ThatApp

What ThatApp does

ThatApp.io is an Organizational Intelligence platform operated by TECHeGO and headquartered in Salt Lake City, Utah, founded in 2013 originally as the first real-time backup solution for Podio. The platform's architecture centers on a permanent encrypted MongoDB data lake fed by real-time webhooks (Podio) and short-interval polling or iPaaS flows (other platforms), now spanning 181 connectors across CRM, ERP, eCommerce, finance, communication, ITSM, data warehouse, BI, and marketing categories. On top of the data lake sit AVA, a model-agnostic conversational AI with 159+ operational tools and 14 specialized assistants trained on each tenant's own data; IRIS, a nightly five-ring organizational intelligence system producing weekly plain-language briefs and health scoring; and Mithril, a field-level security layer with automatic PII classification across eight categories and 22 masking techniques. Backend infrastructure runs on Laravel 12/PHP 8.3, Node.js, RabbitMQ (314 workers across 60 programs on 4 queues), Docker/Kubernetes, MySQL, and Redis, exposed via 433 REST API endpoints and a Model Context Protocol server for external AI clients.

ThatApp generates revenue through usage-based pricing with no per-seat fees: $30 per million records per platform per month for data backup, $30 per million AI tokens per organization per month, $30 per iPaaS connector per month, $1 per workflow step definition per month, $30 per SQL database mirror per month, and $30 per email domain per month. New accounts receive 500K free AVA tokens, and the free trial requires no credit card and has no time limit. Acquisition is primarily product-led through the self-serve platform at thatapp.io, supplemented by enterprise direct sales for 10M+ record customers via TECHeGO Consulting, a Chrome Web Store extension, documentation and help-center content, and a publicly maintained llms.txt targeting AI system indexing. The customer base consists of approximately 200 organizations globally, primarily Podio-centric teams and multi-platform mid-market and enterprise organizations seeking to consolidate fragmented automation stacks (Zapier, Make, Power Automate) and avoid per-seat pricing.

The platform's strategic positioning is differentiated by three reinforcing claims: organizational AI trained on tenant-specific data rather than generic knowledge, data ownership decoupled from any single SaaS vendor, and a pricing model that bills on usage dimensions (records, tokens, connectors, steps) rather than per-seat, which the company documents as delivering ~$200–$250/month for a typical 3-platform organization versus ~$3,500–$6,000/month for a comparable 25-person per-seat stack. Recent product velocity has concentrated on AI governance, external AI interoperability via MCP, and developer-facing surfaces, with platform v0.9.0 and AVA v0.9.0 as the current production versions in 2026.

Name

ThatApp

Legal name

ThatApp.io (operated by TECHeGO)

Website

https://thatapp.io

Company type

Private

Founded year

2013

Operating status

Operating

Short description

ThatApp.io is a private Organizational Intelligence platform, built by TECHeGO since 2013, that backs up 181 connected SaaS platforms into an encrypted per-tenant data lake and exposes AVA, an organizational AI with 159+ operational tools, plus IRIS weekly intelligence briefs and Mithril field-level security, targeting mid-market and enterprise multi-platform organizations.

Ownership category

akta.pro rank

Product category

Integration Platform as a Service (iPaaS) / Organizational Intelligence

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)

akta.pro secondary industry

Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs) (HDAEANAH)

Keywords

• Integration platform as a service
• Data backup and sync
• Organizational AI assistant
• Workflow automation platform
• Enterprise data lake

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations

Revenue model

1. Data Backup Storage: Usage-based billing per million records stored per platform per org per month. Covers platform connection + first 1M records. Additional 1M increments at $30 each. Records include items, comments, files, and tasks. Peak daily count used for billing. Free if platform already connected via backup sync.
2. AVA AI Token Consumption: Model-agnostic usage-based billing per million tokens consumed per org per month across all connected platforms. Ceil to next 1M increment. 500K tokens free on every new account.
3. iPaaS Connector Fees: $30 per automation-only connector per month. Platforms already connected via backup sync are $0 as automation connectors — no double-billing.
4. Workflow Steps: $1 per workflow step definition per month. Unlimited flows and unlimited executions. Billed for the complexity of automations, not their volume.
5. RELAY Email: $30 per verified email domain per month covering outbound and inbound email relay. Email volume charged at $1.50 per 1,000 emails (transactional + campaigns combined), rounded up to next 1,000 at month-end. Email templates built with Print Templates are free.
6. SQL Sync / Outbound DB Sync: $30 per mapped database connection per month for MySQL, PostgreSQL, or MSSQL mirror. Flat fee, no per-record charge.
7. Print & Documents: Free with the platform. No per-document charge. PDF, Word, and Excel output included through AVA or the Print Templates feature.
8. User Seats: $0 per user seat, permanently. Unlimited team members always included. Add the entire company with zero impact on seat cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

