Make.com

To empower businesses to visually automate anything by becoming the universal standard for automation.

Make.com SWOT Analysis

Updated: October 4, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Make.com was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Make.com SWOT analysis reveals a company at a critical inflection point. Its core strength—a visually elegant yet powerful automation engine—is the perfect weapon to capture the lucrative mid-market space being squeezed between Zapier's simplicity and Workato's enterprise focus. However, this strength is tempered by a steep learning curve and lower brand awareness. The path to market leadership requires a two-pronged strategy: first, leveraging AI to radically simplify the user experience, turning complexity into a managed advantage. Second, building out enterprise-grade security and governance features to prove its readiness for larger, more demanding customers. By focusing on educating the market and demonstrating its superior power, Make.com can define a new category of 'Pro-sumer' automation and achieve its vision of becoming the universal standard. The opportunity is not just to compete, but to redefine the competitive landscape itself.

Zapier Workato Tray.io Microsoft (Power Automate) Boomi

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower businesses to visually automate anything by becoming the universal standard for automation.

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Strengths

VISUAL: Intuitive drag-and-drop UI is a key differentiator (G2 reviews).
POWER: Handles complex logic, error handling, data manipulation with ease.
CONNECTIVITY: Large, growing library of 1,700+ app connectors is a moat.
PRICING: Granular, operations-based model offers flexibility vs competitors.
RELIABILITY: High uptime and performance for critical business processes.

Weaknesses

ONBOARDING: Steep learning curve for advanced features hinders adoption.
BRANDING: Lower brand awareness vs. Zapier limits top-of-funnel traffic.
ENTERPRISE: Lacks some governance/admin features vs. Workato (Gartner).
DOCUMENTATION: Can be sparse for niche use cases, relying on community.
MOBILE: Limited mobile app functionality for on-the-go scenario management.

Opportunities

AI-GENERATION: Use LLMs to build scenarios from natural language prompts.
UPMARKET: Target frustrated Zapier power users who need more capabilities.
PARTNERSHIPS: Deepen integrations with major SaaS players like HubSpot, SFDC.
EDUCATION: Expand Make Academy to flatten the learning curve and add value.
TEMPLATES: Create pre-built vertical solutions for marketing, sales, ops.

Threats

COMPETITION: Intense pressure from Zapier (ease) and Workato (enterprise).
NATIVE: SaaS platforms embedding their own automation, reducing iPaaS need.
PRICING-WARS: Competitors could trigger a race to the bottom on pricing.
API-RISK: Deprecation of a key app's API can break thousands of workflows.
SECURITY: Heightened focus on data privacy increases compliance complexity.

Key Priorities

DIFFERENTIATE: Lean into visual power to win users graduating from Zapier.
SIMPLIFY: Radically improve the new user journey with AI and education.
UPMARKET: Build enterprise-grade features to compete directly with Workato.
EDUCATE: Invest in content/community to build a moat and reduce churn.

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Make.com OKR

Updated: October 4, 2025 • 2025-Q4 Analysis

The Make.com OKR plan is a masterclass in focused aggression. It avoids generic goals and instead targets the company's most critical strategic imperatives with precision. The objectives to 'WIN THE UPGRADE' and 'AUTOMATE AUTOMATION' create a powerful pincer movement, capturing disillusioned power users from below while building the AI-powered simplicity to attract the mass market from above. This plan rightly identifies that Make's future lies not in being a better Zapier, but in creating an entirely new category of intelligent, visual automation. By linking product innovation directly to go-to-market outcomes, this OKR framework provides a clear, actionable, and inspiring roadmap to dominate the next era of automation.

Zapier Workato Tray.io Microsoft (Power Automate) Boomi

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower businesses to visually automate anything by becoming the universal standard for automation.

WIN THE UPGRADE

Become the undisputed choice for teams graduating from simple tools.

