In the modern digital workplace, the ability to seamlessly connect various applications is crucial for enhancing productivity and collaboration. While platforms designed to facilitate these connections have existed for some time—most notably tools like Zapier—the experience for non-technical users often remains frustratingly complex. Despite advances in generative AI, the requirement for a certain level of programming knowledge persists, creating a barrier that many find discouraging. This challenge became evident to software developers Sam Brashears and Edward Frazer as they navigated existing automation tools during their internships at major tech companies including Meta and Stripe.
The journey toward creating DryMerge began with a shared understanding of the cumbersome processes that existing automation platforms enforced. As Frazer remarked in an interview, the duo was well-acquainted with the headaches involved in designing integrations from the ground up. While both were passionate about leveraging technology to solve problems, it was Brashears who recognized the transformative potential of generative AI in bridging the gaps caused by traditional integration methods. Their goal was straightforward but ambitious: construct an app integration platform that would be intuitive enough for anyone, regardless of their technical proficiency.
Enter DryMerge—a novel chatbot interface designed specifically for app-to-app integration. Rather than the usual cumbersome workflows, users can simply articulate their needs in natural language. Want to automate the process of notifying your team on Slack when a new business inquiry comes in? Done. Interested in managing appointments via Google Calendar? Just describe it, and let DryMerge take care of the backend complexities. This approach is a breath of fresh air for individuals who often find themselves overwhelmed and hindered by traditional no-code tools typically employed by IT departments.
Upon first interaction, DryMerge presents a minimalist user interface reminiscent of chatbot applications like ChatGPT. The simplicity is striking: users initiate new automation requests through brief chat interactions, which are conveniently stored for later reference. The integration capabilities are expansive, encompassing a range of applications from Gmail to Salesforce, as well as popular storage and social media platforms. Initial impressions are promising, with the potential to automate time-consuming tasks efficiently.
Despite its ambitious goals, my experience with DryMerge was not without its challenges. I initially attempted to set up automations envisioned to ease my reporting duties—such as transferring email contacts to Google Calendar and aggregating them into a spreadsheet. While the platform straightforwardly guided the initial steps by prompting me to log into the necessary applications, issues soon arose. The chatbot frequently misinterpreted my requests and sometimes failed to respond altogether. For instance, my attempts to migrate Gmail contacts were persistently misunderstood; the system preferred to redirect my instruction into entering data manually.
However, it would be unfair to dismiss DryMerge solely based on these setbacks. When the system functioned correctly, it demonstrated significant utility—like automating posts from my X account to a personal Discord server. Such capabilities promise substantial time savings, reducing the need to switch between various platforms constantly. As Frazer noted, the initial bugs are expected as the platform develops, given their small team size.
The road forward for DryMerge is fraught with challenges, especially considering the fierce competition currently saturating the integration-platform-as-a-service (iPaaS) sector. Valued at $2.7 billion and rapidly growing, this market sees substantial players like AWS with its AppFabric service and newly acquired technologies from companies like IBM. Traditional heavyweights like Zapier and IFTTT are aggressively incorporating generative AI capabilities, making user retention and acquisition a daunting task for a nascent platform like DryMerge.
Nonetheless, Frazer posits that the platform’s unique selling point remains its user-friendliness compared to the often convoluted drag-and-drop interfaces that define most integration tools. The target demographic—business professionals ranging from fashion retailers to asset managers—appreciates the straightforward setup that allows them to harness automation without delving into lines of code.
As organizations increasingly recognize the value of integrated applications, DryMerge appears well-positioned to capitalize on this trend. Statistics from a recent poll indicate that 66% of businesses plan to invest in iPaaS solutions to streamline their workflows. With its recent acceptance into Y Combinator’s Winter 2024 batch and a promising seed round of $2.2 million, DryMerge is gearing up for an ambitious growth phase focused on expanding app integrations and building its team size.
While DryMerge is still in the early stages of development—with a modest user base of approximately 2,000—the potential for transformation within the app integration market remains significant. If Frazer and Brashears can refine the platform’s functionality and scale effectively, DryMerge could redefine how non-technical users approach automation, turning a cumbersome task into a seamless experience powered by intuitive technology.