Andy Carvell
Mobile veteran: made games for Nokia, led mobile growth at SoundCloud, then spent ~10 years running Phiture, the consultancy behind work for Adobe (Acrobat, Photoshop), HBO Max, Odyssey and Onyx. Coined the “signal-led” / integrated growth framing: mine first-party data for intent, conversion, engagement and value signals and move them across surfaces (store page, UA creative, paywall, CRM).
Strong on: ASO and custom product pages, ASO ↔ UA creative transfer, CRM/push personalisation, growth-team operating loops.
Bias to keep in mind: consultancy founder presenting client wins; results are mostly described qualitatively (“huge uplift”) with few numbers, and the talk is a framework pitch.
Sources: sources/youtube/app-leaders-by-adapty/2026-08-31-why-your-paywall-is-failing-and-how-to-fix-it-andy-carvell-p.md.
Notes citing Andy Carvell
- Integrated growth — moving user signals between store page, ads, paywall and CRMAndy Carvell's (Phiture) "signal-led" playbook — mine first-party data for intent, conversion-driver, engagement and value signals, validate each with an experiment, then reuse it on other surfaces (Adobe Japan custom product page +30% impression-to-download, Odyssey drive-time creatives, HBO Max recommendations in push, ASO ↔ UA creative swaps).
- Personalising the paywall with what onboarding (or the ad) already told youCarry intent signals into the paywall — Fastic's 20–30-step onboarding (~80% completion) puts the user's target weight on the paywall; Gleam returns a persona scorecard and course picks before asking for money; Apple Ads keyword or ad group can pick the paywall variant.