ThatApp.io is a software platform that provides real-time backup, an encrypted organizational data lake, AI assistant (AVA), cross-platform workflow automation, weekly intelligence briefs (IRIS), and field-level PII security (Mithril) across 181 connected SaaS platforms. Customers connect their platforms (Podio, Salesforce, HubSpot, QuickBooks, Slack, etc.) and receive a unified, organization-owned data lake with conversational AI, unlimited-execution automations, and usage-based pricing with no per-seat fees.

Product overview

ThatApp.io is an Organizational Intelligence platform built as a unified product with four core layers: Data Sync & Backup (real-time permanent data lake across 181 platforms), AVA AI (conversational automated assistant trained on organizational data with 159+ tools), Automation Platform (iPaaS with visual canvas and natural language building), IRIS Intelligence (weekly organizational health briefs and behavioral analysis), and Mithril Security (automatic PII detection with 22 masking techniques). The platform is modular — the data lake is the foundation that feeds AVA's intelligence, with Extensions Suite (Audit Dashboard, Schema Analysis, Print Templates, RELAY Email, File Haven, SQL Backup, Clone & Transfer, IRIS Visualizer, PWA Migration) as add-on tools, the Chrome Extension and MCP Server for embedded/external AI access, and AI Hacker Buster for content moderation. Pricing is usage-based: $30 per platform per month for data sync, $30 per million tokens for AI, $1 per workflow step, with no per-seat fees. Built by TECHeGO since 2013.

Differentiator

Problem solved

Functional benefit

Products and services

• Data Sync & Backup Real-time backup and permanent data lake that captures every record, comment, file, task, and revision from connected platforms (Podio via webhooks, others via polling or iPaaS) into an encrypted database each organization owns, with full revision history and surgical field-level/item-level restore. For mid-market and enterprise organizations running Podio, Salesforce, HubSpot, QuickBooks, Slack, and other SaaS platforms who need a single permanent source of truth independent of any vendor.
• AVA AI (Automated Virtual Assistant) Personal Automated Virtual Assistant trained on each organization's specific data with 159+ operational tools across 16 action categories, including 14 specialized role-scoped assistants (Podio operations, financial analysis, automation building, etc.). AVA builds automations, restores records, queries live data, manages platforms, and generates documents through conversation. For mid-market and enterprise teams that need an AI grounded in their actual organizational data rather than generic world knowledge.
• Automation Platform (iPaaS) Visual canvas and natural language automation builder connecting 181 platforms with unlimited flows and unlimited executions, supporting JSONata data transformations, content-based routing, recipe templates, and triggers (webhook, schedule, on-demand). For organizations seeking to consolidate Zapier, Make, and Power Automate into a single platform with no per-run metering.
• IRIS Intelligence Five-ring organizational intelligence system running nightly: nightly organizational health scoring (CLEAR/FOGGY/FRACTURED/SCATTERED/CRITICAL), weekly behavioral signal extraction, Thursday plain-language intelligence briefs, vertical industry benchmarks, and global cross-industry patterns with nine organizational health profiles. For leaders who want compounding visibility into organizational patterns and one prioritized recommendation each week.
• Mithril Security Field-level security layer with automatic PII detection across 8 categories on platform connection, 22 masking techniques from full redaction to format-preserving masking, shadow-mode review before enforcement, immutable audit trail, and EU data residency enforced by tenant deployment architecture. For compliance-driven organizations that need PII protection without a dedicated security team.
• Extensions Suite Bundle of tools including Audit Dashboard, Schema Analysis, Clone & Transfer, Print Templates, RELAY Email, File Haven, Outbound DB Sync, IRIS Visualizer, and PWA Migration, with most extensions free with subscription. For organizations that want add-on tools to extend the core data lake, AVA, automation, IRIS, and security layers.
• RELAY Email Outbound and inbound email relay with custom domains, email templates, delivery tracking, and inbound parsing that turns incoming emails into Podio items, comments, or tasks. For organizations that want bidirectional email-to-record workflows powered by Mailgun.
• Print & Documents Document generation from live organizational data using templates with merge fields, producing PDF, Word, and Excel output from any connected platform. Free with platform subscription with no per-document charge.
• File Haven Long-term file retention across all connected platforms with deduplication, orphaned attachment tracking, and storage management independent of source platform, supporting 6+ figure file counts. For organizations that need centralized, durable file management at scale.
• SQL Backup / Outbound DB Sync Mirror organizational data lake to owned MySQL, PostgreSQL, or MSSQL database in real time at a flat $30 per database per month with no per-record charge. For organizations that want to query or report on the data lake with their own BI tools.
• Clone & Transfer Copy organizations, workspaces, or apps with or without data, preserving full field mapping and relationships, including complete Podio organizational reconstruction through API automation. Included with data sync subscription. For organizations that need to migrate, replicate, or restructure Podio environments without manual effort.
• Chrome Extension Free browser extension (ThatApp for Podio — Backup, Sync & Automate, v3.0.0) embedding AVA chat, RELAY email, print templates, tag fields, item intelligence, and on-demand resync directly inside Podio. For Podio users who want AVA capabilities and ThatApp tools inside the Podio interface.
• MCP Server Model Context Protocol server exposing AVA tools to external AI clients via two transports (StreamableHTTP for remote clients, stdio for local) with scoped per-surface tokens and cross-tenant destructive tools disabled. For developers and consulting partners who want to embed AVA capabilities in Claude Desktop, Claude Code, ChatGPT, or any MCP-compatible client.
• AI Hacker Buster AI content moderation security component that analyzes AI-generated and user-provided content for adherence, guardrail compliance, harmful content, and malicious intent, scoring inputs before AI processing and validating outputs post-production. For organizations deploying AI workflows that need pre- and post-generation safety checks.

