons of large TestFlight betas
[38:14] Launching the Mac version of Stuff
[40:04] Getting featured by Apple for AI-powered features
[42:12] Pricing strategy, subscriptions, and free trials
[45:01] Building trust through dev logs and transparency
[50:14] Designing for macOS vs iPhone and iPad
[56:22] The realities of App Store review for Mac apps
[59:12] Austin’s favorite creators, apps, and inspirations

On the podcast: Daniel Kennett shares his journey from indie developer to creating Cascable Studio. He tells the story of the challenges of building his app that supports over 250 cameras, the process of reverse-engineering hardware, and why his background in indie development shaped his approach to the business.

Top Takeaways:

🏗️ The framework doesn't matter — the app does
Users don't care whether you used SwiftUI or RealBasic; they care whether the app is polished and fits the platform.

💸 If they can afford a $4,000 camera, charge accordingly 
Pricing for a professional audience means resisting the race to the bottom; your users' willingness to pay reflects the value of the tools they already own.

📈 Slow, steady growth is still growth 
A consistently rising line over five years, even without a single breakout moment, can eventually replace a full salary — if you don't panic and quit.

🔄 Multiple revenue streams are a survival strategy, not a luxury
An SDK licensing business and a webcam app built on existing infrastructure turned a COVID revenue crash into a three-week turnaround.

🧱 Architecture decisions you make early can pay off years later
Pulling camera connection logic into a standalone framework was an accidental decision that later became both a licensing product and the foundation for a pivot app.

💍 The people closest to you live through your failures too
Having a partner who saw the worst of it and still supported the next attempt — with sensible goals and financial guardrails — made the difference between a reckless gamble and a calculated bet.

🎯 Subscription-only can alienate a professional audience
When Adobe went subscription-only, it angered the entire photography industry overnight; offering both subscription and one-time purchase options lets customers choose their relationship with your app.

About Daniel Kennett:

🚀Senior macOS and iOS developer, currently running an independent software company, Cascable AB, that ships professional photography tools like Cascable Studio, a professional camera control app that empowers photographers with advanced features for non-iPhone cameras.

👋 LinkedIn

🌐 Learn more about Cascable

🌐 Daniel’s Website

Follow us on X: 

• Charlie Chapman - @_chuckyc
• RevenueCat - @RevenueCat
• Launched - @LaunchedFM 

Episode Highlights:
[0:00] Introduction to Daniel Kennett and Cascable Studio
[1:00] Daniel’s background: From a self-taught coder to indie developer
[5:00] The story behind Cascable Studio
[8:30] The early days of indie development: Challenges and successes
[12:00] Reverse engineering and building a tool for photographers
[15:30] How adding camera support transformed the app's growth
[18:00] Learning from failures and the importance of not giving up
[20:30] Why a niche market can lead to success: Focusing on non-iPhone cameras
[24:00] Managing financial challenges and building a sustainable indie business
[27:00] The role of simplicity in app design and user experience
[30:00] Expanding into new markets: Licensing SDKs for other developers
[32:30] Why Daniel prefers to build with minimal outside funding
[35:00] Lessons from working with hardware manufacturers and building partnerships
[37:30] What's next for Cascable Studio and future goals for indie development
 [40:00] Daniel’s advice for future indie developers: Focus, perseverance, and learning

On the podcast: Bria Sullivan shares her journey as an indie developer to creating Focus Friend, a focus timer app that quickly gained traction with the help of Hank Green. She discusses the foundation of Focus Friend, the challenges of balancing her business and personal life, and the wonderful experience working with Hank Green.

Top Takeaways:

📱 Success isn't just about coding
The most successful indie developers rely more on product instinct and marketing intuition than raw engineering talent.

🧪 Validate with your target audience early
Real-time feedback loops, like live-streaming development choices to followers, can pinpoint exactly what users want before you build the wrong thing.

📈 There's a formula for the Top 100 
Getting to $50k-$120k a year in indie app revenue relies more on systematic execution of known frameworks than pure luck.

🎭 Working with creators requires boundary setting
Influencers have immense reach but often suggest features that don't make good standalone products; you have to guide the product vision.

