01
Lead handling with human approval
Automatic qualification with AI + human review before assigning the lead to the SDR. Allows scaling inbound without losing control over routing quality.
Relay.app
AI automation with built-in human-in-the-loop, agent and process orchestration.
100+
native integrations with App Objects (nested properties accessible inline)
3
alternable AI models per block without managing API keys (GPT, Claude, Gemini)
5
product layers: workflow builder, integrations, AI Actions, AI Agents, human-in-the-loop
5
native AI Actions: summarize · translate · extract · classify · generate
Featured customers of Relay.app
01. Context
The layer where day-to-day work lives.
Relay.app was founded in San Francisco in 2021 by Jacob Bank (ex-Google), backed by a16z, Khosla Ventures, Neo, BoxGroup and SV Angel. The differentiating point lies in the architecture: Relay.app was AI-native from day one, not a traditional iPaaS with a bolt-on AI layer. Its synthetic positioning sits between Zapier (deterministic automation) and Lindy (100% autonomous agents): a workflow engine with AI nodes and optional human approvals.
The product rests on five layers: visual workflow builder with conditional paths, iterators and wait conditions; 100+ integrations with App Objects that expose nested properties accessible inline without additional lookups; native AI Actions (summarize, translate, extract, classify, generate) that work with GPT, Claude and Gemini without managing your own API keys; visual AI Agents with conversational memory and assignable tools; and the differentiating layer: human-in-the-loop checkpoints, where the workflow pauses waiting for human approval before continuing.
02. How we apply it
Five fronts where Relay.app fits perfectly.
The applications that come up most often in our projects.
02
Customer support with AI triage
Automatic ticket classification, AI-generated response drafts, and human escalation in sensitive cases. Reduces time-to-first-response without sacrificing quality in complex cases.
03
Content workflows with editorial review
AI generation + human review checkpoint + publication. Human-in-the-loop is especially useful here: nothing goes out without editorial approval.
04
Weekly operational reporting
Consolidation of data from multiple sources, AI-generated summaries, automatic distribution to the team. Replaces the manual reporting nobody wants to do.
05
AI Agents with memory and tools
Visual agents built within the workflow builder with persistent context and assignable tools. They execute multistep tasks: account research, sales prep, post-meeting follow-ups, combined with deterministic steps and human checkpoints. Transparent and debuggable, not black boxes.
03. What changes for you
The advantages of working with us.
When you work with The Optimal Flow you choose the partner with the most accumulated Relay.app implementations. We have taken dozens of deployments to production, we collect over 30 public 5-star reviews and we are probably the consultancy that has put the tool in the hands of an end client the most times. The patterns are already seen, we know which workflows scale and which break when volume doubles, where human-in-the-loop adds real value and where it is unnecessary noise, and which App Objects fail silently in production. If something critical breaks, escalation to the Relay team is minutes, not days.
Where we extract value from your investment fastest is in connecting Relay.app with the rest of your stack. Relay.app is the workflow engine with human-in-the-loop, but the mature client sooner or later needs those workflows to talk to the CRM (Attio, HubSpot, Salesforce), to the knowledge base in Notion, to prospecting (Apollo, Enginy) and to broader automation (Make, n8n) when a case needs 3,000 integrations instead of 100. What we do differently is not stop at the workflows: we deliver the complete orchestrated stack, recommending Relay.app when human-in-the-loop is the right lever and combining with Make or Apollo when the decision is not that. A Relay-only partner can configure a workflow that works, but loses the conversation when it comes to deciding where Relay ends and the rest of the stack begins.
Let's talk.
Book a free intro session so we can understand where you stand and how we can help. No strings attached.
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or write to us at info@theoptimalflow.com