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Tray.io

  • What it is:Tray.io is an iPaaS automation platform that enables no-code integration and orchestration of workflows across apps like Salesforce, Jira, and Slack.
  • Best for:Enterprise IT teams, SaaS companies building customer integrations, Operations teams with diverse SaaS stack
  • Pricing:Starting from Custom (250k starter task credits)
  • Rating:85/100Very Good
  • Expert's conclusion:Technical teams looking to build scalable, enterprise-level integrations with a flexible solution and the ability to meet compliance requirements.
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Reviewed byMaxim Manylov·Web3 Engineer & Serial Founder

What Is Tray.io and What Does It Do?

Tray.io provides an automated workflow solution using a low-code automation tool that allows both technical and non-technical users to connect multiple apps through APIs to automate business processes. The company was founded in 2012 by Alistair Russell, Dominic Lewis, and Rich Waldron and focuses primarily on companies looking to scale automation of business processes.

Active
📍San Francisco, CA
📅Founded 2012
🏢Private
TARGET SEGMENTS
EnterprisesIT DepartmentsBusiness TechnologistsMarketing & Sales TeamsFinance & Operations

What Are Tray.io's Key Business Metrics?

💵
$70M (2023)
Annual Recurring Revenue (ARR)
📊
$149.1M
Total Funding
📊
$600M (2023)
Valuation
🏢
201-500
Employees
📊
40% (2023)
YoY Growth
👥
Includes Airbnb, GitHub, Udemy, Segment
Customers
Rating by Platforms
4.5/ 5
Comparably (130 reviews)

How Credible and Trustworthy Is Tray.io?

85/100
Excellent

Tray.io is an established leader in the space with access to large amounts of capital (via venture investors) has experienced steady revenue growth up to $70 million annual recurring revenue (ARR), and has grown as a result of the support of many major enterprise brands such as GitHub and Airbnb.

BREAKDOWN
Product Maturity90/100
Company Stability85/100
Security & Compliance88/100
User Reviews85/100
Transparency80/100
Support Quality82/100
TRUST SIGNALS
$149M total funding from top VCsUsed by Fortune 500-level companies like Airbnb$70M ARR with 40% YoY growthPrivate company with $600M valuation

What is the history of Tray.io and its key milestones?

2012

Company Founded

Tray.io was originally started by co-founders Alistair Russell, Dominic Lewis, and Rich Waldron in the United Kingdom and was eventually relocated to San Francisco.

2018

Early Revenue Growth

Tray.io reached $500K ARR and confirmed product-market fit by focusing on enterprise IT teams and business technologists.

2019

Series Funding Round

Tray.io’s most recent funding round took place on November 26, 2019 and brought significant capital to the company.

2021

Rapid ARR Expansion

From 2015 to 2017 Tray.io grew from $500K to $20 million ARR, increasing the scope of use cases from just sales/marketing to include finance/operations.

2022

$50M ARR Milestone

Tray.io achieved $50M ARR; another funding round may occur in September 2022.

2023

$70M ARR Achievement

Tray.io has reached $70M ARR and has seen 40% year over year (YoY) growth with a valuation of $600 million.

Who Are the Key Executives Behind Tray.io?

Rich Waldron— CEO & Co-founder
Co-founder leads Tray.io’s efforts to grow to $70M ARR and reach a valuation of $600M. He is also responsible for developing an enterprise automation strategy.
Alistair Russell— CTO & Co-founder
Co-founder oversees the technology development of Tray.io’s low-code integration Platform-as-a-Service (iPaaS). He is also key in creating the ability to connect to APIs.
Dominic Lewis— Co-founder & CRO
Co-founder is responsible for all revenue operations and customer success activities for Tray.io’s enterprise customers.

What Are the Key Features of Tray.io?

