Innovation

Founded in 2019 in Ankara, Turkey, MatlubApps is a technology startup that develops AI-powered mobile applications to address real-life challenges. Their main innovations target common problems in education, child safety, and environmental sustainability by offering accessible digital tools that anyone can use—regardless of income level or geographic location.

One of their leading applications is Fixy, a smart grammar correction tool that supports over 100 languages. It is widely used by university students, young professionals, and non-native speakers who struggle with writing in formal or academic settings. By correcting grammar instantly and suggesting improvements, Fixy helps users submit clearer essays, professional emails, and CVs. As a result, it contributes directly to SDG 4: Quality Education by supporting language learning and SDG 10: Reduced Inequalities by removing barriers for those with limited access to formal writing support.

Another key innovation is Movy, a video platform for children that filters YouTube content and only shows age-appropriate educational videos. Movy is especially popular among parents of young children (ages 3–7) who want their kids to have screen time without exposure to harmful content. This application not only protects children’s digital well-being but also improves early learning through curated educational content—addressing SDG 3: Good Health and Well-being and SDG 4: Quality Education.

English Speaking Practice, another core product, is an AI-powered app that allows users to practice English conversation anytime. Unlike traditional language apps, it mimics real dialogue with voice-based interaction. It is used especially by job seekers, students preparing for exams, and immigrants aiming to improve fluency. The app makes language education more affordable and accessible—again reinforcing SDG 4 and SDG 10.

Finally, Rotavar is a route optimization tool that helps small logistics companies plan efficient delivery routes. By reducing fuel consumption and time spent on the road, it contributes to cost savings and lower CO₂ emissions. Several courier services in Turkey have adopted Rotavar to streamline their operations—supporting SDG 13: Climate Action by reducing environmental impact in day-to-day business.

Through these products, MatlubApps proves that even small startups can generate high social value. Their tools are practical, user-centered, and easily scalable—helping different segments of society, from students to parents to businesses, benefit from ethical and inclusive technology.

An abstract representation of innovation and growth through technology and sustainability

Inspiration

Ümit Ataalp, one of the co-founders of MatlubApps, shared that his inspiration for starting the company stemmed from a desire to solve real problems using simple yet powerful digital tools. “We noticed a gap between people’s daily challenges and the solutions offered by existing apps,” he explained. “Many tools were either too complex or not designed with local or inclusive needs in mind. We wanted to change that.”

He also emphasized the importance of making technology accessible to everyone. “We believe that artificial intelligence shouldn’t just be for big corporations. It should be a tool that helps students write better, children access safe content, or anyone plan their day more efficiently. That belief became our driving force,” Ataalp said.

The founders were further motivated by the growing use of mobile technology and the belief that mobile apps could democratize access to services that otherwise remain limited to specific social groups. “We were a small team, but with the right mix of AI, design, and purpose, we believed we could make a global difference,” he added.

This strong purpose-led approach, combining empathy, innovation, and local insight, became the foundation of MatlubApps and continues to guide their product development today.

Overall impact

MatlubApps has made a tangible impact on individuals and communities by developing practical AI-powered mobile applications that solve real-world challenges. In the short term, Fixy has enabled over 500,000 users—especially university students and young professionals—to improve their academic and professional writing in more than 100 languages. Many users report submitting clearer essays, CVs, and job applications thanks to Fixy’s real-time grammar corrections and suggestions. This supports SDG 4: Quality Education by increasing writing confidence and competence, and SDG 10: Reduced Inequalities by offering an advanced tool to people who might not have access to private tutors or writing centers.

Movy, the safe video platform for children, creates a secure digital environment by automatically filtering out inappropriate YouTube content and showing only family-friendly and educational videos. Parents, particularly those with children aged 3–7, have shared in-app reviews expressing relief at no longer needing to constantly supervise their child’s screen time. This directly contributes to SDG 3: Good Health and Well-being by supporting children’s mental and emotional safety, and to SDG 4 by promoting early learning through trusted content. The app is especially impactful in rural areas where access to curated educational resources is limited.

