Blog
Notes from a focused team.
Mostly engineering & pricing — the choices we made building Hooktopus, and what we'd do differently if we started over today.
Recent posts
2026.
- Pricing2026-05-16· 6 min read
Why we charge $19/mo for what Zapier charges $50/mo for.
A transparent cost breakdown of what it actually costs us to run Hooktopus per workspace, why the workflow tools have to be so expensive, and why we don't.
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- Engineering2026-05-13· 4 min read
Apostrophes, backticks, and the case for native JSON in BigQuery.
Why we use BQ's native JSON type instead of STRING-of-JSON, and what happens to your dashboard the day a customer named Dean'O signs up.
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- Strategy2026-05-09· 5 min read
Why we have no workflow builder, and never will.
Surface area is the enemy of focus. Here's the explicit list of things we won't build, and the bet that focus is what makes us cheaper.
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