✨
Low-code Workflow Builder
Tray.io uses a visual interface that enables technical and non-technical users to develop complex multi-application automations without requiring a lot of code.
✨
Extensive Connector Library
Tray.io includes pre-built connectors to allow users to easily connect to a wide variety of popular Software-as-a-Service (SaaS) applications for easy connection of their entire tech stack.
✨
Tray Merlin AI
Tray.io uses Artificial Intelligence (AI)-powered Natural Language Processing (NLP) to generate workflows based off user requests made in plain English.
✨
Scalable Data Processing
Tray.io can handle high volume data processing and complex business logic to support enterprise-wide operations.
🔒
Enterprise Security & Governance
Tray.io supports Data Protection, Compliance Features, and Governance Controls to help organizations meet regulatory requirements.
✨
Universal Automation Cloud
The iPaaS platform that supports basic automations as well as complex integrations for large enterprises.

What Technology Stack and Infrastructure Does Tray.io Use?

Infrastructure

Cloud-based infrastructure (AWS/Google Cloud inferred)

Technologies

Low-code platformAPI-first architectureCloud-native

Integrations

SaaS applicationsCRMMarketing toolsFinance systemsOperations software

AI/ML Capabilities

Tray Merlin AI uses natural language processing to generate workflows from plain English; supports multi-modal automation capabilities

Technology details from product descriptions; specific infrastructure not explicitly disclosed

What Are the Best Use Cases for Tray.io?

Enterprise IT Departments
Large-scale development of cross-applications can be built and scaled without relying on developers which means that customers have been able to reduce their need to code custom applications by 80%.
Marketing Operations Teams
Lead routing, Campaign performance tracking and Multi tool Data Sync for CRM, Analytics and Advertising Platforms.
Sales Operations
Opportunity Management, Territory Assignment and Sales Reporting across CRM, CPQ and Communication Tools.
Finance & Operations Teams
Procurement Workflows, Invoice Processing and Financial Reporting across ERP, Billing and Accounting Systems.
Business Technologists
Non Technical Users are able to develop Complex Automations Using a Low Code Interface and Extensive Connector Library.
NOT FORHigh-frequency Trading Systems
This Platform is Not Suitable for Sub Second Latency Requirements; It was Built for Workflow Automation at an Enterprise Level Not Real-Time Trading.
NOT FORSolo Freelancers
Pricing and Complexity Designed for Teams Make it Difficult for Individual Users to Find Simpler No Code Solutions More Cost Effective.

How Much Does Tray.io Cost and What Plans Are Available?

Pricing information with service tiers, costs, and details
☐Service$CostℹDetails🔗Source
ProCustom (250k starter task credits)3 workspaces, 7-day log retention, best for specific mission-critical team use case—
TeamCustom (500k starter task credits)20 workspaces, all add-ons available, suitable for multiple departmental use cases—
EnterpriseCustom quote (750k starter task credits)Unlimited workspaces, all add-ons included, Embedded Bundle access, SSO, HIPAA available—
Free TrialAvailableNo credit card required, test platform capabilities—
ProCustom (250k starter task credits)
3 workspaces, 7-day log retention, best for specific mission-critical team use case
TeamCustom (500k starter task credits)
20 workspaces, all add-ons available, suitable for multiple departmental use cases
EnterpriseCustom quote (750k starter task credits)
Unlimited workspaces, all add-ons included, Embedded Bundle access, SSO, HIPAA available
Free TrialAvailable
No credit card required, test platform capabilities
💡Pricing Example: Team automating 500k tasks/month across 10 workspaces
Pro PlanInsufficient capacity
Only 250k starter tasks, 3 workspaces
Team PlanCustom pricing for 500k tasks
Meets capacity needs with 20 workspaces
Enterprise PlanCustom enterprise quote
750k+ tasks, unlimited workspaces, full features

How Does Tray.io Compare to Competitors?

