How Brilliant Directories Turned AppSumo Feedback Into Accelerated Growth—and Why They Keep Coming Back

The goal was simple: launch a directory website that could generate recurring revenue and run without constant technical maintenance.

For co-founders Jason Haloossim and Matthew Brooks, most available tools were too clunky, too limited, or too expensive to customize. So they built exactly what they needed for themselves: a system that could manage members, monetize listings, and scale with ease.

What started as a focused solution for their own projects quickly attracted interest from others. As demand grew, the internal tool evolved into a full-fledged platform. As Jason puts it:

“We saw an opportunity—not just to publish content, but to build a real business by monetizing listings, selling leads, and offering tools to members.”

That platform became known as Brilliant Directories.

Today, it powers over 50,000 websites worldwide. Entrepreneurs, digital marketers, and organizations use it to build engaging membership communities that drive traffic and generate revenue.

But in 2021, the team was looking for something new: feedback at scale.

That’s when AppSumo entered the picture.

Why they launched on AppSumo

When Brilliant Directories first launched on AppSumo in June 2021, they already had a healthy user base, strong word-of-mouth growth, and a product that had been battle-tested over a decade.

But they were ready to stress-test the platform with a wider audience.

“We wanted to accelerate feedback and gain a broader perspective on how new users approached the platform. AppSumo’s community stood out as curious, engaged, and open to new solutions. That’s exactly what we were looking for.”

Their goals:

• Get signal fast—i.e., high-volume feedback to identify where new users got stuck or dropped off
• Spot patterns early so the team could improve onboarding, clarify messaging, and prioritize updates
• And yes, drive a strong burst of new revenue without cannibalizing their existing plans

The launch

Brilliant Directories’ launch brought in a huge wave of new users—and with it, new questions, support tickets, and valuable feedback.

Their team prepared the smart way with:

• Streamlined internal processes
• Updated documentation
• Optimized onboarding
• Stronger workflows to handle volume without stress

“Rather than scaling the team aggressively, we optimized internally—tightened workflows, added new help resources, and streamlined how we responded to common questions.”

Let’s talk ROI

For Jason and the Brilliant Directories team, the greatest return came from the clarity they gained around product development.

Sumo-lings highlighted friction points in the product—from unclear workflows to onboarding gaps—and gave unfiltered suggestions that helped the team create a better product.

“We see every new user as a contributor to the long-term health of the platform. The feedback, ideas, and momentum from the AppSumo community helped us improve Brilliant Directories faster—and that ultimately benefits everyone.”

Post-launch, the ripple effect kept going.

• Noticeable uptick in website traffic
• Increased engagement in their Facebook group
• More social buzz and word-of-mouth referrals
• New partnerships and collaborations

The team’s AppSumo launch created lasting momentum that helped them expand their reach in a sustainable way.

But did it hurt churn?

Short answer? No.

Churn remained stable for Brilliant Directories and the team didn’t see any disruption to their existing base.

Here’s why:

• The Brilliant Directories AppSumo offer was clearly distinct from standard plans
• Certain advanced features were reserved for monthly subscribers
• Messaging was clear, intentional, and respectful of existing customers

Some loyal existing users of Brilliant Directories had questions. Jason and his team answered them directly, nurturing those relationships in the process.

“We were mindful from the beginning that the AppSumo offer needed to complement—not compete with—our existing pricing plans. Our goal was to welcome new users into the Brilliant Directories ecosystem while preserving the value that long-time customers already had access to. To support that, we created clear boundaries around the offer and were intentional about which features were included.”

Sumo-lings behave differently. Jason’s team was ready for it.

They understood that some AppSumo customers dive in immediately, and others buy and wait, just wanting to lock in a good deal.

“In some cases, this leads to quick refunds or low initial engagement, which is just part of how the LTD marketplace works. We planned for that by adjusting our expectations and focusing on making it easy for users to get started when they were ready.”

That mindset allowed the team to support a wide range of user types—without applying the same lifecycle pressures they use for MRR customers.

Revenue without risk

Yes, the launch drove a nice chunk of revenue. But more importantly, the structure of the deal helped set up long-term growth:

• AppSumo buyers could unlock upgrades and add-ons directly from BD
• Those post-purchase actions helped drive a bump in MRR
• And it all happened without cannibalizing core plans

Why they keep coming back

Some AppSumo launches are one-and-done.

Despite being an already established brand, Brilliant Directories came back for more.

“Every AppSumo campaign creates a unique feedback chamber — we learn what’s working, what’s missing, and where we can improve. We take that input seriously, implement meaningful changes, and then return to share those updates with a fresh wave of users.”

That ongoing feedback cycle has become one of their secret weapons.

“It’s a symbiotic relationship. The AppSumo community gets early access and influence, and we get the insights and momentum needed to improve faster than we could in isolation.”

Advice from Jason for launching on AppSumo

1. Don’t treat it like a sales event. Use it as a part of a larger strategy and a learning opportunity.
2. Make the offer a no-brainer. Some buyers aren’t actively looking for your tool—they might already be using something else or not realize they need it yet. A compelling offer can break through that noise and get them to give you a try.
3. Structure your deal with intent. Take time to understand your support costs, infrastructure limits, and how LTD customers might differ from your standard users. Price your tiers based on long-term sustainability, not short-term revenue.
4. Build for growth after redemption. Make sure there’s room for those customers to grow with your product beyond the initial purchase.
5. Be prepared to listen. The AppSumo community will give you a wave of feedback —sometimes blunt, often insightful, and almost always fast. If you're open to it, that feedback can accelerate your product and strengthen your positioning more than almost anything else.
6. Talk to your existing customers. They’ll appreciate the transparency and respect you for it.

What’s next for Brilliant Directories?

More updates. More listening. More ways to help people build sustainable, revenue-generating websites—without needing an entire dev team.

“The feedback we’ve gathered through recent campaigns is already shaping the next wave of updates. Our focus is on streamlining onboarding, expanding monetization options for our users, and making it even easier to launch and grow a directory business without needing a technical background.”

From a homegrown directory to a platform powering 50,000+ live websites, Brilliant Directories keeps evolving—faster and smarter—thanks in part to the Sumo-lings who help push them forward.

Want to see what kind of growth is possible when you put your product in front of the right audience? Sell on AppSumo today!