In the long term, Rotavar has helped small and medium-sized logistics companies reduce operational costs and environmental harm. By optimizing delivery routes, Rotavar lowers fuel consumption and CO₂ emissions. According to user testimonials, some businesses have achieved up to 20% savings in fuel and time, which supports SDG 13: Climate Action by directly reducing carbon output. These results demonstrate how even small-scale technological interventions can support environmental sustainability.

The lasting impact of these innovations is evident through high user ratings (4.5/5 on average), consistent growth in downloads (now approaching one million), and positive feedback from educators, parents, and business owners. By designing tools that are inclusive, multilingual, and affordable, MatlubApps promotes a future where smart technology is used not only for convenience but for broader social benefit. Their solutions have proven that even small, purpose-driven teams can generate large-scale and positive change when technology is aligned with empathy and global responsibility.

Business benefit

Because MatlubApps embraced AI-driven innovation and focused on solving real-world problems through accessible mobile applications, several positive outcomes have followed. First and foremost, the company's user base has grown significantly—Fixy and Movy each surpassed 500,000 downloads globally. This traction increased ad revenue and opened the door for premium subscriptions, ensuring a stable and scalable income stream. By applying advanced App Store Optimization (ASO) strategies internally, the team positioned their products on top charts with minimal marketing expenses.

As user demand grew, the company expanded its team to accommodate development, design, and customer support needs. This created employment opportunities and attracted talent passionate about socially impactful technology. Furthermore, the success of their B2C products led to B2B opportunities—MatlubApps began offering custom mobile app development and ASO consultancy to businesses, diversifying their revenue sources and entering new markets.

Innovation also elevated the brand’s visibility and reputation. By producing purpose-driven, multilingual apps that served educational, logistical, and well-being needs, MatlubApps gained recognition in both local and international startup ecosystems. Investors and partners took interest in their sustainable business model and low-overhead scalability. In short, the company's commitment to innovation not only ensured short-term growth but laid a strong foundation for long-term sustainability and market leadership.

Social and environmental benefit

MatlubApps' innovations directly support social well-being, educational inclusion, and environmental awareness through practical, accessible technology. For instance, Fixy improves digital literacy by enabling users to write clearly and correctly in over 100 languages. This app is especially helpful for non-native English speakers and individuals with learning difficulties, such as dyslexia. Fixy detects grammar, spelling, and syntax errors in real time, suggests improvements, and explains corrections—making it not just a tool for editing, but also for learning. Students in rural or underserved areas who lack access to writing support or English tutors use Fixy to improve their schoolwork and job applications, advancing SDG 4: Quality Education and SDG 10: Reduced Inequalities by removing language and access barriers.

English Speaking Practice, another application by MatlubApps, uses AI to simulate natural spoken conversations. The app asks and answers questions aloud, offering feedback and pronunciation support. It benefits individuals preparing for job interviews or standardized tests (like IELTS/TOEFL), particularly in countries where native-speaking practice is hard to find or expensive. It also helps immigrants and refugees integrate into new environments by gaining confidence in everyday English. These impacts directly support inclusive language education, enhancing personal development and employability.

Meanwhile, Movy, the child-safe video platform, uses smart filtering algorithms to scan YouTube links and block inappropriate content. Only family-friendly, educational videos pass through the filter. This creates a safe digital space for children ages 3–7, especially in homes where constant parental supervision is difficult due to work or limited tech knowledge. By reducing children’s exposure to harmful online content and promoting early learning through curated videos, Movy contributes to SDG 3: Good Health and Well-being and SDG 4. Parents report increased trust in screen time, and children benefit from positive cognitive stimulation.

Finally, Rotavar benefits the environment by reducing carbon emissions from transportation. The app collects location data, delivery schedules, and traffic information to recommend the most efficient route for logistics teams. Small courier companies using Rotavar have reduced fuel consumption by up to 20%, translating into lower costs and reduced greenhouse gas emissions. This directly supports SDG 13: Climate Action by helping businesses reduce their ecological footprint through smarter logistics.

Overall, MatlubApps’ work shows that mobile technology, when designed with empathy and purpose, can significantly improve lives—by promoting equality, safety, education, and sustainability across various segments of society.

Interview

Ümit Ataalp, Co-Founder