Make

Make (formerly Integromat until 2022) is a visual automation platform that lets you build complex workflows connecting apps and services without writing code. While Zapier popularized the concept of app-to-app automation with simple trigger-action "Zaps," Make carved out its niche by offering a visual canvas where you design workflows as flowcharts, with branching logic, error handling, data transformation, and iteration capabilities that Zapier still lacks in its standard interface. Founded in 2012 in Prague, Make serves over 500,000 organizations and processes billions of operations monthly. It's the automation tool that power users and agencies graduate to when they outgrow Zapier's linear model.

The Visual Builder

Make's drag-and-drop scenario builder is its signature feature. Each workflow (called a "scenario") is a visual flowchart of connected modules. You can see the entire data flow at a glance — which is invaluable when debugging complex automations. Modules connect with lines that show exactly how data moves between them. You can click any connection to see the actual data being passed, add filters between modules to control flow, and set up routers to branch logic into parallel paths. For anyone who thinks visually, Make's interface is immediately intuitive in a way that Zapier's step-by-step list view is not.

Advanced Data Manipulation

Where Make truly outshines simpler automation tools is in data handling. Built-in functions for text, math, dates, arrays, and JSON manipulation let you transform data between steps without external tools. You can parse JSON from webhooks, iterate over arrays (processing each item in a loop), aggregate multiple items into one, and build complex data structures to send to APIs. The HTTP module makes arbitrary API calls with full control over headers, authentication, and body — making any service with an API automatable, even without a dedicated Make module. This flexibility is why developers and technical users prefer Make.

Error Handling and Reliability

Make provides dedicated error handling routes — if a module fails, you can define what happens: retry, ignore, commit (save partial data), rollback, or route to a different path. This is critical for production automations where failures happen (API rate limits, temporary outages, malformed data). Zapier handles errors with basic retry logic, but Make gives you full control. You can also set up scenarios to run on schedules, on webhooks, or by watching for changes (polling). The execution history shows every run with detailed logs, making troubleshooting straightforward.

Pricing: The Operations Model

Make's pricing is based on "operations" — each action a module performs counts as one operation. The free plan includes 1,000 operations per month and two active scenarios. The Core plan at $9/month provides 10,000 operations and unlimited scenarios. Pro at $16/month adds priority execution, full-text log search, and custom variables. Teams at $29/month adds team collaboration features. The operation-based pricing is more transparent than Zapier's task-based pricing, and Make generally offers 3-5x more operations per dollar compared to Zapier's equivalent tier. A scenario that processes 100 items in a loop counts as ~100 operations — understanding this is crucial for cost planning.

The App Ecosystem

Make connects to over 1,800 apps with pre-built modules, including Google Workspace, Slack, Shopify, HubSpot, Airtable, Stripe, and most popular SaaS tools. Where a dedicated module doesn't exist, the HTTP/Webhook modules let you connect to any service with an API. Make also supports SFTP, email (IMAP/SMTP), databases (MySQL, PostgreSQL), and file manipulation (CSV, XML, JSON). The community shares templates for common workflows, and Make's template library provides starting points for popular integrations.

Where Make Falls Short

Make's power comes with complexity. The visual builder that makes complex workflows clear can feel overwhelming for simple two-step automations that Zapier handles in 30 seconds. The learning curve is real — understanding data mapping, iterators, aggregators, and error handlers takes time. Documentation is good but not great, and the community (while growing) is smaller than Zapier's. Make's execution speed can also lag — scenarios run on scheduled intervals (minimum every 1 minute on paid plans, 15 minutes on free) rather than near-instantly like Zapier's webhook triggers. For organizations that need enterprise features like SOC 2 compliance, SSO, and dedicated support, Make's enterprise offering is less mature than Zapier's.