Introducing Faraday: the custom middleware built to connect SaaS systems with your digital world

Say hello to Faraday, our custom middleware solution to connect your SaaS systems with your website or app. In a world full of software, subscription services, and SaaS products, it’s easy to watch your business's infrastructure go from zero to 100 overnight. You might use one CRM service here, an ERP there, a stock management system elsewhere, an accounting package somewhere else. Each platform selected carefully to fit the business's needs. But it can feel like it’s all held together with string.

Data duplication across systems, manual re-entry that nobody wants to do. A website that knows less about your customers than your CRM does. Why? Because nobody’s figured out how to connect them all properly.

Most businesses accept this kind of friction as ‘normal’. It’s not seen as a solvable problem. The SaaS integration issue isn’t line one on the budget; it’s buried in development hours, support tickets, and the quiet decision not to upgrade a platform because it’ll break the website.

This is where Faraday fits in. A custom middleware hub that connects your SaaS systems with your website or app for smooth data transfer. No more duplicated data, no more manual re-entry.

It’s a pattern we’ve seen time and time again across all sorts of different client projects. SaaS tools that power the business, but they’re stuck in data silos. Or websites hardwired to a single system that held the business back when it was time to evolve and grow.

The real cost of those problems goes beyond just development and build time. It’s lost agility, data inconsistencies, and businesses making platform decisions based on what their website or app could handle, rather than what the business actually needs.

When clients came to us with problems like this, we used to go away and look at off-the-shelf solutions like Zapier or native API connections, but it always became obvious quickly that these just weren’t up to the job. They’re designed for simple point-to-point integration. They can’t handle the complex, bespoke digital products we were going to connect them to.

So, we built our own, totally bespoke solution to this problem. A custom middleware integration that acts like a data hub, connecting all these disparate SaaS products with a website, or app, or portal for seamless, reliable data flow and workflow automation.

It’s this that separates Faraday from off-the-shelf options like Zapier. Built bespoke to connect your digital world completely.

This is Faraday.

It all starts with discovery and asking the questions that matter. “When did you last audit your tech stack?”, “how many places does your team manually re-enter data that already exists somewhere else?”, “how many third-party systems have direct access to your website's database, and could you list them all right now?”.

It’s these questions that tease out the real pain points. And they might be difficult to answer, but it all plays into a comprehensive solution.

Once we’ve got a solution everyone is happy with, we begin working out how the data is mapped across different systems and platforms. Customer emails input into the website need mapping across to your CRM, but also your accounting portal. Order numbers need adding to your stock management system and your ERP, but it needs formatting differently. It’s this step that reduces the need for manual re-entry of data across platforms.

Then, we begin making the connections. We bring the data through Faraday and out into the respective website, CRM, DAM or ERP in the correct formats and in a way that individual platforms need it. No compromises on data integrity or quality. It just works.

Faraday sits between your systems, just like a hub for your computer. It stops systems talking directly to one another and acts as a central dock to control data flows and ensure they go to the correct places every time. It allows all your data points to flow into a central place and back out, keeping your data clean, secure, and up-to-date.

And it all works in real-time. No delays. A customer updates their address on your website? That goes straight to your warehouse management system ahead of shipping their order, and to your accounting platform for invoicing.

A lot of our client websites handle sensitive user data, and it can be worrying to let a third-party system manage that data. But even though Faraday is handling the data, it’s working using a centralised connection model. Instead of having dozens of direct API connections, each of which is a potential security vulnerability, Faraday creates a single, GDPR-compliant middleware layer. Fewer entry points mean tighter data control, giving you a secure SaaS integration.

Then there’s data access permissions. Faraday is built around your business and your systems, so we work with you and your team to define precisely what each system can see and do with the data. No system gets more access than it needs, helping reduce the risk of data leaks or information being shown to people it shouldn’t be.

And if your business is compliance-conscious, Faraday gives you visibility over what data moved where and when, giving you a complete audit trail to work against.

For the security-conscious, direct integrations can be a headache. If a data breach occurs in one system, it can quickly cascade across everything connected to it. Your website, your app, your CRM. Everything. So custom middleware can help alleviate those headaches from the get-go.

We’ve been working with Harwin, a global connector manufacturer, to connect their complex Salesforce CRM system with their website. But we didn’t stop there. We also integrated their Bynder DAM to pull through product imagery, TraceParts to display 3D product models, SamacSys for CAD drawings, and a whole host more. And we connected it all together using Faraday.

Faraday is ultimately the reason Harwin has seen a 97% increase in filter interaction time. It allows products to pull through faster and more accurately from Salesforce and Bynder, giving users what they want, when they want it.

If you’ve got a SaaS set up similar to Harwin and want to connect it with your website or app, get in touch.

What is custom middleware?

Custom middleware is a layer that sits between two or more systems, allowing them to share data and communicate quickly and easily. Think of it like a translator.

How is custom middleware different from Zapier or Make?

Off-the-shelf Integration Platform as a Service (iPaaS) systems like Zapier and Make are built for simple point-to-point integrations and often don’t extend beyond that. Custom middleware is built around your business’s tech stack, handling complex logic, proprietary APIs, and multi-system environments to seamlessly flow data between various SaaS platforms and end points like your website.

How long does it take to build a middleware integration?

This depends on the complexity of the build and tech stack. But we run a rigorous discovery process to get a full understanding of how your business’s systems are built and work before we write a single line of code. This ensures the architecture is correct from the start.

How much does it cost to build a custom integration?

Again, this depends on the complexity of the build. As it’s completely custom and bespoke to your business, SaaS integrations using Faraday aren’t a one-cost-fits-all scenario.

If you want to discuss your project in more detail, get in touch with us.

Is my data secure when using middleware?

Yes. Custom middleware is built with security as a core requirement. Data passing through the integration layer is encrypted, access is controlled through authentication protocols, and audit logging provides visibility over every transaction. With Faraday, that also means GDPR compliance is considered by design. So, sensitive data moves between your systems safely and accountably.

If your SaaS systems won’t talk to your website or app, we should talk. Get in touch.