Integrations and a free public API have always been an essential ingredient in the SaaS go-to-market recipe. Now the sheer volume of services out there is creating a demand for these dedicated integration services. Making it even more important to provide an API with your SaaS product of course.
But it's early days for these guys. I would suggest they're a bit ahead of the curve. Yes, the market is getting evermore savvy but for the players in this space and their backers it is a long game! But services that offer additional functionality to SaaS are ideally placed to become the trusted advisors to small business customers looking for simple, straightforward technology that does nothing more than help them run their business as efficiently as possible.