I’m really puzzled by something I keep seeing and hoping other developers can shed some light on this. I’ve been building API integrations for years now and I know how much work goes into each one. Even a simple integration with something like Salesforce or HubSpot can take weeks to get right, and complex ones can stretch for months.
But I keep seeing these new companies with tiny teams claiming they support integration with hundreds or even thousands of platforms. Just yesterday I saw a startup bragging about 1500+ integrations on their landing page. They had maybe 8 people total according to their about page.
The math just doesn’t add up in my head. How does a team of 3-4 engineers build integrations for every major SaaS tool out there in under a year? Are they somehow leveraging platforms like Zapier or Make.com behind the scenes? Is there some new framework or protocol that makes this possible that I’m not aware of?
I’m starting to feel like I’m missing some fundamental shift in how integrations work. It’s making me wonder if I should even bother competing in spaces where integration speed seems to matter so much.
Here’s what nobody mentions about those massive integration catalogs - acquisitions. I’ve worked at two SaaS companies, and most startups with hundreds of integrations didn’t build them. They bought smaller integration companies or hired teams with existing connectors. We got acquired specifically for our 200+ integrations. The buyer doubled their catalog overnight and suddenly “built” all our connections. Another trick is using integration platforms where you’re basically reselling pre-built connectors with light customization. Their engineers just write thin wrappers around existing APIs instead of building real integrations. I’ve looked under the hood at competitors - most are proxying requests through third-party services. The real question isn’t how they built so many so fast, it’s whether they actually work at scale. Customers don’t stress test integrations during demos, so companies get away with quantity over quality.
I’ve worked on both sides of this - there’s another angle here. Most startups aren’t building real custom integrations. They’re doing what I call “configuration integrations” instead. They build one generic framework that maps basic CRUD operations across similar platforms. So instead of writing unique code for each CRM, they create one adapter that works with any REST API using standard patterns. The bulk of their “integrations” are just different config files pointing to different endpoints. This works great for simple stuff but falls apart when customers need anything beyond basic data sync. I’ve watched companies pivot hard when they realize their impressive integration count doesn’t matter if half their customers bail because the integrations can’t handle real workflows. Here’s the dirty secret: most B2B buyers never actually test these integrations during trials. They see the big number and think it means comprehensive support. By the time they find the limitations, they’re already locked in. If you’re competing here, go for depth over breadth. Build fewer integrations that actually solve real problems completely.
Been there, done that. Those numbers are mostly smoke and mirrors.
Most startups aren’t building real integrations. They use unified API providers like Merge, Apideck, or Prismatic - basically paying someone else who already did the work.
I’ve seen companies count every endpoint separately. Salesforce becomes 50 integrations instead of one. Sneaky marketing.
Another trick: super shallow connections. They pull basic contact data but can’t handle complex workflows or custom fields. You’ll hit walls fast when you actually try using them.
Some just white label existing platforms. They slap their brand on Zapier’s API and call it their own catalog.
Real test: ask for specifics. Webhooks? Custom objects? Rate limiting? Error handling? Usually it’s no across the board.
Don’t fall for the marketing. Solid integrations still need time and expertise. Quality beats quantity every time.
This video breaks down what real integration work actually looks like if you want the full picture.
