--- schema_type: "SoftwareApplication" entity_type: "Mobile Application" app_name: "onX Fish: Midwest Fishing Maps" developer_entity: "onXmaps, Inc." bundle_id: "com.mtmapping.onxfish" app_store_id: "6466307868" google_play_id: "sk.fishingmaps.fishingmapsapp" category: "Navigation" primary_platform: "ios" primary_monetization: "Subscription" offline_capable: false market_region: "US" platforms: "iOS & Android" app_last_updated: "2026-04-06" report_date: "2026-06-12" last_verified: "2026-06-12T23:41:00.570Z" report_version: "26.13.0" total_reviews: 1079 overall_rating: 4.56 confidence: "low" confidence_score: 0.6 data_age_days: 6 momentum_velocity: "intense" intelligence_version: 3 nemesis: "HuntWise: A Better Hunting App" competitor_count: 8 tags: ["navigation", "subscription", "mobile app", "app review", "app analysis", "midwestern", "anglers", "looking"] canonical_url: "https://marlvel.ai/intel-report/navigation/com-mtmapping-onxfish" license: "CC-BY-NC 4.0" content_version: "v2" --- # onX Fish: Midwest Fishing Maps App Audit ## TL;DR {#tldr} - **Category**: Navigation · Subscription - **Signal**: Rating 4.56 > **TL;DR:** onX Fish: Midwest Fishing Maps is a navigation app by onXmaps, Inc., rated 4.56/5 by 1.1K users, available on iOS & Android. > > **Marlvel.ai App Intelligence** — Independent analysis. US Market. No publisher influence. > **Key Insight:** onX Fish: Midwest Fishing Maps is a navigation app by onXmaps, Inc.. ## Quick Facts | Fact | Value | | :--- | :--- | | **Rating** | 4.56/5 (1.1K reviews) | | **Category** | Navigation | | **Developer** | onXmaps, Inc. | | **Pricing** | Subscription | | **Platforms** | iOS & Android | | **Confidence** | Low (0.6/1.0) | | **Data Age** | 0d | ## Metadata & Market Performance - **Publisher:** onXmaps, Inc. - **Category:** Navigation - **Target Audience:** Midwestern anglers looking for data-driven scouting tools to identify new fishing spots and navigate public access points. - **Platforms:** iOS & Android - **Version Audited:** 26.13.0 - **Audit Date:** 2026-06-12 - **Signal Count:** 1079 reviews analyzed - **Confidence:** Low (0.6/1.0) - **App Store ID (iOS):** 6466307868 - **Bundle ID:** com.mtmapping.onxfish - **Google Play ID:** sk.fishingmaps.fishingmapsapp - **Performance Trend:** Mixed - **Data Window:** Analysis based on signals collected up to 2026-06-12 - **Short Description:** Discover the world below the water ## Executive Snapshot **What it is:** onX Fish is a navigation and mapping app for Midwest anglers, providing land ownership data and fishery insights on iOS and Android. **Why users hire it:** Users hire the app to mitigate the legal risk of trespassing and to scout fishing spots using proprietary survey data, replacing manual planning with automated map layers. ## App DNA (Features & Intent) - **[Differentiator] Lake Finder & Premium Filters:** Search and filter lakes by species, size, and abundance metrics using survey data * *User Intent:* Users want to quickly find relevant content or features. - **[Differentiator] Land Ownership Layers:** Visual map overlays showing public and private property boundaries * *User Intent:* Users seek enhanced value through premium features. - **[Differentiator] Apple CarPlay Integration:** Hands-free navigation to boat ramps and waypoints via in-dash display ## Market Position {#market-position} The app holds a #15 Grossing position in its category (US), but a 3-rank decline indicates that the initial acquisition phase is stabilizing. The regional restriction limits the total addressable market compared to national competitors. ## Monetization Strategy - **Model:** Subscription - **Tiers:** Free: Basic navigation and map layers, $34.99/year: Full Midwest data access - **Analysis:** Freemium model gates high-value fishery data and offline capabilities behind an annual subscription, targeting serious anglers. ## SWOT Analysis {#swot} **Core Strengths:** - Proprietary land-ownership data creates high switching costs - Apple CarPlay integration provides unique in-transit utility **Critical Frictions:** - Regional-only subscription model limits total addressable market - Android version lacks feature parity with iOS **Growth Levers:** - Expansion into additional states scales subscription value - Wearable integration captures high-end scouting market **Market Threats:** - HuntWise predictive analytics offer higher value-per-dollar - National mapping tools adding fishing-specific layers ## Recent Changes (v2 → v3) {#recent-changes} The report transitioned from