The workflow automation market will exceed $26 billion by 2028 (Mordor Intelligence). For startups scaling from 10 to 100 employees, picking the right automation platform is not a nice-to-have. It is a decision that shapes your operational cost structure for years. Choose wrong, and you are locked into a tool that either limits your growth or bleeds your budget at scale.
The quick verdict: n8n is the best choice for teams that need self-hosted automation with full code access. Zapier wins for non-technical teams that want the fastest setup. Make offers the best visual workflow builder at the lowest entry price.
This guide breaks down all three platforms across pricing, integrations, AI capabilities, scalability, and total cost of ownership so you can make an informed decision.
If you already know you need custom automation that goes beyond what off-the-shelf tools offer, talk to our team. At KumoHQ, we have built automation stacks for startups across healthcare, fintech, and e-commerce with 13+ years of hands-on experience and a 99% client retention rate.
TL;DR: Which Tool Should You Pick?
Your Situation | Best Pick |
|---|---|
Non-technical team, need quick integrations | Zapier |
Developer-led team, want self-hosting and code access | n8n |
Visual thinkers, complex branching workflows on a budget | Make |
Need AI agents + automation in one stack | n8n |
Enterprise compliance and audit trails | Zapier or n8n Enterprise |
Budget under $50/month, moderate volume | Make |
Full Comparison Table: n8n vs Zapier vs Make
Dimension | n8n | Zapier | Make |
|---|---|---|---|
Pricing Model | Per execution | Per task (each action counts) | Per operation |
Free Tier | Unlimited (self-hosted) | 100 tasks/month | 1,000 ops/month |
Paid Plans Start | $24/month (cloud) | $29.99/month | $9/month |
Mid-Tier Cost | ~$50/month (Pro) | $103.50/month (Team) | $16/month (Pro) |
Self-Hosting | Yes (core feature) | No | No |
Open Source | Yes (Fair Code license) | No | No |
Native Integrations | 350+ | 7,000+ | 1,800+ |
Custom Code | JavaScript, Python in nodes | Limited code steps | Limited code modules |
AI/Agent Features | Native AI agent nodes, LangChain support | AI-powered Copilot, AI actions | AI modules (OpenAI, etc.) |
Visual Builder | Node-based canvas | Linear step builder | Advanced visual canvas |
Branching/Loops | Built-in conditionals, loops | Multi-path Zaps (paid) | Advanced routers, iterators |
Error Handling | Built-in retry, error workflows | Auto-replay, error notifications | Error handlers per module |
Team Collaboration | Shared workflows, RBAC (Business+) | Shared folders, team permissions | Team workspaces |
Learning Curve | Moderate (developer-friendly) | Low (easiest to start) | Moderate (visual but complex) |
Ideal Company Size | 5-100+ (technical teams) | 1-50 (any skill level) | 5-50 (ops/marketing teams) |
Data Residency | Full control (self-hosted) | US/EU (cloud only) | US/EU (cloud only) |
Compliance | SOC2, GDPR (Enterprise) | SOC2, HIPAA (Enterprise) | SOC2, GDPR |
Deep Dive: n8n
What is n8n?
n8n is an open-source, self-hostable workflow automation platform built for technical teams. Unlike Zapier or Make, n8n gives you the option to run everything on your own infrastructure, meaning your data never leaves your servers.
If you have been following our guide to streamlining DevOps with n8n, you already know how powerful n8n is for engineering workflows. Its AI agent capabilities make it the frontrunner for teams building intelligent automation.
n8n Pricing (2026)
Community (Self-Hosted): Free forever. Unlimited workflows and executions. You manage the infrastructure.
Starter (Cloud): $24/month. Hosted by n8n, limited executions.
Pro (Cloud): ~$50/month. More executions, advanced features.
Business (Self-Hosted): Custom pricing. Adds RBAC, SSO, audit logs. Execution-based billing.
Enterprise: Custom. Full compliance suite, dedicated support.
Startup Plan: 50% off Business for companies under 20 employees.
n8n Strengths
Self-hosting means zero data leaves your infrastructure. Critical for healthcare, fintech, and regulated industries.
Full code access. Write JavaScript or Python directly inside workflow nodes.
AI-native. LangChain integration, vector store nodes, and AI agent workflows are first-class features. See our breakdown of the best AI agent builders.
