The number of mobile experiences is only increasing as companies continue to establish a presence in the mobile space. Consumers now expect a brand’s core mobile experience to complete specific actions related to the brand. However, there is a huge opportunity for companies to leverage ancillary apps to build more loyalty with their user base. As mobile matures, companies that step back to consider their identities holistically—to find the most authentic way to reflect the brand ideals outside the traditional app or mobile presence—will win over a new and expanded audience.

Brands shouldn’t ditch their core mobile experience.

In a space where user is king, providing a home base for fundamental brand interactions is crucial for success. But as companies establish themselves as leaders in mobile, it’s key that they reconsider their audience’s new expectations and needs and be proactive about addressing them. The answer may not be as simple as cramming functions into their already robust mobile experience—but the answer may very likely be an affinity app.

Affinity apps are secondary apps that typically serve a very specific purpose. They’re something of a luxury for brands that already have a strong mobile presence, but are looking to establish another touchpoint with consumers that may only be tangentially to the brand’s primary products or services. Affinity apps are not cash grabs—brands should embrace additional mobile experiences as a way to deliver value and nurture relationships with users.

Think beyond dollar signs—and more about nurturing relationships.

Affinity apps are a means to take advantage of the public’s appetite for innovation. Creating a secondary mobile experience shows that a brand is at the forefront of the mobile movement, and isn’t solely investing in something for marketing purposes. Affinity applications demonstrate a brand’s maturity in the mobile space, and a consideration for those that are both loyal to the brand or still discovering it.

Allstate Insurance offers the traditional insurance providers mobile experience, one where a user can check out policies, make a claim, and even send in payments. But the brand also wanted to bring fresh mobile ideas to the insurance space and find a way to engage with new audiences on mobile that both serves its business purposes and delights users. Its investment in an affinity app helped it do just that with the growing powersport market. Allstate provides any motorcyclist, regardless of insurance carrier, with a social roadside companion app called GoodRide. To ensure adoption by the powersport audience, Allstate set out to create an experience that riders would want to use and addressed an unmet need in the market. With minimal Allstate branding, users can plan, log, and share their rides, as well as keep track of bike maintenance or request roadside assistance if necessary. GoodRide is a prime example of a brand using an ancillary app for altruistic intentions—it’s for the love of the ride.

While affinity apps are a great way for established brands to engage with new audiences, they certainly aren’t the answer for every company. Affinity apps offer an opportunity for users to view brands in a different light, and for brands to give them new and relevant ways to interact with mutual interests. Crafting a functional and useful primary app should be every consumer brand’s first priority—affinity apps are a great icing on the mobile experience cake.