Zapier vs Make vs custom: choosing the right automation approach
· Ian Bensley
No-code connectors, visual platforms, or a custom build? A practical guide to choosing the right automation approach for cost, volume and reliability.
There's no single right automation tool - only the right tool for the job. Here's how I actually decide, and why I have no preferred vendor.
No-code connectors (Zapier, Make)
Perfect for simpler, lower-volume automations you want up fast. They're quick to build and easy to change. The catch is cost at scale and limits on complex logic.
Self-hosted platforms (n8n)
When you want more control, lower per-task cost at volume, or data kept in-house, a self-hosted platform is a strong middle ground.
Custom builds
When volume is high, logic is complex, reliability is critical, or nothing off-the-shelf fits, a proper custom integration is cheaper and sturdier in the long run.
How I choose
I pick per job, weighing cost, volume, complexity and reliability - not loyalty to a platform. That's the whole point of having no preferred vendor. Sometimes the honest answer is the cheap connector; sometimes it's a build. See operational automation.
Ready to stop doing this by hand? Tell me what's slowing your business down and I'll give you an honest read on whether AI and automation are worth it for you - no pitch, no jargon.