How Fringelo Group runs 12 indie iOS apps on Marteso

Eleven separate spreadsheets, four ASO tools, zero overview

Fringelo Group's portfolio grew faster than its tooling. Each app had its own keyword research file, its own competitor list, and its own release rhythm. The team was spending more time reconciling formats than acting on data — and decisions about which app to optimize next were made by gut rather than evidence.

Localization was the deepest pain point. Every storefront launch meant writing metadata from scratch, finding a translator, and then manually re-checking keyword density once the translation came back. At twelve apps and a growing list of supported languages, the process simply did not scale.

One Marteso workspace, all apps connected via App Store Connect

Fringelo Group connected the entire portfolio through a single App Store Connect API integration. Within a day, every app's keyword rankings, metadata, and reviews were available in one workspace, with consistent definitions and a unified history.

• Keyword research, ported from spreadsheets. The team imported existing keyword lists into Marteso and let the difficulty and volume scores filter out the long tail that had been wasting their character budgets.
• Rank tracking, country by country. Daily rank updates across 47 storefronts surfaced movement that had been invisible in spreadsheets. The team caught two competitor metadata changes in the first month that they would otherwise have learned about weeks later.
• AI metadata optimizer, used as a starting point. For routine refreshes, the team accepts AI suggestions as a baseline and edits from there. For flagship apps, they still write metadata manually but use the optimizer for character-count and keyword-density checks.
• Auto-translate for localized metadata. Adding a new language now means a one-click full metadata draft per locale, reviewed by the team and pushed to App Store Connect. The handoff to human translators is reserved for hero apps where tone matters.

+62% combined organic installs across the portfolio in six months

Six months after the switch, Fringelo Group reports a combined organic install lift of +62% across the active portfolio (impression-weighted). The lift is unevenly distributed — flagship apps that received the most metadata attention saw the biggest gains, while passive maintenance apps held steady — but the portfolio total moved meaningfully without proportional headcount growth.

Operationally, the team estimates eight hours per week recovered from reconciliation work alone. That time now goes into the keyword research, A/B tests, and metadata experiments that actually move rankings.

"We did not need another dashboard. We needed every app in one place, with consistent data and a sensible workflow for shipping changes. Marteso is the first tool that gave us that without forcing us to change how we work."