Tray.io : Pioneering a New Approach to Low-Code Automation

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The rapid advances in workflow automation during the pandemic have fuelled an increased exposure towards the vast scope of API integration and automation. The converging exposure has also spurred a general anxiety around automation in the workforce cloud, with people feeling threatened by the mind-boggling capabilities of artificial intelligence. Companies going overboard with automation have furthered the negative framing towards AI tools and the perception of it as an impossible hurdle for humans to compete with robots for their jobs.

“Using automation to help lift the workforce and the economy out of the post-pandemic slump by making it more accessible, and providing workers with tools to improve a job they have expertise in is necessary to normalize automation for all, ”explains Richard Waldron, Founder, and CEO of Tray.io. “Re-branding automation can be possible only if it is made simpler and within the grasp of the existing workforce. And that’s where Tray steps in.”

The software start-up’s low-code automation platform, with their enterprise-grade security and support, enables effortless digital transformation across organizations. Tray’s modern, serverless architecture empowers business users and technologists to automate mission-critical processes rapidly. With Tray’s visual workflow builder, customers can create automations to drive their business processes without writing a single line of code.

The Journey from Inception

Alistair Russell, Dominic Lewis, and Richard Waldron started Tray in London in 2012, bootstrapping for five years before getting substantial funding from investors and relocating to San Francisco. Nearing their tenth year in business, the company has customers, including Zendesk and GitHub, who pay $595 and up a month. By integrating applications through a graphical interface, Tray was developed to aid marketing teams in automatically generating and contacting leads and spare the IT department’s hours slogging through boilerplate code.

“Tray is low-code automation for everyone. The Tray General Automation Platform democratizes automation and integration so that anyone can easily turn their unique business processes into repeatable and scalable workflows that keep evolving when business changes,” says Waldron. Contrary to iPaaS solutions, which are expensive, complex, and code-intensive, Tray’s flexible self-service platform makes it simple to build integrations using any API that connects enterprise applications at scale without incremental costs.

As process innovation is today’s competitive advantage, companies can no longer be differentiated on their tech stack alone. The promise of SaaS has led to an avalanche of siloed point solutions that force businesses processes into rigid, predetermined schema. Tray Platform removes these limitations, empowering both technical and non -technical users in creating sophisticated workflow automations that streamline data movement and actions across multiple applications.

Tray is low-code automation for everyone. The Tray General Automation Platform democratizes automation and integration so that anyone can easily turn their unique business processes into repeatable and scalable workflows that keep evolving when business change

Freed from these tedious and repetitive tasks, citizen automators, product leaders, and IT can uplevel their skill set with automation to reach their full potential.

Marking a Client Success Story with Udemy

Tray’s solutions for complex workflow automation are best understood through their client success stories. Tray recently helped open online course provider Udemy to integrate Stripe and Salesforce for eliminating manual inefficiencies, rapidly process enterprise contracts, and drive upsells.

Like other rapidly growing companies, Udemy faced challenges getting its systems to scale. The enterprise self-service platform, which handles credit card purchases through payment processing solution Stripe, had to be integrated with Salesforce CPQ to eliminate manual management of contracts and pricing. In addition, important features in Salesforce CPQ, such as the ability to amend or update contacts, weren’t available via its API – the interface that software applications such as Salesforce and Stripe use to connect to each other to enact joint functionality. This meant that updating contracts after the fact required even more manual work.

To optimize the workflow, Udemy looked for integration solutions to connect contract information between Stripe and Salesforce. Tray offered all the integration and automation functionality the company needed, with an easy-to-use visual editor that would let Udemy’s team build whatever processes they wanted without the need for expensive development resources.

With successful Stripe-to-Salesforce-CPQ integration for self-serve enterprise contracts in place, the Udemy team saw immediate improvements in their daily work, as well as in the company’s bottom line. With the new process in place, Udemy realized monetary savings and time savings of 20-25 hours per month, with increased efficiency due to a seamless, automated process.

Vision for the Future

With explosive international growth, including a four-time increase in customer growth and a 245 percent increase in revenue year over year, the company is currently focused on their recently expanded event-streaming support for the Tray.io General Automation Platform. This includes the addition of Pub/Sub (Publish/Subscribe), Queue Trigger, Queue Connector, and new connectors for message queues services and event streams. The latest enhancements provide builders with better control over real-time data flows, making it easier to integrate, automate, and orchestrate real-time data and event streams across applications, infrastructure, and devices. Leveraging the new event-streaming capabilities, organizations can drive greater value from realtime, event-based data at scale – without having to manage or learn complex infrastructure.

Tray is also expanding their go-to-market (GTM) operations in EMEA and APAC with the opening of a new sales and support office in the UK and new regional data centers to serve global customers better. The company has also released updates to the Tray Platform and Tray Embedded, including advanced systems integrators (SI) capabilities and new connectors for Microsoft Azure Blob, PayPal, and more. With full-scale automation and integration of the cloud-based infrastructures showing continued momentum at a software-heavy marketplace, Tray.io is positioned for upscale growth.

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