Updated ASO teardown, US App Store
Rocket Money - Bills & Budgets App Store optimization
A Finance app's App Store page, taken apart: the screenshots and why each one helps people decide to download, the icon and design system, and an ASO score out of 100.
- Est. monthly downloads
- 303K−25.1% vs previous month
- Est. monthly revenue
- $505K−0.1% vs previous month
- Est. revenue ÷ downloads
- $1.67
- Rating
- 4.5★404.9K ratings
Downloads and revenue are third-party est. for the US App Store, latest month vs the month before. Revenue includes renewals, so revenue ÷ downloads is a rough ratio, not what a new user pays. Estimates as of ; rating and dates from the App Store, .
Screenshots and why they convert
7 screenshots of up to 10, the first 6 shown here. The first 3 show in search results when there's no preview video.
#1In search results
See exactly where your money is going
- What it shows
- A “Recurring” screen on a crimson gradient: a “Coming up” card with a calendar, then upcoming charges such as rent and Dropbox.
- Why it converts
- A plain promise, paired with a screen that delivers it: a list of what is about to leave your account.
#2In search results
Get an AI-powered assistant that brings clarity to your money, all via text
- ai assistantnot in name
- What it shows
- A yellow bird mascot above a text chat with “Rowan by Rocket Money”, plus a small note that texts are for illustrative purposes only.
- Why it converts
- Puts the AI assistant second, so it can appear next to the core promise in search. The mascot and chat bubbles explain the idea on their own.
#3In search results
Cancel unused subscriptions with just a few taps
- cancel subscriptionsnot in name
- What it shows
- A “See what we can cancel for you” screen with an illustration and a “Start a cancellation” button.
- Why it converts
- Names one concrete job in the words a person would use for it. The single button makes the job look small, which supports “a few taps”.
#4
Keep track of your monthly expenses
- monthly expensesnot in name
- What it shows
- A “Spending” screen with monthly bars, income of $4,800, total spend of $4,426, and net income of $374.
- Why it converts
- Relates to the “Budgets” in the app name. Three large rows give the main numbers, so the screen is easy to read.
#5
We negotiate to help you lower bills
- lower billsnot in name
- What it shows
- A “Lower your bills” screen with “Lower for me” rows for DirecTV, AT&T and Spectrum. Small text reads “We typically have an 85% success rate lowering negotiable bills.”
- Why it converts
- Real provider names make the feature easy to picture.
#6
Track and see your net worth
- net worthnot in name
- What it shows
- A “Net worth” screen with a large $69,556 figure, a line chart, and rows for assets and debt.
- Why it converts
- Closes with a broader view of your money, for visitors who want more than bill tracking. As with the other screens, one large number leads the page.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a ring that reads as a stylized R, works as a brand mark. It does not say “money” on its own, so the name and subtitle do that job.
- The crimson gradient matches screenshot 1 and the headers of the spending and net worth screens.
- A single thick shape with no text, so it holds up at small sizes.
- 01
One job per screenshot
Recurring charges, AI assistant, canceling, expenses, bills, net worth. Each image sells one thing, in a short caption above one phone.
- 02
Real UI at a large size
The phone fills most of the frame and most screens lead with one large card or number, so the UI does the selling.
- 03
A sub-brand gets its own look
Rowan breaks from the set with a yellow mascot and its own logo, in position two.
- 04
Caption verbs name jobs
“Cancel”, “Keep track”, “Negotiate”, “Track”. Most captions start from something a person wants done, not from a feature name.
- 05
Little trust proof in a money app
The images show no rating, user count or press mention. The one printed proof point is an 85% success claim inside a UI screen.
ASO score breakdown
87 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 30 of 30 characters10/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots28 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings19 / 25
- 4.5 average (full marks at 4.8)9.4/15
- 404,928 ratings (full marks at 100,000)10/10
- Freshness15 / 15
- Last update 1 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+6 pts
4.5 stars from 404,928 ratings. Apple's in-app rating prompt can be shown up to 3 times a year; show it right after a user finishes something in the app.
- Check caption terms against your subtitle and keywords
5 caption terms aren't in the app name: ai assistant, cancel subscriptions, monthly expenses, lower bills, net worth. Captions don't count for search; the subtitle and the 100-character keyword field do.
Apply it to your app
A checklist for your next product page update.
- Pair the promise in your first caption with the screen that delivers it.
- Lead each screen with one large card or number.
- Start captions with the job a person wants done.
- Keep captions under about seven words, even for a new feature.
- Make your strongest proof point large, or put it in the caption.
- For apps tied to money, test a real rating or user count early in the set.
How the ASO score works
- 01
App name, 25 points
Up to 10 for how much of Apple's 30 characters it uses, 10 for a brand + keyword structure, 5 when keywords fill half the name or more.
- 02
Screenshots, 35 points
Captions on every image, captions that name searched features, a first screenshot that shows the main use, one design system, readability at search size, and a trust signal.
- 03
Ratings, 25 points
Up to 15 for the average (from 4.0, full marks at 4.8) and 10 for the count (from 1,000, full marks at 100,000 ratings).
- 04
Freshness, 15 points
Full marks for an update in the last 30 days, falling to zero at 180 days. 85+ is excellent, 70+ strong, 50+ fair.
Common questions
What is an ASO score?
A 100-point check of the parts of an App Store page you control: the app name, screenshots, ratings and how recently the app was updated. It's our own scoring rule, shown in full on this page, not a number from Apple. Use it to compare your page with apps that already sell well in your category.
How long can an app name be on the App Store?
30 characters. A common pattern is a short brand followed by the main thing people search for, like “Rocket Money - Bills & Budgets”, which uses 30. Apple also gives you a 30-character subtitle and a 100-character keyword field for more terms.
Which screenshots show up in App Store search results?
The first one to three, when the app has no preview video. That's why the first three should cover the main reasons people download. Rocket Money uses them for ai assistant and cancel subscriptions.
How many screenshots can an iPhone app have?
Up to 10 per device size. Apple recommends focusing each screenshot after the first on one main benefit or feature. Rocket Money uses 7.
Where do the download and revenue numbers come from?
They're third-party estimates for the US App Store, not figures reported by the developer. Treat them as a sense of scale. Growth compares the latest month with the month before.
Do screenshot captions help an app rank in search?
Apple says search results use text matches in the app name, subtitle, keywords and primary category, plus user behavior such as downloads, ratings and reviews. Captions aren't on that list: they help people who already see the app decide to download. When a caption names something people search for, put that term in the keyword field too.
Where the numbers come from
- Apple: Creating your product page
- App name limit (30 characters), up to 10 screenshots, the first one to three shown in search results, keyword field.
- Apple: App Store search
- Search results use text relevance (name, subtitle, keywords, primary category) and user behavior (downloads, ratings, reviews).
- Apple: Ratings, reviews and responses
- The in-app rating prompt can be shown up to three times in a 365-day period.
- Rocket Money - Bills & Budgets on the App Store
- Name, developer, category, icon, screenshots, rating, release and update dates (US storefront), checked Nov 4, 2026.
- Downloads and revenue
- Third-party est. for the US App Store, latest month, pulled Oct 29, 2026. Not reported by the developer.
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