A new automation startup is ready to disrupt the market, officially launching to the public today after an extended beta period. Relay, as the company is named, positions itself as a comprehensive workflow automation platform that assists individuals in managing tedious, repetitive tasks, going “beyond triggers and actions” commonly associated with established platforms like Zapier and IFTTT.
Founded by Jacob Bank, who previously created a VC-backed smart scheduling app called Timeful—sold to Google in 2015—Relay has taken shape in San Francisco. After joining Google, Bank focused on integrating Timeful’s technology into prominent products such as Gmail and Google Calendar, followed by various product leadership roles. In July 2021, he departed Google to create Relay, enlisting several former colleagues from the tech giant to join him on this new venture.
Collaborative Workflows
Relay emphasizes collaborative workflows tailored for scenarios where multiple stakeholders collaborate seamlessly. Instead of merely automating data movements, it streamlines processes such as organizing all-hands meetings or onboarding new employees, significantly decreasing the administrative workload. For example, a business can connect Relay with their productivity tools and calendars, configuring an all-hands meeting so that contributors from various departments automatically receive the correct presentation template days in advance. This allows them to contribute content while Relay sets up a dedicated Slack channel for the meeting.
Automating Routine Tasks
Initially launched in beta last year, Relay raised $5 million in a seed funding round led by Khosla Ventures, a firm that previously supported Timeful. Today, just in time for its official launch, Relay announced an additional $3.1 million in funding, spearheaded by Andreessen Horowitz (a16z).
A Distributed Team
It’s worth noting Relay’s unique workforce structure, which reflects the internal product development culture from Bank’s time at Google. Although headquartered in San Francisco, Relay employs only three individuals in the U.S. (including Bank), with additional team members located in Canada and across several European countries like Germany, France, Spain, Switzerland, and the Netherlands. This unusual distribution can be traced back to Google Calendar's development primarily taking place in Zurich for over a decade. Bank had close collaboration with the Zurich team during his tenure at Google, so when many employees returned to their homes during the pandemic, it serendipitously helped establish Relay's foundational team.
A Robust Alternative to Zapier
Over the past year, Relay has evolved from what Bank described as a “to-do list for repetitive tasks” to a versatile workflow automation platform, providing a robust alternative to Zapier. Initially focused on a handful of products, Relay now supports hundreds of triggers and actions across various integrations, enhancing its advanced workflow capabilities.
Furthermore, the past year has seen a dramatic expansion in AI technology, notably with the introduction of generative AI by OpenAI's ChatGPT. Relay now features an AI assistant powered by ChatGPT, capable of suggesting content, summarizing notes, and autofilling fields. For example, AI Autofill can generate paragraphs for email messages or condense information from platforms like Notion or email threads.
Intelligent Workflows with AI
Relay also introduces a feature called AI Classify, designed to facilitate workflows with conditional paths. For instance, if an email to “feedback@domain” mentions an issue, the system can automatically file a bug report and initiate follow-up actions. If not, it can issue a thank-you reply. This feature enhances decision-making without the constant need for human intervention or predefined rules.
“Our clients utilize AI for various tasks—customer support teams classify incoming emails for bugs, while finance teams use AI Autofill to summarize monthly updates and extract key metrics,” Bank said. Developers also leverage the AI Autofill feature to respond to reviews on platforms like the App Store and Google Play.
Ensuring Human Oversight
Despite Relay’s automation capabilities, the platform maintains a focus on human oversight. Users can review every step before it proceeds, ensuring sensitivity and accuracy in communications. Bank asserts, “Not all workflows can be fully automated. Many still require human judgment, so we've made it easy to incorporate human input at any stage of the process.”
This commitment to human-in-the-loop workflows marks Relay's distinct advantage over traditional automation platforms, allowing users to comfortably approve actions before execution. Bank emphasizes, “We empower users to confirm steps before they happen, fill in missing data, personalize content, and more. We strongly believe in integrating human decision-making wherever necessary.”
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