Independent app publisher & mobile growth operator · Rotterdam, NL
No ad budget, no team: just ASO, a sharper funnel, and pricing that fit each market. Now I help other developers do the same.
By the numbers
Focus areas
I'm an independent publisher, not just a developer. I build mobile apps and SaaS products, then spend most of my time on the work that decides whether they actually grow: positioning, conversion, and pricing.
Store listing positioning, screenshot testing, and keyword research and analysis, the work that decides whether the right person finds your app and understands it in the first three seconds.
Onboarding, UI/UX, retention loops, viral loops, and paywall optimization: the parts of your app that decide whether an install turns into a paying, returning user.
Regional, purchasing-power-parity pricing, plus localizing the store listing, keywords, screenshots, and in-app text for each market, not just converting the price. Years of pricing experiments on my own apps became PricePush, the tool I now run across nearly 150 apps.
Portfolio
Selanto Apps is my product portfolio: 8 apps, 5M+ combined downloads, and a 4.6★ average, grown entirely through ASO, positioning, and conversion work, without a cent of paid acquisition. Here they all are.
A simple, private way to track your weight over time.
Track weight, measurements, and progress photos in one place.
Track your cravings and puffs to help you cut down or quit.
Daily affirmations to start the day with a clearer head.
A fast reflex and reaction-time test game.
Your body mass index, tracked in a few taps.
La Dieta
An AI-assisted nutrition and weight tracker.
An undisclosed app
One more app in my portfolio. This one I can't disclose.
User reviews
Real 5-star reviews left by real users on Google Play, quoted as written. These are their words about the apps, not about the audits.
★★★★★
“Great app! Simple to use, been using it a few years now. Easy to log and gives plenty of readings like bmi and fat and desired weight. Can quickly see the progress, and to set the ideal weight you wish to achieve.”
Loraine BannerWeight Diary★★★★★
“This app has really helped me track my weight loss journey. With the help of the app I've lost 20 lb and I'm still going strong. I love that tracks not just weight but BMI and fat percent as well. And you can view all of those on a graph.”
FoxPhile SG1FanWeight Diary★★★★★
“This is the best and easiest to use weight tracker you will find (and I evaluated loads of them!)”
Mark BullWeight Diary★★★★★
“I thoroughly enjoy this app! I've been using it for nearly a year now and it's helped keep me on track and the premium is well worth the money.”
Angry RadishBody Diary★★★★★
“This app does everything I want. Comparison pics, measurements, graphs, history. I found it to be perfect for my needs.”
Ninali SBody Diary★★★★★
“It actually works. Was quite sceptical, but it makes you so much more aware of your consumption. Have gone frome 200 puffs a day to 50 in 5 days.”
charlotteemilymorrisPuff Counter★★★★★
“I love this app! So many affirmations, beautiful pictures, user friendly too!”
Nancy JohnsonUplift Affirmations★★★★★
“daily positivity in small doses. with all the negative in the news and social media, this ap is a small light in my day.”
HollyUplift Affirmations★★★★★
“Addictive little game that's very fun. Simple and easy to learn.”
Julie PopoutsisTap On TimeThe pricing tool
pricepush.app
PricePush is the SaaS I built out of my own pricing work: regional, purchasing-power-parity pricing for the App Store and Google Play, deployed with one push instead of a spreadsheet. I launched it this year, and I already run it across nearly 150 apps, my own portfolio and a growing number of other developers' apps. On my own apps, localized pricing alone drove a 20–50% revenue uplift with no extra traffic.
Visit PricePush →Real words from PricePush customers, quoted from their own public posts. Each card links to the original.
It is almost impossible to set the app price right on the first try - you need to experiment a lot. I spent days adjusting numbers for different regions on the App Store and Play Store. I just tried PricePush, and now I can do it in minutes. Amazing tool!
Dimah SneasFounder, VocablyX ↗PricePush finally solves a problem no one had really solved well: localized pricing across App Store and Google Play without spreadsheets, guesswork or store-by-store pain. Every detail feels thought through because it was clearly built by someone who ships apps himself. A tool made by a developer, for developers.
Rubén López BelloFounder & CTO, Khanji SchoolLinkedIn ↗My old setup was basically 'ask ChatGPT for PPP pricing and hope it's not too wrong.' PricePush uses central bank PPP data and changed about 90% of my prices, most of them down 20-75%. Now the prices seem far more reasonable for these markets.
EdiCTO, lead mobile app developerX ↗PricePush calculates PPP (Purchasing Power Parity)-adjusted pricing and pushes it to both stores. [...] Any future apps I work on, personally or for clients, that need in-app monetisation & global distribution are getting this, no question.
Edward SartoriGame developer, High Roll GlyphLinkedIn ↗Localized my app's subscription prices with PricePush this morning. It was almost too easy.
Robin KanatzarIndie app developer, Hello RobinoX ↗Already saved me days of work and I am just using it for a month.
Stephan LernerIndie iOS/Android dev, MoneeProduct Hunt ↗Background
I studied computer science in Italy, where I finished my bachelor's 110 cum laude, then took two master's degrees in software engineering, one in Sweden and one in the Netherlands. I left home at 22.
Over the next decade I worked across security, finance, e-commerce, and startups: security software used by law enforcement in 15+ countries, product and pricing work at ING, Coolblue's first mobile team, and a few startups in between.
In 2021 I went independent, and my focus narrowed on purpose: growing my own portfolio of consumer apps organically, without paid ads, and helping other developers grow theirs, especially in the early stage, when positioning, onboarding, and pricing decide whether an app ever takes off.
Today I run two companies out of Rotterdam, Selanto Apps and PricePush, and I'm still hands-on with the product, growth, and pricing every day.
In public
I share what I've learned about app growth, pricing, and going indie. A few that landed:
r/ViralApps
Redditr/appledevelopers
Redditr/Appstore
Redditin/antoniocappiello
LinkedInin/antoniocappiello
LinkedInMore where this came from
I post about app growth, pricing, and going indie a few times a week.
Developer testimonials
Real words from developers after I went through their apps, the same read a paid audit delivers.
I honestly didn't expect a reply like this. It's one of the most useful things anyone has sent me about my app, and you did it for a stranger. The reframe alone was worth the whole message. This is the kind of message that changes what a solo founder does next month.
Vincent, founder of EvibeI'm totally blown away by your analysis. This is truly great advice, and I'll be following it right away. Super spot-on.
Gene, founder of WageCopThe advice is stellar. I care deeply about the problem I'm solving, and I'm going all in on it to get my churn down.
Josh, founder of Gym Note PlusThank you so much for taking the time. I completely agree with your assessment, and this has helped me massively.
The developer of Cozy PomWork with me
If you want the same ASO, funnel, and pricing work applied to your own app, that's what the audits are for. I go through it personally, the same way I go through mine.