Fivetran to acquire Census

Summary

At Fivetran, our mission has always been to make access to data as simple, secure, and reliable as electricity. We started by solving one of the hardest parts of the data journey: building and maintaining the pipelines that move raw data from source systems into the warehouse, with zero maintenance and complete trust in the output. Over the years, we’ve expanded that vision — adding new sources, deployment models, destinations, and transformation capabilities.Fivetran’s agreement to acquire Census marks a major step forward in that journey. Census will extend our platform beyond ingestion and transformation, so Fivetran customers will be able to reliably move governed data to the applications where decisions get made.Census’s reverse ETL engine stands out not just for its reliability and speed, but for how seamlessly it handles schema changes and integrates with modern data technologies. Other tools in the market offer reverse ETL, but many require heavy setup or ongoing tuning to stay reliable at scale. I believe Census is the best reverse ETL tool in the market. Census stood out for how thoughtfully it handled performance, schema volatility, and governance — making it a natural fit for Fivetran’s standards of simplicity, automation, and trust.Beyond shared product principles, Fivetran and Census share a deep-rooted history that dates back to the founding days of both companies. As each company has scaled, so has our partnership—reflected in hundreds of joint customers and strong alignment across our executive teams. This agreement is about more than the integration of two products; it's the unification of a shared vision and culture, anchored in our commitment to delivering even greater value for our customers.What this means for our customersCustomers will be able to sync modeled, trusted data delivered by Fivetran into their data platform into operational tools like Salesforce, Marketo, Zendesk, and HubSpot — all with automation and observability. This is key to...