Quantifiable outcome

• 195B+ webhook events processed since 2013 across ~200 connected organizations globally
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration149 records

AI capability10 records

Feature9 records

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zapier: The largest iPaaS platform with thousands of app connectors and a workflow automation engine. Directly competes with ThatApp on integration/automation use cases, though Zapier meters per task execution and charges per seat rather than per record/token/step. Both target mid-market and enterprise teams consolidating SaaS workflows.
• Workato: Enterprise-grade iPaaS with strong ERP/CRM connectors, recipes, and an AI Copilot. Competes with ThatApp's automation platform for large mid-market and enterprise accounts needing governance, SOC 2 compliance, and deep business app integrations.
• Make (formerly Integromat): Visual iPaaS platform with deep scenario builder, hundreds of app connectors, and per-operation pricing. Competes directly on the multi-platform automation use case that ThatApp targets, with similar visual canvas plus advanced transformation capabilities. Both position against Zapier for cost-conscious teams.
• Tray.io: Enterprise iPaaS with a visual builder, AI features (Tray Copilot), and deep SaaS connectors. Competes with ThatApp on the same mid-market and enterprise automation wedge, with similar emphasis on AI-assisted workflow building.

Emerging players

• n8n: Open-source workflow automation platform with a self-hostable model and AI-agent features. Competes on cost-conscious automation and increasingly on AI orchestration, partially overlapping with ThatApp's natural-language automation building and MCP exposure.
• Moveworks: Enterprise AI assistant platform that uses an organization's data to automate support, workflows, and knowledge retrieval. Overlaps with ThatApp on the 'AI trained on organizational data' positioning, though Moveworks focuses on internal IT/HR support rather than cross-SaaS automation.
• Albato: No-code iPaaS targeting SMBs and mid-market with a wide app catalog. Competes with ThatApp on usage-based automation, particularly for smaller organizations that don't need AVA-style organizational AI.
• Pipedream: Developer-focused iPaaS with code-first workflows and AI integrations. Overlaps with ThatApp's automation and API exposure angle, especially among developer and consulting partner users who prefer code-level customization over pure no-code.

Broad incumbents

• MuleSoft (Salesforce): Enterprise iPaaS owned by Salesforce, focused on large-scale API-led integration and ERP/CRM connectivity. Overlaps with ThatApp on cross-platform automation, though MuleSoft targets much larger enterprise accounts and is positioned as part of the broader Salesforce platform.
• Microsoft Power Automate: Microsoft's iPaaS bundled with the Microsoft 365 / Dynamics stack. Competes with ThatApp for organizations standardizing on Microsoft for per-seat automation, although pricing is per-user rather than usage-based and connector breadth skews Microsoft-first.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ThatApp