Version Date: 22/07/2025

Apliteni Handbook

The place where you can find answers

Introduction

Welcome to the Apliteni Handbook, your go-to resource for everything related to how we work, communicate, and grow as a team.

Whether you’re new to Apliteni or a seasoned team member, this handbook will guide you through our company’s values, processes, and tools, ensuring you have all the information you need to succeed in your role.

At Apliteni, we believe in transparency and continuous improvement, which is why this handbook is a living document. As our company evolves, this handbook will be updated to reflect any changes in policies, procedures, or team structures. We encourage you to check back regularly for the latest version and updates.

You’ll find the version update date listed at the top of this document, so you’ll always know when something new has been added or revised.

This handbook covers a wide range of topics, from onboarding and work practices to tools, communication, and perks. Our goal is to make it as easy as possible for you to find answers to any questions you may have about working at Apliteni.

Welcome aboard—we’re excited to have you on this journey with us!

Chapter 1: About Apliteni

What Does Apliteni Do?

At Apliteni, we're a collective of innovators, builders, and dreamers who believe in crafting tools that shape the future. Our mission is to create solutions that don't just solve today’s challenges but also proactively assist our clients in their evolving needs.

Through our flagship product, Keitaro Tracker, we empower marketers and businesses with cutting-edge tools to manage, track, optimize, and protect their online digital marketing campaigns with ease and efficiency.

We're committed to building technology that creates lasting, transformative impact. We work collaboratively as a team, constantly learning, improving, and evolving to stay ahead of the curve. Every challenge is an opportunity for us to push boundaries and redefine what’s possible.

History of Apliteni & Keitaro

Apliteni’s journey began with a single idea: to make the complex world of digital marketing easier and more transparent. The history of Keitaro Tracker and Apliteni is closely intertwined, with each shaping the other through experimentation, challenges, and growth. Over the years, we’ve grown from a small, passionate team to a global entity known for delivering powerful, tracking solutions.

The story of Keitaro began in 2009 when our founder was experimenting with SEO and traffic tools during an era of vibrant growth in the digital marketing industry.

The name Keitaro reflects a moment of inspiration born from a personal interest in Japanese culture. Despite having no direct connection to the product, the name resonated as unique and available, aligning perfectly with the founder’s vision.

Experimentation and challenges, including piracy, marked the early days, as technological protections were limited. Nevertheless, Keitaro began to attract attention with the rise of CPA networks, evolving from a small project into a scalable, in-demand tool for digital marketers worldwide.

In 2017, Apliteni OÜ was officially founded in Estonia, reflecting the team’s decision to position itself globally for greater flexibility and growth potential.

This pivotal move was influenced by the team’s embrace of remote work – a bold decision during an era when remote work was still gaining traction globally.

Remote work allowed Apliteni to bring together talented individuals from diverse locations without requiring relocation, building a foundation for distributed collaboration. In 2022, a US-based Apliteni Inc. was established.

Today, Keitaro Tracker remains at the heart of Apliteni’s operations. Each initiative reflects our ethos of innovation through experimentation – building on what works and evolving past what doesn’t.

Did you know…

The name "Apliteni" came to life from playful brainstorming sessions among the team. Inspired by "Appletini," a cocktail known for its fun and casual vibe, the name reflects the team’s vibe during its early days – a mix of experimentation, collaboration, and creativity. Over time, the name was refined into "Apliteni," symbolizing a unique, forward-looking identity.

Chapter 2: Recruitment Process

How Do We Hire?

We hire for potential and passion, not just for the current skills. Our approach to recruitment is built around flexibility, allowing specialists to thrive in a remote-first environment.

Our team members enjoy the freedom of mobility – you can work from wherever you feel most productive, be it a coworking space, a coffee shop, or your home office. What matters most to us is the quality of your work and how well you collaborate with your teammates.

We’re looking for people who are ready to embrace our mission, who enjoy challenges, and who love to learn. Whether you're a developer, designer, or customer success expert, we're always open to meeting new talent.

