Booking app audits for this month

I build and grow my own apps. Let's grow yours.

I'm the founder of Histia and Rockie, with 7 iOS apps shipped and years building features for Orange apps used by 2M+ people. I audit mobile apps where growth actually happens: App Store search, onboarding, paywall, retention and AI features.

Portrait of William Souef
William Souef
Founder · Mobile & AI
Antibes, FR
7iOS apps designed, built and launched end to end
Top 5paid Finance apps in France for one of my products
2M+users on the Orange apps I built features for
4languages my AI features ship in: FR, EN, ES, PT

Audits

Find what's holding your app back

A founder's eye on your app, not a generic checklist. You get a prioritised action plan you can ship, ranked by impact and effort.

ASO Express Audit

For apps that should be getting more installs from App Store search.

from€490

Delivered in 3 business days

  • Keyword research: popularity, difficulty, gaps
  • Name, subtitle and keyword field rewrite
  • Screenshot and preview review
  • Benchmark against your top 5 competitors
  • Localisation opportunities by storefront
Book a call

Monthly Growth Advisory

For founders who want a product partner after the audit.

from€1,500/month

Monthly, cancel anytime

  • Experiment roadmap: ASO, onboarding, paywall
  • Review of every release and its numbers
  • AI feature design and prompt/quality reviews
  • Two calls a month plus async support
Book a call

Prices excl. VAT. iOS first; Android apps welcome for ASO, product and AI work.

Founder

Products I founded and grow

Everything I recommend in an audit, I test on my own apps first, with my own money. These are the products behind the advice.

HistiaEducation · iOS · ~€300 MRR

World history, five minutes at a time

Histia, a world history app, turns history into short narrated stories, daily facts and quizzes, built for people who want to learn something real in the time they would spend scrolling.

  • AI content pipelineScripts, narration and visuals produced with LLM and voice models, with a human editorial pass on every story.
  • Distribution by searchMost installs come from App Store search, so ASO and an SEO content engine run in parallel.
  • Subscription businessPaywall and pricing iterated with RevenueCat; around €300 in monthly recurring revenue.
Read the case study
Histia home screen with daily history stories A narrated Histia story A Histia history quiz
RockieProductivity · iOS · AI

An AI planner for people who can't get started

Rockie helps people with ADHD beat task paralysis: it breaks one overwhelming task into concrete two-to-five-minute steps, then pairs focus with a real-life reward.

  • On-device AI with a safety netApple's on-device model plus a deterministic template engine, so every user gets a reliable plan, private by default.
  • One quality gate, four languages4–6 steps of 2–5 minutes, action verbs, easy first step: rules enforced and unit-tested in FR, EN, ES and PT-BR.
  • Content-led acquisitionResearch-backed guides on task paralysis and executive dysfunction.
See Rockie
Rockie breaking a task into small steps Rockie focus timer Rockie reward screen

Moodly

Mood tracking, journaling and analytics with a premium subscription. Rated 5 stars by its users.

App Store

Ploum

A one-tap water tracker built around interactive Home Screen widgets: the habit lives where people already look.

App Store

Crokki

An AI-powered food scanner with personalised guidance for diabetes, pregnancy and allergies.

crokki.app

Finance app · Top 5 France

A paid finance app that reached the Top 5 paid Finance apps on the French App Store.

How it works

From first call to action plan

No long onboarding. I need access to your App Store page, your analytics and 30 minutes of your time.

01

Free 30-min call

We look at your app, your numbers and your goal together. If an audit isn't the right fit, I'll tell you.

02

Deep dive

I go through the app as a new user, then through the data: search rankings, funnel, paywall, retention, AI outputs.

03

Action plan

A written report with every recommendation ranked by impact and effort, and a walkthrough so your team can ship it.

Background

Product, engineering and business

Before founding my own apps I built software at scale and sold digital products. Both shape how I audit: what users do, and what they pay for.

OrangeiOS Developer · 2023–2025

Features on consumer apps used by 2M+ people.

Revolut BusinessAccount Executive · 2025

€250k+ pipeline in 3 months, 20+ SMB clients.

GravicKey Account Manager · 2024

Devialet, Schneider; €150k+ of technical projects.

RegiondoBusiness Developer · 2022–2024

50+ SMBs signed on digital booking tools.

CdiscountInt'l Business Developer · 2020–2021

150+ marketplace sellers onboarded.

FAQ

Questions founders ask

What do you need from me to start?

Read access to App Store Connect (or screenshots of your key metrics), your analytics tool if you have one, and a TestFlight or App Store build. For the AI part, examples of your feature's real outputs.

Do you only work with iOS apps?

iOS is my home turf: I build in Swift and SwiftUI. ASO, onboarding, paywall and AI recommendations apply to Android too, and many clients ship both.

Can you implement the recommendations?

Usually your team ships them, with my action plan and walkthrough. For founders without a team, the Monthly Growth Advisory covers hands-on help with metadata, experiments and AI features.

What kind of AI work do you do?

Product-side AI: finding where a model genuinely helps users, designing the feature, constraining outputs, fallbacks and quality checks. I've shipped LLM-powered features and AI content pipelines in my own apps.

Do you work in French?

Yes. I work in French, English and Portuguese.

Contact

Have an app that should be growing faster?

Book a free 30-minute call. We'll look at your app together and I'll tell you honestly where I'd start.