For product managers evaluating their integration strategy, that’s more than a data point—it’s a wake-up call.
At the World of Workato (WOW) 2025 GTM & AI Product Strategy Panel, the message from product leaders was clear: Embedded integrations and AI are the backbone of B2B SaaS growth and customer loyalty.
This session followed three leaders who launched, packaged, and scaled integration as a customer-facing offer with Workato’s Embedded Platform:
- Jeff O’Malley, CTO at Wodify
- Jethro Wu, Product Manager at Greenhouse
- Jessica Burgos, Product Manager at Agiloft
Here are the key takeaways.
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Integrations built for modern product requirements
Though serving different industries and audiences, Agiloft, Greenhouse, and Wodify weren’t chasing the latest technology trend when they found Workato Embedded. They were looking to bring more product value to their users by turning integration bottlenecks into seamless, scalable connectivity.
“Legal tech users don’t want to focus on integrations. They want to get their contract done, in one place. And they don’t want to spend cycles on engineering,” said Jessica. “Workato allows them to create integrations quickly and helps them take the best route forward.”
Agiloft’s decision soon positioned their contract lifecycle management (CLM) platform as a truly connected legal tech solution, giving customers the tools to automate without any IT hiccups.
For Greenhouse, the story started a little differently. Jethro shared how escalating demands for bidirectional HRIS integrations made their old approach unsustainable. “It was a nightmare. Costly, complex, and inconsistent,” he explained. “We wanted to be the system of record for hiring, but that meant making data transfer to customers’ HR ecosystems fast and frictionless.”
With Workato Embedded, they launched connectors to Workday and UKG, laying the foundation for agile onboarding.
Wodify, on the other hand, needed to take things a step further, seeking not just depth, but true user-driven business logic. “We wanted to move from a software application to a configurable platform,” said Jeff. “Our customers need to tailor automation to their own processes, without a coding wall. Workato gave us a low-code visual environment that we branded as Wodify Workflows.”
Embedded experiences tailored to the way customers use your product
Seamless connectivity wasn’t just a GTM aspiration, but a hard requirement. Greenhouse made integration invisible by design—when a user marks a hire, Workato quietly hums in the background, handling all downstream automation.
Customers never touch the integration engine, yet they see flawless HRIS handoffs in seconds. Jethro called it “as hands-off as possible, so our team can keep building and clients never feel the technology’s weight.”
Agiloft, meanwhile, leaned into self-serve power. Their Integration Hub embeds Workato’s UI, letting customers and legal partners connect their CLM with CRMs, ERPs, or e-sign platforms via pre-configured recipes. “It gives users the freedom to manage automations that match their exact legal use cases,” Jessica explained. “No two clients are alike.”
Wodify’s native integration means customers don’t even know automation is happening behind their branded UI. Workato “just works,” styled to feel like an uninterrupted extension of the platform.
This spectrum of embedded experiences—all built on Workato—shows that seamless automation is both a technical win and integral to how each company meets customers where they’re at, earning trust and driving adoption by making integration feel effortless and native.
How GTM enablement drives adoption
But how did these leaders actually move the needle with embedded integrations? Internal enablement, across the board.
At Greenhouse, product educated sales and consulting teams so thoroughly that integration shifted from a headache to headline feature. “It didn’t take much other than education to win over both sales and services,” said Jethro. As a result high-value clients now see tailored, low-cost solutions powered by Workato’s flexibility.
Wodify took a different approach, doubling down on responsiveness, training reps to consult with their Workflow team, turning feature requests into real-time product wins and boosting sales confidence.
Both companies agreed that “saying yes” (to customer roadmap asks, specialized fields, and edge integrations) was the lever that drove adoption. Dedicated business success teams at Wodify ensure every client gets hands-on support customizing their automations, driving engagement and satisfaction from the outset.
Results that matter: Retention, revenue, and faster delivery
For Agiloft, Greenhouse, and Wodify, embedded integration drives business impact and seamless connectivity from day one:
- 93% reduction in churn for Wodify customers who build even one integration and over 90% retention rate overall, turning automation into a long-term retention engine.
- Over 80% of Agiloft’s integration projects now leverage Workato, drastically reducing timelines and dependency on expensive system integrators.
- Greenhouse unlocked new revenue streams and bespoke automation services are now handled in-house, powering customer renewals and extending service value.
Looking ahead, Jessica, Jeff, and Jethro all see AI as the next wave in GTM and integration differentiation, as teams use flexible automation and intelligent tools to build, adapt, and stand out in a changing market.
These stories prove how integration can move from an afterthought to an advantage. Only with Workato Embedded.
Ready to see what embedded automation can unlock? Talk to an integration expert today to set these strategies in motion.