The Recruitment Process

We aim to make our recruitment process transparent and welcoming. Here’s what you can expect when applying for a role with us:

  1. Application

You’ll submit your application through our job board or directly contacting People Ops.

  1. Initial Interview

If your application matches what we're looking for, you’ll be invited to a first-round interview. This is a chance for us to get to know you and for you to learn more about Apliteni and discuss compensation.

  1. Task-based Assessment

Depending on the role, we may give you a task or a challenge that reflects the kind of work you'll be doing at Apliteni. This helps us see how you approach problems and gives you a taste of the job.
Please note: not all roles require a task-based assessment, and this step may not apply to every position.

  1. Interview with Experienced Team Members

You might be asked technical and job-specific questions during this stage. Here, you will dive deeper into the nuances of your future role. We will also discuss expectations and any questions you may have.

  1. Team Interview

Following the technical interview, you’ll have a chance to meet the team you’ll potentially work with. This is an important stage where both the team and the candidate assess whether they’ll be a good fit for one another and can collaborate effectively.

  1. Final Interview with the CEO

The final stage sometimes involves a discussion with the CEO for candidates who move forward. That’s when you can ask questions about Apliteni, like future plans and company evolution vectors.

  1. Decision & Offer

We’re committed to giving you feedback on whether we should decide to move forward or not. If we’re a match, we’ll extend an offer, and you'll join the Apliteni team!

We encourage applicants to apply even if they don’t meet every requirement in the job description. We value potential and passion, and sometimes, a different background can bring fresh insights to our projects.

Did you know…

Our recruitment process is entirely remote, just like our work environment. Whether you’re in Tokyo, New York, or anywhere in between, you’ll go through the same seamless process!

Chapter 3: Starting Your Apliteni Journey

What Happens in the First Week?

Your first week at Apliteni is all about setting you up for success. We know that starting a new role—especially in a fully remote company—can be overwhelming, so we've created a structured onboarding process to help you navigate your new environment.

On your first day, you'll receive a welcome kit directly in your inbox. This will include access to all the essential tools and platforms we use, such as ClickUp, and Slack. The welcome kit also comes with a detailed to-do list for setting up your digital work environment, along with your initial tasks and helpful resources to get you started.

As part of the onboarding process, you’ll have a one-on-one meeting with your mentor and a dedicated People OPS. During these meetings, you’ll discuss your role, set expectations, and get an overview of the next steps. This is also when you’ll schedule recurring check-ins to ensure everything progresses smoothly during your first weeks.

Throughout your first week, you’ll also be introduced to the key people you'll work with. Many teams hold weekly meetings, and you’ll be part of them, giving you a chance to experience how we collaborate.

What Happens in the First 3 Months?

At Apliteni, we provide a clear roadmap for your success. Over the first three months, you'll follow a personalized 30/60/90 plan, which outlines key goals and milestones to help you ramp up and start contributing effectively.

First 30 Days:

You’ll focus on learning the ropes. This is the time to familiarize yourself with the projects, your team, and the workflow. Your main objective is to absorb as much information as possible, ask questions, and understand your role within the team.

First 60 Days:

By this point, you’ll start taking on more responsibility. You’ll be expected to contribute to ongoing projects, participate actively in meetings, and provide feedback or ideas. You should also start feeling more confident about navigating our tools and processes.

First 90 Days:

By the end of your first 3 months, you’ll be fully integrated into the team and working on projects independently. You’ll establish the rhythm, and your contributions will be more significant.

Throughout the trial period, your progress will be regularly reviewed, and feedback will be provided continuously.

Additionally, at the end of the third month, you will undergo a Performance Review, receiving feedback not only from your mentor and People Ops but also from your team and colleagues with whom you've worked closely. This review will also serve as an opportunity to discuss any development opportunities.

Did you know…

Every new hire at Apliteni gets a personalized onboarding project in ClickUp. It’s tailored to your role and includes tasks, links to important resources, and a checklist to guide you through your first weeks.

Chapter 4: Team Structure

Who Will You Work With?

