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n8n raises $12M for its ‘fair code’ approach to low-code workflow automation
As businesses continue to look for better ways to work more efficiently, a pioneer in the space of low-code tools to help automate how apps work together is announcing a round of funding on the back of impressive early traction.
Berlin-based n8n — which provides a framework for both technical and non-technical people to synchronize and integrate data and workflows — has raised $12 million in a Series A round of funding.
The startup plans to use the money to continue expanding its team, which now numbers 60 people, and to expand its platform and the services it provides to users.
Currently, n8n can help link up and integrate data and functions between more than 200 established applications, as well as any custom apps or services that you might be using in your specific organization. And since launching in October 2019, the startup has picked up an impressive 16,000 users — including both developers and “citizen developers” (those whose jobs might be described as non-technical but they are not afraid to be more hands-on in trying to build in ways to work better).
Now it wants to make the service easier for more of the latter group to get stuck in with using it.
“We are still seen as a technical product and less of one for citizen developers,” founder and CEO Jan Oberhauser said in an interview. “Our plan is to make n8n simpler to use, so that it’s much easier to adopt. We want to give everyone technical superpowers, whether it’s the marketing team or the IT department.” That means for example building not just chatbots but more intelligent ones, or creating new ways of visualizing data in Slack or something else altogether. And n8n’s platform can also be used to build automation within products, for example to monitor performance and flag when something might need maintenance.
The round is being led by Felicis Ventures, with Sequoia Capital, firstminute Capital and Harpoon Ventures also participating. Sequoia and firstminute co-led n8n’s seed round about a year ago, which also included participation from Eventbrite’s Kevin Hartz, Supercell’s Ilkka Paananen and unnamed early employees of Google and Zendesk, among others. The startup has now raised around $14 million and is not disclosing valuation.
There are a number of low-code and no-code startups on the market today and many of them have been seeing a surge of in interest in the last year. It’s a trend I suspect was brought about in no small part by the arrival of COVID-19.
The pandemic not only led to more people working remotely and relying on apps and other cloud-based services to get what they needed to do done, but in many cases it led organizations to refocus on how they were working, and what could be improved. In some cases, it also has meant a severe tightening of belts, and so companies are needing to do more with less human power, another factor leading to more proactive efforts to use software to get more out of… software.
That’s meant more strain on IT teams, and that too has led to more people within departments themselves getting proactive in improving their own workflows.
Other startups in the space include Bryter (which raised a $66 million Series B earlier this month) and Genesis (which raised $45 million in March), along with Zapier, Airtable, Rows, Gyana, Ushur, Creatio, EasySend and CapivateIQ, some of which are coming to the market with a variety of solutions targeting a set of generic tools, while others are building solutions for more narrow use cases.
In the case of n8n, the company might be considered a “pioneer” in the space not just because of its focus on the growing area of low-code tools, but because of how it views the world of software.
The basic approach n8n is taking is around the idea of “fair code.” This is somewhat similar to open-source, and is analogous to a freemium-style model for the concept. The code is available in a public repository and the idea is that this will never disappear (one issue many enterprises face on the bleeding edge of tech: companies and their services sometimes shut down). However, n8n itself limits how much it can be used for free, before users start to pay to use it so that n8n can monetize its work, which it does in the form of consulting and integration services. (In the case of n8n, that limit looks to be up to a limit of $30,000 in support services revenues.)
Oberhauser was an early proponent of the concept of n8n and he runs a site dedicated to spreading the word. (You can also read about the different approaches to fair code, and some of what led to the creation of the concept, here.)
While basic and limited access to the code will remain free, and even as a company like n8n aims to make it easier and easier for non-developers to build integrations, there will be areas that need attention to make those services accessible to the people within an organization. For starters, there is the issue of setting up the basic integration connectors, especially in cases where the software a company is using is proprietary or customized.
There is also another issue that is likely to become more prominent as low-code and no-code tools continue to grow in popularity, and that is security. While IT departments may not have oversight of every single integration, neither will the security teams, which means that new data vulnerabilities might well become more commonplace, too. For all of these reasons, n8n is betting that there will still be some integration and consulting involved in implementation.
“Almost every company needs help connecting outside and internal systems, to make it easier for people to get started,” Oberhauser said.
Aydin Senkut, founder and managing partner of Felicis Ventures, who led the round, said that what attracted him to n8n was the extensibility of the platform — that it could be applied not just for app integration and workflow automation in those apps but a much wider set of use cases — and the very early traction of 16,000 users that it’s picked up with very little fanfare, a sign that the service has some stickiness and usefulness to it.
