Make

Make (formerly Integromat) is a visual automation platform where you build workflows by dragging connected modules onto a canvas. Each workflow is called a scenario: a trigger fires, then data flows through a chain of app modules, filters and routers that you can watch execute step by step. It covers thousands of apps and has extended into AI agents and natural-language building, but the visual canvas is still the reason most people choose it. Compared with simpler automation tools, Make gives you more control over branching, loops and data shaping.

What you can actually do with it

Everything is built in the scenario editor, where each module does one thing and passes its output to the next.

• Connect apps without code. Make has a large catalogue of prebuilt app modules covering CRM, email, spreadsheets, storage, accounting, e-commerce and messaging, plus a generic HTTP module for anything with an API.
• Handle real logic, not just two steps. Routers split a scenario down multiple paths, filters stop records that do not qualify, and iterators and aggregators let you loop over lists and reassemble the results.
• Transform data properly. Built-in functions cover text, dates, arrays and maths, so you can reformat values in the workflow instead of fixing them later.
• Debug visually. After a run you can open each module and inspect exactly what went in and what came out, which makes tracking down a broken automation far quicker than reading logs.
• Schedule or trigger instantly. Scenarios can run on a schedule or fire on a webhook, with the shortest scheduling intervals reserved for paid plans.
• Build AI steps and agents. Modules for the major AI providers let you slot generation, classification or extraction into a workflow, and Make has added agent-style tooling on top of that.

Who it fits best

Make suits small and mid-sized businesses with someone reasonably technical who is willing to learn a builder: operations managers, agency staff automating client delivery, e-commerce teams syncing orders and stock, and marketers stitching together forms, CRM and email. It is a common choice for people who found simpler tools too rigid but do not want an enterprise integration platform.

If you only need a couple of one-step automations and nobody on the team enjoys fiddling with data structures, a simpler tool will get you there faster with less frustration.

Things worth knowing before you commit

• Billing is usage-based. You pay for the volume of module operations your scenarios consume, so a badly filtered trigger or a loop over a long list can burn through your allowance quickly. Filter early in the scenario, not late.
• The free plan is a trial in practice. It limits active scenarios, operation volume and how often scenarios can run, which is enough to evaluate but rarely enough to run a business on.
• The learning curve is real. Arrays, bundles, iterators and aggregators trip up most new users. Expect to spend a few evenings on it before complex scenarios feel natural.
• Platform limits are tier-dependent. Maximum execution time, file size handling, log retention and priority execution all vary by plan, which matters if you process large files or long-running jobs.
• Connector depth varies. Some app modules cover an API thoroughly, others expose only common actions, so check that the specific operation you need exists before you build around it.

Alternatives to compare it against

Zapier is the main comparison: easier to start with and stronger on sheer app coverage, but less capable when a workflow needs branching and data manipulation. n8n is worth weighing if you want a similar visual model with the option to self-host and keep data in your own environment. At the top end, Workato and Tray target larger organisations with governance and admin controls, at enterprise cost. If your stack sits inside Microsoft 365 or Google Workspace, the native automation in those suites may cover enough to make a third-party tool unnecessary.

Plan limits, operation allowances and feature gating change over time. Check Make’s own pricing page before committing.

Further reading

• Business Process Automation Platform Essentials — the capability checklist to run Make against before you standardise on it.
• How to Make Your Business More Efficient with Automation — helps identify which processes justify the time it takes to learn a scenario builder.
• What Is Order Processing Automation? Explained — covers the order and stock syncing e-commerce teams typically build Make scenarios for.
• Startup and Small Business Technology Integration — context on connecting a small company’s stack without an enterprise integration platform.

Have you used Make?

One sentence is enough. Would you pick it again, and why or why not? We publish the critical reviews too — that is the point.