When is the Right Time to Build a Mobile App?

"We need to build a mobile app!" founders often say. Why? "To improve user engagement."

One of the most common things I hear from founders is: "We need to build a mobile app." When I ask why, the typical response is: "It will improve user engagement."

Well, here’s my take—and I never hesitate to share it: Just because you move a solution from web to mobile does not mean your product metrics will magically improve. In fact, if you struggle with acquisition or activation on the web, you’re likely walking into an even more expensive dilemma by jumping into mobile too soon.

Let’s Talk Facebook: Web Before Mobile

Before Facebook launched its mobile app, it had already gained millions of users on its web platform. By October 2012, Facebook had one billion monthly active users, including 600 million mobile users, despite not having a strong mobile-first approach in its early years. Why? The value of the product was so compelling that users had no problem accessing it via a web browser. Facebook didn’t rush into mobile because it wasn’t necessary at the time.

Now, don't compare your product to Facebook. Many founders believe their app should hit a certain number of daily active users (DAU), but engagement expectations depend on the nature of the product. A social media platform thrives on daily interactions, but an investment app, for example, may not require daily usage. Understanding your product's purpose helps define realistic engagement metrics.

My Advice? Start with a Mobile-Optimized Web Solution

Instead of rushing into mobile development (which is costly and resource-intensive), build a web solution first. Make it as mobile-responsive as possible. This way, users still get a great experience on their phones without needing a dedicated app.

Here’s what to focus on instead:

• Improve your process flows. Start with critical user journeys like onboarding and the core value-driving action (e.g., making an investment).
• Enhance the mobile web experience. A seamless, responsive design can keep users engaged without needing a mobile app.
• Deliver superior value. If your product is solving a real problem better than competitors, users will find a way to access it—even if it means bookmarking your page.

When Should You Consider a Mobile App?

Building a mobile app is a great decision only when it’s truly necessary. Here are some strong indicators that you should go mobile:

1. Your app requires daily user interaction – e.g., social media, messaging, ride-hailing, or health-tracking apps.
2. Your users expect a mobile-native experience – Some audiences prefer apps for ease of access, offline functionality, or push notifications.
3. Your app relies on mobile-specific features – If your product depends on GPS, camera, sensors, or offline access, a mobile app may be necessary.
4. Your competitors have a mobile-first advantage – If competitors in your space dominate through mobile, not having a mobile app may put you at a disadvantage.

Final Thoughts

Before you build a mobile app, remember: A mobile app alone won’t fix engagement issues. A strong product-market fit, seamless user experience, and an effective growth strategy are far more critical. So, start lean, validate demand, and scale wisely.