Make (formerly Integromat) is a visual automation platform that allows teams to build sophisticated multi-step workflows using a drag-and-drop canvas. Unlike Zapier's linear approach, Make's visual builder handles complex branching logic, loops, error handling, and data transformation — making it the choice for technically inclined RevOps teams who need more control than basic automation tools offer.
Product Overview
Make's scenario builder presents the entire workflow as a visual graph, with each app module connected by arrows that show exactly how data flows between steps. Teams can iterate over arrays, apply complex data transformations (including text parsing, JSON manipulation, and mathematical operations), and set up detailed error handling paths — all without writing code. At significantly lower pricing than Zapier for equivalent operations, Make has become the automation platform of choice for power users and agencies building complex multi-tool workflows.
Key Features
- Visual Scenario Builder: Drag-and-drop canvas that shows the entire workflow graphically — with real-time data inspection at every step.
- Advanced Data Transformation: Built-in functions for parsing, mapping, formatting, and calculating data between apps without code.
- Loops & Iterators: Process arrays and lists item-by-item — essential for bulk CRM updates, multi-record operations, and data sync.
- Error Handling: Configurable error handling routes — retry, ignore, break, or route to an error handler for any failed module.
- Webhooks & Custom HTTP: Receive and send webhooks to any endpoint, enabling integration with tools that lack native connectors.
Best For
RevOps and marketing ops teams that need automation beyond simple trigger-action workflows — including data transformation, multi-branch logic, bulk record processing, and complex API integrations.
Pricing
Free plan (1,000 ops/month). Core from $9/month (10,000 ops); Pro from $16/month; Teams from $29/month; Enterprise custom. Much lower cost per operation than Zapier.
Key Integrations
HubSpot, Salesforce, Slack, Google Sheets, Airtable, Notion, Webhooks, Gmail, Stripe, REST APIs
Pros
- Best visual builder for complex logic
- Significantly cheaper than Zapier at equivalent volume
- Loops and iterators handle bulk operations elegantly
- Excellent error handling and debugging
Cons
- Learning curve steeper than Zapier for beginners
- Fewer native integrations than Zapier (2,000+ vs 7,000+)
- Some complex scenarios can feel brittle to maintain