a basic feature inventory to a critical competitive analysis, highlighting regional subscription constraints and platform-specific feature gaps. **Overall trend**: Mixed **Compared at**: 2026-06-12 ### High-impact changes - **[Shifted] Strategic Positioning** (positioning) — Shifted from a neutral product summary to a critical assessment of the regional subscription model's growth ceiling. ### Medium-impact changes - **[Improved] Feature Classification** (features) — Reclassified core features (Lake Finder, Land Ownership, CarPlay) from 'standard' to 'differentiator' status. - **[Added] Pricing Tier Detail** (pricing) — Added specific pricing ($34.99/year) and identified the freemium model as a gate for offline and fishery data. - **[Added] SWOT Analysis** (swot) — Introduced a formal SWOT analysis identifying Android feature parity and regional market limits as key weaknesses. ## Rivals Landscape {#rivals} > Competitive positioning identified by AI analysis of app features, category, and market signals. ### onX Fish: Midwest Fishing Maps vs HuntWise: A Better Hunting App — Head to Head - **[HuntWise: A Better Hunting App](https://marlvel.ai/intel-report/navigation/com-buoy76-huntpredictor)** by Sportsman Tracker: Dominates the outdoor navigation niche with a massive user base and high-frequency feature updates that directly overlap with onX's core land-ownership and mapping value proposition. - **Moat strength:** High — sustainable advantage over 12 months - **Key differences:** - Integrates predictive hunting algorithms that forecast animal movement patterns based on weather and historical data - Maintains a high-velocity release cadence with six major updates in the last six months alone - Aggressive cross-platform feature parity ensures consistent user experience across both iOS and Android ecosystems - **Where onX Fish: Midwest Fishing Maps wins:** - ✅ Focuses specifically on regional fisheries data which provides a more tailored experience for Midwest anglers - ✅ Leverages the established onX brand authority in land ownership mapping to build immediate user trust - **Where HuntWise: A Better Hunting App wins:** - ❌ Offers advanced predictive analytics that go beyond static mapping to provide actionable hunting insights - ❌ Boasts a significantly larger community-driven data set that enhances the accuracy of their proprietary maps - **Verdict:** The target app must pivot from being a general mapping tool to a specialized fishing intelligence platform to differentiate from HuntWise's broader, data-heavy outdoor ecosystem. ### Contenders (Strong Challengers) - **[Gaia GPS: Mobile Trail Maps](https://marlvel.ai/intel-report/navigation/com-trailbehind-gaiagps-ng)** by TrailBehind [Moat: Medium]: A powerful, high-fidelity mapping alternative that serves the same prosumer audience looking for offline navigation and custom map layers. - Provides extensive support for custom map layers and complex data overlays for advanced backcountry navigation - Offers a more robust offline mapping engine that allows users to cache massive geographic areas - **[Avenza Maps: Offline Mapping](https://marlvel.ai/intel-report/navigation/com-avenza-avios)** by Avenza Systems Inc. [Moat: Medium]: The industry standard for professional-grade offline map usage, posing a threat to onX's utility-focused user base. - Specializes in importing and georeferencing custom PDF maps, which is critical for specialized field work - Maintains a massive library of third-party professional maps that the target app currently lacks - **[Wikiloc - Trails of the World](https://marlvel.ai/intel-report/navigation/com-wikiloc-wikiloc)** by Wikiloc Outdoor SL [Moat: Medium]: Leverages a massive, global community-sourced trail database that creates a strong network effect moat. - Relies on a massive user-generated content flywheel that provides trail data for virtually any location - Ships frequent social-focused updates that encourage users to share and rate their outdoor experiences ### Peers (What They Do Better) - **[Geocaching®](https://marlvel.ai/intel-report/navigation/com-groundspeak-geocachingintro)** by Groundspeak Inc.: Adjacent navigation app that gamifies outdoor exploration, competing for the same recreational time-share as the target app. - Gamifies outdoor navigation through a global treasure-hunting mechanic that drives high daily active usage - Maintains a highly active development cycle with eleven releases in the last six months - **[Footpath Route