Fivetran to acquire Census to bolster platform for the AI era

Fivetran has signed an agreement to acquire reverse ETL company Census, in order to deliver ‘the first end-to-end data movement platform for the AI era’.

California-based Fivetran is a leading global player in data movement, with its EMEA headquarters located in Ireland. Its client list includes major brands like OpenAI, LVMH, Pfizer, Verizon and Spotify, with whom it works to centralise data from SaaS applications, databases, files and other sources into cloud destinations, including data lakes.

It has now signed an agreement with Census, a company that specialises in reverse ETL, data activation and operational analytics. Fivetran says the deal means it will be the only fully managed platform that enables enterprises to move governed, automated and real-time data across their entire stack – from source systems to data platforms and back into the business applications that drive decision-making.

Reverse ETL is the process of syncing data directly from a data warehouse or data lake into business platforms like sales CRMs and ad platforms. The acquisition is being funded through a combination of cash and equity, while exact terms have not been disclosed. The completion of the acquisition is subject to the customary closing conditions.

“This is an exciting moment for Fivetran, and even more so for our customers,” said George Fraser, CEO of Fivetran. “For years, our most strategic customers told us they also want to action their data in real-time with Fivetran, not just centralise it in a warehouse. With Census, we’re delivering on that need.”

Founded in 2018 and headquartered in San Francisco, Census currently employs over 200 people. The Census team will join Fivetran as part of the acquisition, and co-founder and CEO Boris Jabes will join the executive team to help lead the company’s data activation strategy.

“What companies truly need is the ability to put trusted, modelled data to work – inside the tools their teams use every day, in real time,” said Jabes. “Fivetran has long set the standard for simplicity and reliability in data movement, and by joining forces, we’re creating the most complete and trusted platform for operational analytics and AI activation.”

The Census deal marks Fivetran’s third acquisition, following its 2021 purchases of HVR, which added enterprise-grade change data capture, and Teleport Data, which became the foundation for Fivetran Teleport Sync. Fivetran recently surpassed $300m in annual recurring revenue.

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