G2

Jacqui M.

Systems & Autoamtion Expert

Small-Business (50 or fewer emp.)

9/9/2026

"Airtable Makes Relational Systems Accessible for Non-Technical Teams"

5/5

What do you like best about Airtable?

What I like most about Airtable is the combination of a relational database with a front end that non-technical teams can actually use.

I build operational systems for small businesses, memberships, masterminds and service-based businesses, and Airtable gives me the flexibility to take processes that are scattered across spreadsheets, inboxes and multiple tools and bring them into one connected system.

I particularly like being able to link data across tables, build formulas and automations, and then use Interfaces to give different people a much simpler view of the information they actually need.

That means a business owner can have a high-level command centre showing things like revenue, client or member status, renewals, payments and operational risks, while the team works from completely different views designed for their day-to-day responsibilities.

It is flexible enough that I can build systems around the way a business already works rather than forcing the business into a rigid piece of software. Review collected by and hosted on G2.com.

What do you dislike about Airtable?

The flexibility is also one of Airtable's weaknesses.

Because you can build almost anything, it is very easy for a base to become overly complicated if the underlying process and data structure have not been thought through properly first.

There are also still situations where I would like more control over Interfaces and the end-user experience. Airtable has improved enormously here, but there is a gap between building a great internal operational application and having the level of front-end flexibility you would get from a dedicated application platform.

As someone who builds Airtable systems professionally, I also have to think about long-term platform dependency. When a business puts a significant part of its operations into one platform, portability and future platform changes naturally become part of the architectural decision. Review collected by and hosted on G2.com.

What problems is Airtable solving and how is that benefiting you?

The biggest problem Airtable solves for my clients is operational fragmentation.

Information often exists in several different tools and in people's heads. A founder may know what is happening across the business, but the team has no single place where that information connects.

I use Airtable to create systems that connect areas such as:

CRM and sales pipelines

Client or member onboarding

Contracts and renewals

Payment recovery

Support requests

Tasks and follow-ups

Program or service delivery

Engagement and retention

Reporting and CEO dashboards

The benefit is not simply having the data in one place. The real value is making the business more visible.

Instead of someone manually checking five different tools or asking the founder what needs to happen next, the system can surface the records that need attention and trigger the appropriate workflow.

For the businesses I work with, that reduces manual administration, makes delegation easier, and gives the founder a much clearer view of what is happening without having to be involved in every operational detail. Review collected by and hosted on G2.com.