App Factory – Building a Scalable White-Label Mobile Platform
App Factory is a no-code platform that enables retailers to launch branded mobile payment apps with ease. Designed to replace P97’s legacy white-label model, it empowers both internal teams and customers to manage app layout, branding and feature toggles without writing a single line of code.
I led the product vision and execution from the ground up, across mobile, web, and backend, delivering a platform that accelerated app delivery timelines while increasing configurability and consistency across our ecosystem.
Reimagining the White-Label Model
P97 had spent years supporting a growing roster of retail partners through custom and white-label mobile apps. Each brand had unique requirements - different payment providers, loyalty programs, UI expectations, POS systems - which led to costly and time-intensive builds. This wasn’t sustainable.
I pitched and led the creation of App Factory: a configurable mobile platform paired with a self-serve portal that enabled us to launch apps faster, reduce maintenance overhead and improve customer autonomy.
Designing for Flexibility and Scale
We approached the platform with modularity in mind - from feature toggles and navigation controls to configurable UI components and localized strings. On the mobile side, I worked closely with engineers and designers to create a reusable codebase that could dynamically adapt to different branding and feature needs. On the portal side, I mapped out how internal and external users would interact with app configuration tools, and defined the data models and API contracts needed to support real-time updates. We built in version control, staging environments, and granular controls to ensure flexibility didn’t come at the cost of stability.
A New Foundation for Growth
App Factory transformed the way we delivered apps. What used to require months of coordination, design, and deployment became a repeatable, scalable process that let customers take control of their mobile presence. It gave our internal teams more leverage and reduced support costs across the board. Most importantly, it gave us a product that could grow with the business - fueling new partnerships and paving the way for our acquisition.