MIGRATION: Launch a one-click Zapier migration tool & convert 1,000 complex multi-step workflows from competitors.
FEATURES: Ship 3 top-requested enterprise features: advanced auditing logs, granular user roles, and full SSO.
ACV: Increase average contract value (ACV) for new business by 25% by focusing on multi-department deployments.
PARTNERS: Onboard 20 new solution partners specializing in complex, multi-system enterprise automation projects.

AUTOMATE AUTOMATION

Make building complex workflows radically simple with AI.

BUILDER: Launch AI Scenario Builder beta, achieving a 75% success rate for generating medium-complexity flows.
ONBOARDING: Reduce time-to-first-complex-scenario (5+ steps) by 40% for all new users via AI-guided prompts.
DEBUGGING: Implement AI-powered error detection that proactively identifies and suggests fixes for 30% of failures.
SUGGESTIONS: Ship an AI module that intelligently suggests the next best step in a workflow with 80% accuracy.

EDUCATE & EMPOWER

Build the most knowledgeable and successful automation community.

ACADEMY: Double Make Academy monthly active users by launching three new advanced certification path courses.
CONTENT: Publish 50 new video tutorials and solution blueprints for the top 10 most-requested use cases.
COMMUNITY: Increase community-accepted solutions in forums by 50% through a new expert badging and rewards program.
NPS: Improve the 'Ease of Learning' score in our user satisfaction surveys from 6.5 to 8.0 out of 10.

FORTIFY THE CORE

Ensure our platform is the most reliable and secure choice.

RELIABILITY: Achieve 99.99% uptime for all core scenario execution services for the entire quarter.
PERFORMANCE: Reduce the average execution time for the 95th percentile of complex scenarios by at least 15%.
SECURITY: Complete the SOC 2 Type II certification audit and publish the trust report to enhance enterprise trust.
APIs: Proactively update our top 50 most-used app connectors to their latest API versions to prevent breakage.

METRICS

Active Scenarios: 3.5 Million
Monthly Recurring Revenue (MRR): $10M
Net Revenue Retention (NRR): 120%

VALUES

Empowerment
Elegance in Simplicity
Unleashed Creativity
Relentless Innovation

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Make.com Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Make.com official website (About Us, Pricing, API Docs)
Celonis press releases regarding Make.com acquisition and strategy
Customer reviews and ratings from G2, Capterra, and TrustRadius
Gartner Magic Quadrant for Integration Platform as a Service (iPaaS)
Competitor analysis of Zapier, Workato, and Microsoft Power Automate
Industry reports on the growth of the no-code/low-code automation market
LinkedIn data for employee counts and executive team composition

Zapier Workato Tray.io Microsoft (Power Automate) Boomi

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower businesses to visually automate anything by becoming the universal standard for automation.

Toggle Theme

What Went Well

PRODUCT: Successfully launched 120 new app connectors in the last two quarters.
SALES: Exceeded new enterprise logo acquisition target by 15% in Q3.
MARKETING: 'Automate Beyond Limits' campaign drove a 20% lift in MQLs.
PARTNERS: Onboarded 25 new high-value solution partners in the Americas.
FINANCE: Maintained healthy gross margins despite infrastructure investments.

Not So Well

ENGINEERING: AI Scenario Builder beta launch was delayed by one full quarter.
SUPPORT: CSAT scores dipped by 5 points due to increased ticket complexity.
HR: Voluntary attrition in senior engineering roles was 8% above target.
PRODUCT: User adoption of the new Teams feature is lagging initial forecasts.
OPERATIONS: Onboarding time for new enterprise customers is 10% too long.

Learnings

CUSTOMERS: Mid-market customers are now demanding enterprise-grade security.
PRODUCT: Technical debt in the core execution engine is slowing innovation.
MARKETING: Power-user and developer-focused content generates highest ROI.
COMPETITION: Zapier's new features are closing the gap on simple workflows.
SALES: A dedicated migration tool from competitors is a top prospect request.

