What we liked, and didn't, about existing tools
We are upfront admirers of tools like Make and Zapier. We didn't build Flow because those tools are bad. We built it because they're general-purpose, and general-purpose tools pay a real tax in complexity at the exact moment a new user is trying to figure out whether automation is even worth their time.
Letting AI propose the workflow
The feature we were most nervous about shipping was AI-suggested automation steps. The failure mode is ugly: an AI that confidently builds something subtly wrong, and a user who trusts it because it looks finished.
“The fix wasn't making the AI more confident. It was making its proposals easier to distrust on sight — visible, editable, and never auto-run without a person looking at every step first.”
Triggers that already know our products
This is the part of Flow that a general-purpose automation tool genuinely can't replicate without us, because it requires actually knowing the internals of SEOventra, AlShorty, and Documateo rather than treating them as generic third-party APIs.
Conditional logic without the dread
The branch node in Flow reads almost like a sentence: 'if the click count is above 100, do this; otherwise, do that.' No nested logic gates, no separate panel to configure conditions in isolation from the visual flow.
Why we obsessed over failure, not success
Automations don't usually fail loudly. They fail quietly: a workflow that was supposed to send a follow-up email simply stops sending it, and nobody notices for three weeks, because there's no error message, no crash, no obvious signal.
Where Flow goes from here
Flow is still young relative to the products it sits alongside. The roadmap is shaped by one question: does this remove a step someone was taking manually, or does it just add a capability that looks good in a comparison table?
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