Integrations are vital for B2B software companies to meet the demands of business customers who use an average of 80 SaaS applications, seeking to automate workflows and enhance productivity. However, providing these integrations presents both technical and non-technical challenges, such as connecting to unfamiliar apps, managing various data formats, and addressing unclear user requirements. An embedded integration platform can simplify this process, allowing non-engineering teams to develop integrations using low-code capabilities, thus saving developer time and improving sales velocity. It also enhances the user experience by making integrations a core feature rather than an add-on, enabling customers to self-service their integration needs, and reducing customer churn by making the product central to customer productivity. Such platforms provide necessary infrastructure, allowing B2B SaaS companies to focus more on core product development while maintaining efficient and scalable integration processes.