Using personalization and referrals to boost an app’s downloads seems to be one of the hottest marketing approaches these days — and we’ve found yet another startup helping apps do that.

AppVirality, which graduated from Microsoft Ventures’ accelerator in May, provides app makers with tools to organically grow their user base. Today, the company is releasing an app referral tool and announcing it has raised a bit more than $465,000 in seed funding.

AppVirality is building a toolbox to help mobile developers boost their user engagement and growth, and its newest tool will help them get more app downloads through referrals. Just like the tools offered by companies like Branch Metrics, Yozio, Tapstream, and others, AppVirality’s uses deep linking and tracks which link a download came from. It also lets developers personalize the landing page and content that new users see once they’ve downloaded the app from a referral to create a more direct and familiar experience. For example, they can click on a link to view a friend’s photo collection in an app they don’t yet have, and the newly downloaded app will open right at that photo album.

AppVirality’s tools come with a simple drag-and-drop interface, eliminating the need to deal too much with tricky software development kits (SDKs).

The startup offers its tools at various prices depending on the number of active users of a customer’s app.

Rajan Anandan, Mike Galgon, Ravi Gururaj, Ashim Mehra, Mohit Saxena (InMobi), India Internet Group, and TNN Capital provided the funding.

Brothers Ram Papineni and Laxman Papineni AppVirality. It’s based in Hyderabad, India, and Phoenix.