Zapier is a no-code tool that links apps through "Zaps," a trigger in one app that sets off an action in another, built so someone without a developer can wire up a workflow in a few clicks. We don't build Zaps. We build the custom, code-level automation that takes over once a workflow has grown past what a trigger-and-action builder was designed for.
Simple triggers work until the workflow outgrows them, then zaps fail quietly and nobody owns them.
Got a Zapier problem? Let's solve it →Pricing and reliability at real volume. Zapier bills by tasks, so a workflow with more steps or higher volume gets more expensive, and each additional step is one more place a Zap can fail quietly with no retry logic beyond what Zapier itself offers.
Logic its Paths feature can't express. Zapier's Paths handle a simple either/or split well. They're not built for a decision that depends on several conditions checked against live data in more than one system at once, which is a normal requirement the moment a workflow matters to the business.
Systems that don't fit the app directory. When one of your tools has no Zapier integration, or its data comes back shaped differently than whatever's on the other end expects, a Zap can't bridge that gap on its own. Custom code can.
Chains of Zaps that get fragile. A handful of Zaps feeding into each other works fine until one upstream field changes format and every Zap downstream breaks without anyone noticing for days.
A business running six or eight linked Zaps to move an order from the storefront through fulfillment and accounting gets one piece of custom automation instead, with real error handling and a log someone can actually check.
A purchase gets auto-approved only if it's under a set amount, the vendor is already approved, and the department still has budget left, checked live against three systems at once instead of guessed at with a couple of filters.
A task limit, a silent failure, a workflow Paths can't handle, tell us which one and we can scope whether it's still a Zapier fix or something custom.
Seven linked Zaps moving orders from storefront to fulfillment to accounting.
The problemThe chain works until one Zap fails silently, and nobody finds out until a customer asks where their order is.
One custom service replaces the chain, with logging, retries and an alert when something fails. Orders flow and failures announce themselves.
What we build on top of specific parts of Zapier.
Tell us where it's breaking, a task limit, a silent failure, an app with no native connector, and we can scope whether that's still something Zapier can handle or a job for custom automation. Whatever else is eating time by hand elsewhere in the business counts too.
Let's talk →Zapier is a no-code automation platform. You pick a trigger in one app (a new order, a form submission) and an action in another (send an email, add a row), and Zapier runs that connection for you without any code.
Zapier trades depth for ease: drag-and-drop setup, a huge app directory, no code required. Custom automation trades some of that ease for depth: it can handle multi-condition logic, real error handling, and connections to systems Zapier doesn't support. Which one fits depends on how complex the workflow actually is, not on which one sounds more impressive.
They solve a similar problem differently: Power Automate is built deep into Microsoft 365, Zapier has a larger app directory outside that ecosystem. Either is a reasonable starting point. What we hear more often is what to do once a business has outgrown whichever one it picked.
That's not really the work we take on. If a handful of Zaps already covers a workflow, Zapier's own builder handles that better than custom code would. We get involved once the workflow needs logic Paths can't express, volume that needs real error handling, or a system Zapier's directory doesn't reach.
It covers thousands of popular apps, but not everything, especially internal tools, niche software, or anything without a public API Zapier has built against. For those, we build the direct integration instead of waiting on a Zapier app that may never exist.