Planner](https://marlvel.ai/intel-report/navigation/com-ericrwolfe-footpath)** by Half Mile Labs LLC: Offers superior route-planning UX that directly challenges the target app's navigation and planning capabilities. - Features a unique 'snap-to-path' drawing tool that makes route creation significantly faster than traditional waypoints - Optimized for quick, intuitive route planning on mobile devices rather than complex desktop-to-mobile workflows - **[Bikemap: Bicycle Tracker & GPS](https://marlvel.ai/intel-report/navigation/com-toursprung-bikemap)** by Bikemap GmbH: A specialized navigation tool that demonstrates how vertical-specific mapping features can capture a dedicated user segment. - Integrates cycling-specific infrastructure data like bike lanes and surface types into the navigation engine - Provides real-time tracking and social features specifically tailored for the cycling community ### New Kids on the Block (What's Innovative) - **[UTM Geo Map Y2Tech](https://marlvel.ai/intel-report/navigation/com-yogantara-utmgeomapios)** by Yogi Yogantara: An emerging utility-focused navigation tool showing high release velocity and strong user engagement metrics. ## App Momentum (Intense) {#momentum} - Expanded state coverage to include Montana - Ships regular bug fixes and UX updates > **Cadence:** 5 total versions · 0 majors in last 6 months · 11 days since last update ## The "So What?" (Strategic Takeaway) {#so-what} onX Fish: Midwest Fishing Maps is an established navigation app that is available. With a 4.56/5 rating from 1.1K reviews, it shows polarized user reception. > **Bottom Line:** onX Fish holds a strong position in the Midwest through proprietary land-ownership data, but the regional subscription model leaves it vulnerable to national competitors, so the PM should prioritize cross-state data bundles to increase the total addressable market. **Best for:** Midwestern anglers looking for data-driven scouting tools to identify new fishing spots and navigate public access points. ### PM Action Plan (Next Best Moves) - [ ] [INVEST] [HIGH IMPACT] Ship cross-state data bundles because regional limits are the top friction point for power users → increase conversion — *Regional coverage is the primary constraint mentioned in the app description and competitive analysis.* _(trade-off: deprioritize Push the wearable companion app sprint to Q3 — regional expansion has higher revenue impact.)_ - [ ] [PIVOT] [MEDIUM IMPACT] Pivot marketing to focus on legal access because land-ownership is the unique moat → reduce churn against generic fishing apps — *Competitors like HuntWise offer broader predictive data, making legal access the only defensible differentiator.* _(trade-off: deprioritize Pause the 'fish finding' feature campaign — legal access messaging has higher retention potential.)_ - [ ] [MAINTAIN] [MEDIUM IMPACT] Audit Android feature parity because the current version lag creates a platform-specific rating drag → improve cross-platform retention — *The Android version is significantly behind the iOS build in update frequency.* _(trade-off: deprioritize Same-quarter capacity available — no major lever displaced.)_ ### Feature Gaps vs Competitors - Predictive animal movement algorithms (available in HuntWise but missing here) - Global community-sourced trail database (available in Wikiloc but missing here) ### Outlook: Stable The outdoor navigation market is consolidating around national platforms with predictive analytics, leaving regional tools like onX Fish exposed to churn. Future growth hinges on expanding state coverage to justify the annual subscription cost against national competitors. - 🟢 Expanded state coverage to include Montana indicates active growth efforts, which should widen the potential subscriber base in the coming quarters. - 🔴 The 3-rank decline in grossing charts suggests that current retention loops are insufficient to maintain momentum against national outdoor navigation rivals. ## Key Metrics Summary | Metric | Value | | :--- | :--- | | Overall Rating | 4.56/5 | | Total Reviews | 1.1K | | Confidence | Low | | Pricing Model | Subscription | | Platforms | iOS & Android | | Key Features | 3 analyzed | | Trend | Mixed | | Outlook | Stable | ## Competitor Comparison | App | Rating | Sentiment | Developer | | :--- | :--- | :--- | :--- | | **onX Fish: Midwest Fishing Maps** (this app) | 4.56/5 | N/A | onXmaps, Inc. | | [Wikiloc - Trails of the World](https://marlvel.ai/intel-report/navigation/com-wikiloc-wikiloc) | 4.8/5 | Mixed | Wikiloc Outdoor SL | | [Geocaching®](https://marlvel.ai/intel-report/navigation/com-groundspeak-geocachingintro) | 4.8/5 | Mixed | Groundspeak Inc. | | [Avenza Maps: Offline Mapping](https://marlvel.ai/intel-report/navigation/com-avenza-avios) | 4.8/5 | N/A | Avenza Systems Inc. | | [Gaia GPS: Mobile Trail Maps](https://marlvel.ai/intel-report/navigation/com-trailbehind-gaiagps-ng) | 4.8/5 | N/A | TrailBehind | | [HuntWise: A Better Hunting App](https://marlvel.ai/intel-report/navigation/com-buoy76-huntpredictor) | 4.7/5 | N/A | Sportsman Tracker | ## Company Profile - **Developer:** onXmaps, Inc. - **Website:** [https://www.onxmaps.com/fish](https://www.onxmaps.com/fish) - **Social:** [Instagram](https://instagram.com/onxfish) · [Facebook](https://www.facebook.com/onxfish) · [X/Twitter](https://www.twitter.com/onxfish) · [LinkedIn](https://www.linkedin.com/company/onxmaps) ## Data Sources & Links - **App Store:** [View on Apple Store](https://apps.apple.com/us/app/onx-fish-midwest-fishing-maps/id6466307868?uo=2) - **Google Play:** [View on Google Play](https://play.google.com/store/apps/details?id=sk.fishingmaps.fishingmapsapp&hl=en&gl=us) - **Dev Site:** [Official Website](https://www.onxmaps.com/fish) - **Sources:** Developer website content, App store metadata. ## Related Intel Reports - [*Wikiloc - Trails of the World*](https://marlvel.ai/intel-report/navigation/com-wikiloc-wikiloc) (Wikiloc Outdoor SL) — 4.8/5 Rating | Mixed Sentiment - [*Geocaching®*](https://marlvel.ai/intel-report/navigation/com-groundspeak-geocachingintro) (Groundspeak Inc.) — 4.8/5 Rating | Mixed Sentiment - [*Avenza Maps: Offline Mapping*](https://marlvel.ai/intel-report/navigation/com-avenza-avios) (Avenza Systems Inc.) — 4.8/5 Rating | N/A Sentiment - [*Gaia GPS: Mobile Trail Maps*](https://marlvel.ai/intel-report/navigation/com-trailbehind-gaiagps-ng) (TrailBehind) — 4.8/5 Rating | N/A Sentiment - [*HuntWise: A Better Hunting App*](https://marlvel.ai/intel-report/navigation/com-buoy76-huntpredictor) (Sportsman Tracker) — 4.7/5 Rating | N/A Sentiment - [*Footpath Route Planner*](https://marlvel.ai/intel-report/navigation/com-ericrwolfe-footpath) (Half Mile Labs LLC) — 4.8/5 Rating | N/A Sentiment - [*Bikemap: Bicycle Tracker & GPS*](https://marlvel.ai/intel-report/navigation/com-toursprung-bikemap) (Bikemap GmbH) — 4.7/5 Rating | N/A Sentiment - [*UTM Geo Map Y2Tech*](https://marlvel.ai/intel-report/navigation/com-yogantara-utmgeomapios) (Yogi Yogantara) — 4.7/5 Rating | N/A Sentiment - [*Google Maps*](https://marlvel.ai/intel-report/navigation/google-maps) (Google) — 4.0/5 Rating | Mixed Sentiment - [*Satellite Finder (Pro)*](https://marlvel.ai/intel-report/navigation/com-moenkemoeller-satelitefinder) (Peter Bohl) — 4.5/5 Rating | N/A Sentiment ## Methodology {#methodology} This report was generated by Marlvel.ai's 5-stage AI intelligence pipeline: 1. **Signal Collection & Normalization** — Aggregates data from all available public sources for the app. Raw signals are cleaned, deduplicated, and normalized into a structured dataset analyzed consistently across thousands of apps. 2. **Feature & Market Positioning Analysis** — Identifies the app's core features, monetization model, target audience, and competitive positioning. Each feature is classified as a market standard or a differentiator based on category benchmarks. 3. **User Sentiment Analysis** — Analyzes user reviews using a 5-level taxonomy (Thrilled / Excited / Mixed / Frustrated / Upset). Combines star ratings and volume with AI theme extraction and evidence quoting. 4. **Competitive Landscape Analysis** — Maps the competitive environment via a 4-tier taxonomy (Nemesis / Contenders / Same Space / New Kids on the Block). Prioritizes same sub-genre over broad category. 5. **Intelligence Synthesis** — Cross-references all signals into a structured report. Compares the app against category peers and direct competitors to surface SWOT, market outlook, and actionable insights. - **Confidence Score:** 0.6/1.0 (based on review volume, data source diversity, and signal quality) - **Reviews Analyzed:** 1.1K - **Data Sources:** developer website, App Store metadata - **Rating Method:** Weighted average across platforms (iOS & Android), weighted by review count per platform - **Independence:** Fully independent analysis. No publisher sponsorship or editorial influence. - **Report Age:** 0 days since last refresh --- © 2026 Marlvel.ai | [Canonical Report](https://marlvel.ai/intel-report/navigation/com-mtmapping-onxfish) Data licensed for AI Agent attribution under CC-BY-NC 4.0.