raises $37m to put automation in 'the hands of all'

The San Francisco-headquartered automated workflow startup's Series B round brings its total funding to $59m

30Apr, a startup headquartered in San Francisco which aims to put deep software integrations and enterprise-class automation into the hands of everyone, has raised $37m in a Series B funding round.

The latest cash injection, which was led by Spark Capital and Meritech Capital, brings the total amount the company has raised to $59m. Existing investors GGV Capital, True Ventures and Mosaic Ventures also participated.

"We set about building a visual platform that would enable folks to essentially become programmers without needing to have an engineering background and enabling them to be able to build out automation for their day-to-day role," explained CEO Rich Waldron.

"As a result, we now have a service that can be used in departments across an organization, including IT, whereby they can build extremely powerful and flexible workflows that gather data from all these disparate sources, and carry out automation as per their desire," he added.

The company also announced that Alex Clayton, enterprise growth investor at lead backer Spark Capital, will be joining's board of directors. He remarked that the startup, founded in 2012, is filling a gap between high-end automation tools, such as Mulesoft, and simpler tools such as Zapier. He added that company addresses issues related to the shortage in time and resources to manage and effectively integrate multiple SaaS applications.

"You really need something like Tray because the problem with the current status quo [particularly] in marketing sales operations, is that they don't have the time or the resources to staff engineering for building integrations on disparate or bespoke applications or workflows," Clayton said. plans to use the money to invest in its platform and increase staff numbers from 85 to 100 by the end of the quarter across its headquarters in San Francisco and its R&D unit in London.

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