🕵️ Privacy is a feature, not just compliance
When your app is tied to a beloved public figure, users scrutinize data collection heavily; sometimes you have to sacrifice ad tracking to protect the brand's trust.

About Bria Sullivan:

🚀 Indie Developer and Creator of Focus Friend, a gamified focus timer app designed to help users stay focused with a cute “bean” character. Also the creator of Boba Story, a game where players run a boba shop.

👋 LinkedIn

🌐 Learn more about Focus Friend

🌐 Learn more about Boba Story

Follow us on X: 

• Charlie Chapman - @_chuckyc
• RevenueCat - @RevenueCat
• Launched - @LaunchedFM 

Episode Highlights:
[0:00] Introduction to Bria Sullivan and Focus Friend
[1:00] Bria’s background: From self-taught coder to indie developer
[5:30] The story behind Focus Friend: Creating a productivity app for Hank Green’s audience
[10:00] Balancing indie app development with personal life challenges
[12:30] Marketing through TikTok: Building an audience before launch
[15:00] The struggles and success of Boba Story
[17:30] The evolution of Focus Friend: Iterating and listening to feedback
[20:00] Collaborating with influencers: How Bria worked with Hank Green
[22:30] The role of design and simplicity in a successful app
[26:00] Monetization decisions: Choosing a subscription model without being intrusive
[29:30] Overcoming the obstacles of indie development
[32:00] Reflections on growing as an indie developer and working with influencers
[34:00] Bria’s approach to creating apps that resonate with users
[37:00] What’s next for Bria Sullivan and her apps
[40:00] Advice for future indie developers and creators

On the podcast: Joe Allen has been building Teleprompter Pro for 15 years — and he'll be the first to tell you he's not sure how much of that growth he actually caused. He talks about why he waited 5 years after the app could sustain him before finally going full-time, how a simple email list became his safety net through the transition to subscriptions, and the two weeks he spent battling App Store Review to get his new app Captions approved — including the phone call that finally cracked it.

Top Takeaways:

🛠️ Build for the itch you already have
The best indie apps start as tools their creators needed, not market opportunities they spotted.

🌱 Let the App Store river carry you 
Sometimes organic growth comes from being in the right place at the right time, and the healthiest approach is to accept you don't control every drop of water.

📈 Don't rush the full-time leap
It's okay to let a side project sustain itself for years before making it your sole source of income.

🤝 Support is a feature, not a chore 
Treating customer support as a core part of the product builds loyalty and reveals the actual features users are looking for.

📧 An email list is your only real safety net
Having a direct line to your customers is the single most important asset when platform algorithms change or business models shift.

About Joe Allen:
🚀 Indie Developer and Creator of Teleprompter Pro, an app designed to make content creation easier by providing a portable teleprompter solution, and Captions, a tool designed to add dynamic captions to videos, enhancing accessibility and engagement.

👋 LinkedIn

🌐 Learn more about Teleprompter Pro

🌐 Learn more about Captions

Follow us on X: 

• Charlie Chapman - @_chuckyc
• RevenueCat - @RevenueCat
• Launched - @LaunchedFM 

Episode Highlights:
[0:00] Introduction to Joe Allen and Teleprompter Pro
[2:00] Joe’s Background: From Media Studies to Indie Development
[5:10] The Birth of Teleprompter Pro: Turning Freelance Work into an App
[7:30] Transitioning from Side Project to Full-Time Indie Developer
[10:00] Overcoming the Challenges of Indie Development: Learning on the Go
[12:45] Growing Teleprompter Pro: Building a Product for Creators
[15:00] Pricing and Business Strategy: Moving to a Subscription Model
[17:30] Navigating User Feedback and Iterating on Teleprompter Pro
[20:00] Lessons from Building Teleprompter Pro and Going Full-Time
[23:00] Customer Support: Balancing Personal Engagement with Growth
[26:00] Developing Captions: A New Tool for Content Creators
[29:00] Monetizing Teleprompter Pro and Building Long-Term Sustainability
[32:00] Moving Beyond the App: Joe’s Approach to Scaling and Growing
[35:00] The Role of Email Marketing and Customer Relationships in Indie Development
[38:30] The Emotional Side of Indie Development: Success, Challenges, and Growth
[41:00] Expanding the Team: How Hiring Help Changed Joe’s Workflow
[44:00] Reflecting on the Journey: What Joe Learned as an Indie Developer
[47:30] Closing Thoughts: The Future of Teleprompter Pro and Captions

