Third-party partner allows us to do more, and even cross the other industry. Third-party integrations are becoming an essential ingredient to attract and retain customers. People are looking for more ways to streamline their work or lives, so they look for tools that integrate with what they already use.
This means if you haven’t got the right integrations in place, you are at risk of higher churn. People are now experiencing “tool fatigue” from having so many app options available to them. This means they would prefer apps that easily work in with what they currently use, or create a suitable “Swiss army knife” replacement. Just another standalone app might put them off, especially if they have to do any kind of manual work to incorporate data they need.