waylay
Waylay is a Belgian low-code hyperautomation platform that uses a patented rules engine combined with GenAI and ML to orchestrate workflows across enterprise IoT assets, cloud services, and business applications for enterprise customers in telecom, manufacturing, finance, and industrial IoT.
- Company typePrivate
- Founded2014
- HeadquartersGent, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What waylay does
Waylay is a Belgian low-code hyperautomation software company that provides workflow-based automation, system integration, and orchestration across connected assets, enterprise applications, and cloud services. Founded in 2014 and headquartered in Ghent, Waylay sells a platform built around a patented rules engine (with 12 machine-to-machine patents held by co-founder/CTO Veselin Pizurica) that combines deterministic rule logic with GenAI, machine learning, and complex event processing to enable rapid deployment of automation scenarios without bespoke software development. Its flagship products include the Waylay Enterprise Platform, Waylay Digital Twin (a no-code IIoT asset monitoring and predictive-maintenance application distributed as a certified Salesforce composite app and ServiceNow app), FraudAway (a hyperautomation fraud-prevention solution for financial services), and explainable GenAI modules for auto-remedy and intelligent troubleshooting.
Waylay targets enterprise customers in telecommunications (OSS/BSS provisioning and service assurance), connected-asset/industrial IoT manufacturing, financial services (AML and fraud), automotive/specialty vehicles, data centers, and utilities/energy. Named customers and partners include Atlas Copco, Tetra Pak, Tata Communications, Capgemini, Yokogawa Electric, and ENGIE. The platform is deployed through a combination of direct enterprise sales, system-integrator and consulting partnerships (notably Capgemini and Yokogawa), and marketplace listings on Salesforce AppExchange, ServiceNow App Store, and AWS Marketplace, with both SaaS and on-premises deployment options plus professional services for implementation.
Waylay raised early backing from imec (2014), EIT Digital Accelerator (2015), and Ark Angels Activator Fund/PMV (2017), followed by a Yokogawa-led Series A in June 2022 to expand product development and customer reach across North America, Europe, and Asia. In August 2025, the company was acquired by Vertiv Holdings Co to embed its generative-AI and hyperautomation capabilities into critical digital infrastructure solutions for data centers and high-performance computing environments. The company is GDPR- and CCPA-compliant and operates as Waylay NV under company number 0544.746.258.
waylay firmographics
Firmographics- Name
- waylay
- Legal name
- Waylay NV
- Website
- https://waylay.io
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Waylay is a Belgian low-code hyperautomation platform that uses a patented rules engine combined with GenAI and ML to orchestrate workflows across enterprise IoT assets, cloud services, and business applications for enterprise customers in telecom, manufacturing, finance, and industrial IoT.
- Ownership category
- akta.pro rank
waylay industry classification
Industry- Product category
- Hyperautomation and IoT Orchestration Software
- NAICS
- Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)
- akta.pro primary industry
- IT Workflow Automation & Orchestration Platforms (HDAEALAF)
- akta.pro secondary industry
- Model Development & Training Platforms (AutoML, Notebooks, Feature Stores) (HDAEANAB)
Keywords
Where waylay is headquartered
LocationHeadquarters
- HQ city
- Gent
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
waylay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Platform Subscription (SaaS): Software-as-a-Service model with managed access to the platform, deployed in customer-chosen AWS region. Offers dedicated environment or tenant in shared cluster with enterprise-grade support and SLA.
- On-premises License: On-premises deployment option for tech-savvy customers comfortable with managing their own infrastructure, running on Kubernetes with same feature set as SaaS version.
- Professional Services: Implementation services and consulting to drive swift automation and digital transformation, delivering results across diverse industries in weeks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise Platform subscription with customizable deployment options |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
waylay product offering
Product offeringCore offering
Waylay provides a low-code hyperautomation platform that enables workflow-based automation, system integration, and orchestration across connected assets, enterprise applications, and cloud services. Its core offerings include a patented rules engine, a Digital Twin IIoT asset monitoring and predictive maintenance application, and AI/GenAI-driven decision and remediation capabilities, deployed as SaaS, on-premises, or hybrid. The platform is sold to enterprise customers across telecommunications, manufacturing, finance, and data center operations.
Product overview
Waylay is a low-code hyperautomation software platform offering a unified platform-plus-modules architecture. The core Waylay Enterprise Platform enables workflow-based automation, system integration, and orchestration across connected assets, enterprise applications, and cloud services. Key products include Digital Twin (no-code IIoT asset monitoring and predictive maintenance), FraudAway (fraud prevention for financial services), Xperts CRM (multi-agent applications), and Explainable GenAI (intelligent troubleshooting and service assurance). The platform supports deployment across any cloud, hybrid, or on-premises environment with a patented rules engine, AI-driven decision rules, and low-code development tools. Following acquisition by Vertiv in 2025, the platform is used for critical digital infrastructure operational intelligence, optimization, and services.
Differentiator
Problem solved
Functional benefit
Brands
- FraudAway: Revolutionary finance solution integrating hyperautomation, ML and GenAI for fraud prevention in financial services.
Products and services
- Waylay Enterprise Platform
Quantifiable outcome
- Up to 20x faster service roll-out in telecom deployments
- +5 more outcomes
Companies that use waylay
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles4 records
waylay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability11 records
Feature8 records
waylay partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and strategic.
