Miguel and Jacob worked together on an app called Elevate, that happened to be selected as Apple’s app of the year in 2014, 2 months after they converted it to a subscription app. What followed was a comedy of errors as they realized that scaling a business on Apple’s subscription system was way more difficult than it should be. After building a ton of bespoke in-house infrastructure to extract even the simplest data, they decided to see if building this as a service would work.