This app made over $1M

Downloaded and tried existing anxiety apps and read their user reviews; found a common gap: identifying what a panic attack is and getting through one in the moment. Sketched the app in a notebook, taught herself to make wireframes in Photoshop and Illustrator, couldn't afford an agency, then had a student developer build the MVP (a panic attack button walkthrough, a breathing tool and lessons) funded with her savings over a few months. Launched it to get feedback rather than listen to naysayers.

Spent hours going through social media posts, writing helpful comments and leaving links back to Rootd. Don't lead with 'download my app'; answer the question the app answers, e.g. reuse a Rootd lesson to explain why someone had anxiety on a run and that it's normal.

Found journalists online who wrote about mental health, read their pieces, then reached out on LinkedIn or found their email and sent pitches. Put her own name and panic attack story to the pitch after initially not wanting to be known as 'the anxiety girl', because a personal story resonates better.

Made sure the product matches what users search for: they see it on the product page, download, use it, then describe their experience in reviews using the same keywords, a loop that reinforces App Store ranking. Build a product that delivers what the page promises so reviews stay positive and users share it.

Releases an update once every week (bug fixes, UX improvements) as part of continuously optimizing App Store presence.

Partners strategically with wellness organizations; has done a few B2B contracts; many therapy groups and psychologists' offices recommend and use Rootd.

Founder still reads every user review (someone else now writes responses) to keep a pulse on users. Treats user reviews and the 4.8 rating as the most important metric over revenue. Builds requested features, e.g. simple relaxing games users asked for over many years.