Andrey is the CEO and Co-Founder of FunnelFox, a leading no-code web-to-app platform that helps mobile apps generate revenue through high-performance web funnels and web billing. He leads FunnelFox’s vision to help app founders unlock revenue streams beyond the app stores. He is also a serial entrepreneur, so he deeply understands what app founders struggle with — from acquisition and attribution to monetisation and scaling — because he has faced those challenges himself.
In your own words, what’s your role in the app business right now?
FunnelFox plays a critical role in the mobile app business by unlocking the web revenue stream. Top apps are already shifting budgets from in-app to web, with 70% or more of their spend now allocated to web funnels. For teams that have launched and scaled web2app funnels, web revenue share already represents up to 90% of total revenue.
The role of our platform is important and crucial. We drive industry-leading conversion rates through constant experimentation, innovation, and deep expertise, while also delivering the level of SLA required to operate large-scale marketing budgets. When web-to-app becomes the main growth engine, conversion rates and reliability are not optional and that’s exactly where our customers win.
How did you end up working in apps?
I’ve been working with apps since 2010, almost 16 years now. Before founding FunnelFox, I held senior growth roles at Palta, Vivid Money, and MuseGroup, where I focused on scaling digital products through data-driven acquisition, retention, and monetisation.
I’ve always cared about performance — how users arrive, where they drop off, what makes them pay, and what keeps them engaged. Over time, I saw the same issues across mobile subscriptions again and again.
App stores stopped keeping up with market needs and increasingly limited developers, especially around funnels, attribution, and payments. That gap is what pushed me to build FunnelFox and give founders more speed, flexibility, and control through web-to-app funnels and web payments.
What are you most excited about in apps right now?
I’m excited about how the app market is transforming. Web-to-app has unlocked alternative growth channels. This gives founders much more freedom to build, test, and grow their businesses.I’m also excited about how fast technology barriers are disappearing. With AI and platforms like FunnelFox, even small teams of one or two people can launch apps and monetisation systems incredibly fast. We’re still early in this shift, and that’s what makes it exciting.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
First, I want to shout out our partners at Adapty, with whom we’re building an ecosystem for mobile app founders and developers. I’d also like to mention Kirill Makarov; together, we launched WebFunnels.Club to help educate the industry around web-to-app growth.
I also want to highlight MuseGroup for its strong culture of ownership and growth, which had a big influence on how I think about building teams and products.
And of course, the broader app and web-to-app community, people who openly share real experiments and results. That openness is a huge reason this space is moving so fast.
What’s in your app tech stack?
I rely heavily on analytics and dashboards to stay close to performance, but also on AI tools. At FunnelFox, we actively use Claude and Cursor to move faster in product development and decision-making. AI has become a core part of how we build and operate the company.
What do you like most about working in apps?
I like how fast things move. You can launch, test, and learn quickly, and the impact of good decisions shows up in real data. It’s a great mix of creativity, analytics, and problem-solving.
What one thing would you change about the app industry?
I would reduce how dependent app businesses are on closed platforms. Founders should have more control over payments, data, and user relationships without unnecessary restrictions.
If you weren’t working in apps what would you be doing?
I’d still be in tech, most likely building products in marketing tech or fintech.
iOS or Android?
Both.
What apps have been most useful to you over the last year?
ChatGPT and Perplexity.
Any Netflix recommendations?
Blue Zones — a series about longevity and healthy living.
Is there anything else we should know about you?
I also have a PhD in physics and mathematics and spent part of my life in science, which strongly shaped how I think about systems and problem-solving. I love sports (I have an athlete DNA), and one day I’d like to build a project at the intersection of science, technology, and athletic performance.
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