Membranes provided significant advantages for the survival of organisms and the replication of their genetic material.
One significant advantage was the ability to better regulate and insulate the cells internal environment from the external environment. The cell had better control over the chemical composition and temperature inside its membrane, which made it easier to survive.
Cells with membranes were able to contain their genetic material, ensuring that, when replicated, it was identical to the parent cell. This meant that organisms with better survivability traits passed on their genetic material in a way that better preserved their genes, and by extension these advantageous traits.
These advantages helped cells with membranes to better survive and replicate, and also enabled the more complex cells with advantageous genetic material to better preserve and copy that material to new cells, allowing for a higher probability of reproduction among more complex life forms.