B2B SaaS companies now face the critical decision of whether to build an integration platform in-house or use a third-party embedded Integration Platform as a Service (iPaaS) to meet the evolving expectations of customers who demand seamless integrations with other applications. An embedded iPaaS offers advantages such as reduced infrastructure burden, faster time-to-market, engineering relief, enhanced customer experience, and built-in security and compliance. Despite these benefits, there are considerations such as vendor dependency, technical limitations, financial implications, and implementation challenges that may drive some companies to opt for building integrations internally. Ultimately, choosing the right integration strategy—whether leveraging an embedded iPaaS or developing an in-house solution—depends on the specific needs and constraints of the company, with a well-executed strategy potentially setting a product apart in a competitive market.