Highlights
- 40+ apps running on Adapty subscription infrastructure
- 600M+ users users across 190 countries served through a single infrastructure layer
- Nova, HubX’s flagship AI chatbot, is one of the world’s top-grossing non-game apps
HubX is a technology hub based in Türkiye, founded by Cem and Kaan Ortabaş. The company builds and scales mobile apps used by over 600M+ people across 190 countries. It operates as a network of autonomous in-house studios, each owning a specific app category, with shared infrastructure and resources at the center.
Their portfolio spans some of the most downloaded AI apps on the market: Nova (AI chatbot), Momo Realistic AI (AI photo generator), Home AI (interior design), PlantApp (plant identification), DaVinci (AI art), Wiser (book summaries), and more.
HubX operates with a data-first culture across every studio. Pricing decisions, acquisition strategy, and product direction all run through internal data systems. When HubX adopts external infrastructure, it’s because the partner operates at their scale and earns the trust of a team that knows how to evaluate tools.
Migrating subscription infrastructure across a portfolio
Switching subscription infrastructure is not a light decision for any company. For a publisher running 40+ active apps, with millions of active subscribers across all of them, the stakes multiply fast. Every app, every paywall, every subscriber relationship touches the same underlying layer.
HubX made that call. They evaluated their options, chose Adapty, and migrated. Cem Ortabaş, Co-founder and CEO, on that decision:
Migrating our subscription infrastructure was an important step for HubX. We chose Adapty because we believed they could support us as we continued to scale. The migration came with its own challenges, but the team was responsive throughout the process, and we’re pleased with how the partnership has evolved.
For a publisher at HubX’s scale, infrastructure reliability is the baseline. What Adapty offered beyond that was a partner willing to operate at their scale, respond at their speed, and build toward where HubX was going.
Infrastructure that scales with the portfolio
Adapty handles the subscription infrastructure layer across all 40+ HubX apps: SDK integration, subscriber state sync, server-side receipt validation, and subscription event tracking. Each studio in the HubX network operates its own app, but the infrastructure underneath is consistent.
For a publisher structured the way HubX is, managing apps on a fragmented subscription infrastructure, with different tools handling different titles, would add engineering overhead at every layer: monitoring, debugging, reconciling data across systems. Adapty removes that fragmentation. One infrastructure layer covers the full portfolio.
HubX also uses Adapty’s Ads Manager to align their paid acquisition with their paywall strategy. Paid traffic reaches a paywall matched to where it came from.
Publisher-scale infrastructure decisions compound
HubX built one of the most downloaded app portfolios in the world on the back of data, speed, and the right infrastructure choices. Adapty handles the subscription layer so their studios stay focused on what they’re actually good at: building and scaling apps people use.
A good infrastructure partner is one that understands your pace and is there when it matters. That’s been our experience working with Adapty, and we appreciate the collaboration we’ve built over time.
The right layer at every stage
For publishers building at HubX’s scale, the infrastructure layer is never a small decision. Every app added to the portfolio, every new studio, every subscriber acquired runs through it. When the infrastructure layer is right, studios spend their time building apps instead of fixing subscription plumbing.
That’s the bet HubX made with Adapty. And with 40+ apps, 600M+ users, and a portfolio that keeps growing, it’s paying off.
