Embedded Integration Platforms

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What is it?

Every SaaS company has integrations. The embedded integration platform allows product teams to build integrations faster by connecting to multiple integrations at once rather than building every single one manually. Features usually include:

• Build and deploy integrations between their application and customer-facing applications

• Prebuilt application connectors and integration workflow automation

• Manage integrations with third-party applications

Who’s the buyer?

Job titles of the buyers include product and engineering leadership. But often founders are the right person to talk to.

55% of buyers are in the SMB segment, 31% in the mid-market, and 14% in the enterprise market.

What is the problem?

Companies that buy integration platforms are growing fast and they don’t time or resources to build out integrations for customers. A mid-market customer comes to you and they want to buy. But they need Salesforce integration. This will take you weeks/months to deliver.

Integration platforms help you close that customer today and deliver value out of the integration without months wasted on the development. The best part is that once you connect to one of these tools you have access to all the integrations that they offer. So you can integrate with Salesforce and Hubspot at once!

How big is the market?

The top 10 players bring about $608M in ARR. The combined annual revenue of all players in the market is north of $3B.

How fast is it growing?

In the past 3 years, the supply side of the market has grown 328% with an average of 63% year-over-year growth.

In a few weeks, we'll have a premium version of the reports that will include demand growth - meaning how many people want it and how many people can buy it.

Who are the top 10 players?

Revenue numbers are estimated. We usually are able to find one of the top players mentioning numbers of customers in a recent funding event. This way we can estimate their and other players' revenues.

How much are people paying?

Companies pay between $20 to $100 monthly for basic integrations (think Zapier). More advanced tools charge anywhere from $500 to $5000 per month depending on how many integrations or API calls you want.

How are they buying?

Most players have the option to try the tool for free - especially ones targeted at the developers' segment. But the “request a demo” flow is also present for the more product/leadership side of buyers.

Thanks for reading.

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