How a Panic Attack Led to a $1M App: The Rooted Story

Anya, the founder of Rooted, built a successful mental health app with no technical background. Her app for panic attack and anxiety relief has been downloaded over 4 million times and generated more than $1 million in revenue. Here’s how she identified a personal problem, validated it, built an MVP, and scaled it to a massive user base.

Identifying the Problem: A Personal Pain Point

During her fourth year of university, Anya experienced a panic attack out of nowhere. With no prior knowledge of panic attacks and being far from home without a family doctor, she struggled to find helpful resources. While searching through app stores and online platforms, she noticed a significant gap in available solutions—most apps were either too clinical or relied on hypnosis, which didn’t resonate with her needs.

This personal struggle became the catalyst for Rooted. Anya realized that if she needed a better solution, others likely did too.

Validating the Idea: From Personal Need to Market Solution

Before building anything, Anya researched existing apps and read user reviews meticulously. She noticed a common theme: users were expressing a need for resources that could help them identify and manage panic attacks in real-time. This validation from potential users gave her the confidence to move forward.

Her advice for others with a painful problem is to trust their instinct if they believe others share the same struggle. Launching a minimal viable product (MVP) is the best way to test the waters and gather initial feedback.

Building the MVP Without a Technical Background

With no coding experience, Anya started by sketching her ideas in a notebook. She focused on designing a simple, intuitive user experience that would be calming and easy to navigate during a panic attack. She then taught herself to create wireframes using Photoshop and Illustrator.

After an agency proved too expensive, a student developer offered to help bring her vision to life. She invested all her savings into this collaboration. Within a few months, the first version of Rooted was live. The core feature—a panic attack button that guides users through an episode—remains central to the app today.

The Growth Timeline: From 10,000 to 4 Million Downloads

Growth was gradual. In its first year, Rooted reached around 10,000 downloads. By year two, it hit 100,000, and by year three, it surpassed 1 million downloads. For several years, Anya managed Rooted while working a full-time job, dedicating her weekends and free time to the app without a social life.

She decided to go full-time on Rooted about three years after launch, when the app’s revenue could comfortably sustain her for over a year and her job became less fulfilling.

Key User Acquisition Strategies

Anya attributes Rooted’s growth to three primary strategies:

• Active Social Media Engagement: She spent hours writing helpful comments on relevant posts and leaving links to Rooted, focusing on providing value rather than promotion.
• Strategic Press Outreach: She reached out to journalists who covered mental health topics via LinkedIn or email. Though response rates were low, features in major publications like Cosmopolitan, Women’s Health, and Time Magazine provided significant exposure.
• App Store Optimization (ASO): She ensured the product page accurately reflected the user experience, leading to positive reviews that used relevant keywords, creating a virtuous cycle for visibility.

A Four-Step Framework for App Success

Based on her experience, Anya’s playbook for building a successful app includes:

1. Build a product that delivers on its promises. This fosters positive reviews and organic word-of-mouth growth.
2. Listen closely to user feedback. User reviews often contain critical insights for improvement and new feature ideas.
3. Continuously optimize your app store presence. Frequent updates signal active development and improve rankings.
4. Form strategic partnerships. Collaborating with wellness organizations, therapists, and offices can drive referrals and B2B contracts.

Focusing on the Right Metrics: User Reviews Over Revenue

While downloads and revenue are important, Anya believes the most critical metric for Rooted is user reviews. Maintaining a 4.8-star rating is a top priority. Comments about how the app has helped users return to work or school or regain confidence in their lives are the true measure of success. This focus on quality and user satisfaction has been a major driver of organic growth.

Inside the Rooted App

The app features a friendly mascot named Ron. Its core functionality is a red SOS button for users experiencing a panic attack. It guides them through prompts designed to activate the parasympathetic nervous system, which helps calm the body. Additional tools include:

• A deep breathing exercise tool
• Educational lessons on understanding anxiety and panic attacks
• A journal for recording thoughts and feelings
• Over 100 visualizations and sleep sounds
• Simple, relaxing games designed for distraction in anxious moments

Final Advice for Aspiring App Founders

Anya’s key takeaways for anyone starting out are to listen intently to users and prioritize self-care. User feedback will guide product development and highlight what truly matters. She also emphasizes the importance of celebrating small wins along the journey to avoid burnout and maintain motivation.

Building a successful app requires passion, persistence, and a willingness to solve a real problem for a dedicated audience.