Merge API Launches Embedded Routing Stack with BYOK Support
shensi · x · 2026-07-23
Merge API has launched Embedded Routing Stack, an API that lets companies embed Merge Gateway's smart routing inside their own products. This allows end-users to choose which LLMs to use, optimize AI spend, and bring their own API keys (BYOK).
The company also shared its reverse go-to-market strategy: instead of the typical PLG-to-enterprise path, Merge went enterprise-first and expanded to PLG later. They now have over 400 enterprise customers and 20,000+ self-serve organizations, having raised $75M to date.
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