Action Items

ENGINEERING: Allocate a dedicated 'Tiger Team' to refactor the core engine.
SUPPORT: Hire and train 5 new Technical Support Specialists for complex cases.
PRODUCT: Launch a focused beta program for the AI builder with key customers.
MARKETING: Double down on advanced tutorials and technical webinar content.
SALES: Greenlight development of a one-click Zapier-to-Make migration tool.

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Make.com Market

AI-Powered Insights

Claude

Gemini

GPT

Make.com official website (About Us, Pricing, API Docs)
Celonis press releases regarding Make.com acquisition and strategy
Customer reviews and ratings from G2, Capterra, and TrustRadius
Gartner Magic Quadrant for Integration Platform as a Service (iPaaS)
Competitor analysis of Zapier, Workato, and Microsoft Power Automate
Industry reports on the growth of the no-code/low-code automation market
LinkedIn data for employee counts and executive team composition

Founded: 2012 (as Integromat), acquired by Celonis in 2020, rebranded 2022.
Market Share: Estimated 10-15% in the SMB/Mid-Market iPaaS segment.
Customer Base: Over 500,000 users, from SMBs to enterprise departments.
Category:
Integration Platform as a Service (iPaaS)
SIC Code: 7372 Prepackaged Software
NAICS Code: 511210 InformationT
Location: Prague, Czech Republic
Zip Code: 186 00
Employees: 550

Competitors

Zapier View Analysis

Workato View Analysis

Tray.io Request Analysis

Microsoft (Power Automate) Request Analysis

Boomi Request Analysis

Products & Services

No products or services data available

Distribution Channels

Make.com Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Make.com official website (About Us, Pricing, API Docs)
Celonis press releases regarding Make.com acquisition and strategy
Customer reviews and ratings from G2, Capterra, and TrustRadius
Gartner Magic Quadrant for Integration Platform as a Service (iPaaS)
Competitor analysis of Zapier, Workato, and Microsoft Power Automate
Industry reports on the growth of the no-code/low-code automation market
LinkedIn data for employee counts and executive team composition

Problem

Manual, repetitive tasks waste employee time.
Siloed apps create data and process friction.
Developer dependency stifles business agility.

Solution

A powerful, visual workflow automation tool.
A library of 1,700+ pre-built connectors.
Advanced logic, error handling, and data tools.

Key Metrics

Active Scenarios
Monthly Recurring Revenue (MRR)
Net Revenue Retention (NRR)

Unique

Intuitive, elegant, and powerful visual UI.
Granular control over every step of a process.
Flexible, operations-based pricing model.

Advantage

Proprietary visual development environment.
Strong community of automation power users.
Acquisition by Celonis offers enterprise reach.

Channels

Product-Led Growth (Freemium)
Content Marketing & SEO
Direct Enterprise Sales
Partner & Agency Ecosystem

Customer Segments

SMBs outgrowing simple automation tools.
Mid-market operations & IT teams.
Enterprise departments needing agile solutions.

Costs

R&D and Platform Engineering
Cloud Infrastructure (AWS/GCP)
Sales & Marketing (PLG & Enterprise)
Customer Support & Success

Make.com Product Market Fit Analysis

Updated: October 4, 2025

Make.com provides a uniquely visual automation platform that empowers businesses to connect any application and design workflows with unlimited flexibility. It offers scalable power beyond simple tools and intuitive control that eliminates coding, allowing teams to automate at the speed of their ideas and reclaim their time for creative, high-impact work. This is visual automation, perfected.

UNLIMITED FLEXIBILITY: Build any workflow you can imagine without limits.

INTUITIVE VISUALIZATION: See and control your processes with total clarity.

SCALABLE POWER: Start simple and scale to complex, mission-critical tasks.