On the podcast: how Frederik Riedel built one sec as a weekend prototype, accidentally triggered it 20 seconds later, and turned it into a research-backed screen time app with a proven 57% reduction. From a viral tweet with 700 followers to partnerships with Stanford, Cambridge, and three national governments — plus why he filed a US patent as an indie dev.

Top Takeaways:

🧪 Your weekend prototype might be the one
The app that changes everything doesn't always come from a grand plan — sometimes it's just a weekend hack to fix something that's bugging you.

🐦 One great tweet can carry you further than you think 

A single authentic screen recording can generate months of organic growth, especially when it shows a product that instantly clicks with people.

📱 Advertise where your users already are (even if it's ironic)
If your target audience lives on social media, that's exactly where your ads should be — even if your product is designed to help them use it less.

🔬 Research isn't just for credibility — it's a product advantage
Partnering with researchers can unlock new features, new audiences, and a trust signal that no amount of five-star reviews can replicate.

🧑‍💻 Ship fast, ship often, and let the market tell you what sticks
Building 50-100 apps teaches you more about product-market fit than any amount of planning — the winners reveal themselves.

🫣 Hiring doesn't have to mean managing 
You can grow a team of 18 without a management layer if you hire independent thinkers who use the product and share the mission.

🧠 A breathing exercise beats willpower every time 
Interrupting an autopilot habit with a brief pause is more effective than screen time limits, cold turkey deletion, or guilt — science backs it up at 57%.

🛡️ Patents are for indie devs too 
If your idea is genuinely novel and you're worried about big tech copying it, a patent gives them a reason to talk to you first instead of just shipping their own version.

About Frederik Riedel:

🚀 Indie Developer and Creator of one sec, the focus app that tackles the problem of unconscious social media use at its root. It is designed to change your habits on a long-term basis.

👋 LinkedIn 

🌐 Learn more about one sec

Follow us on X: 

• Charlie Chapman - @_chuckyc
• RevenueCat - @RevenueCat
• Launched - @LaunchedFM 

Episode Highlights:
[0:00] Introduction to Frederik Riedel and the one sec Story
[2:30] The Origins of one sec: From a Personal Struggle to a Solution
[5:10] How one sec Helps People Reclaim Control Over Screen Time
[7:45] Frederik's Background in Software Development and Early App Journey
[10:15] From Indie Developer to Full-Time Founder: Transitioning to one sec
[13:00] The Importance of Intentional Design and User Experience in one sec
[15:30] The Growth of one sec: From Concept to Widespread Adoption
[18:00] Marketing one sec: Using Personal Connections and Organic Growth
[21:15] The Role of Research in one sec’s Credibility and Success
[24:00] Monetization Strategy: One-Time Payments to Subscription Models
[27:45] Balancing Personal and Professional Life as an Indie Founder
[30:30] Building a Team: The First Hire and Growing the one sec Team
[33:00] Community Building: How one sec Connects with Users
[35:45] Managing Product Development and Customer Support as an Indie Founder
[38:30] Navigating the Transition from Indie Developer to Business Owner
[41:20] The Future of one sec: Scaling and Expanding Features
[44:00] The Importance of Personal Branding and Authenticity in Business
[46:45] Lessons Learned from the Indie Developer Journey
[49:30] Closing Thoughts: The Balance Between Passion, Productivity, and Sustainability
[52:00] Takeaways for Aspiring Indie Developers

On the podcast: Antoine shares how he built RocketSim from an internal tool into a thriving business, the challenges of scaling as an indie developer, and the key marketing insights that drove growth—without relying on traditional ads or influencer campaigns.

