Bynder, the leading digital asset management (DAM) platform, enables companies to easily manage, share, and scale content and branding assets. Delivering an ecosystem of marketing tools, Bynder strives to provide seamless integrations to its customers to enrich their experience and help brands thrive. However, facing an integration crossroad, Bynder sought a robust solution to better foster growth and deliver customer integrations proficiently.

Bynder’s journey towards a more refined integration strategy began with a hiccup. The acquisition of their previous integration platform, Azuqua by Okta, triggered a search for a new vendor. “Azuqua was sort of ripped out from beneath us. We knew we needed to find a new integration platform, and fast,” says Toni Aquino, Group Product Manager at Bynder. “In our evaluation process, we looked for vendors that could not only ease the migration but offer substantial support during the transition phase.” 

The challenge extended beyond just finding a new vendor. Bynder’s existing integration roadmap was largely dependent on inbound partnerships looking to join Bynder’s marketplace. However, the company had limited options for handling these requests, either developing them in-house, referring customers to third-party developers, or waiting for integrations to be available as standard features. The over-reliance on engineering resources for integrations was another bottleneck, hindering the pace at which Bynder could deliver to its customers’ expectations. “Our roadmap was a big black box. We lost trust in integration requests coming in and that became our biggest pitfall,” Toni says.

Driven by the remarkable support during the evaluation phase, Bynder selected Tray.io’s embedded solution to power its integration strategy. “When it came to quickly responding, the Tray team was always there for us,” Toni says. Transitioning from a referral relationship to embedding Tray’s solution into the Bynder platform marked the beginning of the company’s evolving integration strategy. Toni and the team began to expand their integration roadmap with an external focus, leveraging Tray Embedded to accelerate the rollout of new integrations like Getty, Shutterstock, and Google Cloud Storage. 

Additionally, the adoption of Tray Embedded empowered Bynder to respond to custom requests quickly, tackling integration needs within a month or two instead of a six-month roadmap. With this acceleration, Bynder was able to take a step towards gaining control over what and how integrations were developed. “It finally let us take control and actually provide a connected ecosystem for customers,” says Toni.

Implementing Tray Embedded resulted in a surge in integration releases per quarter. “Before Tray, we were releasing about 2 to 3 integrations per quarter. With Tray Embedded, we increased that to around 7 to 8 integrations per quarter in the initial phase,” Toni says. This boost in productivity nearly doubled their production rate, reinstating trust and efficiency in meeting integration demands.

"With Tray, we've seamlessly bridged our internal and external ecosystems, delivering both in-house and customer-facing integrations. This holistic approach has not only fortified our tech infrastructure but also accelerated our speed to market," says Toni. "We can now provide a connected ecosystem for our customers on our own development timeline. Our collaboration with Tray goes beyond mere integration; they've been a trusted advisor, guiding Bynder into the iPaaS space with unwavering support."