Unveils Unified Customer Integration Solution for Software Companies

With 10x faster integration velocity, Tray Embedded’s new offerings and features enable product, sales, and services teams to prototype and deploy customer integrations at enterprise scale

SAN FRANCISCO--(), whose General Automation Platform enables citizen automators in any business role to build enterprise-class integrations and automation themselves in a low-code environment, today announced a significant expansion of its Tray Embedded customer integration offering. With new flexibility and customization features, Tray Embedded enables enterprise product, services, and sales teams to improve customer retention by dramatically accelerating their ability to deliver highly complex customer integrations at scale. Product and engineering teams can create a uniquely differentiated and more engaging product experience by providing self-activated integrations directly through their product UI. Professional services and sales organizations can utilize Tray Embedded to quickly deliver customized integrations that realize more product value.

Customer integrations are a top priority for software and services organizations today, and research shows that poor integration can not only disrupt customer experience, but also lead to costly inefficiencies. Gartner predicts that “by 2023, at least 75% of organizations that did not factor integrability into their business application evaluation criteria will incur inefficient processes and higher overall costs.”

Churn is the greatest threat to company growth in these uncertain economic times, so SaaS companies are refocusing their efforts on retaining their existing customers,” said Rich Waldron, CEO and co-founder of “Having a differentiated integration offering is a critical capability for enterprises looking to prevent churn by expediting time-to-value, empowering their customers, and increasing retention. Tray Embedded was one of the first solutions in the market designed specifically for the integration needs of software companies’ customers, and we’ve seen 500% growth in adoption in the past year. We’re excited to share these new updates that will allow a broader set of teams to quickly deliver integrations for their customers.”

Delivering a unified platform for services, sales, and product collaboration

To succeed in today’s economy, software companies must provide solutions that easily integrate with their customers’ existing technology stack. Until now, software companies have had to compromise between full OEM capabilities for their customer integration solutions, which are very code-heavy and require months to stand up, versus low-code building experiences that lower the technical complexity of integration and rapidly accelerate time-to-value. Tray Embedded is the first unified customer integration solution to provide the flexibility and ease-of-use to meet the needs of services, product, and sales teams – all with the enterprise-grade trust, scalability, and security that modern software companies demand.

Tray Embedded now enables software companies to:

Build integrations faster

  • Streamline integration delivery with powerful, yet intuitive features for accelerating development
  • Hundreds of pre-built connectors
  • Universal Connector for connecting to any API
  • Intuitive, low-code visual integration builder
  • Flexible logical operators, branching, and nesting
  • Easy migration across development, testing, and production environments

Seamlessly productize integrations

  • Deliver fully self-activated, end-user experiences at scale with complete developer control
  • Custom-branded configuration wizard for self-service activation
  • GraphQL API interface for fully customized front-end experiences
  • Full programmatic access to API connectors
  • JavaScript for customizing self-service experiences
  • Managed OAuth 2.0-compliant authentication flows

Deliver enterprise application-ready integrations

  • Deploy a robust solution with features that meet high performance, scale, security, and compliance standards
  • Highly available, serverless architecture
  • Governance and role-based access control
  • SOC-2, Type 2, GDPR, and PCI compliant infrastructure

Tray Embedded is the only solution to provide an easy-to-use, visual interface to build new integrations while providing developers with complete control through APIs and SDKs.’s modern architecture provides organizations with elastic scalability through serverless design.

Enterprise SaaS leaders rely on Tray Embedded for customer integrations

Tray Embedded is the leading solution for accelerating product-led integration initiatives and has seen massive success since its launch in 2019. Successful technology brands such as Eventbrite, Boostr, Cue, Aurea Software, and more use Tray Embedded to meet market demand for customer application and data integrations.

Eventbrite, a global leader in self-service ticketing and experience technology, implemented Tray Embedded to adjust to an environment that demanded higher efficiency and faster integrations.

With Tray Embedded, we’re more productive with the tools and resources we have available,” said Thomas Mirmo, product manager, Eventbrite. “By leveraging Tray Embedded to build custom integrations for the important and popular marketing tools our event creators use, we're enabling thousands of active creators to seamlessly connect and collaborate on shared online experiences, sync campaigns across multiple organizations, and be extremely efficient at a time when efficiency is more important than ever.”

To learn more about Tray Embedded, please visit the website.


At, we believe that any organization can and should automate. With the Tray Platform, citizen automators throughout organizations can easily automate complex processes through a powerful, flexible platform, and can connect their entire cloud stack, and their customers’, thanks to APIs. Today, businesses such as Intercom, Segment, and Outreach rely on to connect, process, and automate data between the tools they use every day.


Andrew Smith
Bhava Communications for
+1 (310) 941-7251


Andrew Smith
Bhava Communications for
+1 (310) 941-7251