From Freelancer to Full-Funnel Agency — The Mapplinks Story
Rishabh Dev started freelancing in digital marketing while still in college — before Meta ads even existed. Beginning with SEO in 2010, he was on the platform early when Facebook and Twitter advertising launched, building skills and a client base from the ground up.
As demand grew, he made a deliberate decision to stop working in delivery and start building a team. That shift — from one-person consultant to agency founder — became Mapplinks, incorporated in India in 2018. By 2022, with US, UK, and Singapore clients on the roster, he formalised the international expansion with a Singapore entity.
Today, Mapplinks operates as a full-funnel growth marketing consultancy, working primarily with e-commerce and D2C brands in fashion, nutrition, health, supplements, and wellness. The team is largely remote, built around a core group and a network of specialist freelancers. Rishabh also consults select clients as a fractional Head of Growth.
“I realised if the point is to maximise income, freelancing allowed much more upside than a 9-to-5 where I’d be limited by my salary.”
Mapplinks is deliberately client-funded. Rishabh never raised VC backing — a choice rooted in wanting freedom rather than investor oversight. The business was designed around the life he wanted to live, not a valuation target.
Alongside the agency, Rishabh runs the Simple Wealth Project YouTube channel, where he documents personal finance and investment strategies. The channel grew after the business — a sequencing he considers important: first build and do, then document and share.
What Makes Mapplinks a Full-Funnel Growth Agency
Most marketing agencies stop at performance: managing Meta and Google ad spend and reporting on impressions and clicks. Mapplinks goes further. The agency works across the entire funnel — from ad acquisition through to landing page conversion, email welcome flows, and retention marketing — treating each stage as interdependent.
Conversion rate optimisation is a core strength. Rishabh frames it simply: if 1,000 people visit a landing page on a $ 10,000 ad budget and 10 convert, doubling that conversion rate produces 20 customers at the same spend. For one client, improving product page conversion rates added $ 3 million in annual revenue. For one fashion brand, Mapplinks helped grow annual revenue from zero to $ 10 million in just three years through a combination of performance and email marketing, reaching the first $ 1 million in year one.
“We are really good at helping our clients improve their conversion rate. Most agencies out there are just doing performance marketing, but they’re not talking about what happens after the user lands on the landing page.”
More recently, Mapplinks has layered in AI-driven automation to help brands scale without proportionally increasing ad spend. This combination of performance, conversion optimisation, retention, and automation is what Rishabh describes as the full-funnel growth agency model.
For one client, we added $ 3 million a year in revenue just by improving their conversion rates on their product page.
Why Rishabh Switched to Osome for Accounting
Mapplinks was already incorporated in Singapore when Rishabh moved its accounting to Osome. The switch came down to one thing: the digital-first experience. His previous provider operated through email threads and a single assigned contact — functional, but fragmented. There was no dashboard, no mobile app, and no visibility on what was coming next.
With Osome, everything lives in one place. The dashboard surfaces upcoming deadlines and pending actions. Chats and tickets are consolidated, so there are no scattered email threads. If the assigned contact is unavailable, someone else picks up the conversation without requiring a handover call or re-briefing on the company’s situation.
“For a digital-first experience, Osome is definitely the way to go.”
The onboarding reflected the same logic. Step-by-step guidance replaced the opacity of a traditional handover. Once a month, Rishabh uploads his documents and expenses in one batch — no back-and-forth, no chasing. The process gave him immediate visibility on compliance timelines that he simply didn’t have before.
You log into your Osome dashboard, and you see the next deadline or pending actions. Traditionally, it’s very hard to get that experience.
Working on the Business, Not in It
The time and mental bandwidth freed up by Osome is a direct expression of how Rishabh thinks about building a business. He estimates four to six hours a month saved on accounting alone — but frames the more meaningful gain as cognitive: no back-and-forth on email, no anxiety about missed IRAS deadlines, and no context-switching between client work and compliance.
His advice to founders distils the same principle. Design the business around the life you want, not what looks impressive on social media. Start lean — as a freelancer before an agency, on a phone before a camera rig — and build on top of what you know works. Outsource compliance and admin from the start so your energy goes toward what actually moves the needle.
“Are you working on the business or working in the business? You get more time to work on the business rather than having to do all of these tasks in the business.”
Even if you don’t save any time, just knowing that your deadlines will be met is enough — now you can focus on consulting your clients.