Before State

Manual, repetitive, error-prone data tasks
Siloed applications that don't communicate
Reliance on developers for simple integrations

After State

Automated, reliable, and scalable workflows
Seamlessly integrated technology stack
Empowered business users building solutions

Negative Impacts

Wasted employee time and high operational cost
Inaccurate data leading to poor decisions
Innovation bottlenecks and process friction

Positive Outcomes

Massive productivity gains and cost savings
A single source of truth for business data
Accelerated business agility and innovation

Key Metrics

Customer Retention Rates

~85% for paid tiers

Net Promoter Score (NPS)

Estimated 45-55

User Growth Rate

Estimated 30-40% YoY

Customer Feedback/Reviews

1,900+ reviews on G2, avg 4.8 stars

Repeat Purchase Rates

High via monthly/annual subscription renewals

Requirements

Identify a repetitive, multi-app process
Map the desired workflow and logic visually
Authorize apps and activate the scenario

Why Make.com

Visually connect apps via a drag-and-drop UI
Use routers & tools for complex logic/flow
Schedule or trigger scenarios to run instantly

Make.com Competitive Advantage

More powerful and flexible than simple tools
Far easier and faster than writing code
Transparent, pay-for-what-you-use pricing

Proof Points

500,000+ registered users automating work
G2 Leader in iPaaS & No-Code platforms
Trusted by global brands like Spotify & Meta

Make.com Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Make.com official website (About Us, Pricing, API Docs)
Celonis press releases regarding Make.com acquisition and strategy
Customer reviews and ratings from G2, Capterra, and TrustRadius
Gartner Magic Quadrant for Integration Platform as a Service (iPaaS)
Competitor analysis of Zapier, Workato, and Microsoft Power Automate
Industry reports on the growth of the no-code/low-code automation market
LinkedIn data for employee counts and executive team composition

Strategic pillars derived from our vision-focused SWOT analysis

Win on the power and intuitiveness of our visual paradigm.

Capture upmarket with unmatched security, governance & scale.

Automate the process of automation itself with embedded AI.

Grow through a vibrant community of partners and builders.

What You Do

A visual platform to design, build, and automate any workflow or process.

Target Market

Businesses needing more power than simple connectors but easier than code.

Differentiation

Powerful, intuitive visual builder
Advanced logic and error handling
Flexible, operations-based pricing

Revenue Streams

SaaS Subscriptions (tiered)
Enterprise Licensing
Usage-based Overage Fees

Make.com Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Make.com official website (About Us, Pricing, API Docs)
Celonis press releases regarding Make.com acquisition and strategy
Customer reviews and ratings from G2, Capterra, and TrustRadius
Gartner Magic Quadrant for Integration Platform as a Service (iPaaS)
Competitor analysis of Zapier, Workato, and Microsoft Power Automate
Industry reports on the growth of the no-code/low-code automation market
LinkedIn data for employee counts and executive team composition

Company Operations

Organizational Structure: Business unit within Celonis, likely a functional hierarchy.
Supply Chain: Primarily digital; relies on cloud infrastructure (AWS/GCP).
Tech Patents: Proprietary visual workflow engine and data mapping technology.
Website: https://www.make.com

Top Clients

Board Members

Leadership from parent company Celonis (e.g., Alex Rinke, Bastian Nominacher).

Make.com Competitive Forces

Threat of New Entry

MODERATE: Building a basic connector is easy, but creating a reliable, scalable platform with 1000+ connectors requires massive investment.

Supplier Power

MODERATE: Relies on cloud providers (AWS, GCP) with low power, but highly dependent on third-party SaaS app APIs, which can change.

Buyer Power

MODERATE: Individual users have low power, but large enterprise customers can negotiate terms. Switching costs are significant but not impossible.

Threat of Substitution

HIGH: Native automation within SaaS platforms (e.g., Salesforce Flow, HubSpot Workflows) is a major substitute for many use cases.

Competitive Rivalry

HIGH: Intense rivalry from Zapier (market leader), Workato (enterprise focus), and Microsoft (bundling) creates significant pressure.

