Odense, Denmark, 9th July 2026, open-source .NET CMS platform vendor, Umbraco, has launched its new business process automation product, Umbraco Automate.
The new product is native in the CMS, allowing developers to automate common pipelines in the Umbraco backoffice, while retaining customer data within their own environment.
Using a drag-and-drop user interface in the Umbraco backoffice, users build automations that begin with an event trigger, followed by a pre-defined sequence of actions.
Triggers could include a content editor publishing an update on an ecommerce site, or a website visitor submitting a form, purchasing an item, or downloading a marketing asset. Automate can be used to initiate translations of updated content across a global site, onboard customers, and complete routine administration tasks.
An example of a common digital sequence includes:
· A new customer signs up on a website
· A fresh contact is created
· A welcome email is sent
· The CRM is updated
· The sales team is notified
· A unique discount code is generated
Commenting on the product launch, Bolette Kern, CMS product manager, Umbraco, said, “Automate provides a drag-and-drop automation engine directly within the Umbraco CMS. Developers and tech-savvy web owners can set up triggers and actions within minutes to empower marketing teams to automate common steps in the customer journey.”
Automate runs inside the Umbraco CMS platform, inside an organisation’s own environment, so data is not routed through a separate third-party automation platform. This aids EU GDPR compliance.
The new product ships with out-of-the-box triggers and actions. Developers can also build their own triggers or actions to suit their clients’ projects or build a package and list it on Umbraco Marketplace. To save developers having to build bespoke automations from scratch, Umbraco has shipped a new .NET template that generates the full project structure for a custom trigger or action.
Automate can connect to popular marketing tools, CRM systems, payment platforms, and messaging software. Outbound connections are completed via HTTP Request. Webhooks handle inbound connections.
The new product ships with out-of-the-box integrations to AI in Umbraco. When used in combination with Umbraco.AI, Automate provides agentic automations on routine pipelines such as customer onboarding emails, discounts, content translations, or regular content updates.
For AI safety, Automate keeps humans-in-the loop. Developers can specify which steps require human oversight before the automation continues and limit how often an automation can run. A kill-switch can also be included, allowing employees to apply the brakes before automations complete. Where AI is allowed to make decisions, people can provide final confirmation before branded content goes live, customer discounts are applied, or other business-critical automations are complete.
Automate applies Umbraco’s existing user-group model, giving administrators complete control over who can build automations, edit connections, and trigger kill-switches.
Explaining how Automate complements Umbraco’s other commercial products, Bolette Kern, adds, “Umbraco Forms, Workflow, Commerce, and Engage, now ship with an integration package that contributes Automate triggers and actions into the drag-and-drop canvas. This means that Automate users can add an Umbraco Forms submission as a trigger, elevate persona scoring in Umbraco Engage, or tap into a content approval requested in Umbraco Workflow.”
Technically-proficient website owners will benefit from being able to build and configure automations in the Umbraco backoffice to manage routine automations on their websites, without needing to bring in a developer. There is no limit on the number of automations that they can run.
Marketing teams can use Umbraco Automate for routine administration tasks including:
· Adding alt text to images to improve site accessibility
· Removing outdated content from websites to optimise carbon footprint
· Automatically notifying colleagues when one part of an international website is updated, to ensure that translations are reviewed for accuracy and brand-consistency before publication
“Sequences that previously required a developer ticket to add a step, change a connection, or tweak part of a customer journey, can now be set up in the backoffice, with no limit on the number of automations,” says Bolette Kern.
Commenting on the product launch, Umbraco CEO, Mats Persson, said, “Automate allows Umbraco users to benefit from unlimited automations, with the flexibility and extensibility of an open-source platform, that retains data within your own environment. This is another major step in our mission to help our users to build and scale their digital operations, without limiting their future technology choices and flexibility.”
For further information visit: https://umbraco.com/products/add-ons/automate/
About Umbraco:
Founded in 2003, Umbraco is the most widely-used open-source content management system built on Microsoft .NET. Umbraco’s user-friendly CMS seamlessly integrates with third-party applications to provide unparalleled flexibility and extensibility, empowering organizations to create bespoke websites and digital solutions tailored to their exact needs. Its intuitive interface simplifies web content management for editors. The combination of open source, usability, extensibility, and scalability provides organizations of all sizes with a cost-effective, future-proof platform that grows with their business and offers impressive time-to-market for new digital solutions. Umbraco Cloud offers enterprise-level scalability, with regional hosting.
Umbraco’s success lies in the open-source model, a highly-engaged community of more than 250,000 developers and users, and a well-established global partner network of digital agencies.
Headquartered in Odense, Denmark, with offices in the USA, UK, and Australia, Umbraco employs 150+ people.