Toolbox: A Super App with Over 15 Million Users

Toolbox software was born from a simple idea tailored to the light smartphones on the market. It offers a wide range of services in a centralized, easy-to-use, and highly versatile platform that caters to users in Iran and abroad. This app has over 15 million downloads from Google Play, Café Bazaar and Myket. The platform boasts 3 million active monthly users – a number few applications in Iran can match.

In this interview, Shahbaz Yaghubi (founder of Toolbox), Mohammad Ali Soroush (project and product director), and Amir Mokhtari (CEO) discuss the creation of the startup, its challenges, and the opportunities it faces. Watch it here.

 

Mr.Mokhtari, as the CEO of Toolbox, could you please provide an overview of the platform and your collaboration within the team?

 Mr.Mokhtari:  The Toolbox super app offers over 80 diverse services and tools, including both online and offline functionalities. The offline services cater to daily tasks such as engineering tools, health services, and more. The online services encompass entertainment options (like movies, animations, and web-based games) and financial services (branded as “Marketplace” within the app, which includes bill payments, mobile top-ups, internet packages, and product purchases), along with other practical offerings.

 

How many users are currently using the Toolbox app?

Mr.Yaghubi: Over 15 million users have downloaded the app via Google Play, Café Bazaar, and Myket. We also have 3 million active monthly users on the platform.

 

What is the investment model and financial cycle of the company?

Mr.Mokhtari: In 2019, we recognized the need for further development of the app and took action. We engaged in discussions with various companies and secured funding for Toolbox.

 

How were the initial financial resources secured before the 2019 investment?

Mr. Yaghubi: From day one, Toolbox was profitable. In previous years, however, we relied on advertising to generate revenue.

In response to user demands in recent years, we have taken the decisive step of moving beyond offering purely offline services. We introduced online services to our users and they loved it. We then added payment services and entertainment features (such as video browsing) to the app.

 

I want to know more about the services and products currently offered by the Toolbox app and its users. I’d also like to know if there was a specific target audience in mind when the app was designed, or if it was created for the general public from the beginning. 

Mr. Soroush: The user has always been our top priority. Once we joined the team and started working together, we stuck to Mr Yaghubi’s approach and vision and made sure we didn’t change it. This approach emphasizes making product improvements tangible and satisfying to the user while introducing new features and services with each update. Although aesthetics and technical structure are important, our primary focus remains on delivering quality products on time to maintain user excitement.

In terms of the product, I should first say that the number of super apps, both globally and in Iran, is relatively small. The key point is that our audience is very diverse. Many of the features we offer were developed based on user needs. For example, Notes, which is available on most phones, is one of the most used tools. Through our research, we realized that the folder organization feature we added to our Notes tool was missing from the standard applications on phones. This small but powerful addition made it very popular with users. In other words, these small enhancements allowed us to reach a broad user base without relying on advertising.

 

Mr Mokhtari: Toolbox has attracted a significant number of international users, which is clear proof that the practical services it offers are the main factor in drawing users to the platform.

 

I need to know if your international users are mostly Iranians living abroad or non-Iranians.    

We have both. Adding the English language option led to a rapid increase in the number of non-Persian-speaking users. Over 400,000 international users have installed Toolbox, which clearly indicates that the app meets user needs effectively.

 

Which countries do these non-Iranian users come from?

Mr. Soroush: We have a significant number of users from neighboring countries, North America, the UK, Germany, and North Africa.

 

What makes the Toolbox app appealing to non-Iranian users?

Mr Soroush: The package of services and tools offered is the main attraction for non-Iranian users. Toolbox’s features, especially those not limited by geography, have proven to be appealing to non-Iranian users. This has encouraged organic user adoption and increased installations of the app.

 

Tell me about your future plans for the product and where you currently stand in the path you’ve outlined for yourself.

Mr. Soroush: One of our key plans is to establish a robust infrastructure within the current Toolbox platform, enabling other service providers to introduce and offer their products to users. We are developing both the technical and commercial infrastructures simultaneously, in line with our timeline. The latest app update introduced a structure that represents the future direction of Toolbox.

