## ⚠ Content Warning This report covers topics classified as sensitive (finance). Information is aggregated from public sources for informational purposes only. This is not financial or investment advice. Always do your own research. --- last_verified: "2026-06-02T01:55:38.060Z" --- schema_type: "SoftwareApplication" entity_type: "Mobile Application" app_name: "Custom Formulas" developer_entity: "Anthony Dunk" bundle_id: "net.binaryearth.customformulas" app_store_id: "1623368630" google_play_id: "binaryearth.customformulas" category: "Utilities" primary_platform: "ios" primary_monetization: "Paid" offline_capable: false market_region: "US" platforms: "iOS & Android" app_last_updated: "2025-12-06" report_date: "2026-06-02" last_verified: "2026-06-02" report_version: "1.7" total_reviews: 77 overall_rating: 4.67 confidence: "low" confidence_score: 0.55 data_age_days: 0 momentum_velocity: "steady" intelligence_version: 3 nemesis: "HiPER Scientific Calculator" competitor_count: 8 tags: ["utilities", "paid", "mobile app", "app review", "app analysis", "professionals", "students", "technical"] canonical_url: "https://marlvel.ai/intel-report/utilities/custom-formulas" license: "CC-BY-NC 4.0" content_version: "v2" --- # Custom Formulas App Audit ## TL;DR {#tldr} - **Category**: Utilities · Paid - **Signal**: Rating 4.67 > **TL;DR:** Custom Formulas is a utilities app by Anthony Dunk, rated 4.67/5 by 77 users, available on iOS & Android. > > **Marlvel.ai App Intelligence** — Independent analysis. US Market. No publisher influence. > **Key Insight:** Custom Formulas is a utilities app by Anthony Dunk. ## Quick Facts | Fact | Value | | :--- | :--- | | **Rating** | 4.67/5 (77 reviews) | | **Category** | Utilities | | **Developer** | Anthony Dunk | | **Pricing** | Paid | | **Platforms** | iOS & Android | | **Confidence** | Low (0.55/1.0) | | **Data Age** | 0d | ## Metadata & Market Performance - **Publisher:** Anthony Dunk - **Category:** Utilities - **Target Audience:** Professionals and students in technical fields like surveying, finance, and health who require custom, repeatable calculation workflows. - **Platforms:** iOS & Android - **Version Audited:** 1.7 - **Audit Date:** 2026-06-02 - **Signal Count:** 77 reviews analyzed - **Confidence:** Low (0.55/1.0) - **App Store ID (iOS):** 1623368630 - **Bundle ID:** net.binaryearth.customformulas - **Google Play ID:** binaryearth.customformulas - **Performance Trend:** Stable - **Data Window:** Analysis based on signals collected up to 2026-06-02 - **Short Description:** Easily set up your own computational app! Create formulas and run them as needed ## Executive Snapshot **What it is:** Custom Formulas is a computational utility for creating and running user-defined mathematical formulas on iOS and Android. **Why users hire it:** Users hire this app to automate repeatable technical calculations that standard scientific calculators cannot handle, removing the need for manual spreadsheet entry. ## App DNA (Features & Intent) - **[Differentiator] Custom Formula Creation:** Users define mathematical formulas and input variables to perform custom computations * *User Intent:* Users value self-expression and personalized experiences. - **[Differentiator] Formula Sharing Hub:** Downloadable formula categories including health, finance, and surveying directly within the app - **[Standard] CSV Data Export:** Saves computation results to CSV files for external spreadsheet analysis ## Market Position {#market-position} The app occupies a niche utility space with a $3.99 price point, competing against free scientific calculators. The 76 Android ratings suggest a low-volume, high-intent user base compared to mass-market tools. ## Monetization Strategy - **Model:** Paid - **Tiers:** One-time purchase at $3.99 USD - **Price:** iOS: $3.99 | Android: $3.99 - **Analysis:** Paid model at $3.99 USD per platform, targeting users seeking a specialized, ad-free computational tool. ## SWOT Analysis {#swot} **Core Strengths:** - Formula sharing hub functions as a community-driven retention mechanism - Variable-driven architecture supports complex multi-step workflows - Ad-free model appeals to power users **Critical Frictions:** - $3.99 entry barrier limits new user acquisition - 76 Android ratings indicate low market penetration - Lack of visual graphing engine compared to Desmos **Growth Levers:** - Integrate wearable companion apps for field-based surveying - Expand formula categories into niche engineering sectors **Market Threats:** - Soulver 3's natural language input threatens the grid-based interface - Google's Photomath integration commoditizes manual formula entry - High-velocity update cadence of HiPER erodes relative stability ## Recent Changes (v2 → v3) {#recent-changes} The app's competitive intelligence profile has expanded from a basic feature list to a comprehensive strategic assessment, highlighting specific gaps in graphing and AI capabilities. **Overall trend**: Stable **Compared at**: 2026-06-02 ### High-impact changes - **[Shifted] Strategic Market Positioning** (positioning) — Shifted from a general utility description to a niche, variable-driven tool with a defined $3.99 revenue ceiling. ### Medium-impact changes - **[Added] CSV Data Export** (features) — Added CSV export functionality to support external spreadsheet analysis. - **[Added] Formal SWOT Framework** (swot) — Introduced a full SWOT analysis, identifying the lack of visual graphing and natural language input as key competitive vulnerabilities. ## Rivals Landscape {#rivals} > Competitive positioning identified by AI analysis of app features, category, and market signals. ### Custom Formulas vs HiPER Scientific Calculator — Head to Head - **[HiPER Scientific Calculator](https://marlvel.ai/intel-report/utilities/hiper-scientific-calculator)** by Jindrich Houska: This app dominates the specific niche of user-defined computational utilities with a massive, established user base and high-frequency update cadence. - **Moat strength:** High — sustainable advantage over 12 months - **Key differences:** - Offers a comprehensive library of built-in scientific constants and unit conversions that target lacks - Supports multi-line expression history and editing which simplifies complex multi-step computational workflows - Provides a highly customizable interface allowing users to toggle between basic and advanced scientific layouts - **Where Custom Formulas wins:** - ✅ Focuses on a clean, variable-driven formula creation workflow that is less cluttered than traditional scientific calculators - ✅ Allows users to build custom computational tools from scratch rather than relying on pre-defined scientific functions - **Where HiPER Scientific Calculator wins:** - ❌ Maintains a high-velocity release schedule that ensures compatibility and stability across diverse Android hardware configurations - ❌ Includes an extensive library of pre-configured mathematical functions that reduces the setup time for power users - **Verdict:** The target app must pivot toward a 'no-code' formula builder identity to differentiate from HiPER's rigid, feature-heavy scientific calculator approach. ### Contenders (Strong Challengers) - **[Mathway: Math Problem Solver](https://marlvel.ai/intel-report/education/com-bagatrix-mathway)** by Chegg, Inc. [Moat: High]: Mathway serves the same computational job-to-be-done but leverages a massive educational database to solve problems instantly. - Integrates a massive backend database of step-by-step solutions for academic math problems - Utilizes a specialized camera-input engine for instant problem recognition and automated formula parsing - **[GeoGebra Calculator Suite](https://marlvel.ai/intel-report/education/geogebra-calculator-suite)** by GeoGebra GmbH [Moat: Medium]: Provides a powerful, multi-modal computational environment that bridges the gap between raw formulas and visual graphing. - Synchronizes algebraic inputs with