With this approach, Tray fills a big need in the automation space - in between high end tools like Mulesoft, and simpler tools like Zapier. The company's customers include the likes of SAP, VMWare, Lyft, Intercom and IBM, which certainly suggests a real need for its tools.

Tray’s rise comes on the heels of a wider trend, where integration and automation are becoming a key part of the way enterprises work. The company has secured substantial funds that will enable it to continue building out its solutions. Its latest release, Merlin AI, means that users can now automate intricate tasks, including aggregating or transferring data across systems.