And the fact that it lets developers — “citizen” or otherwise — play with so many options is also a key part of it.
“We feel that data is the new oil, and one of the special things here is not just low or no-code per se, but how n8n is making it seamless and easy to connect tens or even hundreds of apps.” Senkut said that it reminded him a little of Felicis’ early investment in Plaid. “Essentially, the more data and APIs you have the more valuable the company can be. I think to measure the potential of a company, look at the APIs. If you can connect disparate things together, that is key.”
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Yotascale raises a $13M Series B to help companies track and manage their cloud spends
These days when you found a startup, you don’t go out and buy a rack of servers. And you don’t build an in-house data center team. Instead, you farm out your infrastructure needs to the major cloud platforms, namely Amazon AWS, Microsoft Azure and Google Cloud.
That’s all well and good, but over time, any startup’s cloud setup will become more complex, varied and perhaps multi-provider. Throw in microservices and one can wind up with a big muddle, and an even bigger bill. That’s the problem that Yotascale wants to attack.
And there’s money backing the startup’s progress, including $13 million in new capital. The round, a Series B, was led by Aydin Senkut at Felicis, with participation from other capital pools, including Engineering Capital, Pelion Ventures and Crosslink Capital. Yotascale has now raised $25 million in total.
The funding event caught my eye, as I’ve heard startup CEOs discuss their public cloud spends in somewhat bitter terms; it’s hard for most startups to change infrastructure direction after they get off the ground, which means that as they grow, so too does their outflow of dollars to the major tech companies — the same megacaps that might turn around and compete with the very same startups that are pumping up their revenues and margins.
So spending less on AWS or Azure would be nice for startups. Yotascale wants to be the helper for lots of companies to better understand and attribute that spend to the correct part of their platform or service, perhaps lowering aggregate spend at the same time.
Let’s talk about how Yotascale got to where it is today.
The startup’s CEO, Asim Razzaq, talked TechCrunch through his company’s history, which didn’t get started until after he had wrapped up tenure at both another startup and PayPal.
When he set out to found Yotascale, Razzaq didn’t fire up a deck, raise capital and then get right to building. Instead, he first went out to do customer discovery work. That effort led him to the perspective that current solutions aimed at understanding cloud spend were insufficient and led to data being used against infrastructure teams in arguments for lower spend when it wasn’t a good idea (cutting backup expenses, for example).
During that time he also determined who Yotascale’s target customer is, namely the head of platform engineering at a company.
The startup self-funded for a while, with Razzaq telling TechCrunch that he wanted to be completely sure that he had conviction concerning the project before moving ahead.
After starting to work on Yotascale in mid 2015, the company raised some capital in 2016. It set out to solve the spend attribution problem that companies with public cloud contracts deal with — including having to contend with modern architecture and its related issues — while earning the trust of engineers, according to Razzaq.
From its period of customer discovery to working on product market fit after raising funds from Engineering Capital, Yotascale raised a Series A in mid-2018. Why? Because, Razzaq, told TechCrunch, as ones gains conviction, one must scale their team. And thus more capital was required.
During our chat with the CEO, it was notable how sequential his company-building process has proven. From talking to potential customers, to working to understand who his buyer is, to waiting on scaling the startup’s go-to-market efforts until he was confident in product-market fit, Yotascale seems to follow the inverse of the “raise lots and spend fast and try to win right away” model that became quite popular during the unicorn era.
How did Yotascale know when it found product market fit? According to its CEO, when companies started pulling the startup into their operations, and not the other way around.
Yotascale reported 4x year-over-year annual recurring revenue (ARR) growth at some point this year, though Razzaq was diffident about sharing specifics concerning the metric.
Sticking to the theme of reasonableness and caution, when asked about why his Series B is modest in size, Razzaq said that he was not interested in raising big rounds, and that $13 million is an amount of money that can move his company forward. What’s coming from the company? Yotascale wants to add support for Azure and Google Cloud in addition to its AWS work of today, to pick an example.
(You can find other hints that Yotascale is perhaps more mature than its peers at its current age. For example, in 2018 the company hired a new chief revenue officer, even putting out a release on the matter.)
That’s enough on this particular round. What will prove interesting is how far Yotascale can push its ARR up by the end of Q3 2021. And if it raises again before then.
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