Fivetran Expands Data Integration with Census Acquisition for End-to-End Solutions

Fivetran, a leader in cloud data integration, has announced a strategic acquisition of Census, a reverse extract, transform, and load (ETL) platform. This move marks a significant milestone for Fivetran, which after nearly 13 years in business, will now provide an end-to-end data movement solution. The acquisition enables enterprises to seamlessly move data not only into cloud databases but also out into operational tools, closing the loop on data workflows.

Founded in 2018, Census has quickly established itself as a key player in reverse ETL, raising over $80 million from top venture firms like Sequoia, Andreessen Horowitz, and Tiger Global. Although the financial terms of the deal remain undisclosed, Census was valued at $630 million in 2022, underscoring its market significance.

Fivetran CEO George Fraser highlighted that customers have long requested a reverse ETL solution. While Fivetran considered building its own, the company recognized that acquiring an established platform like Census would be more efficient and effective. The technical challenges of reverse ETL differ significantly from traditional ETL, making Census’s expertise invaluable.

The synergy between Fivetran and Census extends beyond technology. Both companies share a similar customer base and philosophical approach to data integration, which Fraser believes is critical for a smooth merger. Additionally, the founding teams have a longstanding relationship dating back to their time at Y Combinator in 2013, adding a layer of trust and shared vision to the acquisition.

With the Census team joining Fivetran, the combined platform will eventually integrate the reverse ETL capabilities directly, offering customers a unified experience. This end-to-end solution will empower enterprises to streamline data workflows, improve operational analytics, and accelerate data-driven decision-making across business functions.

Broader Significance for Data Infrastructure

This acquisition reflects a growing trend in the data infrastructure landscape where companies seek comprehensive solutions that cover the entire data lifecycle. By integrating both ETL and reverse ETL, Fivetran positions itself as a pivotal player enabling enterprises to not only centralize data but also operationalize it effectively. This holistic approach is crucial as businesses increasingly rely on real-time data to drive customer engagement, marketing automation, and revenue operations.

For developers and data teams, the integration simplifies complex workflows and reduces the need for multiple disparate tools. It also enhances data governance and consistency by maintaining a single source of truth while enabling data activation across various business systems.

As enterprises continue to embrace cloud-first strategies, solutions like the combined Fivetran-Census platform will be instrumental in unlocking the full potential of data-driven innovation. This acquisition not only strengthens Fivetran’s market position but also signals a maturation in the data integration ecosystem towards more seamless, end-to-end capabilities.