Sembly AI scaled to 40+ integrations using the Universal Integration Layer — not legacy embedded iPaaS
Goals
- Ship dozens of integrations fast without growing engineering overhead
- Support wide-ranging customer workflows across CRMs, docs, and task tools
- Avoid the complexity and cost of traditional embedded iPaaS tools
Highlights
- 40+ integrations live using a single shared architecture
- One auth integration powers all apps via Universal Connectors
- Reusable logic flows drive automation from Sembly to CRMs, Productivity Tools and more
- New GTM and product opportunities unlocked through integrations
Company Overview
Founded: 2019
Industry: AI / Productivity SaaS
Location: Global, HQ in New York
Website: https://www.sembly.ai/
About Sembly AI
Sembly AI is a smart meeting assistant that turns spoken conversation into structured outcomes. It records, transcribes, and analyzes meetings—then transforms that data into summaries, tasks, sentiment scores, and more.
At the heart of Sembly is Semblian 2.0, a proprietary AI engine that augments worker intelligence by enabling users to generate high-quality documents – like sales proposals, statements of work, and project plans – from their meetings. Drawing on context across multiple discussions, Semblian streamlines the creation of tailored deliverables and next steps, saving hours or even days of manual effort. It integrates seamlessly into existing workflows, helping teams focus on execution instead of documentation.
Sembly is used by teams across sales, product, operations, and HR – including in highly regulated environments requiring secure, HIPAA-compliant infrastructure.
Why Integration.app?
“Every app today needs to behave like an enterprise app due to strict data security and privacy requirements – but legacy iPaaS tools were built for yesterday’s enterprise. Integration.app gave us a modern infrastructure layer that actually works for modern tools,” said Artem Koren, CPO at Sembly AI.
Sembly is a horizontal product used across roles, departments, and industries. That meant they needed deep integration coverage from day one.
They explored traditional iPaaS platforms like Workato, but ran into problems:
- Prohibitively expensive pricing models
- Poor developer experience: no ability to test quickly or customize flows
- Clunky SDKs and tooling that felt “enterprise legacy”
- Long lead times just to prototype
“We couldn’t even get to a working prototype without thousands of dollars of commitment. Integration.app let us move fast, build fast, and ship fast.”
Implementation journey: From pilot to production
Sembly’s integration journey began with in-house testing. Their first three integrations – Notion, HubSpot, and Trello – were chosen to reflect a cross-section of customer needs across CRM, task management, and documentation.
This allowed them to build a solid foundation and test real-world behaviors before expanding. Once the architecture was in place, they ramped quickly – shipping dozens of integrations by reusing the same framework and Integration.app’s primitives.
“It’s a rinse-and-repeat engine now. New app? Same logic, same flows—just different mappings.”
Universal Connectors: One OAuth flow for 40+ apps
Before Integration.app, authentication was a pain point. Each new app meant:
- Writing new OAuth logic
- Storing and refreshing tokens
- Handling revocations and user permission edge cases
Sembly implemented Universal Connectors using Integration.app’s API. This enabled:
- A one-click “Connect App” UI for all integrations, fully-built using our APIs
- Auth flows fully handled by Integration.app
- Secure token storage and refresh logic out-of-the-box
- Real-time webhook updates to reflect auth status in Sembly’s UI
“Instead of 40 different OAuth flows, we shipped one – and reused it everywhere.”
Universal Integrations: Build once, scale everywhere
Sembly leverages Integration App’s Universal Integration Layer to define abstract integration behavior – then reuse it across all connectors.
Sembly’s engineers built Integration Logic Flows using Integration.app’s visual builder and YAML export feature. These flows define the movement and transformation of data post-meeting.
For example, a typical Sembly use case:
- Ingest raw audio and transcript from Microsoft Teams, Google Meet, or Zoom
- Run it through a proprietary AI engine, which generates structured summaries and action items
- Route this data to connected tools: Notion, Slack, Trello, Salesforce, etc.
Another example of an implementation:
- Trigger action: New meeting processed → AI summary generated
- Universal flow: Push the same data to Notion, Salesforce, and Google Docs at once
This process is authored once and reused across all apps. Integration.app’s framework automatically translates that logic into each platform’s unique schema, API quirks, and webhook structure.
No custom endpoint coding. No rewriting business logic per app. Just write once, scale everywhere.
Integrations fuel GTM and visibility
Sembly’s integrations do more than improve the product – they accelerate go-to-market.
- Customers see integrations as a trust signal and maturity marker
- Integrated apps unlock co-marketing and co-selling opportunities
- Marketplace listings create organic visibility and traffic
“Integrations give us credibility and distribution. They’ve become a core part of our GTM motion. Thanks to Integration App we are a serious contender and it helped us climb the ranks, including the Gartner Magic Quadrant report,” said Andrey Fediv, Growth Lead at Sembly AI
What’s next: Bi-directional Integrations and the Model Context Protocol (MCP)
Sembly’s next phase is bi-directional integration. Instead of just pushing data out, they want to pull data in—enabling richer, context-aware AI experiences.
Here’s what’s coming:
- Mark tasks as “done” in third-party apps directly from meeting wrap-ups
- Use CRM data to inform follow-up summaries or email copy
- Pull deal history or ticket backlog to enrich meeting context
This shift aligns with Anthropic’s Model Context Protocol (MCP) – a new standard for securely giving AI agents access to external data across platforms. With Integration.app’s infrastructure, Sembly can support MCP-based workflows with minimal effort.
Want to integrate like Sembly?
Sembly didn’t just build 40+ integrations – they built a scalable integration engine powered by modern infrastructure, not outdated iPaaS tooling.
With Integration App, you can:
- Skip the OAuth boilerplate: One universal authentication layer across 40+ apps
- Focus only on business logic: Let Integration App handle the auth, routing, and schemas
- Use visual logic flows to power dynamic integrations with built-in version control
- Enable GTM growth through integration-based discoverability and co-sell opportunities
- Prepare your product for AI-native protocols like MCP
Whether you’re a startup with 3 engineers or an enterprise with 30, Integration App gives you the primitives to build integrations like a platform company – without needing a dedicated integrations team.
Launch scalable, AI-ready integrations with minimal code and maximum reach.
