Notion Acquires Automate.io: Expanding Automation Capabilities

Notion Acquires Automate.io to Enhance Product Capabilities

Notion announced on Wednesday the acquisition of Automate.io, an India-based startup specializing in connectivity and integrations with over 200 different services. This move aims to accelerate product expansion for the workplace productivity platform.

Valued at $2 billion in recent private markets, the San Francisco company intends to utilize Automate.io’s expertise and existing 200 integrations. This will empower both individual users and larger enterprises to seamlessly integrate their workflows directly within Notion.

A Strategic Acquisition

According to Akshay Kothari, Notion’s chief operating officer, this acquisition represents a crucial element in the company’s overall strategy. He described the deal as “a sizable acquisition” during a TechCrunch interview, although specific financial details were not disclosed.

The purchase of Automate – a profitable company that previously secured funding primarily from personal networks – also facilitates the establishment of Notion’s first engineering hub outside of the United States, located in India.

Kothari anticipates further expansion within India, citing the existing popularity of the Notion product, particularly within the startup community.

Automate.io’s Broad Integration Network

Employing approximately 40 individuals, Automate.io has cultivated a comprehensive suite of integrations spanning diverse industries. These include e-commerce, payments, marketing, social media, and productivity tools.

Notion users and administrators can leverage Automate to connect the platform with services like Slack, Gmail, Mailchimp, Salesforce, Google Workspace, Office 365, Dropbox, WordPress, RSS feeds, and PayPal, among many others.

Kothari explained that Automate.io has effectively built “pipes” connecting various APIs, relieving users from the complexities of direct API integration to accomplish their tasks.

Discovery and Partnership

Notion’s discovery of Automate.io occurred a few months prior, following the public launch of Notion’s own API. Kothari initiated contact with Ashok Gudibandla, CEO of Automate.io, after recognizing them as an early API partner.

Gudibandla stated that Automate.io’s core mission centers on enhancing business efficiency through task automation. The company aims to minimize time spent on integration challenges, allowing users to focus on software development and creation.

“By joining forces with Notion, we will extend this integration and automation experience to a wider global audience,” Gudibandla said. “We are excited to partner with Notion, a company that shares our values and dedication to a collaborative, streamlined software experience.”

Automate.io’s existing paid plans will continue to be offered to its customer base, according to Kothari.

Future Development and User Feedback

As a long-time Notion user, a question was posed to Kothari regarding the potential addition of Apple Pencil and Spotlight search support on macOS. Both features are currently on the company’s development roadmap.

Kothari shared insights into the extensive list of features under consideration, noting that the startup meticulously tracks all user requests, including those submitted via Twitter. Integration of Spotlight search on iPhone is expected to be released shortly.

Kothari believes that incorporating Automate.io will expedite the delivery of these and other requested features. He emphasized the challenge of catering to the diverse needs of Notion’s user base – individuals, teams, and entire organizations – and the company’s commitment to maintaining a broad, versatile platform.