Company overview
Drum Technologies, Inc. is the company behind Drum – Build Your Link in Bio, a platform that allows creators and brands to design customized bio pages in minutes, add all their key links, and share them across Instagram, TikTok, YouTube, and other channels.
Beyond simple link lists, Drum enables users to:
Build a fully branded bio page with custom colors, fonts, and backgrounds
Group links into collections and reorder them for campaigns
Create a store for digital and physical products that fans can buy from directly in the bio
Drum’s core audience includes creators, influencers, celebrities, and anyone investing in a personal or brand presence online.
Business context
When Drum approached Geniusee, the team was looking for a long-term technology partner who could quickly move them from concept to production and then support continuous scaling.
Initially, the founders — Rob Frohwein, Kathryn Petralia, and Troy Deus, also known for launching the Kabbage lending platform — needed a trusted vendor to build and evolve a business referral and link-in-bio platform. They selected Geniusee via Clutch to provide full-stack web and mobile development, including design and QA.
The business goals were clear:
- Launch production-ready web, iOS, and Android apps in a compressed timeframe
- Maintain a premium, “creator-grade” experience that feels simple but hides complex monetization and analytics logic
- Build a scalable AWS-based backend capable of supporting tens of thousands of users
- Keep delivery predictable with transparent budgets and timeframes
Launch a cross-platform product fast
Evolve the product vision mid-flight
Modernize legacy mobile codebases
Scale without sacrificing stability
Solutions we implemented
Project management
Geniusee set up a delivery model focused on transparency, speed, and risk management:
- Defined optimistic and pessimistic estimates for scope, timeline, and cost, enabling the client to plan realistically and avoid surprises
- Established a clear roadmap covering idea validation, design, implementation, and rollout
- Used regular sprint cycles with tracked KPIs for release cadence, defect rates, and team performance
- Kept communication tight with the Drum product team and founders, ensuring decisions were grounded in user feedback and business priorities
As Drum’s Head of Product, Varun Murthy, highlighted, this approach helped take the product from concept to live production in under two months and maintain a consistently high quality of deliverables.
Design
The design team focused on making advanced capabilities feel simple for creators:
- Crafted a mobile-first experience for designing bio pages, arranging links, and previewing how pages appear on different devices
- Defined reusable UI patterns for collections, product tiles, and analytics cards so new features could be added without fragmenting the UX
- Designed flows for setting up and managing a storefront, from adding products to configuring pricing and link previews
- Ensured that creators could maintain brand consistency via customizable colors, typography, and backgrounds
This design system enabled Drum to accelerate experimentation while maintaining the product’s visual consistency and ease of use.
Full-stack development
Geniusee delivered and evolved the Drum platform across web and mobile:
- Built the web application front end from scratch using React.js, Redux, TypeScript, SCSS, Styled Components, Apollo GraphQL, Lodash, Formik, and Yup
- Integrated with existing Drum APIs, then gradually refactored and extended backend services to better support the new monetization and analytics use cases
- Implemented GraphQL-driven APIs to power real-time page editing, analytics, and content updates
- Added capabilities for collections, content previews, traffic tracking, and performance metrics across user pages
The result was a flexible full-stack architecture that could support both the initial business referral flows and the modern link-in-bio product experience.
DevOps engineering
On the infrastructure side, Geniusee implemented a cloud-native stack on AWS:
- Backend built on Node.js with AWS services including Cognito, S3, DynamoDB, RDS, Lambda, ECS, CloudFront, SQS, and AppSync for scalable compute, data, and messaging
- Algolia-based search to provide fast lookups across links, pages, and content
- CI/CD pipelines for web and mobile releases, enabling frequent, low-risk deployments
- Observability setup to monitor performance, errors, and key product metrics, ensuring the platform could handle growth in usage and features
At the mobile layer, Geniusee migrated the native apps from Objective-C and Java to Swift (with RxSwift) and Kotlin (with Coroutines), aligning them with the GraphQL-based backend and AWS services, thereby improving maintainability and long-term performance.
All-in-one bio page
Creators can give their audience access to everything they do: content, profiles, offers, and more, via a single personalized bio page that works across social platforms.
Collections and link management
Links can be grouped into collections, reordered, and customized with thumbnails, making it easier to run campaigns, promote partners, or prioritize content.
Integrated storefront
Users can set up a store directly on their bio page and sell digital or physical products, such as eBooks, presets, merch, or video messages, without sending traffic through multiple redirects.
Followers as subscribers
A built-in subscription widget lets followers opt in to email or text updates, turning anonymous traffic into an owned audience that creators can export and use for newsletters or campaigns.
Real-time analytics
Creators can track visits, clicks, and revenue in real time, see what content performs best, and optimize their pages accordingly.
Custom domains and branding
Drum allows users to own their bio link traffic by attaching custom domains and fully aligning the page look-and-feel with their brand.
Multi-account collaboration
Page owners can invite others to manage their Drum page, enabling collaboration between creators, managers, and marketing teams.
Long-term partnership and stable delivery model
Over 2 years of cooperation with a dedicated team of 12 core members (20 specialists involved overall), enabling continuous evolution of the product.
Tens of thousands of users with strong engagement
46.52k+ total users and 2,000–2,500+ daily engaged users across web and mobile apps, supported by a scalable AWS architecture.
Rapid time-to-market from concept to production
According to Drum’s Head of Product, the team went from concept to realized production in under two months, while maintaining high-quality deliverables and clear communication throughout.
Creator-focused experience with strong user feedback
Drum’s mobile apps are highly rated on app stores, and the platform is recognized as a differentiated customer acquisition channel — “a refreshing alternative to traditional advertising, digital marketing, or a full-time sales force.”
Scalable foundation for future features
With the refactored backend, modern tech stack, and automated delivery processes, Drum is positioned to keep expanding its feature set and monetization options without replatforming.
