Building the app was never the hard part.

Why this exists

I built an app for myself — a stats tracker for a basketball team. It worked, so I thought other coaches might want it, and tried to put it on the App Store.

What followed was rounds of rejections over things that had nothing to do with whether the app was any good: a construction guide left in an icon export, a name on the home screen that didn't match the store listing, a screen that cropped on an iPad nobody had tested. Each one a week.

I got through it. Most people don't. Somewhere out there are good ideas that died on a compliance detail their author never had a reason to know about. That is the wall this is built to remove.

This is for a team with a job to do

• A coaching staff logging who turned up to practice, so they can show a parent in March what happened in November.
• A receiving crew counting pallets on a dock, instead of a clipboard that gets rekeyed into a spreadsheet the next morning.
• An events team working a setup checklist per wedding, with who signed off on what.

Small, unglamorous, and worth doing properly. Most start here — an internal tool for people you already employ.

Start where nobody is reviewing you

Your team installs it through TestFlight — Apple's own tool. Because it isn't on the public App Store, Apple never reviews it. You get to build the thing, use it, change your mind, and change it again, without a stranger deciding on Tuesday whether your icon is acceptable.

But it is built to App Store standards anyway, from the first build. Every one is checked against the rules that actually get apps rejected — the icon, the name on the home screen, the privacy manifest, the permission wording, whether every screen survives an iPad. Not because you need that today. Because if you ever decide this is bigger than your own team, you shouldn't have to start again.

The setup is the same either way. The key you give us on day one is already the one Apple requires to submit an app for review — so if you do go public later, there's no second key, no second setup, and nothing to redo. You'd be starting from an app that was built to those rules the whole time.

That call stays yours. Most apps live their whole life inside one company, and that is a perfectly good outcome.

The app is yours, not ours

It's published under your own Apple account, in your name. You pay Apple directly — $99 a year, never through us.

If you stop paying us tomorrow, the app your team is using doesn't vanish. You keep the account, the app, and everyone who has it. Try that with the usual software subscription.

What it actually takes

The honest version, because finding this out later is worse.

We walk you through all of it. But it isn't zero, and we'd rather you knew now.

Don't talk to us if

• You want it on the public App Store on day one. We build to that standard, but the pilot ships to your own team first — and public review is a separate conversation with its own rules about whether an app is broadly useful enough to list.
• More than about 100 people need it. Apple caps internal testing there.
• It needs everyone's data in one place — logins, sync, a shared database. Right now each phone keeps its own.

That list will get shorter. Today it's accurate.

Price

A "send" is putting a new version on your team's phones. Describing what you want, changing your mind, and us fixing our own mistakes are all free — you're only charged when something actually reaches a phone.

Talk to us

We're onboarding fifteen teams by hand, so this starts with a conversation rather than a signup form. Twenty minutes, and we'll tell you honestly if it isn't a fit.