# Praiz Customer Case - How They Built Integrations

> Praiz is an AI-powered CRM platform that extracts actionable insights from customer conversations and automatically updates your CRM.

URL: https://www.apideck.com/customer-cases/praiz-scaling-crm-integrations

---

- 

Menu
Products[Unified APIs](/products/unify)Build native integrations through our scalable Unified APIs

[Accounting API](/accounting-api)[HRIS API](/hris-api)[CRM API](/crm-api)[Ecommerce API](/ecommerce-api)[File Storage API](/file-storage-api)[ATS API](/ats-api)[Issue Tracking API](/issue-tracking-api)
[View all integrations](/integrations)

[Integrations Marketplace](/integrations-marketplace)Showcase integrations, partners, and apps to your customers

Solutions[By customer case](/customer-cases)[Round Treasury](/customer-cases/roundtreasury-accounting-unify-integration)[Octa](/customer-cases/octa-ai-finance-accounting-integration)[Aikido](/customer-cases/aikido-powering-developer-first-security-integrations-at-scale)[Derive](/customer-cases/derive-erp-accounting-integration)[Kintsugi](/customer-cases/kintsugi-tax-compliance-integration)[Roopairs](/customer-cases/roopairs-quickbooks-online-integration)[View all](/customer-cases)

[By use case](/use-cases)[Accounts Payable](/use-cases/accounts-payable-automation)[Accounts Receivable](/use-cases/accounts-receivable-automation)[Business Lending](/use-cases/business-lending-loan-underwriting)[Corporate Gifting](/use-cases/corporate-gifting)[Employee onboarding](/use-cases/accelerate-employee-onboarding-offboarding)[View all](/use-cases)

[By industry](/industries)[B2B FinTech](/industries/fintech)[AgTech](/industries/agtech)[Banking](/industries/banking)[ConstructionTech](/industries/constructiontech)[HRTech](/industries/hrtech)[View all](/industries)

ResourcesFor Developers[API Documentation](https://developers.apideck.com)[Integrations](/integrations)[SDKs](https://developers.apideck.com/sdks)[API Explorer](https://developers.apideck.com/api-explorer)[Samples](/samples)

Learn & Explore[Blog](/blog)[Field Mapping](/custom-field-mapping)[Webhooks](/webhooks)[Auth](/products/vault)[Platform Maturity Model](/platform-maturity-model)

More Resources[API Tracker](https://apitracker.io)[Open Banking Tracker](https://www.openbankingtracker.com)[Compliance Portal](https://compliance.apideck.com)

[Pricing](/pricing)[Login](https://platform.apideck.com/api/auth/login)
ThemeToggle theme

[Talk to an expert](/demo-request?from=mobile-nav)[Get started for free](/signup)

[Products](/products/unify)

- [Solutions](/customer-cases)

- [Resources](#)

- [Pricing](/pricing)
- [Login](https://platform.apideck.com/api/auth/login)
- 
- [Get started for free](/signup)
- Toggle theme

- [Home](/)
- [Customer Cases](/customer-cases)
- [Praiz](/customer-cases/praiz-scaling-crm-integrations)

# How Praiz scales CRM integrations for their video intelligence platform
Praiz is an AI-powered CRM platform that extracts actionable insights from customer conversations and automatically updates your CRM.

Products used
[Unify](/products/unify)

Downtime or performance issues0

Ready to get started?[Talk to an expert](/demo-request?from=customer-case)
## The Company

Founded in 2022 by three former Aircall employees, [Praiz](https://www.praiz.io/) 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](https://www.apideck.com/unified-apis), 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.

## Tips for Integrating Video Intelligence with CRM Systems

Tip 1 — Make CRM integration a day-one feature, not an afterthought: Video call intelligence only delivers value when insights reach the systems sales teams already live in. If call sentiment, buying signals, or meeting summaries stay trapped in a standalone dashboard, adoption stalls and the data goes unused.

Tip 2 — Plan for custom field mapping from the start: Every sales team structures their CRM differently. Syncing conversation intelligence into the right custom fields requires flexible mapping that adapts to each customer's setup, so treat field mapping as a core capability rather than an edge case.

Tip 3 — Use a unified API to promise new CRM connections with confidence: Prospects will ask whether you support their specific CRM. A unified integration layer lets your sales team commit to new platforms without creating engineering dependencies or lengthy development timelines, turning integration breadth into a competitive advantage.

