Integromat's 2019 review counted users, not a $107 million sale

The story

On 7 February 2020, the Integromat blog published a year-in-review that still sits at https://medium.com/integromat/gaining-momentum-integromats-2019-year-in-review-integromat-blog-a99c0ef0e22e. The byline is the company, not a signed founder essay, and it is the assigned original for this record. The word the authors chose for 2019 was growth: of the user base, of the product, and of a team that had stayed, they said, financially sustainable from the beginning. They also called it personal growth: expanding a team, solving finer problems, and boosting the product's reach after a year so fast they had little time to reflect. Financial sustainability is a qualitative claim. It is not a funding round, and the post does not publish revenue or ARR.

The user snapshot is the number they put in bullets. December 2018: 77,000 users. December 2019: 205,000 users. They called that 277 percent growth in 2019. Those are registered-user figures as the company labeled them, not paying customers. A separate line said the number of paying users multiplied by three in the past twelve months. A triple is a ratio. The post does not give the starting or ending paying-user count, so this record does not invent one, and it does not turn the triple into dollars.

Two more adoption claims sit beside the 205,000. As of the review, Integromat was getting one new user every five minutes. More than 100,000 businesses were using the product. New-user cadence is a run-rate of sign-ups, not of cash. Businesses using the tool are not the same as 205,000 registered users, and neither line is a revenue total. Traffic, they added, had doubled from January 2018 to January 2019, another usage claim without a dollar sign.

An earlier company post, "What's next for Integromat in 2019," dated 4 January 2019 at https://medium.com/integromat/whats-next-for-integromat-in-2019-35480f4ca120, gives a slightly different year-end 2018 count: 80,618 registered users as of 31 December 2018, plus 128,445 scenarios run in 2018. This record keeps both company snapshots instead of averaging them. The January 2019 note is signed by Jessica Herauf. It also said a Facebook community group, launched in June 2018, had grown to more than 1,300 members in six months. Group members are not paying users.

Product breadth in the 2019 review is counted in apps and modules. User demand, they wrote, had closed two loops: faster app shipping and heavier support. In 2019 alone, a new app landed every 3.65 days and a new module every 3.75 hours, bringing totals to 359 supported apps and 5,583 modules. Cadence and catalog size describe shipping, not billings. They started publishing partner and customer use cases because listing every workflow would take an encyclopedia. The examples they did sketch were people turning time-serving work into saved time, and coders into no-coders. Support load, they said, was heavy, and they printed user affection as evidence the team was keeping up. Affection is not a net-revenue retention figure.

Named organizations appear as proof of reach. The 2020 review lists Facebook, Airbnb, Uber, Cisco, Adidas, the United Nations High Commissioner for Refugees, and the U.S. Army Corps of Engineers among those using Integromat. Those are company-reported logos. They are not disclosed deal sizes. The same post says some of the world's largest companies were on the platform. That sentence is still not an acquisition headline.

Headcount growth is modest in the company's own telling. During 2019, almost twenty new members joined in support, development, marketing, and growth. The review contrasts that with the usual startup montage of parties and over-the-top spend. That, they wrote, was not Integromat. From the beginning the company had focused on financial sustainability and had kept it. Culture notes include multicultural distributed teams, flexible hours, goal-oriented project management, and a dislike of extra slide decks they compared to Jeff Bezos's allergy to leftover PowerPoint. They described employees as automation maestros and no-code flag bearers, aiming at a world where the product powered hundreds of thousands of makers. Ambition is not a user count already achieved. Independence, collaboration, and results are listed as values.

The January 2019 recap fills in how 2018 looked before that jump. Forbes named them Startup of the Week in January 2018. In September they won a CES Startup of the Year award. From February to April they sat in San Francisco on CzechInvest's CzechAccelerator program. After a 2017 Google Campus Tel Aviv slot, they attended Google Launchpad in Tel Aviv in July 2018. An affiliate program launched in January 2018. Two large app additions were Zapier and IFTTT; Zapier, they wrote, asked them to remove the app, which is why the logo became an orange circle, while users kept the connection. Awards and accelerator weeks are not revenue.

Looking at 2020, the review promised Integromat 2.0, broader documentation, and a private self-hosted version for larger organizations whose automation needs sat above the average user. The January 2019 plan already listed hosted and on-premise instances without operations or data caps, partner networks of ready scenarios, a Converger opposite the Router, multiple triggers on one scenario, and a tease of Integromat 2.0. None of those roadmap items includes a price. The company said it did not yet lead the iPaaS and workflow-automation market but was headed there with a strong product, go-for-it teams, solid finances, and a community of users. Solid finances remain unsized. There is still no ARR line in either post.

Ondrej Gazda is the founder attached to this Make slug. These two Integromat posts do not quote him by name, and they do not state a sale price or a ten-million-dollar revenue year. Catalog lines that later attach a $107 million acquisition or $10 million revenue to this 2019 review are not in the fetched originals and are omitted. What the company did publish is user growth from a 77,000 or 80,618 year-end 2018 base to 205,000 at year-end 2019, a 3x paying-user multiple without a dollar, 100,000-plus businesses, and a shipping cadence for apps. Keep users, paying-user multiples, and funding-or-exit rumors in separate columns.