The Experiments That Made Hily a 40M+ User App

In this episode, we’re joined by Liubomyr Pivtorak, Chief Product Officer at Hily, one of the world’s fastest-growing dating apps with over 40 million users worldwide. Liubomyr has spent the last 10 years in B2C mobile, including 8 years in the hyper-competitive dating industry, leading products that scaled to 10M+ and 30M+ users globally. He’ll take us behind the scenes of how Hily grew in a red ocean market, competing against giants like Tinder, Hinge, and Bumble — by running 100+ in-app experiments every quarter and obsessing over data, user behavior, and retention. You will discover: ✅ The experiment-driven framework that powers Hily’s growth (100+ experiments every quarter) ✅ How to grow in a red ocean market like dating apps ✅ What actually worked vs what failed — real growth experiment stories ✅ The data-driven mindset behind scaling from millions to tens of millions of users ✅ How to compete with giants like Hinge, Bumble, and Tinder using smarter experiments Learn More: Try Hily → https://hily.com Connect with Liubomyr → https://www.linkedin.com/in/liubomyrp/ Timestamps: 0:00 — Scaling to 40M Users 6:30 — Fixing Negative Unit Economics 9:15 — Extreme Experimentation Culture 10:45 — Snapchat Product-Channel Fit 17:10 — Personalized Onboarding 22:20 — The Failed Streaming Pivot 27:50 — Push Notification Logic 32:15 — Tripwire Marketing 35:20 — ASO & Icon Testing *************** SPONSORS Still designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide. Try it free: https://appscreens.com/?via=am ********************************************* Got tons of freemium users who won’t upgrade? Encore turns free users into paying customers and reduces churn by adding smart, curated affiliate offers at key user moments. Everyone wins with Encore. Learn more at https://encorekit.com/ *************** Get training, coaching, and community: https://appmastersacademy.com/ Get your app audited: https://appmasters.com/audit/ CONNECT WITH US: Instagram: https://www.instagram.com/stevepyoung/ TikTok: https://www.tiktok.com/@stevepyoung Twitter: https://twitter.com/stevepyoung Facebook: https://www.facebook.com/AppMastersCo/ Blog: http://www.appmasters.com/blog ***************