Workflow Automation Tools: Zapier vs Make vs Power Automate

You've heard about workflow automation and how it can save your business hours each week. But when you start looking at the options, it gets overwhelming fast. Three names keep popping up: Zapier, Make (formerly Integromat), and Microsoft Power Automate. Which one's right for your business?

Let's break down each platform so you can make an informed decision without getting lost in the technical jargon.

What Are Workflow Automation Tools?

Before we compare them, let's get clear on what these tools actually do. They connect your different software applications and make them work together automatically. Think of them as digital assistants that handle repetitive tasks between your apps.

For example, when a customer fills out your contact form, the tool can automatically add them to your CRM, send a welcome email, and create a task for your sales team. No manual copying and pasting required.

Zapier: The User-Friendly Option

Zapier is probably the most well-known automation tool, and for good reason. It's designed for people who don't want to mess about with complicated setups.

Best for: Small businesses that want simple automations without technical complexity.

Strengths:

• Over 5,000 app integrations (more than any competitor)
• Dead simple interface that anyone can use
• Excellent templates to get you started quickly
• Great customer support and helpful community

Limitations:

• Can get expensive as you scale up
• Limited to linear workflows (A triggers B triggers C)
• Less powerful for complex business logic

Pricing: Free plan for basic use, paid plans start at £16/month.

Good fit for: Retail shops connecting their online store to accounting software, or service businesses linking booking systems to customer communication tools.

Make: The Visual Builder

Make (the company changed its name from Integromat in 2022) takes a different approach. Instead of simple trigger-action chains, you build visual workflows that can branch and merge like a flowchart.

Best for: Businesses that need more sophisticated automation logic but don't want to write code.

Strengths:

• Visual workflow builder that's actually intuitive
• Can handle complex branching logic and conditions
• More cost-effective for high-volume automations
• Advanced data manipulation capabilities

Limitations:

• Steeper learning curve than Zapier
• Fewer app integrations (though still plenty for most needs)
• Can be overwhelming for simple tasks

Pricing: Free plan available, paid plans start at around £8/month.

Good fit for: Manufacturing companies with complex order processing, or professional services firms with multi-step client onboarding processes.

Microsoft Power Automate: The Enterprise Choice

If your business already lives in the Microsoft ecosystem (Office 365, Teams, SharePoint), Power Automate might be your natural choice. It's built to work seamlessly with Microsoft products but connects to hundreds of other apps too.

Best for: Businesses heavily invested in Microsoft tools, or those needing enterprise-grade security and compliance.

Strengths:

• Deep integration with Microsoft Office suite
• Enterprise security and compliance features
• AI-powered automation suggestions
• Desktop automation capabilities (not just web apps)

Limitations:

• Best features require Microsoft 365 subscription
• Interface can feel clunky compared to Zapier
• Learning curve for non-Microsoft users

Pricing: Basic version included with some Microsoft 365 plans, standalone plans start at £12/month.

Good fit for: Construction companies using Microsoft Project and Teams, or healthcare practices already using Office 365 for compliance reasons.

Which One Should You Choose?

The honest answer? It depends on your specific needs:

Choose Zapier if: You want to get started quickly with simple automations. You value ease of use over advanced features, and you don't mind paying a bit more for simplicity.

Choose Make if: You need more complex workflows with branching logic. You're comfortable with a visual interface and want better value for money as you scale up.

Choose Power Automate if: You're already using Microsoft 365 extensively. You need enterprise-grade security or want to automate desktop applications alongside web tools.

Getting Started

Whatever tool you choose, start small. Pick one annoying manual task that happens regularly in your business. Maybe it's adding new customers to your mailing list, or copying order details between systems.

Set up that one automation first. Get comfortable with how it works. Then gradually add more complex workflows as your confidence grows.

Ready to Identify Your Automation Opportunities?

Before you dive into any automation tool, it's worth understanding where your business has the biggest opportunities for efficiency gains. Our free Digital Efficiency Assessment evaluates your current processes across seven key areas and provides personalised recommendations for improvement.

Take the assessment at /assessment to discover which workflows could benefit most from automation, and get practical next steps tailored to your business.