In the latest episode of the SaaSiest Podcast, we sat down with Massimo Arrigoni, CEO of Beefree, to unpack how SaaS companies can grow faster (and stickier) by embedding their product into other software platforms. While Beefree’s drag-and-drop email builder is well known, this conversation focused less on the product itself and more on how embedding into 1,100+ applications became a winning go-to-market strategy.
From churn-proof growth to flexible SDKs and freemium dynamics, Massimo shares the critical lessons that SaaS leaders can use to rethink how they distribute and monetize their product.
What Does Embedded Even Mean?
In simple terms, embedded (or white-label) SaaS means building a product that other software platforms integrate directly into their own application – often invisibly to the end user. For Beefree, that means customers are designing emails inside tools like CRMs, marketing platforms, or event apps – powered by Beefree, but without knowing it.
Massimo’s framing was crystal clear:
“You become a puzzle piece in someone else’s product. If you’re not the core thing they’re building, but it’s hard and costly for them to do it well, that’s your opportunity.”
The Strategic Case for Embedding
There’s a reason the embedded model is growing in popularity. Massimo laid out several structural advantages:
- Low Churn: Once embedded, you’re sticky. Customers rarely rip out core components. Beefree’s churn? Just 0.5% gross.
- Built-in Expansion: As the host platform grows and adds more users or features, your footprint grows too. Upsell opportunities are natural.
- Fast Feedback Loops: Because you’re part of their UI, any issue feels urgent. You get clear, real-time feedback and feature requests from product managers and developers.
Flexibility Over Domain Expertise
One challenge with embedding into different industries is not being a domain expert in every vertical. Massimo’s answer? Make the product extremely customizable.
Instead of trying to build an email builder tailored to every sector, Beefree created an SDK that customers can mold to their needs – UI, logic, AI integrations, and even private cloud hosting.
“We don’t pretend to know how insurance or events work. We just make sure our product can flex to whatever the customer needs.”
Freemium as a Flywheel
Interestingly, Beefree runs a dual strategy: an embeddable product and a public-facing freemium tool (Beefree.io) used by 40,000+ people every month. While freemium conversion is notoriously hard, it serves a critical purpose:
- It gives the team direct access to end users and their needs.
- It creates a feedback loop that shapes the SDK offering.
- And occasionally, it becomes a funnel for product-led expansion.
“Our freemium users give us massive insights. That research ground is priceless – even if not all of them convert.”
The Embedded GTM Playbook
Unlike traditional SaaS with sign-up flows and MQLs, embedded growth plays by a different rulebook:
- Freemium + self-service to remove barriers.
- Events and word-of-mouth over paid ads.
- Technical POCs instead of quick demos.
- Slack channels and white-labeled docs to support ongoing usage.
Interestingly, Beefree charges the same price monthly or yearly – no discounts for committing longer term. Why? Because they know once you’re embedded, you’re unlikely to leave.
“We don’t lock people in with contracts. We create so much value, they stay by choice.”
When Embedding Might Work for You
Massimo’s advice to other SaaS leaders: ask yourself two questions:
- Is there a feature in your product that solves a hard, niche problem?
- Would it make sense for another platform to buy this capability instead of building it?
If yes, you may have a candidate for embedded distribution. Focus on making that piece world-class, flexible, and easy to adopt.
Final Thought: Embed for Retention, Not Just Reach
Embedded strategies aren’t about flashy launches or viral growth hacks. They’re about durable, long-term partnerships where your product becomes essential to someone else’s. And that kind of growth, as Massimo reminds us, is hard to churn, easy to expand, and increasingly worth building toward.
So next time you’re thinking about your GTM plan, don’t just ask who you’re selling to. Ask: “Could we be part of what they’re building?”
Until next time – keep embedding value, not just selling software.