Top Takeaways:

⏱️ Solve time, and they will pay you 
There are countless solved problems in the world, but if your tool gives developers back their most limited resource—time—the sales pitch writes itself.

🧱 Build what your users ask for, and the trials will follow
Releasing the number-one voted feature on a public roadmap is the most reliable way to turn dormant users into active trials.

🐢 Some problems take years to solve
Not every technical hurdle can be Googled; sometimes you have to sit on an open issue for two years until your skills grow enough to crack it.

🤝 Embrace your competitors
Cross-promoting with competing apps and newsletters actually grows your audience faster than trying to dominate a niche alone.

⛓️ Constraints are a feature, not a bug 
Going full-time indie can actually hurt productivity if you lose the strict prioritization habits that made you effective when time was scarce.

About Antoine van der Lee:

🚀 Indie Developer and Creator of SwiftLee, a platform for iOS developers, and RocketSim, a tool that streamlines testing and simulating apps in Xcode.

👋 LinkedIn 

🌐 Learn more about RocketSim

🎧Learn more about the Going Indie Podcast

📖 Read Antoine’s developer blog at SwiftLee

Follow us on X: 

• Charlie Chapman - @_chuckyc
• RevenueCat - @RevenueCat
  Launched - @LaunchedFM 

Episode Highlights:

[0:00] Introduction to Antoine van der Lee and the story behind RocketSim
[2:15] How Antoine started in iOS development and his early career journey
[5:05] The creation of Swiftly: Antoine's approach to writing and sharing knowledge
[7:40] The launch of RocketSim: From an internal tool to a public product
[10:12] The challenges of developing a useful Xcode simulator tool
[12:31] Antoine's approach to growing RocketSim without focusing on traditional marketing
[15:22] The evolution of RocketSim: Expanding features and listening to users
[18:05] How Antoine used his blog and newsletter to support RocketSim's growth
[21:40] The balance between RocketSim as a product and maintaining a sustainable indie business
[24:25] The impact of the App Store: Sales model and challenges
[27:11] RocketSim’s transition into enterprise sales and selling to teams
[30:03] Hiring for RocketSim: Bringing in the right people to scale without losing focus
[33:20] The evolution of the RocketSim website and customer experience improvements
[36:05] Antoine's experience with creating a full-time indie business alongside a family
[39:00] Dealing with the growth of RocketSim and managing multiple projects at once
[42:10] Insights into Antoine’s shift from a full-time job to an indie developer
[45:35] The role of personal branding and community connections in RocketSim's success
[48:10] The value of networking and connecting with others in the iOS community
[51:05] Moving from product development to managing a business
[54:01] Reflection on growth, work-life balance, and achieving indie success
[56:22] Key takeaways for indie founders and AI product builders today

On the podcast: Adrian Eves about his path from Apple’s accessibility team to indie app development, building Pediapal and Auralog from personal health challenges. We cover lessons from launching, redesigning with Liquid Glass, navigating App Store features, and how community—from iOS Dev Happy Hour to Swift Sonic—has fueled his growth.

Top Takeaways:

🤝 Your community is your safety net 

If you get laid off, it's the people you've supported who will support you right back, creating a crucial buffer during uncertain times.

😠 Turn frustration into features 
The most compelling app ideas often come from solving your own, real-life problems, giving you an authentic perspective on what users truly need.

🚀 Ship it, then ship it again 
Your first version won’t be perfect, and that's the point. The real work, and the best learning, starts after you hit publish and begin iterating.

🎤 You don’t need permission to build 
If you have an idea that you're passionate about, just start building. Don't wait for the perfect time or an external green light.

💡 Spite can be a great motivator 
A little bit of friendly competition or a desire to prove something can be the exact push you need to finally ship your app.

About Adrian Eves:

🚀 Indie App Developer and Creator of Pediapal, an app that makes it simple for families to track their child's health, & Auralog, a migraine tracker to help you take control of your migraines and headache history.