 

The latest version of Toolbox introduces four functional categories. What are they and what is their purpose?

Mr. Mokhtari: These categories were designed based on their functionality and user feedback.

The first category is made up of general tools and services that were originally developed for Toolbox. This category covers all the services, features, and tools that we offer in areas such as engineering, general utilities, health, and administrative tasks.

We created the Entertainment category because users demanded it. They wanted more recreational content. This category includes services and features centered on entertainment, such as movies, series, animations, games, and books. Any content that can be classified as entertaining will be added to this category. The Entertainment category has been extremely well-received by users. We are committed to providing as much content as possible, including movies and series, for free. This approach will enhance user satisfaction through greater diversity.

The Marketplace category is the third section. It consolidates all our activities in e-commerce, finance, and fintech. This section includes essential services such as mobile top-ups, internet packages, and bill payments, with upcoming additions like digital wallets and card-to-card transfers. Furthermore, the category includes e-commerce services such as product purchases, service bookings, flight ticket purchases, hotel reservations, and other tourism-related services, which will be added shortly. All services that enable users to make purchases are grouped within this category.

The fourth category is the Customer Club. It has two main focuses: lotteries and discount codes.

The lottery mechanism is simple and easy to use, which makes it an attractive feature for users. Furthermore, discount codes are provided for both internal Toolbox services and partner companies or brands, increasing the overall value for users.

 

What is your vision for the future direction of Toolbox?

Mr. Mokhtari: We are going to become one of the leading super apps in Iran. We have made significant investments in our platform and have a clear strategy for product development. Our goal is to provide a wide range of services and features to our audience and users.

We will become the central platform for daily transactions of goods and services in the Marketplace category. We guarantee that users can access any service or product they need with complete ease and in the shortest time possible.

To achieve this, we actively pursue a strategy of synergy and collaboration with reputable companies and startups across the country. This approach is our top priority. It allows us to offer a broader range of services and features to Toolbox users.

 

Considering this strategy how Startups and companies can collaborate with Toolbox?

Mr. Soroush: Toolbox’s strategic approach is focused on developing collaborative models. Companies and startups that have designed reliable services can use our platform to present their offerings to over 15 million users.

We integrate these services natively into Toolbox, ensuring seamless and user-friendly access. Moving forward, we will expand such collaborations, enabling users to utilize these services with even greater ease and speed. If the necessary technical infrastructure, such as proper APIs, is in place, we can establish these partnerships quickly and efficiently, bringing their services directly to our users.

 

Do you have plans to personalize the services offered to users?

Mr. Soroush: Absolutely. In the latest version, we’ve introduced a profiling feature, and we will be providing personalized services to users in the near future. According to the app’s future roadmap, users will receive services and discount codes tailored to the specific features they use.

 

Given the recent TV advertisements for Toolbox, what are your expectations for the app’s future?

Mr. Yaghoubi: Toolbox is already one of the top apps in terms of user satisfaction across app stores. This new series of advertisements will undoubtedly lead to broader public awareness and a stronger brand presence.

Additionally, we will introduce all of Toolbox’s services to the public, helping users become more familiar with the full scope and features of the app.

 

Where does Toolbox stand among Iranian super apps today?

Mr. Mokhtari: A super app provides a variety of services, and there are only a handful of Iranian super apps with over 5 million installations.

Toolbox is a strong contender in terms of user feedback and ratings in app stores. However, we know there is room for improvement in terms of brand awareness within the industry, and we are going to make significant progress in this area within the current year.

 

Toolbox app development strategy for non-Iranian users

Mr Mokhtari: With over 400,000 non-Iranian users, we have concluded that the app must be prepared for international markets. We must seize this opportunity. As a first step, we made the app bilingual and added an English version to the Toolbox app on Google Play. We will soon introduce an Arabic version to strengthen our presence in regional markets.

We will significantly grow our international markets by adding new services, tools, and languages. We will reach at least 5 million international users within the next three years. Additionally, we will collaborate with regional partners in target countries to integrate localized services into Toolbox for those specific markets.