Zellify is the platform enabling mobile app developers to create custom web-based onboarding and payment flows outside the app stores.

Today, we're proud to announce that Connect Ventures led Zellify's €3.1m seed round, joined by Dreamcraft Ventures, Inovia, FJ Labs, and Ventures Together, with backing from angels including Sebastian Knutsson (King), Fredrik Hjelm (Voi), Jaroslav Beck, Johannes Schildt (Kry), and others.

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The data problem hiding inside a fee problem

If you run a consumer app company, you have two problems that compound each other.

The first is Apple's 30% app store fee. Every time a user subscribes through the App Store, Apple takes a cut. For a company spending heavily on performance marketing to acquire those users, that's a painful cost.

The second, more painful problem is attribution. Since iOS 14.5 in 2021, Apple has required users to opt in to tracking via IDFA, and most don't. This breaks the data loop that makes performance marketing work. You're spending money to acquire users you can barely measure.

Web2app funnels fix this. When you acquire users on the web, you get full attribution from the first ad interaction all the way through to payment and install. You also get to skip the 30% fee. The infrastructure to build, test and iterate web2app funnels at scale is what Zellify provides.

What Zellify does

Zellify lets any marketing team build and test web2app funnels without needing engineers.

But the real product is the data. Because Zellify owns the full consumer journey from ad click to Stripe payment to app install, it sits on attribution data that no app store, analytics tool, or ad platform can match.

That data advantage is what makes the product roadmap compelling:

📊 LTV prediction engine that forecasts conversion and lifetime value from the earliest user interaction.

🤖 An autonomous AI performance marketing agent that launches campaigns, kills losers, and scales winners using signals that only exist because Zellify owns the full funnel.

These aren't bolt-on features. They're only possible because of the data layer Zellify is building underneath everything else. The vision is to give every consumer company the intelligence to acquire, convert, and retain users in ways the app store model has always made difficult.

Marcus and Nils launched last summer and have already processed close to $10M in GMV across hundreds of thousands of transactions since launching in June 2025. Customers include Lifesum, Opal, Blinkist, and Teknasyon. The pipeline includes companies doing $1bn in revenue.

The founders

I was not looking for an investment in marketing tech…but after meeting Marcus and Nils, it was impossible to say no.

Marcus Persson and Nils Nygren Liljenstrand are both 20 years old, childhood best friends who have been building together since their early teens. At 14, they co-founded a Counter-Strike exploit that scaled to over $150K in revenue and reinvested all of it back into the business. 

Marcus is commercial and relentless. He closes deals fast and goes deep on every market he enters. Nils is a self-taught engineer, CPO and designer. He ships fast, has genuine taste, and would rather talk to customers than anyone else. 

Marcus and Nils are the kind of founders you rarely meet and exactly the type we back at Connect: high-velocity, wildly ambitious, product centric and obsessively focused on their customers.

Looking ahead

Consumer subscription is an underserved category in venture. The data infrastructure for it is even more underserved. Zellify is building into a massive shift in performance marketing spend where the infrastructure and data layer are still being defined. The initial focus is consumer apps, but the problem is broader. Any company spending heavily on performance marketing and losing attribution data to Apple's privacy walls has the same need.

We're proud to lead the round and looking forward to the journey ahead with Marcus and Nils.

🔗 Learn more at zellify.app.