How Praiz scales CRM integrations for their video intelligence platform

The Company

Founded in 2022 by three former Aircall employees, Praiz is revolutionizing how businesses capture and utilize data from video calls. Their platform goes beyond simple call recording, analyzing conversations for "silent triggers" like buying intent and sentiment, then syncing this valuable intelligence directly with CRM systems.

Having experienced hypergrowth firsthand at Aircall — where the founders helped scale the company from 10 to over 500 employees — they understood the critical importance of seamless integrations. They recognized a market gap: while VoIP services had robust CRM integration options, video calling platforms lacked the same capability.

The Challenge

As an early-stage startup with ambitious goals, Praiz faced several significant integration challenges. Praiz customers expected integrations with numerous CRM systems, including Salesforce, HubSpot, Zoho, and many others, creating a wide technical scope to address. Building and maintaining native integrations for each CRM would require substantial engineering time that the young company simply couldn't afford. The team also recognized that CRM platforms frequently update their APIs, which would create an ongoing maintenance burden for their limited development team.

Many of Praiz's use cases required custom field mapping and specialized logic that would further complicate integration efforts. Additionally, their previous experiences at Aircall had demonstrated how integration issues could severely impact business operations, making reliability a critical concern.

"We knew from previous experience that native integrations can be time-consuming and complex," explains Arthur André, Praiz's co-founder, "For an early-stage startup, we couldn't afford to build and maintain connections to each CRM individually."

The Solution

After evaluating several options, Praiz selected Apideck's unified API platform to power their CRM integrations strategy. By connecting to Apideck's unified API, Praiz gained access to dozens of CRM platforms through a single integration point, dramatically simplifying their technical architecture. Apideck's Vault provided a ready-made solution for managing customer connections, eliminating the need to build authentication systems from scratch.

For specialized requirements, Praiz leverages Apideck's proxy capability to implement custom logic without having to manage authentication or other integration complexities, giving them flexibility without added burden. When customers request new integrations, Apideck can deliver them within 30 days or less, enabling Praiz to be responsive to market demands. Additionally, Apideck's enterprise-grade infrastructure scales seamlessly with Praiz's growing usage, providing the reliability needed for mission-critical applications.

"It's very core to our business," says André, "whenever new customers ask for new integrations, we can be super confident. We don't have to think about architecture needs or server requirements. We will just scale based on the existing usage."

The Results

Praiz estimates they've saved at least two full-time developer positions by using Apideck instead of building native integrations. As their volume increases, these savings will grow even further. Currently, the company employs one person part-time to handle custom field mapping across all integrations.

Despite rapidly increasing traffic volumes, Praiz has experienced zero downtime or performance issues with their Apideck integration. "Something we started measuring now is the stability of the platform. We have seen no downtime whatsoever even while we keep increasing the volume," shares André, "At Aircall they had some scaling issues because it was real-time, and they really saw an impact on the business. This is something that never broke with Apideck."

The only errors they encounter are permissions-related, which stem from customers' CRM configurations rather than Apideck's service. This allows Praiz to proactively advise customers on optimizing their CRM setups.

With Apideck handling the integration complexities, Praiz can confidently promise new connections to prospective customers. This has become a competitive advantage in sales conversations.

Within their first year, Praiz upgraded their Apideck plan due to high customer adoption. The ROI became evident as soon as they began driving volume through the platform, with costs efficiently spread across their customer base.

Apideck's Impact

For Praiz, Apideck has transformed from a useful tool into a strategic advantage. The Unified API has become a central component of Praiz's offering, serving as the core infrastructure that powers their customer-facing integrations. Apideck's proxy functionality ensures Praiz is never blocked, even when facing unusual requirements, acting as a versatile problem solver for complex integration challenges.

By handling the complexity of multiple integrations, Apideck enables Praiz's engineering resources to focus on core product development rather than integration maintenance, becoming a true growth enabler for the startup. Furthermore, Apideck serves as a confidence builder for the sales team, who can now commit to new integrations without technical concerns or lengthy development timelines.

"We find that Apideck is very reactive," says André, "The fact that we can get new connectors within 30 days but usually much faster."

Looking Forward

As Praiz continues to grow, their partnership with Apideck positions them to scale efficiently while maintaining their focus on enhancing video call intelligence. Rather than diverting resources to integration maintenance, they can concentrate on their core mission: capturing valuable insights from customer conversations and delivering that intelligence to where it matters most.