👋LinkedIn

🌐Learn more about CommunityKit

🎵Learn more about Swiftsonic 

Follow us on X: 

• Charlie Chapman - @_chuckyc
• RevenueCat - @RevenueCat
• Launched - @LaunchedFM 

Episode Highlights:

[0:00] Introduction to Adrian Eves: From Apple’s accessibility team to indie app developer
[3:30] The power of community: iOS Dev Happy Hour and how relationships opened unexpected doors
[8:45] Landing at Apple: Accessibility work and designing technology that truly helps people
[14:20] The layoff pivot: Turning uncertainty into motivation to finally ship an indie app
[18:10] Building Pediapal: Solving the real-world problem of tracking kids’ health
[24:00] Launch day lessons: Why shipping is emotional—and what happens after the high fades
[28:30] WWDC as an indie: Experiencing Dub Dub differently when you have your own app
[32:40] The Liquid Glass redesign: Rebuilding Pediapal from scratch and chasing an App Store feature
[38:15] Marketing reality check: Why a local TV appearance outperformed App Store hopes
[42:50] Spite-driven development: Building Auralog in under a month to solve chronic migraines
[47:10] Focus and traction: Why Auralog’s narrow, search-driven use case gained momentum
[52:30] Monetization strategy: Freemium models, paywalls, and learning ASO from other indies
[57:45] CommunityKit: Creating a physical hub for developers during WWDC week
[1:02:30] Swift Sonic: Designing a music-inspired conference with built-in mentorship
[1:07:15] Final reflections: Building for real people, leaning on community, and growing through each iteration

On the podcast, I talk with Adam Lyttle about his journey from web development to indie app success, the lessons learned from failure, and how creating apps with passion and a focus on viral trends can lead to unexpected growth. We also dive into the challenges of monetizing apps, transitioning to native development, and balancing creative projects with business goals.

Top Takeaways:

💡 Overcoming burnout through reinvention
After facing a tough personal and business setback, Adam stepped away from tech and even started a lawn-mowing business. This period away helped him regain his passion for app development by allowing space for reinvention and creativity.

📈 Volume is a form of practice

Committing to a consistent shipping schedule, even without immediate financial goals, is one of the most effective ways to accelerate skill development and build a foundation for future success.

🧩 The importance of market validation before building
Adam emphasizes the value of market research and validation before committing time to an app idea. He uses tools like Astro to assess demand for an idea, ensuring he targets the right audience for each app he creates.

💰 Monetization comes after value creation
Adam’s focus was always on creating something valuable first—for instance, his early success came from building an app that resonated with users, such as his tarot app. He later learned that monetization strategies like paywalls could take his business to the next level, driving revenue growth.

💡 Embrace AI as a tool, not a shortcut
While Adam has experimented with AI tools like ChatGPT and Sora to speed up app creation, he stresses that the key to success isn’t outsourcing creativity but using AI to enhance and streamline the process of building high-quality apps.

🎮 Craft and fun drive long-term satisfaction
 Adam’s game, "Swipe the cat," taught him a lot about balancing fun, visuals, and the viral nature of app growth. While monetization didn't take off as expected, he realized that the enjoyment of creating something delightful and playful could still drive future success and innovation.

About Adam Lyttle:

🎤 Indie App Developer and Creator of Swipe the cat

📱 Adam Lyttle is a prolific indie app developer with a passion for creating simple yet impactful mobile experiences. Based in Australia, Adam is known for developing over 30 active iOS apps, including the popular Swipe the cat game. With a background in self-taught programming, Adam transitioned from building shareware and web development to focusing on the iOS ecosystem. His journey reflects a blend of resilience, creativity, and constant learning, with a focus on user-driven design and monetization strategies.

👋 LinkedIn

🖥️ Website

👾 Github

📷 Instagram

 💭 @adamlyttleapps on X

Follow us on X: 

• Charlie Chapman - @_chuckyc
• RevenueCat - @RevenueCat
• Launched - @LaunchedFM 

Episode Highlights:
[0:00] Introduction to Adam Lyttle and his journey from web development to indie app development

[2:40] The "cool table" at WWDC: How Adam connected with big names in the developer community

[4:30] The role of failure in shaping Adam’s career: From web development collapse to lawn mowing business

[7:00] Returning to tech: How Adam's lawn mowing business inspired his app development journey