FeatureTray.ioZapierWorkatoCeligo
Core FunctionalityAI-powered iPaaSNo-code automationEnterprise iPaaSeCommerce iPaaS
Pricing (Starting)Custom/$500/mo$19.99/mo (750 tasks)CustomCustom
Free TierNo (Free trial)Yes (100 tasks)NoNo
Enterprise FeaturesSSO/HIPAA/EmbeddedLimited SSOFull enterpriseFull enterprise
API AvailabilityYesYesYesYes
Integration CountUniversal connectors7,000+1,000+200+
Support OptionsAdd-ons/SLAsEmail/chat24/7 enterprise24/7 enterprise
Security CertificationsSOC2/GDPR/HIPAASOC2SOC2/ISO27001SOC2
Core Functionality
Tray.ioAI-powered iPaaS
ZapierNo-code automation
WorkatoEnterprise iPaaS
CeligoeCommerce iPaaS
Pricing (Starting)
Tray.ioCustom/$500/mo
Zapier$19.99/mo (750 tasks)
WorkatoCustom
CeligoCustom
Free Tier
Tray.ioNo (Free trial)
ZapierYes (100 tasks)
WorkatoNo
CeligoNo
Enterprise Features
Tray.ioSSO/HIPAA/Embedded
ZapierLimited SSO
WorkatoFull enterprise
CeligoFull enterprise
API Availability
Tray.ioYes
ZapierYes
WorkatoYes
CeligoYes
Integration Count
Tray.ioUniversal connectors
Zapier7,000+
Workato1,000+
Celigo200+
Support Options
Tray.ioAdd-ons/SLAs
ZapierEmail/chat
Workato24/7 enterprise
Celigo24/7 enterprise
Security Certifications
Tray.ioSOC2/GDPR/HIPAA
ZapierSOC2
WorkatoSOC2/ISO27001
CeligoSOC2

How Does Tray.io Compare to Competitors?

vs Zapier

Tray.io Is an Enterprise Focused iPaaS with Universal Connectivity Powered by AI vs Zapier’s $19.99 Entry Point No Code Automation For Small to Medium Businesses (SMB).

Tray For Large Scale Complex Integrations; Zapier For Simple SMB Automations.

vs Workato

Both Are Enterprise Leaders in iPaaS. Tray Is Stronger Emphasizing AI Agents and Embedded Integrations While Workato Has A Larger Recipe Marketplace. Both Have Custom Pricing However Tray Starter Credits Provide Clearer Usage Prediction.

Tray for Workflow Development Using AI and Workato for Established Recipes and Recipes Used in Enterprise Organizations.

vs Boomi

Tray Uses a Modern AI Approach to Integration vs Boomi’s Traditional API-Led Connectivity. Tray Would Be Better Suited for Dynamic SaaS Ecosystems and Boomi Would Be Better Suited for Legacy EDI/B2B Use Cases. Both Are Enterprise Focused With Custom Pricing.

For SaaS-first businesses: Tray; for hybrid or legacy environments: Boomi.

vs Celigo

Tray Provides a General Purpose iPaaS Solution Where as Celigo Specializes In eCommerce/NetSuite Solutions. Tray’s Universal Connectors Are Superior To Celigo’s Platform-Specific Focus; However Celigo Offers Lower Cost Options for Niche Use Cases.

Cross-platform automation: Tray; for e-commerce specialists: Celigo.

What are the strengths and limitations of Tray.io?

Pros

  • Universal Connectivity — can connect to any API using any connector.
  • AI-Powered Automation — uses artificial intelligence to create smart workflows that don’t need to be manually configured.
  • Task-Based Pricing Model — priced based on how much you actually use it, includes Starter Credits for new customers.
  • Embedded iPaas Bundle — allows your customers/partners to do their own integrations within your application.
  • Drag & Drop Builder — easy for both technical and non-technical users to build workflows.
  • Security for Enterprises — SOC2, HIPAA, Single Sign-On (SSO) are all available as add-ons.
  • Workspaces — can isolate different environments for your teams/departments.

Cons

  • Custom Pricing for Enterprises — has no clear pricing model.
  • Task-Based Overage Charges — makes it difficult to budget for variable workload projects.
  • Steep Learning Curve — will take time for users to learn the system due to its advanced features.
  • Not Cost Competitive for Simple Automations — more expensive than Zapier for basic tasks.
  • No Free Tier — only offers a trial version of the product, does not offer a forever-free version.
  • Additional Fees for Key Features — features such as SSO and HIPAA cost extra.
  • Enterprise Sales Process — will require demo’s and custom quote requests.

Who Is Tray.io Best For?

