At the monday.com Partner Summit 2025, three of the top monday marketplace partners – Bas Wienhoven (Avisi Apps), Amalia Rubino Muñoz (Upscale, part of The Adaptavist Group), and Neda Polat (DocuGen) – joined the panel “Proven growth strategies from marketplace experts” to share what’s actually working for them. From onboarding and retention to reviews, monetization, and cross-selling, they pulled back the curtain on the strategies that have helped their apps grow.
We’ve rounded up five lessons from the session that can help you improve how you build, support, and grow your app.
1. Give your first customers personal attention
Bas Wienhoven, Avisi Apps
Launching an app is just the beginning. What you do next with your earliest users can make all the difference.
“Don’t just launch and wait”, Bas said. “Invest time in your initial customers. Go out and visit them. Bring cake! Understand why they chose your product”.
By getting close to those first users, you’ll gain more than feedback – you’ll uncover what’s working, what’s unclear, and where the real value lies. These insights can shape everything from your roadmap to your messaging.
2. Grow smarter with multiple apps
Amalia Rubino Muñoz, Upscale, part of The Adaptavist Group
Building multiple apps isn’t the goal for everyone – but when the opportunity is right (and you’ve validated a strong app idea), it can unlock serious advantages.
“It facilitates cross-selling, maximizes reach through company-wide marketing, and most importantly, builds a strong brand perception”, Amalia shared. “You become a monday.com expert in the eyes of your customers”.
With multiple apps, teams can run unified campaigns across products, repurpose feedback from one app to improve another, and strengthen their positioning in the marketplace.
If you’re already seeing traction with one marketplace app, it might be worth exploring how a second – or third – could extend your value to users in new ways.
3. Ask for reviews when the moment is right
Neda Polat, DocuGen
Reviews are a powerful driver of installs – but collecting them at the right moment is key if you want to build a strong ratings and reviews presence for your app. “We’ve found the optimal time is when customers are most engaged – right after a successful interaction with our customer success team,” Neda explained.
The DocuGen team sends review requests as part of their post-support flow and sees a 20% conversion rate – proof that a well-timed engagement works far better than a generic email blast.
The takeaway? Don’t leave reviews to chance. Build them into the moments when users are happiest.
4. Take churn seriously – but use it to get better
Bas, Amalia, and Neda
Churn is inevitable, but all three panelists emphasized that it can be a source of insight – not just a metric to reduce.
“When long time customers churn, ask for a feedback – but if it’s not given, don’t invest large amounts of energy in trying winning them back,” says Bas. “Instead, work on continuous improvement with existing customers and bringing new ones” He shared his approach.
Neda’s team monitors usage patterns and proactively reaches out when engagement drops. “For churned accounts, we seek feedback to understand their experience – even if they don’t return, every insight is valuable”, she explained.
Amalia emphasized acting quickly when churn happens early. “We focus on users who uninstall within a day. This helps us spot onboarding issues, bugs, or misunderstandings early. We also tailor our documentation to specific use cases, like work management versus CRM, to support different user needs”.
5. Use a free plan to demonstrate value
Neda Polat, DocuGen
Sometimes the best way to sell your app is to let it speak for itself. DocuGen’s free plan, which offers 20 credits, gives people a chance to experience value before making a purchase.
“This ‘try before you buy’ approach enables users to understand the value proposition,” Neda said. “When they’re ready, we highlight the expanded capabilities of our full plan, facilitating seamless upgrades.”
It’s a simple strategy that lowers friction, builds trust, and makes the path to a paid plan feel like a natural next step.
Putting it into practice
From nurturing early users to managing churn, collecting reviews, and expanding your app lineup, the partners on this panel offered real strategies you can apply – whether you’re launching your first monday app or scaling a portfolio of solutions.
The common thread? They stay close to their users, make intentional improvements, and treat growth as an ongoing, data-informed process.
Because the most successful marketplace partners do more than build apps – they build trust, momentum, and long-term value.
If you’re looking for more inspiration and best practices, check out how one partner built and scaled a $30K MRR app business on the monday marketplace in just a few months,
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