A generic integration engine receives a markup service indicator that indicates a data flow protocol between a client and a service provider. In addition, the generic integration engine performs a data exchange with the service provider based on an outgoing data model indicated by the markup service indicator. The outgoing data model indicates a platform independent interface that is utilized to communicate with the service provider. The generic integration engine also performs a data exchange with the service provider based on an incoming data model indicated by the markup service indicator. The incoming data model indicates the platform independent interface that is utilized to communicate with the service provider.