Tray.ai
Headquarters
San Francisco, CAFounded
2012CEO / Founder
Rich WaldronEmployees
201-500Funding
Series C — $76MProducts
1 product listedAvg. AI Score
7.8/10Website
tray.ai/
Profile updated
About Tray.ai
Tray.ai is an integration and automation platform founded in 2012 and headquartered in San Francisco, California. The company was co-founded by Rich Waldron, who serves as CEO, along with Dominic Grail, Anthony Odell, and Scott Colenut. The platform targets operations, IT, and business teams seeking to automate workflows across cloud applications without extensive engineering resources.
Tray.ai's core product is a low-code workflow automation builder that connects APIs across hundreds of SaaS applications, including Salesforce, Slack, and HubSpot. The platform supports both simple point-to-point integrations and complex multi-step workflows. The company has positioned its product toward mid-market and enterprise customers, with use cases spanning revenue operations, marketing automation, and IT service management. Tray.ai has also introduced AI-assisted workflow building capabilities under its Merlin AI branding.
The company raised a $50 million Series C round in 2021, bringing its total disclosed funding to approximately $76 million. Investors include General Atlantic, Spark Capital, and Mosaic Ventures. As of available data, the company employs between 200 and 500 people. In 2023, Tray.ai rebranded from Tray.io to Tray.ai to reflect its increased focus on AI-assisted automation capabilities.
Specialties
Financials
Dated, source-cited figures. Estimates are marked.
Products by Tray.ai
All products by Tray.ai reviewed by our AI panel of experts.
How Our Review Panel Scores Tray.ai
Six independent reviewer personalities assessed Tray.ai's product on their own terms. They disagreed by 1.4 points — The Finance Lead was the hardest to convince, The Domain Strategist the most positive.
Averaged across 1 reviewed product in our catalog. Scores are out of 10.
Competitive Landscape
Who Tray.ai competes with, and how they differ.
Workato is the closest direct rival: a recipe-based enterprise iPaaS selling workflow automation plus AI-agent building to the same IT/RevOps buyers Tray targets, with deep pre-built app "recipes" as its signature difference from Tray's flow builder.
1 product reviewed on TopReviewedMuleSoft (owned by Salesforce) is the incumbent heavyweight in large-enterprise API-led integration, with deeper API-management tooling and higher price points than Tray, and it wins accounts already committed to the Salesforce stack.
Zapier targets the SMB/prosumer end of automation with self-serve, per-task pricing and thousands of shallow app triggers, versus Tray's enterprise-sales, governance-first approach built for high-volume, mission-critical workflows.
1 product reviewed on TopReviewed
Make (formerly Integromat) competes on a visual, node-based workflow canvas aimed at mid-market and technical solo builders, priced per operation rather than Tray's enterprise contract model.
1 product reviewed on TopReviewed
n8n is open-source and self-hostable, appealing to developer-led teams that want to own their automation infrastructure, in contrast to Tray's fully managed, enterprise-governed cloud platform.
1 product reviewed on TopReviewed
Power Automate wins by bundling into Microsoft 365/Azure licensing and Copilot, competing on default-vendor inertia inside Microsoft shops rather than on Tray's connector breadth or standalone AI-agent tooling.
9 products reviewed on TopReviewedCompany Timeline
Key milestones in Tray.ai's history, with sources.
- Milestone
Named a Visionary in the 2026 Gartner Magic Quadrant for iPaaS
Tray.ai was named a Visionary in Gartner's 2026 Magic Quadrant for Integration Platform as a Service for the third consecutive year, one of only four vendors so recognized.
globenewswire.com - Launch
Launched Agent Gateway for MCP governance
Tray.ai released Agent Gateway, letting IT teams build and govern Model Context Protocol servers and tools within its iPaaS platform, addressing "shadow MCP" sprawl with centralized policy, permissions and audit logging.
techstrong.ai - Acquisition
Acquired Vanti, an Israeli AI knowledge-modeling startup
Tray.ai acquired Tel Aviv-based Vanti, a knowledge-modeling technology provider for autonomous AI agents, on undisclosed terms, to strengthen its Merlin Agent Builder.
destinationcrm.com - Milestone
Rebranded from Tray.io to Tray.ai
CEO and co-founder Rich Waldron announced the company's rename from Tray.io to Tray.ai, coinciding with the launch of an "AI Palette" of native vector-database/LLM tooling and the Merlin AI assistant, repositioning Tray as an AI-ready iPaaS.
tray.ai - Funding
Series C extension — $40M with new investor CPP Investments
Tray.io secured $40 million extending its Series C round, with Canada Pension Plan Investment Board joining existing investors True Ventures, GGV Capital, Spark Capital, Meritech Capital and Stepstone Group; the company cited 115% YoY revenue growth.
tray.ai - Funding
Series C — $50M led by Meritech Capital at $600M valuation
Tray.io raised a $50 million Series C led by Meritech Capital, with Spark Capital, GGV Capital and True Ventures participating, valuing the company at over $600 million and bringing total funding to just under $110 million.
techcrunch.com - Founded
Tray.io founded in London
Rich Waldron, Alistair Russell and Dominic Lewis founded the company (initially a consumer data-aggregation tool) in London in 2012, later pivoting to enterprise workflow automation and relocating to San Francisco.
tray.ai
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