Answers

How much does workflow automation cost in Europe?

Short answer

In Europe, workflow automation typically costs €5-25k for a single Spark engagement (one workflow, four weeks), €40-120k for a multi-workflow build, or €4-9k per month for a light retainer. Pricing is usually quoted to outcome, not hourly. Expect a fit assessment and rough range inside one working day from a serious agency.

Workflow automation pricing in Europe varies more by scope than by country. A single high-leverage workflow, the WhatsApp lead engine, the abandoned-cart recovery flow, the support triage agent, runs €5-25k depending on integrations and complexity. Most agencies ship this kind of engagement in roughly four weeks.

Multi-workflow builds, where several systems get re-platformed onto one automation backbone, land in the €40-120k range and run 6-10 weeks. Light retainers for monitoring, iteration, and small additions are €4-9k per month. None of these include SaaS licences (HubSpot, Make, n8n cloud, etc.), those stay on the client's bill.

Two things to watch. First, hourly pricing is a flag, it means the agency hasn't scoped the work and the budget is uncapped. Second, beware retainers without a metric: paying €5k a month for vague automation work with no instrumentation is how engagements drift into theatre. Insist on a baseline number and a target before signing.

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