Best For

  • Enterprise IT teams — Can handle complex, cross-departmental workflows through scalable iPaas with universal connectivity.
  • SaaS companies building customer integrations — White label integration experiences enabled by embedded bundle.
  • Operations teams with diverse SaaS stack — Connects any API without requiring custom development through AI-powered automation.
  • Companies needing HIPAA compliance — Available as an Enterprise add-on for Healthcare/Life Sciences.
  • Technical teams building complex workflows — Includes advanced logic, loops, and custom JavaScript capabilities.

Not Suitable For

  • Small businesses/Solopreneurs — Too Expensive for simple automations compared to Zapier/Make.com.
  • Simple Zap-like automations — Too Complex & Costly — Use No-Coding Tools Like Zapier Instead.
  • Budget-constrained startups — Predictable Monthly Costs Through Custom Pricing Lacking.
  • Non-technical business users — Steep Learning Curve Despite Drag & Drop Interface.

Are There Usage Limits or Geographic Restrictions for Tray.io?

Task Credits
Pro: 250k starter, Team: 500k starter, Enterprise: 750k starter. Overages charged
Workspaces
Pro: 3, Team: 20, Enterprise: Unlimited
Log Retention
Pro/Team: 7 days base (30 days add-on), Enterprise: 30 days
SSO Support
Team/Enterprise add-on
HIPAA Compliance
Enterprise add-on
Embedded Bundle
Enterprise only
Intelligent Document Processing
Priced per page across all plans
Regional Hosting
Enterprise add-on

Is Tray.io Secure and Compliant?

SOC 2 Type IIEnterprise-grade security framework for integration platform
HIPAA ComplianceBAA available as Enterprise add-on for healthcare customers
SSO/SAMLSingle sign-on support available on Team and Enterprise plans
GDPR ComplianceData protection for EU customers with regional hosting options
Audit LoggingAccount audit log streaming available as Enterprise add-on
Data EncryptionEncryption at rest and in transit for all customer data
Multi-Region SupportAdvanced on-premise connectivity and regional hosting available

What Customer Support Options Does Tray.io Offer?

Channels
Online form via docs.tray.ai for technical support+1 415 418 3587Contact form on tray.ai/contactAvailable per user reviews
Hours
Business hours
Response Time
Structured priority handling via tickets; responsive per reviews
Satisfaction
High - users praise helpful and responsive support team
Specialized
Customer Success Managers assist with usage reports and configuration
Business Tier
CSM support and priority assistance for enterprise customers
Support Limitations
•No 24/7 support mentioned; primarily business hours
•Advanced features like phone may require higher tiers

What APIs and Integrations Does Tray.io Support?

API Type
REST API supporting workflow automation and custom connectors
Authentication
Single sign-on (SSO) capabilities; API keys and service IDs for custom connectors
Webhooks
Supported for real-time events and workflow triggers across 300+ integrations
SDKs
No official SDKs mentioned; low-code Connector Builder for custom API integrations
Documentation
Comprehensive docs at docs.tray.ai covering tickets, FAQs, and Connector Builder
Sandbox
Testing available in workflows; scalable serverless architecture
SLA
SOC 2, GDPR, HIPAA compliant; highly scalable serverless platform
Rate Limits
Billable calls tracked; concurrency limits adjustable via support
Use Cases
Connect any SaaS app/data source; automate workflows between CRM, email, collaboration tools

What Are Common Questions About Tray.io?

To submit a ticket, go to the Submit a Ticket section in the Documentation area, click Technical Support, and complete the form with Priority, Business Impact, and Workflow details. The submission of a ticket will provide your company with a structured support experience, which is enhanced by the availability of on-line help and priority management.

A Billable Call occurs each time you invoke the Call Connector endpoint. Customer Success Managers will send out Usage Reports on a regular basis and Concurrency Limits may be raised via Support.

Yes, Connectors that were created using Connector Builder can be used through API when you retrieve their Service ID and Service Environment ID. The Core / Trigger / Helper Connectors are currently unavailable through API.

