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Knock

INFRA · APIS
Velocity6.3

Knock is wiring both ends of the messaging data loop, then putting an agent on top

notification-infrastructuredata-sourcesagent-nativeworkflow-orchestrationplatform-maturity
◆Current state
Knock has spent the last month building around its notification engine rather than inside it. Two new inbound data sources, Amplitude and Clay, let product events, cohorts, and enriched account rows land in Knock without customers writing sync code, while message and engagement events flow back out to the warehouse. The dashboard work alongside it, a rebuilt template editor, saved views and tags, schema management, and passkeys, reads as hardening for teams rather than individual developers.
◆Where it's heading
The direction is away from a notification API you call and toward the system that holds the messaging state. Ingesting cohort membership and enriched contact data is CDP-adjacent territory, and the wait-for-event function turns linear sequences into event-driven orchestration. The Knock agent then adds a natural-language layer over performance data, so the platform answers questions instead of only exporting rows.
◆Prediction
Expect more data sources on the same pattern, warehouse and CRM-side connectors that keep audiences in sync without customer glue code. Whether the agent moves from reading analytics to editing workflows directly is the open question these entries do not yet answer.

◆Recent moves

  1. 6d ago

    Amplitude data source

    The second inbound data source in under two weeks, after Clay. Product events, user updates, and cohort membership now arrive from Amplitude directly, extending the pattern of Knock owning the sync rather than the customer's glue code.

  2. 13d ago

    Analytics in the Knock agent

    ⚡ SPARK

    The agent layer landing on top of the data Knock has been accumulating. It fits the arc of the last month: first make message and engagement data addressable, then put a natural-language surface over it instead of a report builder.

  3. 14d ago

    Wait for event function

    A workflow can now pause until something happens in the product or in Knock, then continue, branch, or stop on what it receives. That turns sequences into event-driven state machines, which is the orchestration piece the new data sources need to be worth ingesting.

  4. 15d ago

    Clay data source

    The first of the two new data sources, syncing enriched contact and account rows from Clay as they finish processing. Paired with Amplitude a week later, it shows Knock treating inbound sync as a product surface rather than an integrations checkbox.

  5. 20d ago

    Redesigned template editor

    A rebuilt editor with block-style authoring, faster autocomplete and keyboard shortcuts, and personalization through dynamic variables and Liquid. Authoring is where teams spend their time in Knock, so this continues the dashboard-maturity thread rather than changing direction.

  6. 27d ago

    Branch rebasing

    Branches can pull in changes from main while keeping their own commits. It is a small piece of Knock's git-shaped change management, aimed at teams with more than one person editing workflows at once.