Make's Endpoint Depth Strategy

Make’s endpoint depth is a bet that serious automation buyers care less about how many logos are on the integrations page, and more about whether a workflow can actually reach the exact field or action they need. That matters in real business processes, where a team may need to update custom CRM objects, branch on order status, or push data into a specific ticketing action, not just send a generic create record command.

• The product has historically offered about 2x more API endpoints per app than Zapier, while covering fewer apps overall, about 1,600 for Make versus 5,000+ for Zapier. That trade favors ops heavy users building denser workflows inside a smaller set of core systems.
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• Zapier’s model has been far more capital efficient because partners often build their own integrations, helping Zapier scale to roughly $310M estimated revenue in 2023 on just $1.4M total funding. Make’s heavier in house integration work supports deeper coverage, but with higher operating cost.
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• This depth also helps Make with larger customers. One interview noted that Integromat would go through security reviews when Zapier often would not, and that enterprise buyers increasingly want the top 10 to 15 integrations to feel complete, native, and precise, while leaving the long tail to a platform.
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The market is moving toward a split. The most important integrations will keep getting deeper and more native, while long tail connectivity stays aggregated. That gives Make a clear lane. Win the teams that run complex workflows across a handful of systems, and turn endpoint coverage into a durable reason to standardize on the platform.