There’s Not Always an App for That

Last month, ASAE quietly announced that its general mobile app had been retired. Members were told they could continue to access everything they need (resources, communities, and updates) through the association’s mobile-optimised website.

On the surface, this looks like a routine technology update. But scratch beneath and you see something bigger: a signal of how associations are re-thinking digital engagement, re-prioritising investment, and aligning with member behaviour in practice, not in theory.

The ASAE Announcement

The communication was short and simple:

“The ASAE general mobile app (with orange icon) has officially been retired. But don’t worry, you can still access everything you need on the go! Our mobile-optimized website offers a seamless experience across all devices. Simply visit www.asaecenter.org from your phone or tablet to stay connected, access resources, and engage on Collaborate, anytime, anywhere.”

No drama. No defensiveness. Just a clear signal that ASAE now believes the web is the right channel for everyday engagement.

Why Retire an App?

Three drivers are at play here:

1. Cost and Complexity

Apps are not a one-off build. They need constant maintenance: bug fixes, security updates, new features to align with iOS and Android releases, and testing across countless device types. Add app-store approvals to the list, and the total cost of ownership is significant.

For an association, every dollar (or pound) spent on technical maintenance is a dollar not spent on content, community, or services. Retiring an app can free up funds to improve the experience where members actually spend time.

2. Low Adoption Rates

Associations are not Spotify, TikTok, or WhatsApp. Members do not typically open their association’s app multiple times a day. Usage tends to be transactional: checking event programmes, updating membership details, or accessing a specific resource.

That means most apps languish, taking up storage space without delivering daily value. When members can get the same functionality via a responsive website, the rationale for a dedicated app weakens fast.

3. Advances in Web Technology

The technology gap between native apps and mobile websites has closed. Today’s responsive sites scale beautifully across devices, offering smooth navigation, embedded video, and interactive features. Progressive Web Apps (PWAs) go further: they allow offline access, background updates, and even push notifications, all without the friction of app downloads.

In effect, the web has become the app.

A Broader Trend

ASAE is not alone. Over the past five years, many professional bodies and event organisers have scaled back on dedicated apps. Annual conference apps, once ubiquitous, are increasingly being replaced with web-based event portals. Specialist apps for learning or directories have been consolidated into mobile-friendly websites. Why? Because members are already overloaded with apps. The “do I really need another?” factor is real. Associations that simplify the digital experience (offering one place to go, rather than scattering tools across multiple apps) tend to win.

What Associations Can Learn

So what lessons can associations take from ASAE’s decision?

1. Be realistic about member behaviour. If members are only logging in once or twice a month, they don’t need an app. Save apps for services where daily or weekly engagement is essential.

   
   

2. Prioritise functionality over format. Members care about whether they can find what they need quickly. They care less about whether it comes via an app or a website. Invest where it matters: speed, searchability, ease of use.

   
   

3. Watch the technology horizon. Progressive Web Apps are worth monitoring. They combine the best of both worlds: web convenience with app-like functionality. Some associations are already experimenting with PWAs for event guides and learning portals.

   
   

4. Review your analytics. Don’t guess. Check your actual data:

   • How many members downloaded your app?

   • How often did they use it?

   • Which features mattered most?

   • How does that compare to traffic on your website?Evidence beats assumptions. If usage is thin, you may be investing in a tool that delivers very little return.

A Strategic Pivot, Not a Retreat

It would be easy to frame ASAE’s move as a step backwards, i.e., less technology, not more. But that misses the point. This is a strategic pivot, not a retreat. ASAE is aligning its digital offering with how members actually behave: engaging on the go, yes, but through browsers and search rather than yet another download. By simplifying, it reduces cost, reduces confusion, and removes a barrier to entry.

The lesson here is not that “apps are dead.” Some associations will still find real value in them, particularly for events, learning platforms, or services that members access weekly. But for many, the simpler, smarter choice is to focus on a single digital front door: a well-built, mobile-friendly site.

ASAE’s decision should encourage every team to pause and ask:

Are our digital investments aligned with how our members actually engage, or how we wish they did?

The first step is clear. Review your analytics. Let your data show you where members are already choosing to spend their time. Then put your energy, and your budget, where it will deliver the most impact.