Collaboration is at the heart of everything we do. Our team is organized into product-focused teams and guilds—groups that unite individuals with a shared technical profile to foster knowledge sharing, innovation, and professional growth. Here’s a breakdown of some of the key teams you’ll work with:

Product Team

Ensures seamless ad tracking, data analytics, and system integrations.
Collaborates to optimize user experience from registration to billing.
Builds secure infrastructure for rapid delivery and guarantees bug-free updates through rigorous QA.

Support Team

This team delivers exceptional client service, ensuring users have the support they need to succeed.

Success Team

Focuses on helping clients achieve their goals with Keitaro, guiding them through solutions and strategies for optimal results.

Marketing Team

Drives audience engagement with Keitaro through campaigns, content creation, and targeted strategies, always aligning with product development and company objectives.

People Ops Team

Designs workflows that reflect company values, manages onboarding, trains new team members, and recruits top talent to build high-performing teams.

While each team operates independently, close collaboration is maintained through regular cross-team projects to ensure alignment and encourage knowledge sharing.

What Are Guilds?

Guilds at Apliteni are flexible and voluntary groups formed around shared expertise. They provide a platform for exchanging knowledge, working on shared areas of development, and advancing the skills of their members.

Goals of Guilds

Knowledge Sharing

Members exchange insights, share interesting publications or news, and develop a collective knowledge base.

Collaborative Development

Guilds focus on improving shared areas, such as unified product design or common backend and frontend layers.

Guild vs. Team Priorities

The priority remains on product-oriented tasks. Guild-related tasks are proposed during general meetings and can be taken into product sprints when time allows.

Did you know…

The guild system at Apliteni is inspired by historical guilds, where craft masters collaborate to innovate and refine their skills. At Apliteni, guilds allow individuals to contribute their expertise while building something amazing together.

Chapter 5: Communication at Apliteni

How Do We Communicate?

Communication is the foundation of our remote-first culture. We believe in transparency, overcommunication, and a friendly, collaborative environment. Our approach to communication ensures clarity and accessibility, empowering everyone to stay aligned despite working across time zones.

Principles of Communication

Transparency

Always share relevant information in public channels unless it’s sensitive or personal. Transparency ensures that everyone can access the information they need.

Clarity and Conciseness

Communicate with precision and simplicity. Whether in Slack, ClickUp, or email, use clear and straightforward language to ensure messages are easy to understand and actionable.

Overcommunication

To ensure important information is received, repeat and reinforce messages. Share updates across multiple channels (e.g., Slack and ClickUp) and discuss them in meetings if necessary. Always confirm understanding by requesting feedback or acknowledgment.

Asynchronous First

Respect everyone’s time and schedules by prioritizing asynchronous communication. Use detailed messages with enough context so colleagues can respond when available.

Documentation

Document decisions, discussions, and action items thoroughly. Use ClickUp for long-term records and Slack for quick updates. Keeping a reliable record reduces misunderstandings and improves accessibility.

Respect for Focus Time

Protect your and your colleagues’ ability to concentrate. Before tagging someone, consider whether the topic is urgent. Leverage features like Focus Time in Google Calendar or Slack’s scheduled messages for non-urgent matters.

Did you know…

We have a #coffee-talks channel on Slack and a weekly casual call for team members to chat, share hobbies, and connect beyond work. It’s a great way to strengthen bonds and enjoy the human side of remote work.

Chapter 6: Work Practices

Our Work Principles

At Apliteni, how we work is just as important as the work itself. Our practices are designed to create a culture of collaboration, continuous improvement, and autonomy. We trust our team members to manage their time and projects while ensuring we meet company goals and deliver exceptional results.
Here are the core principles that guide our work:

Sharing Knowledge

We believe in the power of shared knowledge. Everything we do is documented so that everyone can learn from it. Whether it’s a new solution, a solved problem, or a strategic decision, we ensure the information is available for everyone. This transparency helps us grow collectively and avoid repeating mistakes.

✅

Use our internal Handbook and team Guidebooks to document processes, findings, or important updates.

