How much does workflow automation cost in Europe?
In Europe, workflow automation typically costs $5,000-$25,000 for a single Spark engagement (one workflow, four weeks), $40,000-$120,000 for a multi-workflow build, or $4,000-$9,000 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 $5,000-$25,000 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 $40,000-$120,000 range and run 6-10 weeks. Light retainers for monitoring, iteration, and small additions are $4,000-$9,000 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 $5,000 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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