Building an embedded ecosystem within HRIS
How an HRIS native marketplace went from a blank page to becoming a partner ecosystem and a real revenue channel for both sides.
Context
Repute is an embedded native marketplace for HRIS. When I joined, Repute didn't have a marketplace yet. Partner HRIS platforms had no built-in way for employers to discover and add integrations like background checks, tax tools, or benefits providers.
What was needed
Just listing apps wasn't going to be enough. If partners didn't see real business coming from being listed, they'd stop caring about the marketplace altogether.
Work I did
I built the marketplace from scratch across four HRIS platforms: GreytHR, AdrenalinMAX, GelyxHR, and PocketHRMS. Then I designed a sales flow so a browsing employer could actually turn into a closed deal for the partner, and built a developer platform so partners could list their own apps instead of waiting on my team every time.
What helped
I onboarded the first batch of partners by hand before building the self-serve version, so I actually knew what made a listing worth trusting.
Results
The marketplace now covers roughly 35,000 employers across India and the Middle East. Within six months, it was driving 45% of partners' monthly closures — taking the marketplace from zero revenue to 3X monthly revenue within 18 months.