✅

Contribute regularly to documentation, ensuring it's always up-to-date and clear.

Only Necessary Meetings

We value everyone's time and prefer to keep meetings to a minimum. When meetings are necessary, they are focused and purpose-driven. We expect all participants to come prepared and stay on topic. Every meeting has an agenda and a clear expected outcome, and we provide a summary, and recording for those who couldn’t attend.

Making Decisions

Decisions at Apliteni are made with transparency and collaboration. Our decision-making process often follows an RFC (Request for Comments) model, where team members propose changes or ideas. These proposals are reviewed, discussed, and either accepted or iterated on. This process ensures that every voice is heard and that decisions are well-informed and beneficial to the team.

✅

Submit an RFC in ClickUp for any significant changes or new proposals.

✅

Include clear reasoning and potential impact in your RFC.

✅

Collaborate with relevant team members to gather feedback before finalizing decisions.

OKRs at Apliteni

We use OKRs (Objectives and Key Results) to keep everyone aligned and moving in the same direction. Think of an objective as the big goal we’re aiming for over the next couple of months—something like “Speed up onboarding for B2B clients.” Key Results are how we track progress toward that goal, with clear, measurable outcomes.

We like to keep our OKRs simple and focused. Each team sets its own goals because we believe in giving people ownership of their work. At the same time, these goals tie back to the company’s mission and strategy, so everything we do helps move Apliteni forward.

Less is more when it comes to OKRs. Instead of juggling too many goals, teams concentrate on one ambitious but achievable objective per cycle. This way, everyone stays focused and can make a real impact.

The process is straightforward: teams propose their goals, we align them across the company, and then kick off the cycle. Throughout, we check in to track progress and address any roadblocks. At the end of the cycle, we reflect on what we’ve learned and how far we’ve come. It’s all about staying focused, working smarter, and growing together.

Work-life Balance and Respect for Personal Time

We value the well-being of our team members. To support this:

🔕

Maintain “quiet hours” during weekends, evenings, and nights.

🕒

Use Slack’s delayed message feature to avoid disturbing colleagues outside their work hours.

🌍

Be mindful of different time zones and only tag individuals when absolutely necessary.

Did you know…

Four out of five initial team members are working at Apliteni to this day.

Chapter 7: Tools and Software

Which Tools and Software Do We Use?

Our toolset is designed to help us work efficiently in a remote-first, fast-paced environment. We rely on various software to manage tasks, collaborate, and communicate seamlessly.

Here’s an overview of the key tools we use and why they’re essential to our workflow:

Slack

Slack is our primary tool for day-to-day communication. It’s where we chat, share updates, and ask quick questions. Each team has its own dedicated channel, and we also have general channels for company-wide announcements and casual conversations.

💡 Tip

Keep your Slack notifications organized by setting custom alerts for channels that are most relevant to you. Don’t feel the need to reply instantly—we prioritize asynchronous communication.

ClickUp

ClickUp is our go-to project management tool. It’s where we organize tasks, track progress, and manage sprints. Each team has a dedicated section, and tasks are added to Sprints weekly. This tool helps us ensure everyone is on the same page and moving toward our collective goals.

💡 Tip

Always update task statuses and leave detailed notes on your progress. This helps everyone stay aligned, even when working across different time zones.

GitLab

For our Product teams, GitLab is essential for code management and version control. It allows us to review code, submit Merge Requests (MRs), and collaborate on new features. GitLab ensures our development process is smooth, efficient, and transparent.

💡 Tip

When submitting a Merge Request, follow the guidelines for MRs, including adding reviewers and providing clear descriptions of changes.

Dashly

Dashly is our customer support tool. It helps us manage client interactions and ensure that their inquiries are responded to efficiently. This tool is essential for maintaining smooth communication with our clients and enhancing their experience with our services.

Figma

Figma is where our design teams create and share visual assets. It allows everyone to collaborate in real time on design projects and helps ensure design consistency across all projects.

