Thought Leadership

Embedded Integration with an API Integration Platform

Embedded Integration with an API Integration Platform

You've built a SaaS app. You know that your customers need integrations to connect your app with all the other apps they use. And building integrations can be a time and resource-intensive task.

What have other teams done? Some have gone ahead with the traditional approach (building integrations in-house). But an increasing number are using an API integration platform from a third party to deploy native integrations. These API integration platforms simplify building embedded integrations for B2B SaaS customers.

API development and integration

APIs are built for various purposes. Some APIs are internal to a system and connect subsystems or enable the system's front end to talk with the back end. These APIs are not used for integrations.

Other APIs enable data exchange with integration partners. Developers use these types of APIs to create native integrations.

A native integration extends the app (so users can't tell where the app stops and the integration begins). Native integrations built with third-party tools and then embedded in the app are called embedded integrations.

Characteristics of APIs for integrations

APIs for integrations are set up to send or receive data (or both). One API exports data to an integration regularly or when something changes in the source system. Another API waits for requests from an integration and then exports the requested data. A third API might import data from another through an integration. Or a single API might be set up to import and export data.

What is an example of an API integration method?

API integration methods are usually either pub/sub (publish/subscribe) or query based. Most APIs will use REST, SOAP, or RPC protocols. These protocols govern how data is pushed to or pulled from the API and whether the data is sent as XML, JSON, or another file type.

A native integration with Microsoft's Graph API might enable your app to upload an invoice file to your customer's SharePoint site every time a sales record is created in your app.

A more complex native integration with Salesforce's API might sync account data with your customer's Salesforce and your app. But Salesforce uses XML data, and your app uses JSON data. In addition to sending the account data both ways, you'll need the integration to convert (de-serialize) the XML into JSON when exporting from Salesforce and serialize the JSON into XML when importing to Salesforce.

API integration platforms allow devs to use pre-built connectors to connect with APIs and reduce or eliminate the code they usually write. These connectors work with many common SaaS apps and also handle authentication.

What is the best API integration platform?

The short answer: the one that best meets your use case. For B2B SaaS, the best API integration platform is an [embedded iPaaS(/resources/embedded-ipaas-scalable-integration-strategy/)]. An embedded iPaaS (integration platform as a service) is a platform used by software companies to create native integrations for their customers.

Here are standard capabilities of embedded integration platforms:

✓ A low-code integration designer that empowers non-developers to build productized integration workflows that can be configured and deployed to multiple customers.

✓ A library of built-in components that reduces the effort of building integrations by providing connectivity to many common SaaS apps and standard integration logic functions with no need for coding.

✓ An integration marketplace that teams can white-label and embed in their product to provide a self-activated, in-app integration experience for end users.

✓ Integration deployment and support tools that enable customer-facing teams to configure, deploy, monitor, and troubleshoot customers' integrations without engineering involvement.

✓ A cloud infrastructure that runs integrations and handles scaling, security, and compliance concerns.

Should I use an embedded iPaaS for my API integration platform?

An embedded iPaaS can provide you with a number of advantages over building everything in-house. But is it the right solution for you? Here are some scenarios that are ideal for using an embedded iPaaS:

  • You need many integrations.
  • Your integrations are complex.
  • You need to improve the integration experience for your customers.

You probably don't need an embedded iPaaS if:

  • You have a handful of integrations.
  • Your integrations aren't complex.
  • An integration is the core of what you provide.

What about a traditional iPaaS?

We've been focusing on embedded iPaaS, but we should also mention traditional iPaaS (or iPaaS). A traditional iPaaS is a general-purpose platform used by businesses to create integrations for internal use. In contrast, an embedded iPaaS is a purpose-built platform used by software companies to create native integrations for their customers.

If you need embedded integrations for B2B SaaS, an iPaaS lacks vital functionality such as customer management and an integration marketplace. Some companies have used an iPaaS for customer integrations, but this leads to a poor customer integration experience.

How do I know which embedded iPaaS to use?

Here are a few steps you can take to select the right embedded iPaaS for your SaaS app:

  • Include the right stakeholders in your evaluation. Multiple perspectives are key.
  • Conduct a realistic proof of concept. Build the next integration in your queue.
  • Evaluate each solution's ability to handle real-world complexity. Can it do what you need?
  • Test each solution's extensibility and custom connector support. Don't get boxed in.
  • Seek a toolset optimized for your use case. Low-code or lots-a-code makes a difference.
  • Ensure that the solution fits your existing tools and processes. You probably have enough exceptions already.

How much does an API integration cost to build?

API integration costs can vary greatly. Factors that contribute to variability include the following:

  • Integration complexity
  • Integration partner responsiveness
  • Infrastructure availability
  • Team members' skill levels

Cost of using the traditional approach for API integrations

You can build API integrations from scratch. We often call this the traditional approach to integrations. Here are the steps to enable native integrations using the traditional approach:

  1. Build or provide the infrastructure to run them.
  2. Set up infrastructure and code to handle authentication.
  3. Surface webhook endpoints (or set up another API connection method).
  4. Make everything accessible to monitoring and logging platforms.
  5. Establish a way for your customers to self-serve integrations.
  6. Do all the above in a secure, reliable, standards-compliant way.
  7. Finally, create, test, and deploy the integration.

In our experience, the minimum time it takes to build, test, and deploy a simple integration using the traditional approach is about one week. More complex integrations can require many weeks or even months of development.

Cost of using an API integration platform for API integrations

You can also build API integrations with an API integration platform – specifically an embedded iPaaS. This approach to integrations takes quite a bit less time and effort because the platform includes tools and code which allow developers (and non-developers) to write much less code.

If we look at the items from the list we just used and see which ones you need to do when using an embedded iPaaS, it's a bit shorter:

  1. Procure and configure embedded iPaaS.
  2. Finally, create, test, and deploy the integration.

There is still work to do, but much less than if you were trying to code all the pieces of an API integration platform in-house. And, with the built-in connectors (components), you can get a jump-start on building the integrations themselves. An embedded iPaaS lets you get native integrations in front of your customers sooner rather than later.

When you use an embedded iPaaS, all of the integration work you do is directly related to your domain and what the integration needs to do for your customers. When you try building everything yourself, you end up spending considerable time on things (such as infrastructure) that have no direct bearing on your market.

We recently worked with a team that had previously taken three or four weeks to build an integration using the traditional approach. Then, in a day or two, the team used our embedded iPaaS to build that same integration. That's quite a difference.


Building an API integration platform in-house can take much time and prevent your devs from focusing on your core app. But you need to provide native integrations to your customers, or they'll go to competitors who will.

Using a third-party API integration platform lets you provide your customers with embedded integrations that look and feel like features of your app while giving your team all the tools it needs to build, deploy and support those integrations effectively.

Download our guide to learn how an embedded iPaaS can help you provide native integrations to your customers.

About Prismatic

Prismatic is the integration platform for B2B software companies. It's the quickest way to build integrations to the other apps your customers use and to add a native integration marketplace to your product. A complete embedded iPaaS solution that empowers your whole organization, Prismatic encompasses an intuitive integration designer, embedded integration marketplace, integration deployment and support, and a purpose-built cloud infrastructure. Prismatic was built in a way developers love and provides the tools to make it perfectly fit the way you build software.

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