In an age dominated by rapid technological advancements, the promise of seamless integration across applications often falls short, particularly for non-technical users. Most integration platforms like Zapier have existed for a while, but their usability remains a barrier for many who lack programming skills. While generative AI has introduced some level of simplification in navigating these tools, the reality is that those hoping to fully leverage their capabilities still need a certain degree of technical know-how. This observation didn’t go unnoticed by developers Sam Brashears and Edward Frazer, who recognized the inefficiencies in current automation solutions during their internships at major tech companies.
During their experiences at tech titans such as Meta and Stripe, both Brashears and Frazer encountered significant hurdles while attempting to set up automated workflows. Frazer poignantly shared, “I’d been dealing with the pain of designing integrations and automations from scratch.” With this shared experience of frustration, they became motivated to create a solution that would democratize access to automation technology. They aimed for a platform that would alleviate the technical burdens associated with current tools—a vision that ultimately led to the inception of DryMerge.
DryMerge, the brainchild of this dynamic duo, offers a chatbot interface designed to facilitate workflow creation between applications. Users can easily describe the automation they want using natural language—for example, describing a series of actions like, “Whenever I receive an email from a new client, notify my team on Slack and add their details to HubSpot.” Thus, the platform’s goal is to eliminate the complicated processes that currently necessitate IT intervention, making it approachable even for those without coding experience. As Frazer articulated, “A natural language interface opens up automation to nontechnical people.”
Upon diving into the DryMerge interface, users are greeted with a clean, minimalist layout, reminiscent of systems like ChatGPT. The chatbot prompts users to initiate a chat session for each new automation, organizing past sessions for easy reference. This thoughtful design prioritizes usability, making essential functions easily accessible. The platform supports an expanding array of applications—from Gmail and Outlook to project management software and social media platforms—purposefully crafted to enhance productivity and streamline repetitive tasks.
In personal trials, DryMerge initially appeared promising. It successfully facilitated one user’s attempt to auto-organize contacts and meeting invites. However, the experience wasn’t without its drawbacks. Issues arose when the chatbot either stalled or misunderstood requests, leading to significant frustration. For instance, a request meant to automate contact entries into a Google Calendar was misinterpreted. Although fleeting setbacks can deter user confidence, there were moments when DryMerge demonstrated its potential, especially in situations like automating feed posts from one platform to another—a feature that could significantly benefit active professionals.
Despite the occasional hiccups encountered during testing, it’s essential to recognize that DryMerge is still a nascent platform working through its bugs. Frazer reassured users about the team’s commitment to addressing these initial challenges, as DryMerge’s development relies solely on Brashears and Frazer for now. Their iterative approach aims to refine the platform quickly, indicating a comprehensive focus on user feedback and improvement over time.
However, as promising as DryMerge appears, the duo faces the daunting task of carving a niche in an increasingly crowded landscape of integrated automation solutions. The Integration-Platform-as-a-Service (iPaaS) market is booming, projected to reach a staggering $2.7 billion. Established players like AWS and IBM are investing heavily in this space, and numerous startups continue to emerge, each vying for attention. Through all this competition, Frazer remains optimistic about DryMerge’s unique selling point: its promise of simplicity. He asserts, “We think we’re well-positioned to deliver tooling that empowers nontechnical folks.”
DryMerge’s growth trajectory is promising, even with only around 2,000 users currently. Recent acceptance into prestigious seed accelerator Y Combinator and successful funding garnering $2.2 million shows confidence in their direction. As the team gears up to expand its offerings with new app integrations, the focus will not only be on enhancing the user experience but also on scaling their workforce to better support their growing user base.
Present challenges aside, the potential for DryMerge to succeed in empowering users with little to no coding experience is substantial. Should they refine their platform’s functionality, they could very well usher in a new era of automation that makes app integration accessible to all—bridging the gap between technology and everyday users. As Frazer insightfully noted, the core mission remains, “to deliver easy-to-use tooling that simplifies and enhances automation.” This commitment could make a lasting impact in an industry that greatly needs it.