Tray has over 300 Pre-Built Integrations as well as Universal Connectors for any SaaS Application, Data Source, or API. Users can build Low-Code Workflows for CRM Sync, Event Management, Email Automation, and Collaboration Tools.

Yes, Tray is SOC 2, GDPR, and HIPAA Compliant with Single Sign-On (SSO) for secure data handling. Tray also supports Secure Connections between Cloud Applications and On-Premise Data Center Applications.

While there is a moderate learning curve for creating Complex Workflows, Tray has Excellent Documentation, Live Chat, and Responsive Support to get users ramped up fast. Tray also includes Pre-Built Recipes for Common Use Cases.

Tray uses Serverless Architecture native to the Cloud which Scalability to any Volume of Workflow Calls without the need for User Intervention in Server and Data Cap Management. Tray was designed to be used within the Enterprise Space where Pervasive Connectivity to Thousands of Applications is required.

Tray provides Customers with Assistance from a Customer Success Manager for Configuration, Implementation, Usage Reporting, and Post Deployment Support. Priority Handling is Available via Tickets.

Is Tray.io Worth It?

Tray.io is a Mature, Enterprise Grade iPAAS Platform that excels in providing Complex API Integration and Scalable Workflow Automation Solutions. Tray's combination of Low-Code and Powerful Connector Builder make it an Ideal Solution for Technical Teams who handle Varying Amounts of SaaS Ecosystems and have strong Security Compliance along with Responsive Support for Mid-Market to Enterprise Adoption.

Recommended For

  • Technical Operations & Integration Teams Managing 10+ SaaS Applications.
  • Enterprises that require HIPAA/GDPR Compliant Automation at Scale.
  • Companies that Require Custom API Connectors Beyond what Tray Offers as Pre-Built Integrations.
  • Marketing Operations Teams That Handle CRM Sync, Email Automation, and Event Sync Workflows.

!
Use With Caution

  • Non-technical users of the business who have a large learning curve due to the low-code user interface
  • Users who require simple automation of tasks - potentially can be overly complicated when compared to less heavy solutions.
  • Teams that need to establish no-code based integrations immediately - will still require some amount of time to set up and design their workflow

Not Recommended For

  • Small Business/ Medium Size Businesses looking to perform point-to-point basic integration at budget prices
  • Teams looking for real-time conversational AI-based automation
  • Companies that do not have enough technical resources to support and maintain the workflows developed using tray.io
Expert's Conclusion

Technical teams looking to build scalable, enterprise-level integrations with a flexible solution and the ability to meet compliance requirements.

Best For
Technical Operations & Integration Teams Managing 10+ SaaS Applications.Enterprises that require HIPAA/GDPR Compliant Automation at Scale.Companies that Require Custom API Connectors Beyond what Tray Offers as Pre-Built Integrations.

What do expert reviews and research say about Tray.io?

Key Findings

Tray.io is an enterprise-class iPaaS with 300+ integrations, Connector Builder and SOC 2 / GDPR / HIPAA compliance and has received consistently positive reviews regarding the responsiveness of the support team and the level of technical expertise they possess. The serverless scalable architecture supports complex cross-application workflows effectively.

Data Quality

Good - detailed information from official docs, contact pages, and consistent user reviews on SoftwareAdvice. Limited pricing transparency and partner program details publicly available.

Risk Factors

!
Steep learning curve associated with designing complex workflows
!
Tray.io does not publish pricing information (must contact sales)
!
Not all core connectors are accessible via API at this time
Last updated: January 2026

What Additional Information Is Available for Tray.io?

Company Overview

Tray.io was founded in 2012, is located in San Francisco and employs 201-500 people; Tray.io specializes in SaaS, Cloud API Development, iPaaS and Serverless Computing for Enterprise Automation

Security & Compliance

Tray.io’s platform meets enterprise-grade security standards including SOC 2, GDPR and HIPAA and includes features such as Single Sign-On (SSO), Secure Data Transfer and Secure Data Movement between Cloud and On-Premise Systems.

Integration Ecosystem

Tray.io offers more than 300 pre-built connectors providing universal access to any SaaS Application, API or Data Source. Tray.io also provides featured integrations with applications such as Mailchimp, Salesforce, Slack, Zendesk and Aircall.

