Announcing Matia Embedded: ship self-service embedded data pipelines, without the wait

Matia Embedded lets you embed self-service data pipelines directly into your app. Build faster, scale smarter, and put users in control.

Sarah Lubeck

May 6, 2025

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min read

Time kills good products. Whether you’re building the next big SaaS platform or rethinking internal tools, momentum matters. The longer it takes to get your customer data flowing, the longer users wait, and the slower everyone moves.

Matia Embedded is here to change that.

Today, we're introducing a new integration layer within the Matia platform. Matia Embedded lets product managers & engineering teams embed self-service pipelines directly into their product or application. Your users don’t need to wait on custom ETL jobs or dashboards. They can connect, configure, and move their data where they need it, without leaving your app.

Initially, we had Matia Embedded on our roadmap for 2026, but after launching Matia in late October 2024, we started to see more and more customers come to us requesting embedded data pipeline capabilities, so we accelerated our efforts there.

Today, Matia embedded is being launched with support of over 30 connectors (including Shopify, Amazon Ads, Google Analytics, and Stripe), and will soon be available to all Matia connectors.

What Is Matia Embedded?

Matia Embedded is a way to productize your pipelines. With a few simple clicks, customers can connect their data sources with Matia, without leaving your product interface.

This isn’t just an API wrapper. It enables your customers to run production-grade data flows with a few guided steps, while you retain control over governance, limits, and integrations.

In the diagram below, a customer is using Matia embedded to power payments via stripe, and push the data back into Snowflake.

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Diagram shows flow of data from Matia Embedded pipeline

How embedded data pipelines work (at a glance)

Matia Embedded includes a set of APIs that integrate with any modern web app. You define the sources and destinations your users can connect to, then configure how embedded data pipelines behave.

A key component is our connector cards: visual, embeddable modules that guide users through authenticating and connecting any supported source system such as Salesforce, Postgres, or Slack. These cards offer a familiar, intuitive interface while preserving the full power of the pipeline underneath.

In order to generate the connector card, users can use the following API call:

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{
    "destinationId": "651bf61c8b46dd602fc383fd",
    "destinationSchema": "flying_saucers_salesforce",
    "replicationFrequency": "1440",
    "baseTime": "2025-04-09T17:40:58.783Z",
    "onSchemaUpdate": "enableAll",
    "enabled": true,
    "syncImmediately": false,
    "dbtTriggerConfig": {

    },
    "sourceConfig": {
        "type": "salesforce",
        "name": "flying_saucers_salesforce",
        "description": "",
        "owners": ["odubinsky@matia.io"]
    },
    "connectCardConfig": {
        "redirectUri": "https://redirect-url.io",
        "hideSetupGuide": false

This will create the connector card and authenticate the connection.

Under the hood, it leverages the same Matia engine used internally. You will still get the same observability capabilities and other platform features you come to expect from Matia.

Embedded data pipelines use cases & capabilities

From Data Engineers to Product Managers, Matia Embedded is designed to help teams move fast.

Accelerate product velocity
Eliminate the “build vs. buy” debate. With Matia Embedded, you can empower your product team to launch data features in days. Want to bring payment data into your dogcare business dashboard? We can help with that
Maintain observability standards with control and visibility
Embedded pipelines run on the same infrastructure as your internal stack. That means consistent logging, monitoring, alerting, and governance, without extra tooling or new surface area to manage.
Minimize one-off engineering work
Put the power in customer’s hands to do the heavy lifting

We designed Matia Embedded for data teams who want to move fast and ship confidently. Capabilities are in line with what users have come to expect from Matia’s Platform:

A developer-friendly API to embed UI components quickly
Fully managed infrastructure with usage-based pricing
Real-time monitoring for early error detection
Enterprise-grade governance and access control
Robust security controls at every level

Ship faster with embedded data pipelines

You don’t need to wait on infrastructure to catch up with product ideas. Matia Embedded helps you deliver faster by putting data control directly in your users’ hands.

If you’re building a data-connected product and want to offer a seamless experience, we’d love to show you what’s possible.

Request a demo or start your trial to see Matia Embedded in action.

Time kills good products, with Matia, you can ship faster.

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