What services does Synetic offer customers?
“Synetic is a digital agency based in Haarlem, the Netherlands. Our services range from custom software development to web personalization, marketing automation, integrations, e-commerce, and more. As such, the projects we undertake are diverse and manifold, including anything from a simple website to a complete redesign or rebuild of a client’s entire platform. To cater to our customers' different needs, we have multiple specialized teams within Synetic, each focusing on different niches.
At Synetic, we are all about building long-term partnerships with our clients by helping them navigate the digital challenges of tomorrow. Clients often come to us because they want to take the next big step in their digital journey, and although they know where they want to be, they aren’t always sure how to get there. As such, our role is to guide them through tough choices by providing semi-independent advice on the best next step and elevating their technology to meet their goals. Sometimes, that involves solutions we provide; other times, it might involve solutions from other providers.”
What does your role as a solution architect at Synetic entail on a daily basis?
“As a solution architect at Synetic, I am responsible for designing and discussing potential solutions for our clients. This can involve anything from choosing the right tech stack to building applications or planning architectural changes within the client's existing software. To determine a client’s needs, I sit down with them and brainstorm together to develop a strategy with clear end goals in mind. We start with multiple discovery sessions to map out where the client wants to be in the next five to twelve years. Then, we work backward to identify the steps needed to get there. Depending on the client's needs, this might involve organizational changes to accommodate their technology, application redesigns, or even complete rebuilds. As such, my days are filled with stimulating conversations and diverse challenges to solve. I am also the product owner for several projects, translating business needs into clients' technical or non-technical requirements and ensuring that both developers and non-developers can implement the solutions we devise effectively.”
Given the growing complexity of digital ecosystems, how has the role of iPaaS evolved, particularly with the rise of composable architectures?
“In the past few years, we’ve observed that many clients no longer want a single, one-size-fits-all solution. Instead, they prefer specialized applications that work together seamlessly. This is best illustrated in a composable stack, and it is precisely in this scenario where the iPaaS excels.
In a composable architecture, clients can grow incrementally instead of committing to a massive, all-in-one solution upfront. This is especially beneficial when it comes to being flexible and adaptable to market changes. A composable structure enables customers to make timely decisions based on the current state of the market or on their own evolving needs rather than locking everything in at the start, enhancing their agility.
However, in order to accommodate such a structure, there must be a solution in place that connects all the different applications and ensures the smooth flow of data across all touchpoints. This is where the iPaaS comes in. An iPaaS allows users with composable structures to integrate these specialized applications into a cohesive system, keeping each aspect dedicated while optimizing the overall solution. In short, composable commerce and the iPaaS go hand-in-hand since the former is all about building systems that can grow and evolve, and the latter provides the glue that holds these systems together. In recent years, customers who have moved from monolithic, pre-defined architectures to composable ones are those who have benefitted from the agility this approach provides, helping them respond quicker to varying circumstances and real-time needs.”
What are some common misconceptions clients have about iPaaS, and how do you address them?
“One common misconception is that iPaaS solutions work out of the box without any customization. Clients often expect instant results, but in reality, there’s a lot of configuration involved. However, if you have the right in-house technical expertise or the right partner by your side, this should not be a problem.
Another misconception is underestimating the flexibility that an iPaaS offers compared to self-built middleware. iPaaS solutions offer extensive flexibility when it comes to customization capabilities compared to self-built middleware by offering a broad range of pre-built connectors, advanced integration tools such as data transformers, and scalable options that can be easily tailored to specific business needs. Simply put, the level of customization an iPaaS provides is unmatched, but a self-built middleware may well cover the needs of a client with simple requirements.
Additionally, iPaaS solutions also have the upper hand when it comes to maintenance, since they are continuously updated with new features and compliance standards, ensuring that integrations remain secure without the need for constant manual maintenance, which is often necessary with self-built solutions. We address all these points with our customers by demonstrating the possibilities through demos and ensuring they understand the gradual nature of an iPaaS implementation and the positive return on investment as well as the long-term scope of the project.”
Is an iPaaS essential for customers building integrated digital landscapes, or are there cases where it might not be the best fit?
“There are cases where an iPaaS might not be the right solution—typically, when a client’s landscape is too simple or when data regulations require everything to be hosted in-house. However, for most clients dealing with complex systems, an iPaaS is incredibly valuable. When recommending iPaaS solutions to our customers, we have often advocated for Alumio. Our experience with the platform and our dedicated Alumio team ensures we deliver consistent, high-quality solutions that significantly shorten our customers' time-to-market by getting their systems up and running in a matter of weeks.”
Looking ahead, what trends do you see in the integration space over the next five years, and how is Synetic preparing for them?
“AI will undoubtedly play a significant role in IT and digital landscapes. In fact, we expect AI to assist in configuring many of the customer integrations we manage today and even getting us 80% of the way there, significantly reducing our manual work and shortening development times. We’re also preparing for a shift where some clients may prefer to bring their iPaaS in-house due to data regulation concerns, which is completely understandable. Additionally, as businesses increasingly rely on complex, interconnected systems, the demand for robust iPaaS solutions will only grow. The iPaaS is becoming a critical component in building modern digital landscapes, offering companies the flexibility and scalability to stay competitive in an evolving market. At Synetic, we’re continuously enhancing our expertise in iPaaS to ensure we can meet these future demands head-on, and we look forward to working side-by-side with Alumio.”