"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.

Something we started measuring now is the stability of the platform. We have seen no downtime whatsoever even while we keep increasing the volume."

Arthur AndréCo-Founder & COO

Downtime or performance issues0

Ready to get started?
[Talk to an expert](/demo-request?from=customer-case)

## Trusted by fast-moving product & engineering teams

US 🇺🇸
[95 Third Street, 2nd Floor
San Francisco, CA 94103, USA](https://www.google.com/maps/place/95+Third+Street+2nd+Floor,+San+Francisco,+CA+94103,+USA/)

EU 🇪🇺
[Broederminstraat 9, 2018 Antwerp, Belgium](https://www.google.com/maps/dir/51.1770624,4.358144/Broederminstraat+9,+2018+Antwerpen)
VAT: BE 0689.615.164

[hello@apideck.com](mailto:hello@apideck.com)

[](/blog/soc-2-type-2-compliant)

#### Products
- [Accounting API](/accounting-api)
- [HR API](/hris-api)
- [CRM API](/crm-api)
- [ATS API](/ats-api)
- [Issue Tracking API](/issue-tracking-api)
- [File Storage API](/file-storage-api)
- [Ecommerce API](/ecommerce-api)
- [ERP API](/erp-api)
- [Auth Management](/products/vault)
- [Integrations Marketplace](/integrations-marketplace)
- [Pricing](/pricing)
- [About](/about)
- [Contact](/contact)
- [Status](https://status.apideck.com)
- [Jobs](https://jobs.apideck.com)

#### Customer cases
- [Round Treasury customer case](/customer-cases/roundtreasury-accounting-unify-integration)
- [Octa customer case](/customer-cases/octa-ai-finance-accounting-integration)
- [Aikido customer case](/customer-cases/aikido-powering-developer-first-security-integrations-at-scale)
- [Derive customer case](/customer-cases/derive-erp-accounting-integration)
- [Kintsugi customer case](/customer-cases/kintsugi-tax-compliance-integration)
- [Roopairs customer case](/customer-cases/roopairs-quickbooks-online-integration)
- [Connex Commerce customer case](/customer-cases/connex-commerce-building-accounting-integrations)
- [Kikin customer case](/customer-cases/kikin)
- [WeThrive customer case](/customer-cases/wethrive-streamlining-hr-integrations)
- [Praiz customer case](/customer-cases/praiz-scaling-crm-integrations)
- [Setyl customer case](/customer-cases/setyl)
- [Kadonation customer case](/customer-cases/kadonation-hris-integration-employee-onboarding)
- [Invoice2go by BILL customer case](/customer-cases/invoice2go-bill-com-integrations)
- [Optimizely customer case](/customer-cases/optimizely)
- [Salesflare customer case](/customer-cases/salesflare)
- [View all customer cases →](/customer-cases)

#### Reports & insights
- [Global Accounting Radar](/resources/global-accounting-radar)
- [Europe's Accounting Integration Map 2026](/resources/europe-accounting-integration-map-2026)
- [State of Embedded Finance 2026](/embedded-finance-report)
- [Platform Maturity Model](/platform-maturity-model)
- [Platform Heroes](/resources/platform-heroes)

#### Buyer's guides
- [Unified API buyer's guide](/resources/unified-api-buyers-guide)
- [What is a unified API?](/blog/what-is-a-unified-api)
- [Build vs. buy](/blog/build-vs-buy-accounting-integrations)
- [Embedded iPaaS vs. unified API](/blog/the-engineers-guide-to-choosing-between-embedded-ipaas-and-unified-apis)
- [Unified API pricing models](/blog/breaking-down-unified-api-pricing-why-api-call-pricing-stands-out)
- [Best unified API platforms](/blog/best-unified-api-platforms-for-developers-and-saas-teams)

#### AI & Agents
- [Apideck for AI](/for-ai)
- [MCP Server](/mcp-server)
- [AI Agents](/agents)
- [Agent Skills](/skills)
- [Apideck CLI](/cli)
- [AI Agents for Fintech](/ai-agents-fintech)
- [Unified API Comparison](/alternatives)

