Relay
AI-native workflow automation platform that adds a human-in-the-loop step for reviewing AI actions before they execute - raised $11M seed in 2022.
Relay is an AI-native workflow automation platform that differentiates from Zapier and Make by embedding a human-in-the-loop layer - AI can draft actions, generate content, or make decisions, but humans can be prompted to review and approve before automation proceeds. This design makes Relay well-suited for business processes that require occasional judgment, such as customer communication, content publishing, or contract approvals. Founded in 2022 by Jacob Bank and Matt Kerner, Relay raised $11 million in seed funding. The platform connects 100+ SaaS apps and supports custom AI steps powered by GPT-4o and Claude. As of 2025, Relay expanded its AI capabilities to include document data extraction, email classification, and CRM enrichment automation.
Key Features
- Human-in-the-loop step - AI drafts an action and pauses for human review and approval before executing
- 100+ native integrations including Salesforce, HubSpot, Slack, Gmail, Notion, and Airtable
- AI steps powered by GPT-4o and Claude for text generation, classification, and data extraction within automations
- Document and email data extraction for pulling structured data from unstructured inputs automatically
- Custom code steps in JavaScript for logic that the no-code builder cannot handle
- Parallel branching and conditional logic for complex workflows with multiple outcome paths
- Full run history with audit trail showing every action taken, its input data, and its output result
Use Cases
- Customer success teams automating follow-up emails with AI-drafted content reviewed before sending
- Marketing teams auto-routing and classifying inbound leads with human approval before CRM entry
- Operations teams building approval workflows where AI recommends decisions but humans confirm them
- Agencies automating client reporting with AI-generated summaries reviewed by account managers before delivery
Pros
- Human-in-the-loop design makes it safe for business processes that cannot fully automate without oversight
- AI steps inside automations eliminate the need to call external AI APIs or build separate integrations
- Run history audit trail provides compliance documentation that pure automation tools often lack
Cons
- Human approval steps introduce latency that makes Relay unsuitable for high-volume real-time automations
- Smaller integration library than Zapier or Make - some niche tools require custom webhook workarounds
- Pricing scales quickly for teams with multiple power users running frequent automations simultaneously
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