[9:55] From Shareware to iOS apps: How Adam's passion for computers evolved into indie app development

[12:15] Building apps to make an impact: Adam’s drive to leave a positive legacy after his business failure

[15:03] How Adam learned app development through trial and error: Building an app every month for a year

[18:00] The early days: Adam's first successful app and how he stumbled upon the magic formula

[21:45] Moving from free apps to monetization: The turning point that boosted Adam's revenue

[23:20] Challenges of monetizing apps and the importance of app store optimization

[26:05] Breaking into SwiftUI: Adam’s transition to native development and learning new frameworks

[30:10] Creating for passion vs. profit: Adam’s balance between fun projects like Piano Run and money-making apps

[34:02] The viral Swipe the cat game: How Adam tapped into a viral TikTok trend for success

[38:10] Monetization struggles: Why Adam believes game apps are hard to make profitable

[40:15] Lessons from Swipe the cat: How Adam optimized for viral success, not just app store keywords

[43:02] The ongoing challenge of balancing creative passion with business growth

[46:00] Adam’s advice on building apps that people will care about, beyond the keyword-driven approach

[50:12] Final thoughts: The importance of learning from both successes and failures in indie app development

On the podcast, I sit down with Pol and Hidde to discuss the frustrations developers face with App Store Connect, how they turned their own pain points into Helm, and why automating app launches and translations has become a game-changer for indie developers.

Top Takeaways:

💡 Build for the pain, not the platform
Helm wasn’t born out of a market analysis — it came from frustration with App Store Connect. By starting with their own workflow pain points, they built something instantly useful to the exact audience they belong to: app developers. Real problems create real product-market fit.

🎯 Focus beats feature parity
Instead of cloning App Store Connect, Helm rebuilds only the parts developers hate — and makes them effortless. That means obsessing over friction points like AI-powered translations and fast TestFlight access. By doing less, but doing it brilliantly, they turn a clunky chore into a tool devs love.

🌱 Delight is the best growth strategy
Helm’s growth didn’t come from paid ads or clever SEO. It came from users who felt seen. When a dev complains about App Store Connect on X, someone else inevitably replies: “Just use Helm.” That kind of advocacy only happens when your product delights the right people.

👕 Marketing is memory-making
Sponsoring an amateur football team named “Swift” wasn’t about CAC. It was about building brand lore. Great indie products often grow by being fun, weird, and memorable. In a world of optimized funnels, personality is differentiation.

📱 Mobile is a chance to surprise
When bringing Helm to iOS, they didn’t just shrink the desktop app, they leaned into what mobile does best. Helm Passport, an App Clip-powered networking feature, added a playful, real-world twist that got people talking (and sharing). Great mobile UX doesn’t just port — it reinvents.

🤝Shared ownership beats rigid roles
Although both co-founders have different backgrounds, they don’t strictly divide design and engineering. Both touch the whole product, jump in where needed, and stay deeply familiar with the codebase. That overlap keeps the team fast, resilient, and aligned.

About Hidde and Pol:  

🚀 Co-Founders of Helm

📱 Hidde van de Ploeg is a designer-turned-developer and co-founder of Helm, an app that simplifies the App Store Connect experience. With a background in design and indie app development, Hidde has worked on several successful projects before launching Helm, which has quickly gained a loyal following among developers.

👋 LinkedIn

👨‍💻 Pol Piella is a software engineer and the co-founder of Helm. Originally from Barcelona, Pol has a background in electronic engineering and iOS development. He co-created Helm to address the pain points developers face when working with App Store Connect, aiming to provide a seamless, efficient solution.

