Microsoft today announced a free public preview of Power BI Embedded, a version of the Power BI business intelligence (BI) service that can be tucked inside of other applications.

“You can do this without requiring your users to buy or even be aware of what Power BI is,” said Scott Guthrie, executive vice president for Microsoft’s Cloud and Enterprise group, at Microsoft’s Build developer conference in San Francisco this week.

Power BI got its start in the mid-2000s and was relaunched as freemium software early in 2015.

This news isn’t much of a surprise. Other BI software companies, like Birst, Pentaho, and Tableau have their own embeddable offerings. But this is a nonetheless a big and sensible step forward for Power BI, which competes with the Salesforce Wave Analytics Cloud, among others.

The tool is available for free until May 1, said Lara Rubbelke, Power BI Embedded engineer lead.