Cost at scale. Once self-hosted, your marginal cost per workflow is near zero (just server costs).
n8n Weaknesses
Requires technical resources to self-host and maintain.
Smaller integration library (350+) compared to Zapier (7,000+). You may need to build custom nodes.
Cloud pricing can climb quickly with high execution volumes.
Deep Dive: Zapier
What is Zapier?
Zapier is the most widely adopted automation platform, connecting 7,000+ apps through a simple trigger-action interface. It is the default choice for non-technical teams because setup requires zero code and almost zero learning curve.
Zapier Pricing (2026)
Free: 100 tasks/month, single-step Zaps only.
Professional: $29.99/month for 750 tasks. Multi-step Zaps, filters, formatters.
Team: $103.50/month for 2,000 tasks. Shared workspaces, premier support.
Enterprise: Custom pricing. Advanced admin, HIPAA compliance, SSO.
Each action in a multi-step Zap counts as one task. A 5-step Zap that runs 100 times uses 500 tasks. This adds up fast.
Zapier Strengths
Largest integration library. 7,000+ apps. If a SaaS tool exists, Zapier probably connects to it.
Fastest time-to-value. Non-technical users can build working automations in minutes.
Zapier Tables and Interfaces. Built-in lightweight database and form builder, turning Zapier into a low-code app platform.
Enterprise compliance. HIPAA, SOC2, SSO out of the box on Enterprise.
Zapier Weaknesses
Expensive at scale. The per-task model punishes complex, multi-step workflows. A team running 10,000 tasks/month can easily spend $250+/month.
No self-hosting. Data always lives on Zapier's cloud.
Limited code flexibility. Code steps exist but are sandboxed and constrained.
Linear workflow model. Branching and looping are possible but less intuitive than n8n or Make.
Deep Dive: Make (formerly Integromat)
What is Make?
Make is a visual automation platform that uses a canvas-based scenario builder. It excels at complex, branching workflows where you need to see exactly how data flows between steps. Think of it as the middle ground between Zapier's simplicity and n8n's power.
Make Pricing (2026)
Free: 1,000 operations/month, 2 active scenarios.
Core: $9/month for 10,000 operations.
Pro: $16/month for 10,000 operations + advanced features (custom variables, priority execution).
Teams: $29/month for 10,000 operations + team collaboration.
Enterprise: Custom.
Make counts each module execution as one operation. A scenario with 5 modules running once = 5 operations. Similar to Zapier's counting, but at a fraction of the price.
Make Strengths
Best visual builder. The drag-and-drop canvas with branching paths, routers, and iterators is the most intuitive way to design complex workflows.
Price-to-value ratio. 10,000 operations for $9/month is hard to beat. It is the cheapest option for moderate-volume teams.
Advanced data manipulation. Built-in functions for parsing, transforming, and aggregating data within workflows.
1,800+ integrations. Smaller than Zapier but covers most business tools.
Make Weaknesses
No self-hosting. Cloud-only, like Zapier.
Steeper learning curve than Zapier. The visual canvas is powerful but takes time to master.
AI features lag behind. AI modules exist but are not as deeply integrated as n8n's native AI agent capabilities.
Polling triggers cost operations. Scheduled checks consume your operation quota even when there is nothing to process.
Decision Matrix: Which Tool for Which Use Case
Startup with 5-15 Employees, No Developer on Staff
Pick Zapier. You need the broadest integration library and the lowest learning curve. Start with the Professional plan at $29.99/month and automate CRM-to-email, form-to-spreadsheet, and lead notification workflows. If you are exploring no-code automation tools, Zapier is the safest starting point.
Technical Team, 10-50 Employees, DevOps Focus
Pick n8n. Self-host on your existing infrastructure, integrate with GitHub, deploy CI/CD notification workflows, and build AI agents that connect to your internal tools. The free self-hosted tier means your only cost is server time.
Marketing/Ops Team, 15-50 Employees, Complex Workflows
Pick Make. The visual scenario builder handles complex branching better than Zapier, and the pricing is 3-5x cheaper at moderate volumes. Ideal for teams building multi-channel marketing automations, data sync workflows, and reporting pipelines.
Company with 50-100+ Employees, Compliance Requirements
Evaluate n8n Enterprise or Zapier Enterprise. At this scale, you need SSO, audit logs, RBAC, and potentially HIPAA compliance. Both offer enterprise tiers. n8n wins if you need data residency control through self-hosting. Zapier wins if your team is non-technical and you need the broadest integration coverage.
