A drag-and-drop builder for internal tools that sits on top of your databases and APIs, with scheduled workflows, hosted Postgres and hourly-billed AI agents alongside it.
What is
Retool
Retool's own survey of 2,285 developers found they spend about a third of their time building internal tools, the admin screens and back-office apps nobody outside the company ever sees. Retool is a builder for exactly that work, a drag-and-drop canvas of tables, forms and buttons wired straight to your databases and APIs. You connect Postgres, Snowflake, BigQuery, a REST endpoint or Salesforce, write the query, then drop components on a grid and bind them to it. Workflows runs the same logic on a cron, a webhook or an API call, and Retool Database gives you hosted Postgres when you have nowhere else to put the data. Agents is the newer layer, an LLM you point at saved queries, workflows, MCP servers and other agents, billed by the hour it works rather than by token. For a GTM team the pull is the screen no vendor ships, a lead-routing console, a dedupe queue, an ops panel over HubSpot and the warehouse. Retool earns a seat when your GTM data already lives in a warehouse and someone can write SQL, because that is the only setup where building beats the workaround. Nebor does not run it, and a team whose stack is Clay plus HubSpot plus a sequencer has nothing here worth the per-builder price.
Integrations and the modern GTM stack
Retool's integrations are data sources rather than app-to-app automations, so the question is less about which SaaS tools it talks to and more about what it can query. Anything with a REST endpoint is reachable, and the named connectors mostly save you the authentication work.
Databases and warehouses | PostgreSQL, MySQL, MongoDB, Microsoft SQL Server, Oracle, Snowflake, BigQuery, Redshift, Databricks, AlloyDB and Redis all connect as first-class resources. You write the query, name it, then bind a table or form component to it, and the same saved query can be reused by a workflow or handed to an agent as a tool. |
Salesforce and HubSpot | Both ship as native resources, which is what makes the CRM admin panel the most common GTM build here. Retool publishes starter templates for a HubSpot CRM dashboard, a lead generation dashboard and a sales activity dashboard, so a routing or hygiene screen starts from a working app rather than a blank canvas. |
REST, GraphQL, gRPC and SOAP | The catch-all, with OpenAPI import, custom authentication and VPC tunnelling for anything behind a firewall. This is the route for the GTM tools Retool has no connector for, so Clay, Instantly, Smartlead and Apollo all come in as REST resources or webhook calls you configure yourself. |
Slack, Teams, Twilio and SendGrid | The notification layer, plus Retool Email and OneSignal. A workflow that flags a duplicate account or a stalled opportunity can post it into a channel or text an owner without a separate automation tool sitting between Retool and the alert. |
Model providers | OpenAI, Anthropic, Google Gemini, Azure OpenAI, Amazon Bedrock, Cohere and a custom AI provider option, alongside Retool AI and Retool Vectors for retrieval. Enterprise customers can bring their own API keys so agent and AI usage bills to the provider instead of drawing down the Retool credit pool. |
MCP servers | Agents can call tools from a remote MCP server, so GitHub, Slack, Stripe, Cloudflare and anything else exposing one become agent tools. The tool list is fetched live at connection time rather than imported once, only remote-hosted MCPs are supported, and the tool timeout maxes out at two minutes. |
Retool's own layer | Retool Database is a hosted Postgres for teams with nowhere else to put the data, and Retool Storage, Retool RPC and the Retool API round it out. Retool also publishes its own MCP server, which lets an outside AI agent read and build inside your Retool org. |
What is missing | There is no native Clay, n8n, Zapier, Make, Instantly or Apollo connector, so the GTM stack most teams already run reaches Retool through REST calls and webhooks that somebody has to build and maintain. Git source control over your apps is Enterprise only, which shapes how a growing app library gets versioned. |
Pro’s
A rep-facing screen that would take an engineer two weeks lands in an afternoon, because the query, the table and the buttons all live on one canvas.
It reads your real systems directly, so a lead-routing console can pull from Snowflake, write back to Salesforce and post to Slack with no sync layer in between.
Only people who edit an app or workflow in a billing cycle count as builders, so read-only staff sit at $5 a month on Team and $15 on Business.
Workflows covers the scheduled and webhook-triggered jobs, so the same platform that renders the ops panel also runs the nightly dedupe sitting behind it.
Agents attach to saved queries, workflows and remote MCP servers, and hourly billing with 20 free hours a month makes the cost of an experiment easy to cap.
Self-hosting is offered on every tier including Free, which matters when the customer data your panel touches is never allowed to leave your own VPC.
Cons
Builders cost $50 a month each on Business at the annual rate and $65 month to month, so a handful of people who edit apps carries most of the bill.
SAML and OpenID SSO plus Git source control sit on Enterprise only, so a security review pushes you off the published price list and into a custom quote.
This is a build tool, so every panel you ship becomes something your team owns and maintains forever, and reviewers on G2 and Reddit flag the tech debt that piles up as an app library grows.
It does no GTM work of its own, with no enrichment, no email finding and no sequencing, so Retool only becomes useful once Clay, HubSpot or a warehouse already holds the data.
AI credits are metered apart from seats at 1,000 a month on Team and 3,000 on Business, and agent time is billed on top of that once the free 20 hours run out.
Pricing
Free
$0 Up to 5 users, cloud or self-hosted
Unlimited web and mobile apps
500 workflow runs a month
5 GB of database capacity and 5 GB of file storage
Up to 20 hours a month of Agents
250 AI credits a month
Team
$10/builder/month Annual rate, $12 month to month, internal users $5 annual
Everything in Free with more than 5 users
5,000 workflow runs a month
Staging environment and app releases
1,000 AI credits a month with bonus packs available
Internal users at $5 a month annual, $7 month to month
Business
$50/builder/month Annual rate, $65 month to month, internal users $15 annual
Audit logging and granular permission controls
Portals for external users and custom branding
Unlimited resource environments
3,000 AI credits a month
External users free to 50, then $8, $6 or $4 a month by volume
Enterprise
Custom Quote from sales, flexible terms
SAML and OpenID Connect SSO
Git source control and advanced self-host features
Unlimited end users and full white-labeling
1,000 AI credits per builder plus 4,000 pooled credits a month
Bring your own model API keys without drawing on the credit pool
How it fits your stack
Alternatives
At a glance
Drag-and-drop apps over your own data
Connects Postgres, Snowflake, BigQuery and REST
Workflows on cron, webhook or API call
Salesforce and HubSpot connectors built in
AI agents with MCP server tools
Hosted Retool Database and file storage
Self-hosting available on every plan tier
Free plan for up to 5 users
Read some of our client stories
GTM Workflows
Learn how to use GTM tools in workflows
Guides and tutorials to get the most from your workflows
Ready to get started?
By clicking Sign Up you're confirming that you agree with our Terms and Conditions.
