- Works with
- NetSuite, SAP, Microsoft Dynamics 365, Oracle
- Deployment
- Cloud
- Company size
- Mid-market, Enterprise
- Pricing
- Quote-based
- Founded
- 2012
- Headquarters
- San Francisco, California, USA
Overview
Tray.ai (formerly Tray.io) is a low-code integration and automation platform positioned as an AI-ready iPaaS. Its visual workflow builder lets users compose automations from connectors, triggers, and logic, and its Merlin AI layer adds AI-augmented building, agents, and natural-language assistance on top of the integration engine. The platform targets both technical and business 'fusion teams' that want to build composable, reusable integrations and automations across SaaS applications.
Tray.ai provides connectors to hundreds of business applications, a Universal Connector and Connector Development Kit (CDK) for any REST API, and capabilities spanning data integration, process automation, and API management. More recently the company has emphasized AI use cases -- building AI agents, governing Model Context Protocol (MCP), and embedding integration into AI-driven workflows -- alongside traditional SaaS-to-SaaS automation. An embedded option lets software vendors offer native integrations inside their own products.
Tray was founded in 2012 with roots in London and is headquartered in San Francisco. The company has raised venture funding from investors including Spark Capital and others, and primarily serves mid-market and enterprise teams across operations, marketing, sales, and IT functions.
Screenshots & demo
Demo video from the vendor's YouTube channel. Screenshots sourced from Tray.io.
Features & capabilities
Connectors
Connectors and a universal framework for any API.
- 700+ connectors for SaaS, data, and business applications
- Universal Connector / HTTP client for any REST API
- Connector Development Kit (CDK) for custom connectors
- Connectors for CRM, marketing, finance, and support tools
- Reusable connector authentications
Workflow Automation
Low-code visual building of automations.
- Drag-and-drop workflow builder with triggers and steps
- Branching, loops, and conditional logic
- Scheduled, real-time, and event/webhook triggers
- Reusable, composable workflow components
- Data mapping and transformation helpers
Merlin AI
AI-augmented building and agent orchestration.
- AI-assisted workflow and integration building
- AI agents and natural-language automation
- Model Context Protocol (MCP) governance
- AI-augmented API management and composability
API Management
Expose and manage APIs from workflows.
- Publish workflows as callable API endpoints
- API authentication and access control
- Microservice composition from reusable assets
- Webhook and event handling
Embedded Integration
OEM integration for software vendors.
- Tray Embedded for native in-product integrations
- White-label / embedded integration marketplace
- Multi-tenant management for distributed integrations
Governance & Monitoring
Operational controls and oversight.
- Role-based access and workspace management
- Logging and execution monitoring
- Error handling and alerts
- Version control and environment management
Common use cases
- Automating revenue, marketing, and sales operations across SaaS apps
- Lead-to-cash and data-sync workflows between CRM and other tools
- Building AI agents and AI-augmented automations
- Exposing reusable API endpoints from business workflows
- Embedding native integrations inside a software product (OEM)
- Connecting any REST API via the Universal Connector
- Governing MCP and AI tool access across the enterprise
Strengths & considerations
Strengths
- AI-native positioning with the Merlin AI layer for building, agents, and MCP governance
- Universal Connector and CDK enable integration with virtually any REST API
- Tray Embedded option for software vendors to ship native in-product integrations
Considerations
- Pricing is quote-based and not publicly listed
- Connector depth for some niche ERP back-office systems may require the universal/API approach
ERP integrations
Pricing
Subscription pricing is quote-based, typically driven by workflows/tasks, connectors, and embedded usage. Trials are available. Get an independent shortlist with pricing guidance below.
Technical & security
- Hosting
- SaaS (multi-tenant)
- Data residency
- US, EU
- Compliance
- SOC 2, ISO 27001, HIPAA, GDPR
- Mobile app
- No
- Languages
- English
About the vendor
- Founded
- 2012
- Headquarters
- San Francisco, California, USA
- Employees
- ~250
- Ownership
- Private
Alternatives to Tray.ai in iPaaS
Tray.ai — frequently asked questions
What is Merlin AI in Tray.ai?
Merlin AI is Tray.ai's intelligence layer that provides AI-augmented integration building, AI agents, natural-language automation, and MCP governance on top of the iPaaS engine.
Can Tray.ai connect to applications that lack a pre-built connector?
Yes. Its Universal Connector / HTTP client and Connector Development Kit let users integrate with virtually any REST API.
What is Tray Embedded?
Tray Embedded lets software vendors build and ship native integrations inside their own products using Tray's platform, often as a white-label integration marketplace.
Evaluating iPaaS?
Tell us your ERP and requirements and we'll send an independent shortlist — including Tray.ai and the best-fit alternatives — with honest pros and cons.