What is Make

Make, formerly known as Integromat before rebranding in 2022, is a visual workflow automation platform founded in 2012 in Prague, Czech Republic, and now headquartered in San Francisco. It is owned by Celonis and competes directly with Zapier, though it targets a more technically sophisticated audience. Make's defining feature is its visual, canvas-based interface that displays automation workflows as interconnected modules — making complex, multi-path, and looping workflows visually comprehensible in a way that linear tools cannot. It connects over 1,500 apps and supports advanced logic including data transformation, error handling, iterators, aggregators, and API calls. Make is particularly valued by agencies, developers, and operations teams who need automation power beyond what simple trigger-action tools can provide, at a significantly lower cost per operation than Zapier.

Key features

• Visual Scenario Builder — Design complex workflows on a canvas using a drag-and-drop interface that shows data flow between modules
• 1,500+ App Integrations — Connect widely used business tools including Google Workspace, Slack, Salesforce, Shopify, and many more
• Advanced Data Manipulation — Transform, filter, aggregate, and route data using built-in functions and conditional logic
• HTTP / Webhook Modules — Connect to any API or webhook, enabling integrations with apps not natively supported
• Error Handling and Retry Logic — Build robust workflows with custom error handlers, fallback routes, and automatic retries

Pros

✅ Significantly more affordable than Zapier for high-volume automations — operations-based pricing is very cost-efficient ✅ Visual canvas interface makes complex, branching workflows intuitive to design and debug ✅ Powerful data transformation and manipulation capabilities out of the box ✅ HTTP/API modules allow connecting to virtually any service, even without a native integration

Cons

⛔️ Steeper learning curve than Zapier — the visual power comes with more complexity ⛔️ Smaller app integration library (1,500+) compared to Zapier's 7,000+ ⛔️ Some niche integrations that exist in Zapier are absent in Make ⛔️ Support response times can be slower on lower-tier plans

Who is using Make

Make is favored by digital agencies that manage automation workflows for multiple clients and need cost-efficient, scalable automation. Operations and RevOps teams at mid-market companies use it for complex CRM automation, lead routing, and data sync. Developers use it as a rapid integration layer between internal systems and external SaaS tools. E-commerce businesses use it for complex order fulfillment, inventory management, and customer communication workflows. Marketing automation teams use it for advanced lead nurturing sequences that require conditional logic and data transformation. Freelancers offering automation-as-a-service use Make as their primary delivery tool due to its cost structure.

Pricing

• Free: 1,000 operations/month, 2 active scenarios
• Core: ~$10.59/month — 10,000 operations, unlimited scenarios
• Pro: ~$18.82/month — 10,000 operations + advanced features, full execution history
• Teams: ~$34.12/month — Multiple users, team collaboration features
• Enterprise: Custom pricing — Advanced security, SSO, dedicated infrastructure

Disclaimer: Please note that pricing information may not be up to date. For the most accurate and current pricing details, refer to the official Make website.

What makes Make Unique?

Make's visual canvas interface is its most distinctive feature. While Zapier presents automations as a linear list of steps, Make shows them as a node graph — revealing branching paths, data flow directions, and parallel processing in a way that makes complex logic genuinely understandable at a glance. This visual clarity is transformative for debugging and maintaining sophisticated workflows. Make's operations-based pricing model (rather than task-based like Zapier) is dramatically more cost-efficient for workflows that process many operations within a single run. The combination of visual power and cost efficiency makes Make the preferred choice for technically proficient users and agencies building production-grade automation systems.

How I rate it:

Accuracy and Reliability: 4.5/5 Ease of Use: 4.0/5 Functionality and Features: 4.8/5 Performance and Speed: 4.4/5 Customization and Flexibility: 4.9/5 Data Privacy and Security: 4.4/5 Support and Resources: 4.0/5 Cost-Efficiency: 4.8/5 Integration Capabilities: 4.3/5 Overall Score: 4.5/5

Final thoughts

Make is the automation platform of choice for users who have outgrown Zapier's simplicity or Zapier's pricing. Its visual scenario builder, advanced data manipulation, and cost-efficient pricing model make it the most powerful no-code automation tool for technically capable users. It requires more upfront investment to learn than Zapier, but that investment pays dividends in the form of workflows that simply couldn't be built in simpler tools. For agencies, operations teams, and power users who treat automation as a core business capability, Make is an essential tool in the stack.