WillItSurvive
Enterprise and productivity software · subsidiary of Celonis SE · Czech Republic

Make (Integromat)

make.com ↗

Visual workflow automation platform, owned by Celonis, competes with Zapier and n8n.

Losing its protection
Assessed 22 July 2026 · Evidence as of 22 July 2026
The structural protection is eroding.
On the recordSince 22 July 2026 · Checkable from H2 2026 · Every call on the record Checkpoint: Celonis decides whether Make becomes the exclusive automation layer in its Context Model/Ikigai enterprise offering
The call

Make survives on Celonis's cash and a loyal installed base, but Zapier's distribution lead and AI-native agents are squeezing the space it was built to fill.

Make lets businesses connect apps and automate tasks without coding, similar to Zapier. The problem is that Zapier has much better search visibility and distribution, while new AI tools like OpenAI's Copilot and Zapier Agents can now do simple automations by just reading plain English instructions from users, which means they don't need Make's visual builder for basic work. The one thing that could change this: if Make's parent company Celonis makes Make the only automation tool inside its enterprise software offering, that would lock in a customer base and protect Make from having to compete directly with Zapier and AI agents.

Why
01
AI pressure: n8n, Zapier Agents, OpenAI/Microsoft agent frameworks. AI agents that execute integrations from plain prompts cut demand for a dedicated visual builder like Make's. Could AI do the core job? Only partly.
02
Bigger players: Zapier. Zapier has 5.8 million backlinks versus Make's 256,000 and leads in enterprise spend, per YipitData. Could a giant copy it? Yes, easily.
03
What protects it. Celonis's balance sheet keeps Make funded, and its 400,000-org base and connector depth create switching costs for complex workflows.
What would change this call
Celonis ships Make as exclusive automation layer in Context Model/Ikigai enterprise SKUs. Would show Celonis is building a distribution moat around Make rather than leaving it to compete alone.
Two consecutive quarters of confirmed net-negative customer migration specific to Make. Would show Make is losing ground to n8n and AI-native agents, not just facing generic competition.
Celonis files for US IPO in 2026 and discloses Make's standalone growth/retention figures. Would reveal whether Celonis treats Make as a priority growth asset or a smaller side business.
Key numbers
  • Make 2025 revenue estimated at $52.6M (2025-12-31)
  • 400,000+ organizations use Make (2026-03-11)
  • Zapier has 5.8M backlinks vs Make's 256K (2026-01-01)
Named risks
  • AI-native agents from Zapier, n8n, OpenAI and Microsoft commoditizing simple integration use cases. Severity: high
  • Weaker SEO and distribution moat versus Zapier (256K vs 5.8M backlinks) limiting new customer acquisition. Severity: medium
  • n8n's rapid mid-market share gains against Zapier could pressure category-wide pricing and positioning. Severity: medium
  • Strategic autonomy tied to Celonis's IPO plans and internal prioritization, with no independent funding. Severity: medium
Rivals, as read in July 2026
RivalDirectionEvidence
Zapierlosing toZapier holds 5.8M backlinks vs Make's 256K and 7,000-8,000+ integrations, per Sacra, 2026-06-15
n8ngaining onn8n grew mid-market customers 10x+ YoY, winning 2:1 vs Zapier, per YipitData, 2026-06-15
Microsoft Power AutomatecontestingNamed direct competitor bundling automation into enterprise stack, per Crustdata, 2026-04-24
BoomicontestingNamed enterprise integration competitor by Crustdata, 2026-04-24
Questions people ask
Who owns Make (Integromat)?
Make is a business unit of Celonis SE, which acquired Czech startup Integromat in October 2020 for a disclosed sum over $100 million. Make has never raised independent venture funding and operates as part of Celonis, a process-mining firm last valued around $11 to 13 billion in August 2022.
Is Make profitable in 2026?
No independent profitability figures are public. Third-party estimates put Make's 2025 revenue near $52.6 million, up from roughly $40 million in 2023, but net income or margin data has not been disclosed by Celonis or independent trackers as of mid 2026.
Could AI agents replace Make?
Make's core visual workflow builder faces direct exposure to model-native AI agents from Zapier, n8n, OpenAI, Microsoft and Salesforce that execute integrations from natural-language prompts, per October 2025 trade press. Make responded with its own AI Agents beta in April 2025 and canvas-embedded agents in February 2026.
Who is Make's biggest competitor?
Zapier is the category leader with 7,000 to 8,000-plus app integrations and a 5.8 million backlink SEO moat versus Make's 256,000, per Sacra. n8n is the faster-rising threat, growing mid-market customers over 10x year-over-year and winning 2:1 against Zapier per YipitData, June 2026.
Is Celonis, Make's parent, going public?
Celonis is widely discussed as an IPO candidate with market chatter of a possible 2026 US listing, but as of July 2026 no SEC filing has occurred, per Mainsights and Wikipedia tracking of the company's funding and valuation history.
How many organizations use Make?
Make states it serves over 400,000 organizations across 200-plus countries as of March 2026, up from a reported 350,000-plus organizations in October 2025 coverage of its Waves '25 conference, according to the company's own marketing claims.
Timeline
  • 2026-05-11Celonis launches Context Model, agrees to acquire Ikigai Labs for AI decision intelligence
  • 2026-03-11Make claims 400,000+ organizations across 200+ countries on its site
  • 2026-02-10Make ships next-gen AI Agents inside Scenario Builder canvas with reasoning panel
  • 2025-10-15Waves '25: Make unveils visual orchestration strategy, Maia assistant, MCP support
  • 2025-08Make switches billing model from operations to credits
  • 2025-06Make launches Make Grid for visualizing automation landscapes
  • 2025-04-14Make launches Make AI Agents beta with 2,000+ integrations, 30,000+ actions
  • 2022-08-31Parent Celonis raises Series D extension led by Qatar Investment Authority, valuation ~$11-13B
  • 2022-02-22Integromat rebrands to Make after migrating to make.com domain
  • 2020-10-14Celonis acquires Integromat for disclosed sum over $100 million
Revision history
22 July 2026
First assessed. Losing its protection. The text above is fixed as of this date and is not edited afterwards.
In the same band
ZapierAirtableAutomattic
More in Enterprise and productivity software →
Sources