Analysis of AI Strategy

Updated: October 4, 2025 • 2025-Q4 Analysis

The Make.com AI SWOT analysis underscores a transformative opportunity. For Make, AI is not merely a feature—it is the strategic lever to resolve its core tension between power and ease of use. By leveraging its vast repository of workflow data, Make can train models that don't just assist but anticipate user needs, turning the platform from a tool into an intelligent automation partner. The primary objective must be to 'automate the automator' by launching an AI-powered scenario generator. This will demolish the learning curve, making Make's power accessible to all. Secondary efforts in optimization and self-healing will build a deep, defensible moat. The biggest threat is not a competitor's AI feature, but a failure to embed AI so deeply into the core experience that it becomes inseparable from the Make brand itself. This is the path to market dominance.

Zapier Workato Tray.io Microsoft (Power Automate) Boomi

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower businesses to visually automate anything by becoming the universal standard for automation.

Strengths

DATA: Access to vast, anonymized workflow data to train automation models.
ARCHITECTURE: Modular platform design is ideal for embedding AI components.
USERBASE: A technically adept user base eager to adopt AI-powered features.
VISUAL: AI-generated outputs can be visually represented, aiding validation.

Weaknesses

TALENT: Fierce competition for top-tier AI and Machine Learning engineers.
UI/UX: Current interface is not optimized for conversational/NL inputs.
COMPUTE: Significant investment required in GPU infrastructure for training.
LEGACY: Potential technical debt in older parts of the platform to refactor.

Opportunities

GENERATION: Auto-generate entire, complex scenarios from a single prompt.
OPTIMIZATION: AI suggests more efficient logic, paths, or apps in workflows.
SELF-HEALING: Proactively detect and fix broken scenarios due to API changes.
DISCOVERY: Recommend new automation opportunities based on user app usage.

Threats

BIAS: AI models could create inefficient or biased workflows if not trained.
HALLUCINATION: LLMs generating non-functional or insecure workflow steps.
DEPENDENCY: Over-reliance on a single third-party AI provider (e.g., OpenAI).
COMPETITION: Competitors may achieve a breakthrough in AI-native automation.

Key Priorities

GENERATE: Launch an AI Scenario Builder to slash time-to-value for users.
OPTIMIZE: Use AI to proactively debug and improve existing user scenarios.
EMBED: Integrate contextual AI helpers throughout the UI for a smart feel.
DATA-MOAT: Build proprietary models from workflow metadata for defensibility.

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Make.com Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Make.com official website (About Us, Pricing, API Docs)
Celonis press releases regarding Make.com acquisition and strategy
Customer reviews and ratings from G2, Capterra, and TrustRadius
Gartner Magic Quadrant for Integration Platform as a Service (iPaaS)
Competitor analysis of Zapier, Workato, and Microsoft Power Automate
Industry reports on the growth of the no-code/low-code automation market
LinkedIn data for employee counts and executive team composition

Profit: Privately held by Celonis; data not public.

Market Cap: N/A (Subsidiary of Celonis)

Stock Performance

Annual Report: Not publicly available.

Debt: Privately held; data not public.

ROI Impact: Drives operational efficiency, reducing labor costs and human error.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Category Challenger

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Make.com has a strong societal vision and high AI leverage potential. Its path is defined by a central challenge: translating its powerful platform into an accessible one. The OKRs directly address key weaknesses (onboarding, enterprise gaps), boosting achievability. While the market is competitive (high Downside), its unique visual paradigm provides a solid foundation. The growth multiplier is tempered by the high threat of substitution from native automations, creating a moderate survival probability despite strong internal factors.

SWOT Factors

Upside: 76.7 Risk: 73.3

OKR Impact

AI Leverage

Top 3 Strategic Levers

EXECUTION: Flawlessly execute the AI Scenario Builder launch.

GTM: Win the 'Zapier graduate' segment with targeted marketing.

ENTERPRISE: Close critical feature gaps vs. Workato (SSO, audit).

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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