#### Resources
- [Blog](/blog)
- [FAQ](/faq)
- [Customer Cases](/customer-cases)
- [What's a Unified API?](/blog/what-is-a-unified-api)
- [Open Banking API](/open-banking-api)
- [Open Accounting](/blog/what-is-open-accounting)
- [API Integrations](/api-integrations)
- [Accounting Integrations](/accounting-integrations)
- [Accounting Coverage](/integrations/accounting-coverage)
- [Field Mapping](/custom-field-mapping)
- [Data Scopes](/data-scopes)
- [Zero Data Retention](/zero-data-retention)
- [Build vs. Vibecode](/why-not-vibecode-integrations)
- [Webhooks](/webhooks)
- [API Logs](/api-logs)
- [Primer](https://primer.money/)

#### Developers
- [Developers docs](https://developers.apideck.com/)
- [API reference](https://developers.apideck.com/apis/crm/reference)
- [API explorer](https://developers.apideck.com/api-explorer)
- [Guides](https://developers.apideck.com/guides)
- [Samples](/samples)
- [Integrations](/integrations)
- [SDKs](https://developers.apideck.com/sdks)
- [Changelog](https://developers.apideck.com/changelog)
- [React File Upload](https://www.reactfileupload.com/)

#### Use Cases
- [Accounts Payable](/use-cases/accounts-payable-automation)
- [Accounts Receivable](/use-cases/accounts-receivable-automation)
- [Business Lending](/use-cases/business-lending-loan-underwriting)
- [Corporate Gifting](/use-cases/corporate-gifting)
- [Employee onboarding](/use-cases/accelerate-employee-onboarding-offboarding)
- [Expense Management](/use-cases/expense-management-integrations)
- [Bank Feeds](/use-cases/bank-feeds)
- [Payment Reconciliation](/use-cases/automated-payment-reconciliation)
- [FP&A](/use-cases/financial-planning-analysis)
- [Payroll Accounting](/use-cases/payroll-accounting)
- [Procurement](/use-cases/procurement-automation)
- [Tax Automation](/use-cases/tax-automation)
- [Carbon Accounting](/use-cases/carbon-accounting-erp-accounting-integrations)
- [Debt Collections](/use-cases/debt-recovery-collections-integrations)
- [AI Agents for Fintech](/ai-agents-fintech)

#### Alternatives
- [Merge Alternative](/alternatives/merge)
- [Kombo Alternative](/alternatives/kombo-dev)
- [Codat Alternative](/alternatives/codat)
- [Paragon Alternative](/alternatives/paragon)
- [Chift Alternative](/alternatives/chift)
- [Maesn Alternative](/alternatives/maesn)
- [Rutter Alternative](/alternatives/rutter)
- [StackOne Alternative](/alternatives/stackone)
- [Membrane Alternative](/alternatives/membrane)
- [Unified.to Alternative](/alternatives/unified-to)
- [Conductor Alternative](/alternatives/conductor)
- [Nango Alternative](/alternatives/nango)
- [Finch Alternative](/alternatives/finch)

#### Industries
- [B2B FinTech](/industries/fintech)
- [AgTech](/industries/agtech)
- [Banking](/industries/banking)
- [ConstructionTech](/industries/constructiontech)
- [HRTech](/industries/hrtech)
- [SalesTech](/industries/salestech)
- [Security & Compliance](/industries/security-compliance)
- [TaxTech](/industries/taxtech)
- [TravelTech](/industries/traveltech)
- [Vertical SaaS](/industries/vertical-saas)

#### Data privacy
- [Compliance](https://compliance.apideck.com)
- [Security](https://compliance.apideck.com/security)
- [GDPR](https://compliance.apideck.com/gdpr)
- [CCPA](https://compliance.apideck.com/ccpa)
- [Terms](https://compliance.apideck.com/terms)
- [Privacy Policy](https://www.iubenda.com/privacy-policy/16710317)
- [Manage cookies](#)

#### Trackers
- [API Tracker](https://www.apitracker.io)
- [Open Banking](https://www.openbankingtracker.com)
- [Embedded Finance Report](/embedded-finance-report)
- [MCP Directory](https://www.apitracker.io/mcp-servers)
- [Embedded Finance IndexUpcoming](https://www.embeddedfinanceindex.com)
Toggle theme

© 2026 Apideck. Mentioned product names and logos are the property of their respective owners.
- [Terms](https://compliance.apideck.com/terms)
- [Privacy Policy](https://www.iubenda.com/privacy-policy/16710317)
- [Manage cookies](#)
- [llms.txt](/llms.txt)