- FLS - FAST LEAN SMARTcorePartnership to combine Waylay's automation technology with FLS VISITOUR scheduling engine for autonomous service operations. The integration enables automated asset health monitoring coupled with autonomous field job scheduling to improve asset uptime and SLA adherence.
- SalesforcecorePre-built integrations with Salesforce Service Cloud and Field Service. Waylay Digital Twin is a certified Salesforce composite app available on AppExchange, enabling IIoT asset monitoring within the Salesforce ecosystem.
- ServiceNowcorePre-built integrations with ServiceNow Customer Service Management and Field Service. Waylay Digital Twin is available on ServiceNow app store for IIoT asset monitoring integration.
- Amazon Web Services (AWS)coreWaylay provides hyperautomation layer on AWS stack, available on AWS Marketplace with consolidated billing and Enterprise Discount Program support. Customer clusters can be deployed in AWS regions.
- CapgeministrategicCloud-native fraud monitoring solution partnership where Capgemini delivers solutions powered by Waylay technology for financial services customers, combining heuristic rules and AI for fraud detection.
Scale indicators20 records
Recent moves6 records
Expansion highlights5 records
waylay competitors and assessment
Company assessmentBroad incumbents
- ServiceNow: ServiceNow is a broad-incumbent enterprise workflow and service management platform; Waylay Digital Twin is built on and distributed through ServiceNow, and ServiceNow's native automation capabilities directly compete in adjacent areas.
- MuleSoft (Salesforce): MuleSoft is a leading integration and API orchestration platform within the Salesforce ecosystem — comparable to Waylay's API orchestration capabilities and offered alongside Waylay on Salesforce AppExchange.
- C3.ai: C3.ai delivers enterprise AI applications including predictive maintenance and asset performance — overlapping with Waylay's vertical solutions for IIoT, telecom, and finance at a broader enterprise scale.
- Microsoft Power Automate: Microsoft Power Automate is a broad-incumbent, low-code workflow and RPA platform deeply integrated with the Microsoft ecosystem, frequently evaluated alongside Waylay in enterprise automation decisions.
Direct peers
- WorkFusion: WorkFusion provides AI-driven automation and hyperautomation for financial services including AML and fraud detection — directly comparable to Waylay's FraudAway vertical solution and rules-plus-AI automation approach.
- UiPath: UiPath is a leading enterprise hyperautomation and RPA platform combining rules, AI, and orchestration to automate business processes — directly comparable to Waylay's low-code hyperautomation positioning across enterprise verticals.
- Appian: Appian is a low-code process automation and orchestration platform that competes with Waylay in workflow automation, integration, and AI-augmented enterprise application development.
- Camunda: Camunda offers a process orchestration and workflow automation platform for developers and enterprises, closely aligned with Waylay's rules engine and API orchestration capabilities for system integration and decision automation.
- PTC (ThingWorx): PTC's ThingWorx is an IIoT platform for connected asset monitoring, predictive maintenance, and digital twins — closely comparable to Waylay Digital Twin's industrial IoT and asset performance management capabilities.
Emerging players
- Augury: Augury is an AI-driven predictive maintenance and asset health monitoring platform for industrial manufacturers, overlapping with Waylay's Digital Twin product in IIoT use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
waylay social profiles
Digital presencewaylay compliance and trust
Trust signalCompliance2 records
waylay financial estimates
Financial estimateRevenue estimate
Valuation estimate
waylay leadership team
Management profileNumber of profiles
Profiles5 records
waylay funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
waylay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about waylay
What does waylay do?
Waylay provides a low-code hyperautomation platform that enables workflow-based automation, system integration, and orchestration across connected assets, enterprise applications, and cloud services. Its core offerings include a patented rules engine, a Digital Twin IIoT asset monitoring and predictive maintenance application, and AI/GenAI-driven decision and remediation capabilities, deployed as SaaS, on-premises, or hybrid. The platform is sold to enterprise customers across telecommunications, manufacturing, finance, and data center operations.
Is waylay a public or private company?
waylay is a private company. It is classified as corporate owned and is currently acquired.
When was waylay founded?
waylay was founded in 2014. It employs 11 to 50 people.
Where is waylay based?
waylay is headquartered in Gent, Belgium, in the Europe region.
How does waylay make money?
Three revenue lines are on record. Platform Subscription (SaaS) is the primary driver. The others are on-premises License and professional Services.
Who are waylay's main competitors?
Broad incumbents on record are ServiceNow, MuleSoft (Salesforce), C3.ai and Microsoft Power Automate. Direct peers are WorkFusion, UiPath, Appian, Camunda and PTC (ThingWorx). Augury is listed as an emerging player.
Does waylay have an API?
Yes. Waylay provides a comprehensive API enabling different software applications to communicate and interact with the platform. The platform supports GraphQL resource interfaces for optimized data retrieval, REST interfaces for webhooks and webscripts, and allows developers to create plugins (small code snippets to integrate any API endpoint, embed algorithms, or develop AI/ML models). Data queries can be optimized via both APIs and SDKs, minimizing latency and response times. Documentation is available at docs.waylay.io/#/api/. Developer documentation is at docs.waylay.io/#/api.
What industry is waylay in?
waylay's product category is Hyperautomation and IoT Orchestration Software. Its primary akta.pro industry code is HDAEALAF, IT Workflow Automation & Orchestration Platforms, with a secondary code of HDAEANAB, Model Development & Training Platforms (AutoML, Notebooks, Feature Stores). Its NAICS code is 54151 and its SIC code is 7372.