Some partners realize the value of being able to integrate with other tools early on. That's exactly what happened with Paperform. Integrations are an integral part of their business, and they prioritize developer time to embed Zapier in their product. By doing so, customers who connect to Zapier are more likely to subscribe, be happy with Paperform, stay for a long time, and integrate Paperform with more systems. This leads to higher lifetime value for users with a Zap, reduced developer time on integrations, and a seamless experience for both Paperform and its customers. The partnership has been successful, with Paperform adding direct integrations while still valuing the integration with Zapier.