Why we invested in Fload

LLMs are lowering the barriers to building mobile apps, and studios rely more and more on distribution. With new app releases on the App Store and Google Play surging over 60% YoY in 2025, investing in differentiated distribution becomes increasingly important as more studios compete for the same audience. In the past, studios have either outsourced distribution at the cost of hefty consultancy fees and little transparency into performance, or through in-house hires. Think of it like this: if you're managing a portfolio of 40 apps, you have to conduct ongoing app store optimization, manage paid-ad campaigns, answer app reviews, optimize pricing, and localize all copy and media for every country. So if you're managing 40 apps across 80 countries, you essentially have to create and localize content across 3,200 unique app-country combinations, which for many small studios, simply isn’t feasible.

Fload levels the playing field - giving studios of any size access to highly localized, real-time optimized distribution. We're convinced the next frontier after automating app creation is the distribution layer, and there's no team we'd rather back to build it.

‍The founders who've done 50M downloads are now solving distribution for everyone

We're thrilled to take part in this journey together with Jakob, Jacob, Hassan, Ryan and the rest of the Fload team, in building the agentic OS for mobile apps. We were first introduced to Jakob and Jacob back in 2019, when they were building Reflectly into one of the leading journaling apps for consumers. From the first conversation, it was clear they knew exactly what it takes to build and distribute mobile apps. Since then, they have run an app studio building and acquiring 40+ apps, totalling over 50M downloads. Hassan has been in the mobile app space for 15+ years, founding several successful apps with multiple exits - one of which to Storytel - having seen firsthand the distribution challenges studios face. Ryan was an early hire at Revolut, helping take the company from 0 to millions of users. 

Together we believe the team is among the strongest in the space and are uniquely positioned to win the distribution layer. They've all witnessed the problem firsthand and have in the past 10 years built the underlying infrastructure to deliver a solution 10x better than anything existing today - right at a moment when AI capabilities are finally making this possible.

‍

Quote from Eric Lagier:

“From the moment we met Jakob and Jacob, it was clear these were founders who had lived the problem - knowing every in and out of the app space. Add Hassan and Ryan to the mix, and you have a team that has collectively seen every angle of mobile app distribution, at scale, over the past decade. That's rare.”

‍

Fload is developing the world's first end-to-end agentic mobile app distribution layer

By consolidating all app data - ad performance, app store content, downloads, monetization, reviews, and in-app usage - it is finally possible to build context-aware AI agents that can autonomously handle all distribution-related work.

What previously required full-time hires or expensive consultants can now be managed by a single-person team. Localizing content across an app portfolio, monitoring fragmented performance data, and optimizing campaigns is all possible inside Fload.

This is a fundamental shift in how studios operate. AI agents can, over time, recognize performance patterns across sources and proactively improve distribution. They can also test changes in pricing and app store content across different apps and geographies, pushing the limits of iterative GTM.

‍

"We've spent the better part of 10 years building the foundation for Fload internally. For us, it was a matter of time before AI made it possible to do for thousands of studios what took us a decade to build for one."

— Jakob Brøgger-Mikkelsen, Co-founder & CEO

‍

Publicly launching today

Today, Fload comes out of stealth, opening the platform to the hundreds of thousands of app studios struggling with distribution. They've already proven the product with 200+ apps now running all their distribution efforts inside Fload. We're extremely excited to be part of growing Fload into the agentic OS for mobile apps.

Become an early user at fload.com