dynamic geometric visualizations in a single unified workspace - Supports advanced scripting and interactive sliders that allow users to manipulate variables in real-time ### Peers (What They Do Better) - **[Calculator₊](https://marlvel.ai/intel-report/utilities/com-itwcalculator-calculatorforipadfree)** by Impala Studios: A high-traffic utility app that occupies the broader calculator space with a focus on general-purpose user experience. - Prioritizes a highly polished, consumer-grade UI that emphasizes ease of use over complex formula logic - Includes specialized modes for currency and unit conversion that appeal to a broader, non-technical audience - **[Desmos Graphing Calculator](https://marlvel.ai/intel-report/education/desmos-graphing-calculator)** by Desmos: A standard-bearer for educational graphing that serves as an adjacent tool for users needing visual formula validation. - Features a world-class graphing engine that renders complex mathematical functions with high performance - Offers a collaborative classroom platform that creates a strong network effect among students and teachers - **[Symbolab - AI Math Solver App](https://marlvel.ai/intel-report/education/symbolab-ai-math-solver-app)** by Symbolab: Focuses on AI-driven problem solving, providing an alternative to manual formula entry for academic users. - Employs AI-based pattern recognition to provide step-by-step explanations for complex calculus and algebra problems - Offers a subscription-based model that gates advanced pedagogical content behind a recurring revenue wall - **[Photomath](https://marlvel.ai/intel-report/education/com-microblink-photomath)** by Google: Represents the dominant AI-camera approach to computation, shifting the user intent from manual entry to visual scanning. - Leverages Google's proprietary computer vision technology to digitize handwritten math problems with extreme accuracy - Provides an interactive learning experience that guides users through the logic of each individual step ### New Kids on the Block (What's Innovative) - **[Soulver 3](https://marlvel.ai/intel-report/productivity/soulver-3)** by Zac Cohan: An emerging threat that redefines the calculator as a text-based notepad, directly challenging the 'formula' input paradigm. ## App Momentum (Steady) {#momentum} - Added min, max, and avg functions. - Targeted Android SDK 35. > **Cadence:** 5 total versions · 0 majors in last 6 months · 139 days since last update ## The "So What?" (Strategic Takeaway) {#so-what} Custom Formulas is an established utilities app that is a paid app. With a 4.67/5 rating from 77 reviews, it shows polarized user reception. > **Bottom Line:** Custom Formulas holds a distinct niche through its formula-sharing utility, but the lack of visual graphing leaves it vulnerable to academic-focused rivals, so the PM should prioritize graphing integration to broaden the target audience. **Best for:** Professionals and students in technical fields like surveying, finance, and health who require custom, repeatable calculation workflows. ### PM Action Plan (Next Best Moves) - [ ] [INVEST] [HIGH IMPACT] Ship visual graphing integration because Desmos captures the academic segment → increase market share — *Competitor analysis identifies Desmos as a standard-bearer for visual formula validation.* _(trade-off: deprioritize Pause the formula sharing hub expansion — visual graphing has higher acquisition potential.)_ - [ ] [MAINTAIN] [MEDIUM IMPACT] Audit Android stability because HiPER's update cadence creates a perceived quality gap → improve retention — *HiPER maintains a high-velocity release schedule that ensures hardware compatibility.* _(trade-off: deprioritize Same-quarter capacity available — no major lever displaced.)