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Cyclr: The Invisible Integration Layer
How a 52-person team is embedding SaaS workflows directly into products
While the world obsesses over AI agents and LLMs, a quieter revolution is happening in the plumbing of SaaS. Cyclr isn't building another workflow automation tool for end-users—they're embedding integration directly into the products you already use, making the data flow invisible but essential.
"Cyclr isn't competing with Zapier for your workflow—it's competing to become the integration layer that powers your entire SaaS stack."
The Embedded Integration Play
Cyclr's core insight is that SaaS platforms themselves need integration capabilities. Their API connectors and low-code workflow builder aren't sold to IT departments—they're white-labeled and published natively into other SaaS applications. This creates a powerful embedded revenue stream where their tech becomes the invisible backbone of customer data orchestration.
The Traffic Paradox
With only 20K monthly visits but a 45% organic search share, Cyclr demonstrates the classic B2B enterprise playbook: low volume, high intent. The top keyword 'cyclr' itself drives 1,430 monthly searches—likely partners and prospects actively evaluating their platform. This isn't a viral product; it's a precision tool that wins on specificity, not scale.
The leadership team—Fraser Davidson (CEO), Nik White (COO), and Nic Butler (CTO)—represents a classic founding triad: product vision, operational scaling, and technical execution. Their 52-person team generating $6.8M revenue translates to approximately $130K revenue per employee, a healthy ratio for a technical infrastructure company still in growth mode.
- Embedded integration model creates sticky, platform-level revenue
- Low-code builder lowers barrier for non-technical teams to adopt
- API connector marketplace approach (evidenced by Salesforce metadata & Zenoti integrations)
- Strong organic search foundation despite low overall traffic
The Invisible Infrastructure Play
Cyclr wins by becoming the integration layer that powers other SaaS products, not by competing for end-user attention.
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Embedded Integration Platform for SaaS | Embedded iPaaS | Cyclr
Embedded integration toolkit for SaaS applications. Use API connectors to orchestrate data with a low-code workflow builder & publish natively into your app
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About cyclr.com
Embedded integration toolkit for SaaS applications. Use API connectors to orchestrate data with a low-code workflow builder & publish natively into your app
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cyclr.com uses 20 technologies across their website including HSTS, PHP, Contentful, WordPress, and more.
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cyclr.com receives approximately 20.2K monthly visitors and ranks #1,353,920 globally. The website has a bounce rate of 39% with visitors viewing an average of 1.8 pages per visit. Users spend an average of 0:25 on the site.
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