Security Practices

We prioritize security in all our processes. Below are some of the key security practices we follow:

🟣

Use SSO to log into services wherever possible. Avoid using passwords unless necessary, and if a service requires a password, use a password manager (e.g., 1Password) to generate and store them securely.

🟣

Enable multi-factor authentication on all accounts where it’s available.

🟣

Never share passwords or credentials in open communication channels, especially customer-related information.

🟣

When granting access, always follow the principle of least privilege. Only provide the necessary permissions for a task.

🟣

Use licensed software on all work devices. Avoid using beta versions of operating systems and wait for stable updates before installation. If your device is lost or stolen, immediately inform People Ops to block your accounts or reset passwords.

Did you know…

If you require additional software for your work, Apliteni will pay for it. Just get approval from the team lead, senior team member, or People Ops, and include the price for the software in your next invoice.

Chapter 8: Development Opportunities

Growth and Development at Apliteni

We are focused on the growth of both our products and our team members. We believe in creating an environment where you can develop professionally and personally.

We offer numerous opportunities for learning, career advancement, and skill enhancement. Whether you want to deepen your expertise, explore new areas, or improve existing skills, we are committed to supporting your journey.

Feedback and Performance Reviews

Regular feedback and open communication are essential to growth at Apliteni. We conduct Performance Reviews at least once a year, ensuring that your achievements and areas for improvement are regularly discussed. These reviews are constructive and focused on your progress, helping you set new goals and identify development opportunities.

We strive to cultivate a culture where regular feedback is an integral part of our company processes. While we are continuously developing and improving this practice, feedback is currently shared through informal channels and during dedicated sessions, fostering collaboration and supporting both personal and team growth.

Recurring 1-on-1s with your mentor or team leader allow you to discuss your personal growth, share challenges, and adjust goals as needed. This ongoing dialogue ensures alignment with both your aspirations and the company's objectives.

Did you know…

Three current team leaders began their journey at Apliteni, working in Keitaro Tracker’s Customer Support.

Chapter 9: Perks and Benefits

What Kind of Perks Do I Get?

At Apliteni, we understand that work-life balance and personal well-being are just as important as professional success. That’s why we offer a variety of perks and benefits that are tailored to support your lifestyle, no matter where you are in the world.

From flexible work schedules to comprehensive compensation programs, we ensure our team has what they need to thrive.

We cover the following expenses, which are only applicable to the specialist and not extended to family or friends: Training, Learning, and Workplace Setup: Up to €1000 per year for relevant work-related courses, conferences, subscriptions, books, and educational materials. This includes English language courses, professional certifications, and personal development programs.

✅

Compensation for home office furniture, gadgets, and internet setup, including desks, chairs, lamps, noise-canceling equipment, and other items to make your work environment comfortable and efficient.

✅

Sports and Health: Each specialist gets up to €1500 annually for fitness and health-related expenses, including gym memberships, personal trainer sessions, health insurance, dental visits, mental health support, and more.

Paid Time Off (PTO)

We understand the importance of recharging, so our Paid Time Off (PTO) policy is generous and flexible. You can take time off whenever needed, without strict limits, as long as your responsibilities are managed and your team is informed. This includes vacation days, personal days, and sick leave. We trust our team to manage their time wisely and maintain a healthy balance between work and personal life.

Work from Anywhere

Apliteni is a remote-first company, and we encourage you to work from wherever you feel most comfortable. Whether you’re a digital nomad working from near the pool, rent a dedicated coworking space, or you prefer working from a home office, we support your choice. We value productivity over location, and as long as you have a stable internet connection, you’re free to work from any corner of the world.

Laptop Renewal Program

Having the right tools is essential for doing great work. That’s why we provide a Laptop Program. After 6 months with Apliteni, you can use it to purchase a new laptop, with the cost covered in installments and part of the cost covered by the company.

The program’s terms depend on your tenure length at the company. For example, a person working at Apliteni for 5 years will have a more significant portion of the laptop price covered by the company than someone working here for just a year.