When Off-the-Shelf Tools Are Not Enough
Here is the honest truth: n8n, Zapier, and Make are all excellent for connecting existing SaaS tools. But they have limits.
If your startup needs:
Custom AI agents that integrate deeply with proprietary data (see how much it costs to build an AI agent in 2026)
Mobile apps with embedded automation logic
Workflow engines that handle millions of events per day
Industry-specific compliance beyond what standard platforms offer
Then you need custom development, not another automation subscription.
This is exactly what we do at KumoHQ. We have built automation-powered products like ButtonSimple (healthcare scheduling), flickd (AI recommendation engine), and InnerGiving (fund management platform). The difference between a Zapier workflow and a custom-built system is the difference between a spreadsheet and a database. Both have their place, but only one scales.
Understanding the trade-offs between no-code and traditional development is critical before you commit to a platform.
Real-World Workflow Examples
Lead Enrichment Pipeline
Zapier approach: New form submission (Typeform) > Enrich with Clearbit > Add to HubSpot > Notify sales on Slack. Cost: 4 tasks per lead. At 500 leads/month = 2,000 tasks = Team plan ($103.50/month).
Make approach: Same workflow as a scenario with 4 modules. Cost: 2,000 operations/month. Fits within Core plan ($9/month).
n8n approach: Same workflow self-hosted. Cost: $0 in platform fees. Just your server ($5-20/month on a VPS).
DevOps Alerting System
Trigger on GitHub PR > Run code quality checks > Post results to Slack > Create Jira ticket if failed > Notify team lead via email.
This 5-step workflow is where n8n excels. Self-hosted, with full code access in each node, and native DevOps integrations that Zapier simply cannot match.
E-commerce Order Sync
Shopify order > Update inventory in Airtable > Generate shipping label via API > Send tracking email > Update CRM.
Make handles this beautifully with its visual router for handling different shipping regions and product types. We built a similar system for Equipp's Shopify rental platform and the visual workflow mapping saved weeks of development time.
Frequently Asked Questions
Is n8n really free?
Yes, the self-hosted Community edition is free with unlimited workflows and executions. You pay for your own server infrastructure (typically $5-50/month depending on scale). Cloud-hosted plans start at $24/month. For a deeper look, read our guide on streamlining DevOps with n8n.
Can Zapier handle complex workflows?
Zapier supports multi-step Zaps with branching (Paths), filters, and code steps on paid plans. However, the per-task pricing model makes complex workflows expensive at scale. If your Zaps regularly exceed 5 steps, evaluate Make or n8n for cost efficiency.
Which is cheapest for a startup doing 10,000 automations per month?
Make at $9/month (Core plan) is the clear winner for raw cost. n8n self-hosted is free (plus ~$10-20/month server costs). Zapier would require the Team plan or higher, costing $100+/month.
Should I self-host n8n or use the cloud version?
Self-host if you have DevOps resources, need data residency control, or want to minimize costs at scale. Use cloud if you want zero infrastructure management and are okay with execution-based pricing. Most startups under 20 employees benefit from cloud to start, then migrate to self-hosted as they grow.
Can I use AI features in these tools?
All three support AI integrations. n8n leads with native LangChain support, AI agent nodes, and vector store integrations. Zapier offers AI-powered Copilot for building Zaps and AI actions within workflows. Make provides OpenAI and other AI modules. For serious AI agent development, n8n or custom development is the way to go. See our list of the best AI agent builders for more options.
When should I stop using automation tools and build custom?
When your automation handles business-critical logic, processes sensitive data at scale, needs sub-second performance, or requires deep integration with proprietary systems. At that point, platforms like n8n become prototyping tools and you need purpose-built software. Talk to us about custom development when you hit that inflection point.
The Bottom Line
n8n is the best choice for technical teams that value self-hosting, code access, and AI-native automation. Zapier is the fastest path to automation for non-technical teams with budget flexibility. Make delivers the best value for teams that need visual, complex workflows without enterprise pricing.
Start with the tool that matches your team's technical capacity today. As you scale, reassess. And when you outgrow off-the-shelf platforms entirely, KumoHQ is here to build what comes next.
KumoHQ is a custom AI and no-code development studio based in Bengaluru. With 13+ years of experience, a 4.8 Clutch rating, and 99% client retention, we help scaling startups build the automation infrastructure they will not outgrow. Get in touch.