_ ### Feature Gaps vs Competitors - Visual graphing engine (available in Desmos but absent here) - Natural language input (available in Soulver 3 but absent here) - Step-by-step problem explanations (available in Mathway but absent here) ### Outlook: Stable The computational utility market is consolidating around AI-driven and visual-first tools, which puts manual-entry apps like Custom Formulas at a disadvantage. The app must pivot toward a no-code formula builder identity to maintain relevance against high-velocity scientific calculator competitors. - ⚪ Recent updates focused on SDK compatibility and minor function additions, indicating a maintenance-oriented development cycle. - 🔴 The entry of natural language calculators like Soulver 3 threatens the long-term viability of grid-based formula entry. ## Key Metrics Summary | Metric | Value | | :--- | :--- | | Overall Rating | 4.67/5 | | Total Reviews | 77 | | Confidence | Low | | Pricing Model | Paid | | Platforms | iOS & Android | | Key Features | 3 analyzed | | Trend | Stable | | Outlook | Stable | ## Competitor Comparison | App | Rating | Sentiment | Developer | | :--- | :--- | :--- | :--- | | **Custom Formulas** (this app) | 4.67/5 | N/A | Anthony Dunk | | [Photomath](https://marlvel.ai/intel-report/education/com-microblink-photomath) | 4.8/5 | Mixed | Google | | [Calculator₊](https://marlvel.ai/intel-report/utilities/com-itwcalculator-calculatorforipadfree) | 4.7/5 | Mixed | Impala Studios | | [Desmos Graphing Calculator](https://marlvel.ai/intel-report/education/desmos-graphing-calculator) | 4.5/5 | Thrilled | Desmos | | [GeoGebra Calculator Suite](https://marlvel.ai/intel-report/education/geogebra-calculator-suite) | 4.4/5 | N/A | GeoGebra GmbH | | [Soulver 3](https://marlvel.ai/intel-report/productivity/soulver-3) | 4.9/5 | N/A | Zac Cohan | ## Company Profile - **Developer:** Anthony Dunk - **Website:** [https://www.binaryearth.net](https://www.binaryearth.net) - **Social:** [Facebook](https://www.facebook.com/pages/Handy-GPS/874279799294524?ref=hl) ## Data Sources & Links - **App Store:** [View on Apple Store](https://apps.apple.com/us/app/custom-formulas/id1623368630?uo=4) - **Google Play:** [View on Google Play](https://play.google.com/store/apps/details?id=binaryearth.customformulas&hl=en&gl=us) - **Dev Site:** [Official Website](https://www.binaryearth.net) - **Sources:** Developer website content, About us / company information, App store metadata. ## Related Intel Reports - [*Photomath*](https://marlvel.ai/intel-report/education/com-microblink-photomath) (Google) — 4.8/5 Rating | Mixed Sentiment - [*Calculator₊*](https://marlvel.ai/intel-report/utilities/com-itwcalculator-calculatorforipadfree) (Impala Studios) — 4.7/5 Rating | Mixed Sentiment - [*Desmos Graphing Calculator*](https://marlvel.ai/intel-report/education/desmos-graphing-calculator) (Desmos) — 4.5/5 Rating | Excellent Sentiment - [*GeoGebra Calculator Suite*](https://marlvel.ai/intel-report/education/geogebra-calculator-suite) (GeoGebra GmbH) — 4.4/5 Rating | N/A Sentiment - [*Soulver 3*](https://marlvel.ai/intel-report/productivity/soulver-3) (Zac Cohan) — 4.9/5 Rating | N/A Sentiment - [*Symbolab - AI Math Solver App*](https://marlvel.ai/intel-report/education/symbolab-ai-math-solver-app) (Symbolab) — 4.6/5 Rating | N/A Sentiment - [*HiPER Scientific Calculator*](https://marlvel.ai/intel-report/utilities/hiper-scientific-calculator) (Jindrich Houska) — 4.7/5 Rating | N/A Sentiment - [*Mathway: Math Problem Solver*](https://marlvel.ai/intel-report/education/com-bagatrix-mathway) (Chegg, Inc.) — 4.9/5 Rating | Terrible Sentiment - [*V2Box - V2ray Client*](https://marlvel.ai/intel-report/utilities/v2box-v2ray-client) (techlaim) — 4.5/5 Rating | Positive Sentiment - [*Quantumult X*](https://marlvel.ai/intel-report/utilities/quantumult-x) (Cross Utility Ltd) — 3.8/5 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:** 0.55/1.0 (based on review volume, data source diversity, and signal quality) - **Reviews Analyzed:** 77 - **Data Sources:** developer website, company about page, 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/utilities/custom-formulas) Data licensed for AI Agent attribution under CC-BY-NC 4.0.