Who isn’t hungry for a new calendar and life organizer? I suppose the search for perfection is never-ending, and in the quest for a better to-do list, a lot of users seem to be giving Any.do a try—even Forbes contributor Melanie Haselmayr lauded its merits. The app has been available since 2012 but recently made a big leap, attracting about 4 million new customers in less than five months. That pushes total user numbers past 9 million for the Palo Alto based company (actually, all but one of the company’s people are in Israel). Why such an explosion? CEO and co-founder Omer Perchik says it all has to do with becoming part of people’s rituals. “It’s less about having the biggest numbers in terms of how many users a company has—it’s all about how active they are and how engaged they are,” says Perchik. To this end the company released a feature called the Any.do Moment—an instance when a person can sit down with the app and review what they want to accomplish in general, with the option of adding those things to the day’s schedule. Kind of a like a pre-game huddle for the average modern human. The company has also released a Calendar app, integrated with Any.do—a natural progression for a life-organizer. Mail and memo apps are on the way. There are planning services out there — Google GOOG -0.94% has them, Apple AAPL +0.98% does as well, to name a couple — but creating a standalone app and getting traction is not easy. By transforming what was already a simple, non-threatening organizational product into a type of habit, the company has seen its user retention and engagement grow. “People have very long lists of things that they never get to do and so it becomes the list of shame after a while,” says Perchik. “The way to stop it is to have a very few that you want to focus on and make sure that ou keep updating it all the time.” Who’s downloading these apps? Most of the company’s customers are in the United States—about 35% of them. Another 30% live in UK, Germany, Japan, South Korea, Russia, China, India, Canada & Israel. Perchik and co-founders Itay Kahana and Yoni Lindenfeld raised about $1 million in December, 2010 and another $3.5 million in May of 2012. According to Perchik, investors have included Genesis Partners, Bloomberg Capital, Eric Schmidt’s Innovation Endeavors, Yahoo YHOO -1.26% co-founder Gerry Yang, Palentir co-founder Joe Lonsdale, plus a list of other angels. The CEO says the company is not seeking capital right now but probably will within a year. The 13-person company hasn’t really spent any money on marketing, relying on word of mouth and online viral spread, plus visibility on iTunes. Its traction has also been noticed by the media (hey, you’re reading this article, after all). Profitable? Not yet. In fact Perchik doesn’t have a hard forecast for getting into the black. Right now, it seems, the company is focused on racking up a user numbers and has yet to really get its head around how it can translate those metrics into revenue. If it gets that far–if Any.do’s offering continues to attract users it may find itself a target of a larger player with a lesser planner.