Fivetran Acquires Census: Automating the Entire Data Journey

Fivetran's acquisition of reverse ETL company Census marks a significant leap forward in data integration. Census's reliable reverse ETL engine enables the seamless and trustworthy movement of governed data from data warehouses to operational applications like Salesforce and HubSpot, closing the loop between analytics and action. This extends Fivetran's platform beyond ingestion and transformation, allowing customers to power real-time decisions, AI, and business operations with automation and observability, without custom code or ongoing maintenance. Customers like Canva have already achieved impressive results using Fivetran and Census, including increased email open rates, platform engagement, and significant engineering time savings.