Klaviyo vs Workato
Workato uniquely has 7 features · Klaviyo uniquely has 6 features.
| Klaviyo | Workato | |
|---|---|---|
| Company | ||
| Founded | 2012 | 2013 |
| HQ | Boston, USA | Palo Alto, California |
| AI model | Proprietary (Klaviyo AI / K:AI) | Proprietary (AI by Workato) + multi-model routing via AI Gateway |
| User base | 196,000+ | 12,000+ global customers |
| Platforms | Web, iOS, Android | Web |
| Languages | 25+ | 25+ |
| Pricing | ||
| Pricing model | Freemium | Custom |
| Free plan | No | Yes |
| Free trial | No — free plan available indefinitely | No |
| Starting price | Usage-based (contact-tiered) — paid plans scale by profile count | $100/mo |
| Enterprise | Custom | Custom pricing |
| Refund policy | — | Workato does not publish a general self-service refund policy, although limited refund provisions appear in its Terms of Service. |
| All plans | FreeFreeMarketingScales by profile count usageData + AnalyticsScales by usage usageServiceScales by usage usageComposer (AI Agent)30% OFF promotion notedCustomer Agent (AI Agent)30% OFF promotion notedEnterpriseCustom | FreeFreePro - 2.5k credits$75/monthPro - 3.5k credits$100/monthPro - 10k credits$275/monthPro - 30k credits$780/monthPro - 50k credits$1250/monthEnterpriseCustom |
| Positioning | ||
| Best for | E-commerce marketing automation | Teams scaling and operationalizing AI-powered workflows across the enterprise |
| Differentiator | Usage-based pricing with AI agents including Composer Agent (marketing) and Customer Agent, plus Customer Hub and Helpdesk | Enterprise-grade AI agents and workflow orchestration with 10,000+ app integrations and low-code interface |
| Competitors | Mailchimp, Attentive, Postscript, Salesforce Marketing Cloud, Listrak | MuleSoft, Boomi, Microsoft Power Automate, Zapier, Tray.io |
| Features | ||
| 10,000+ App & System Integrations | — | ✓ |
| AI Agents | ✓ | — |
| API Management | — | ✓ |
| Composer Agent | ✓ | — |
| Customer Agent | ✓ | — |
| Customer Hub | ✓ | — |
| Data & Analysis Plans | ✓ | — |
| Enterprise Mcp & AI Agents | — | ✓ |
| Helpdesk | ✓ | — |
| Low Code Apps | — | ✓ |
| Real Time Data & Event Orchestration | — | ✓ |
| Workflow Orchestration | — | ✓ |
| AI Agents | ✓ | ✓ |
| API Webhooks | ✓ | ✓ |
| Conditional Logic | ✓ | ✓ |
| Custom Code | ✓ | ✓ |
| Data Transform | ✓ | ✓ |
| Error Handling | ✓ | ✓ |
| Execution Logs | ✓ | ✓ |
| Human in Loop | ✓ | ✓ |
| Num Integrations | 350+ | 14,000+ applications (1,200+ pre-built connectors included out-of-the-box) |
| Scheduled Runs | ✓ | ✓ |
| Team Features | ✓ | ✓ |
| Trigger Types | behavioral event / purchase / web activity / email engagement / SMS / schedule / webhook / form submission | webhook / schedule / event triggers / API calls / real-time business event triggers |
| Visual Builder | ✓ | ✓ |
| Integrations | ||
| API Access | ✓ | ✓ |
| Google Workspace | ✓ | ✓ |
| Key Integrations | Shopify, WooCommerce, Magento, Salesforce, BigCommerce | Salesforce, SAP, Slack, ServiceNow, Workday |
| Openai Integration | — | ✓ |
| Slack | ✓ | ✓ |
| Webhook Support | ✓ | ✓ |