👋 LinkedIn

Follow us on X: 

• Charlie Chapman - @_chuckyc
• RevenueCat - @RevenueCat
• Launched - @LaunchedFM 

Episode Highlights: 

[0:00] Helm’s promotion by users instead of creators

[0:19] Introduction of Pol Piella and Hidde van de Ploeg

[1:27] Pol's elevator pitch of Helm

[3:09] Pol and Hidde's background and their collaboration

[5:47] The idea behind Helm and the App Store Connect frustration

[9:36] Challenges with the App Store Connect API

[12:07] Helm’s compliance with Apple and review process delays

[16:09] How WWDC helped get the app approved

[18:11] The launch of Helm and user-driven promotion

[20:42] Fun marketing strategy: sponsoring a football team

[23:54] Reinvesting profits into AI features and marketing

[25:20] Low churn rate and stable growth

[28:06] Key features making Helm valuable for developers

[30:59] The iOS version of Helm and its impact on user engagement

[33:27] The "Helm Passport" feature for conferences

[35:15] Helm’s development in SwiftUI

[39:00] Collaboration and overcoming challenges in SwiftUI

[41:11] Teamwork dynamic between Pol and Hidde

[44:06] Improving customer support with Harbor tool

[45:44] Harbor’s potential as a future SaaS product

[47:12] Growth and long-term focus of Helm

[50:30] Helm’s vision for quality and user feedback

[52:25] Future plans and expansions for Helm

On the podcast, I talk with Sebastian about the power of building in public, how persistence pays off when growth is slow, and why focusing on user needs and iterative improvement can lead to unexpected success in indie app development.

Top Takeaways:

💡 Building in public isn’t a marketing trick — it’s a momentum engine
Sebastian didn’t have a marketing budget when he launched his first apps. Instead, he built in public, sharing screenshots, updates, and revenue transparently on X (Twitter). This not only brought early users but also helped him stay motivated through long stretches of slow growth.

🧩 Success comes from clarity, not complexity
His first app, LiftBear, was a workout tracker that tried to do too much. It didn’t fail to live up to expectations because it was bad — it didn’t succeed because it wasn’t distinct. HabitKit, on the other hand, had a single, instantly recognizable visual hook: a GitHub-style contribution grid that turned habit tracking into a game of consistency.

🚀 Patience pays off — app store algorithms can change your life overnight
After months of steady updates and reviews, HabitKit suddenly began ranking for “habit tracker” in several major markets — without any new marketing push. The result: downloads and revenue skyrocketed.

💰 Lifetime plans build trust — even if you love subscriptions
All of Sebastian’s apps use a freemium model, with monthly, annual, and lifetime options. He believes offering a one-time purchase alongside subscriptions reduces friction and builds goodwill among users who hate recurring payments.

🧠 Building a new app can reignite your creativity
After three years of improving HabitKit, Sebastian started to feel burned out. His new app, FocusKit, gave him a chance to learn SwiftUI, experiment with Apple’s new Liquid Glass aesthetic, and explore productivity from a fresh angle.

About Sebastian Röhl:

🎤 Founder and CEO of HabitKit & FocusKit

📱 Sebastian Röhl is a passionate indie app developer and tech entrepreneur. With a background in computer science and a drive for solving real-world problems, he created HabitKit and FocusKit to help users build productive habits and stay focused. After working at top software companies, Sebastian followed his entrepreneurial spirit, focusing on mobile apps that combine simplicity with powerful functionality.

👋 LinkedIn

 💻 Substack https://sebastianroehl.substack.com/ 

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Episode Highlights: 

[0:00] Introduction to Sebastian Röhl and his journey into indie app development

[2:20] The power of building in public: How sharing your process helps you grow

[5:41] Persistence in the face of slow growth: Why consistency is key to success

[9:02] Focusing on user needs: How Sebastian’s personal challenges shaped his apps

[12:45] From LiftBare to HabitKit: Pivoting after initial setbacks

[16:00] The importance of simplicity and design in HabitKit and FocusKit

[19:55] Using feedback and iteration to improve your product over time

[24:30] How small wins, like app store ranking boosts, can lead to bigger success

[28:10] Learning from competitors, but staying true to your own vision

[32:05] The role of data in guiding decisions and refining your product

[36:15] Why Sebastian chose SwiftUI for FocusKit and the importance of native development

[40:02] Continuing to build and evolve: How building in public keeps you motivated

[43:45] The importance of not rushing to judgment: Embracing learning and testing in the process

[47:02] Insights on the future of indie app development and staying innovative

[49:55] Final thoughts on how to balance building apps and long-term growth