Customer Success

Enterprises such as FICO and AdRoll rely on Tray.io to improve Deliverability (from 60% to 90%) and Open Rates (26%) and Cross-Team Collaboration. Customer Testimonials detail the real-time data sharing benefits Tray.io provides.

Technical Architecture

Native-serverless, native-cloud architecture allows Tray.io to scale without requiring its customers to manage infrastructure. Visual Low-Code Designer enables Rapid Workflow Development mirroring business logic.

What Are the Best Alternatives to Tray.io?

  • •
    Zapier: Automation leader using NoCode to connect 6000 apps +. For non-tech user ease of use and lowest cost to create simple work flow; less flexible for creating custom API’s for complex automation vs Tray’s connector builder. Best fit for small businesses that need simple automation. (https://www.zapier.com)
  • •
    Workato: Enterprise iPaaS competitor that has a high degree of embedded integration. Similar recipe-based workflow and enterprise compliance as Tray; however Tray offers superior Connector Builder flexibility. Best fit for customer facing application creators. (https://www.workato.com)
  • •
    Make (formerly Integromat): Data Transformation focused visual automation platform. Less expensive than tray with powerful HTTP module; however tray is superior to make in terms of enterprise compliance and scalability. Best fit for technical small businesses that require data heavy flows. (https://www.make.com)
  • •
    Celigo: Commerce focused iPaaS with excellent NetSuite/Ecommerce connectivity. More specialized than tray’s Universal Connectors; however easier template based setup. Best fit for Mid Market E-commerce Operations. (https://www.celigo.com)
  • •
    Boomi: Dell Boomi’s enterprise iPaaS with Hybrid Cloud Support. More mature API Management capability; however higher complexity/cost compared to tray’s low code approach. Best fit for Large Enterprises with Legacy System Integrations. (https://www.boomi.com)

What Are Tray.io's Bpa Automation Metrics?

600+
App Integrations
Billions
Tasks Processed
Terabytes
Data Processing
Hours per week
Time Savings

What Bpa Workflow Capabilities Does Tray.io Offer?

Multi-Step Workflows

Complex Workflows with Conditional Logic & Branching

Conditional Logic

IF THEN Branching, Looping, Decision Flows

Scheduled Triggers

Daily Scheduled Workflows Like Morning Syncs

Real-time Triggers

Event Triggers Via Web Hooks & APIs

Error Handling

Workflow Monitoring, Logging, Automatic Issue Resolution

What Bpa Integration Ecosystem Does Tray.io Support?

SalesforceHubSpotSlackZendeskWorkdaySendGridGoogle WorkspaceMicrosoft 365QuickBooksShopify

Universal Connector supports 600+ pre-built app integrations with any API

What Is Tray.io's Bpa Builder Experience?

Builder Type
Visual drag-and-drop low-code builder
Skill Level
No dev resources required for business users
Templates
Pre-built workflow templates available
Ai Assistance
AI-assisted development and AI-powered workflow agents

What Bpa Data Handling Does Tray.io Offer?

Data Mapping

Map & Transform Data Between Multiple Applications

Data Formatting

ETL Capabilities With Auto Data Transformation

Data Filtering

Filtering & Sifting Through Data Based On Conditions

Data Synchronization

Real Time Sync Across Cloud & On-Premise Systems

Multiple Data Sources

Processing Data From Multiple Sources Simultaneously

What Is Tray.io's Bpa Team Collaboration?

Shared Workspaces
Enterprise team workspaces with shared workflows
Permissions
Role-based access controls and SSO security
Version Control
Workflow undo/redo with version history
Audit Trail
Complete activity logs and compliance tracking

What Bpa Monitoring Analytics Does Tray.io Offer?

Real-Time Dashboard

Live Activity Dashboard & Workflow Monitoring

Execution History

Entire Task History, Logs, Debugging

Error Alerts

Failure Alerts & Notifications

Performance Tracking

Real-Time Analytics & Usage Statistics

Reporting Tools

Custom Reporting with Search/Filter Capability

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