# Integration middleware as primary distribution (Deliverect model)

> Build middleware that connects two ecosystems via deep integrations so that both sides depend on you, turning integration partners into your main distribution channel.

- Canonical HTML: https://growth.iangoh.com/growth-ideas/integration-middleware-as-primary-distribution-deliverect-model/
- Source: [pod.wave.co](https://pod.wave.co/podcast/the-saas-podcast-saas-startups-growth-hacking-entrepreneurship/saas-distribution-channel-partner-deals-to-100m-arr)
- GrowthDex source hub: [pod.wave.co](/sources/pod-wave-co-pod-wave-co/)
- Last checked: March 23, 2026
- Rarity: epic
- Budget: free
- Channels: Partnerships
- Stages: 10K+
- Key metric: 100M ARR without relying on traditional mark

## Why this can grow

When your product sits at the intersection of two ecosystems that need each other, every integration partner has a direct incentive to promote you because you make their own product more valuable. Unlike building on a single app store, middleware positioning creates lock-in on both sides — switching costs compound as more integrations go live. Partners actively recruit customers for you because onboarding your middleware means onboarding their integration.

## Ian's take

From scaling consumer platforms across MENA and Southeast Asia, my default is to distrust growth work that only looks good in a slide. A partnership only compounds when both sides get trust or distribution they could not cheaply buy alone. I would start with the smallest shared win, prove it in public or in pipeline, then make the relationship bigger. I would run it small enough to learn quickly, then only scale the parts that real users repeat, save, reply to, or buy from. For this tactic, I would watch 100M ARR without relying on traditional mark before putting more time or budget behind it.

## Action plan

1. Define one narrow startup segment where integration middleware as primary distribution (deliverect model) can create a measurable lift.
2. Turn the tactic into one offer, page, campaign, or workflow for the Partnerships channel.
3. Use the evidence from pod.wave.co to set the first version of the message, format, and audience.
4. Launch a small test for 7 to 14 days with one success metric: 100M ARR without relying on traditional mark.
5. Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.

## Source-backed example

Deliverect (co-founded by Zhong Xu) — built middleware connecting restaurants with delivery platforms (Uber Eats, DoorDash, etc.) and POS systems; by becoming the essential connective tissue between two ecosystems, integration partnerships alone drove distribution to 80,000 restaurants across 50 countries, reaching nearly $100M ARR without relying on traditional marketing channels.

## Adjacent tactics in the same lane

- [LLM connector as distribution channel](/growth-ideas/llm-connector-as-distribution-channel/) - 1 shared channel, 1 shared stage
- [Pre-event LinkedIn outreach](/growth-ideas/pre-event-linkedin-outreach/) - 1 shared channel, 1 shared stage
- [Intimate curated dinner events for enterprise pipeline](/growth-ideas/intimate-curated-dinner-events-for-enterprise-pipeline/) - 1 shared channel, 1 shared stage
- [Account expansion upsell blitz](/growth-ideas/account-expansion-upsell-blitz/) - 1 shared channel, 1 shared stage

## Read GrowthDex essays

Browse the plain-English essay index at [GrowthDex Blog](/blog/).

## Advisory

If you want help turning this into a working growth system, Ian Goh offers advisory at https://iangoh.com/advisory.