Merchandise and Swag

Who doesn’t love some company swag?
We provide designs for branded merchandise, such as T-shirts, hoodies, notebooks, stickers, and more. Whether you’re working from home or in a coworking space, you can proudly represent the Apliteni and Keitaro brands. We fully compensate for any merch purchases.

Did you know…

Once you successfully complete your initial 3-month trial period, we will send you a brand new Kindle as a welcome gift.

Chapter 10: Internal Support

What If I Need Help?

No one should ever feel stuck. Whether it’s a technical issue, a question about your role, or a personal matter, we’ve created a support system to help you navigate any challenges that come your way.

Our goal is to ensure you have everything you need to perform at your best while feeling supported and valued as part of our team.

Where to Find Help

Your Mentor

This person is your first point of contact for guidance or support related to your role or projects, especially when you are following a 30-60-90 day plan. They can help you prioritize tasks, clarify expectations, and provide feedback to ensure you’re on track. Your mentor is there to assist you with professional growth, challenges in meeting deadlines, and adjusting to company dynamics.
We encourage open communication through regular 1-on-1s and Slack, so you always know where to turn for personalized support.

Your Team

Your team is an essential resource for collaboration. You can always reach out through your team’s designated Slack channel and attend team-wide calls. These channels and calls are designed to keep everyone updated on ongoing projects and provide an opportunity for support and discussion. Feel free to lean on your teammates for advice, shared resources, and assistance with specific tasks or challenges.

Your Guild

In addition to your immediate team, your guild is a great source of support. There’s a dedicated Slack channel for guild communication, and monthly calls provide an opportunity to connect with others in your guild. This is a place for you to share ideas, seek advice, and collaborate with peers in related roles, further fostering your professional development and creating a sense of community.

Your Team Lead

In some teams, such as Support, Marketing, and Success, there are team leads who serve as your primary point of contact for more specific guidance and support related to your role and projects. Your team lead can help with task prioritization, setting clear expectations, and providing leadership on key initiatives. They are there to help ensure you're aligned with team goals and have the support needed to succeed in your daily tasks.

People Ops Team

For HR-related questions—whether it’s a question about your perks, compensation, or personal leave—our People Ops Team is available to assist you. They are more than just administrators. They’re your partners, supporting you throughout your journey at Apliteni. The team also organizes performance reviews, helps resolve conflicts when necessary, and works to foster a strong and positive team culture. Feel free to reach out to them through Slack for any personal matters that require support or guidance.

Cross-team Collaboration

Don’t hesitate to ask for help from your peers across different teams. We encourage a collaborative culture, so feel free to contact colleagues in other departments for advice or support on shared projects. Use Slack channels and ClickUp to facilitate cross-team discussions, ensuring everyone stays in the loop.

Personal Support

We’re all human, and we understand that sometimes, personal matters can affect your professional life. So, we’re committed to providing support in those situations:

Time Off

If you need time off for personal reasons, we have an unlimited PTO policy that allows you to take the time you need without hassle.

Mental Health

If you’re feeling overwhelmed, don’t hesitate to speak to your mentor or the People Ops Team. We want to ensure you have the resources and support to maintain your mental well-being.

Did you know…

On occasion, our People Ops team conducts seminars on important themes, like how to give feedback or how to rest properly. Around the new year, we conduct two life planning sessions: one to wrap up the yearly personal and professional results and one to set goals for the next year.

Epilogue

At Apliteni, we believe great companies are built by great people. Who care deeply, think creatively, and collaborate fearlessly across borders and time zones.

This handbook is not just a reference guide, but a reflection of our values, our journey, and the way we work together to build something meaningful.

If our approach resonates with you, if you’re curious, bold, and ready to make an impact, there’s a place for you here.

Join us
Shape the future

Check open positions

Check open positions

Check open positions

Introduction

Chapter 1

About Us

Chapter 2

Recruitment

Chapter 3

Getting Started

Chapter 4

Team Structure

Chapter 5

Communication

Chapter 6

Work Practices

Chapter 7

Tools and Software

Chapter 8

Development

Chapter 9

Perks and Benefits

Chapter 10

Internal Support