Most founders budget carefully for building an app and then forget the part that never ends. An app isn't a product you buy once and own forever — it's a living thing that needs feeding. Phones change, security threats evolve, services it depends on shift their rules, and users expect it to keep improving. Ignore all that, and the app you spent £50,000 on quietly stops working.
Here are the ongoing costs that catch people out, why they're unavoidable, and how to budget for them sensibly.
Why apps need ongoing upkeep
Even a flawless app starts degrading the moment it launches, because everything around it keeps moving:
- Operating systems update. Apple and Google release major updates every year that can break apps not kept current.
- New devices appear. Fresh screen sizes and hardware need testing and adjustment.
- Security threats evolve. Yesterday's safe code can become tomorrow's vulnerability.
- Third-party services change. Payment providers, maps and other APIs update their rules, and your app must follow.
- Store policies shift. Apple and Google change requirements; non-compliant apps can be pulled.
None of this is optional. Maintenance isn't a luxury — it's what keeps the app you paid for actually working.
The real ongoing costs
Budget for these categories from day one:
Hosting and infrastructure
The servers and databases behind your app cost money to run — often £50 to £500+ per month, rising as your user base grows. This is a permanent line item, not a one-off.
Updates and compatibility
Keeping the app working with new OS versions and devices is steady, ongoing work. Skipping it is how apps end up crashing on the latest iPhone.
Bug fixes
Real users find issues testing never could. Fixing them promptly keeps reviews healthy and users loyal.
New features and improvements
To stay competitive you'll keep adding to the app based on user feedback — a cost, but one that drives growth.
Third-party fees
Payment processing, mapping, SMS, push notifications and analytics often carry usage-based fees that scale with your success.
A simple budgeting rule
The widely used benchmark is to set aside 15-20% of the original build cost per year for maintenance. So a £50,000 app means roughly £7,500-£10,000 annually. That covers hosting, OS updates, fixes and a steady stream of small improvements. It's an estimate, not a precise figure, but it stops the ongoing cost coming as a shock — and it should factor into your total cost of building an app from the very start.
How maintenance is usually arranged
Most businesses handle upkeep in one of three ways:
- A retainer with your developer — a fixed monthly fee for an agreed amount of support and updates. Predictable and usually the best value.
- Pay-as-you-go — calling on the developer when something needs doing. Cheaper if nothing breaks, but emergency fixes cost more.
- In-house — viable only if you employ people with the right technical skills.
Whichever you choose, agree it before launch. Scrambling for help after something breaks is the most expensive option of all.
Ask about maintenance before you build
The time to discuss ongoing support is during the hiring conversation, not after launch. A serious agency raises maintenance unprompted and offers clear support options; one that only talks about delivery will leave you stranded. Browse vetted UK app development companies in our directory and ask each how they handle post-launch support and what a typical retainer looks like. Choosing a partner who'll be there after launch — not just until it — is what keeps your investment working for years rather than months.