Fivetran
Fivetran is a privately held data infrastructure company that automates ELT data movement via 700+ pre-built connectors into cloud warehouses and lakes, serving 7,700+ customers including OpenAI, Pfizer, and Lufthansa, and merged with dbt Labs in June 2026 to form a combined $600M ARR entity.
- Company typePrivate
- Founded2012
- HeadquartersOakland, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Fivetran does
Fivetran is a privately held, Oakland, California-based data infrastructure company founded in 2012 that automates the movement of data from SaaS applications, databases, ERPs, files, and streaming sources into cloud data warehouses, data lakes, and operational systems. The company's core product is a fully managed automated Extract, Load, then Transform (ELT) platform with 700+ pre-built, in-house-developed connectors, automated schema-change handling, change-data-capture replication, and Hybrid Deployment capabilities that allow pipelines to run inside a customer's own VPC. Fivetran generates revenue primarily through consumption-based Monthly Active Row (MAR) pricing per connection with a $12,000 annual minimum commitment, supplemented by tiered subscription plans (Free, Standard, Enterprise, Business Critical), freemium self-serve onboarding, hyperscaler marketplace sales (over $24M gross sales on Google Cloud Marketplace in 2025), and usage-based transformation model-run fees.
Fivetran served 7,700+ customers as of 2025, including marquee enterprise logos such as OpenAI, Pfizer, National Australia Bank, Lufthansa, JetBlue, Canva, and Cemex, and operated across diverse verticals including financial services, healthcare, retail, manufacturing, and software. Its go-to-market is hybrid: a product-led self-serve motion for SMBs, direct enterprise field sales for large deals, channel partners (including the enhanced Partner Program launched March 2025), and cloud marketplace listings. Following its May 2025 acquisition of Census (rebranded Fivetran Activations for reverse ETL), September 2025 acquisition of Tobiko Data (SQLMesh/SQLGlot), and October 2025 all-stock merger with dbt Labs (completed June 2026), the combined Fivetran + dbt Labs entity approaches $600M in annual recurring revenue serving more than 100,000 data teams globally. The combined company has committed to keeping dbt Core and SQLMesh open source or source-available, donated SQLMesh to the Linux Foundation, and announced stewardship of the Great Expectations open-source project.
Fivetran firmographics
Firmographics- Name
- Fivetran
- Legal name
- Fivetran Inc.
- Website
- https://fivetran.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Fivetran is a privately held data infrastructure company that automates ELT data movement via 700+ pre-built connectors into cloud warehouses and lakes, serving 7,700+ customers including OpenAI, Pfizer, and Lufthansa, and merged with dbt Labs in June 2026 to form a combined $600M ARR entity.
- Ownership category
- akta.pro rank
Fivetran industry classification
Industry- Product category
- Cloud Data Integration (ELT)
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computer Systems Design and Related Services (54151), Computer Systems Design and Related Services (5415)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Batch ETL/ELT Platforms (HDAEACAA)
- akta.pro secondary industries
- Data Sharing, Data Exchange & Data Marketplace Platforms (HDAEABAH), Healthcare Data Integration, ETL/ELT & Pipeline Orchestration (HLACAIAC), Data App Builders (Forms, Portals & Internal Tools) (HDAEAKAK)
Keywords
Where Fivetran is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Fivetran business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription (recurring plans): Fivetran offers multi-tier recurring subscriptions (Free, Standard, Enterprise, Business Critical) billed annually with multi-year contract options; pricing for Enterprise and Business Critical plans is custom-quoted.
- Usage-based consumption (Monthly Active Rows / MAR): Primary pricing model is Monthly Active Row (MAR) consumption-based, per-connection billing starting at approximately $500/month with a $12,000 annual minimum commitment; applies to data movement and Activations (post-Census acquisition) workloads.
- Freemium (Free plan): Self-serve Free plan with no credit card required plus a 14-day free trial for every new connection including free historical sync, enabling product-led acquisition.
- Transformation model-run pricing: Quickstart data models and Fivetran-hosted dbt Core transformations are charged per model run: 0–5,000 free; 5,001–30,000 at $0.01; 30,001–100,000 at $0.007; 100,000+ at $0.002.
- Professional services (Hybrid Deployment and onboarding): Enterprise and Hybrid Deployment customers can purchase professional services for deployment, custom security configuration, and pipeline implementation support.
- Marketplace channel sales: Sales transacted through hyperscaler marketplaces including Google Cloud Marketplace (over $24M in gross sales reported in 2025) and Microsoft Marketplace, where Fivetran was named 2025 Microsoft Marketplace Partner of the Year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Annual | MAR-based per-connection pricing starting at ~$500/month with $12,000 annual commitment |
| Freemium | Monthly | Free plan (no credit card required) |
| Hybrid | Annual | Fivetran Activations / Census tiers (Free, Standard, Enterprise, Business Critical) |
| Usage-based | Monthly | Transformation model-run tiered pricing |
| Subscription | Multi-year contract | Enterprise / Business Critical custom-quoted plans |
Go-to-market motion5 records
Distribution channels5 records
Marketing channels11 records
Fivetran product offering
Product offeringCore offering
Fivetran operates an automated data movement platform that replicates data from 700+ SaaS, database, ERP, file, and streaming sources into cloud data warehouses, lakes, and operational destinations using Extract, Load, then Transform (ELT). The platform provides fully-managed connectors, automated schema change handling, transformation orchestration, reverse ETL activations, and a Hybrid Deployment option that runs pipelines inside a customer's own VPC. Following the 2025 acquisitions of Census and Tobiko Data and the 2025–2026 merger with dbt Labs, Fivetran positions itself as an end-to-end data movement, transformation, and activation platform for AI and analytics workloads.
Product overview
Fivetran offers a unified, automated data movement platform with a platform-plus-modules architecture. The core Fivetran Platform centrally handles replication of 700+ sources (SaaS, Database, SAP, File, Streaming, and Destination-to-Destination replication) into data warehouses, lakes, and 200+ reverse-ETL activations, with Hybrid Deployment as a customer-VPC deployment option. The platform is wrapped by module-level capabilities: Fivetran Security (encryption, column blocking/hashing, private networking, Hybrid Deployment), Fivetran Governance (RBAC, SCIM, Platform Connector catalogs), Fivetran Extensibility (REST API, Airflow/Terraform/Postman providers, Connector SDK), Fivetran Transformations (Quickstart data models, Fivetran-hosted dbt Core, dbt Cloud and Coalesce orchestration), and Fivetran Activations (reverse ETL and Audience Hub, formerly the Census product). On top of this, the Managed Data Lake Service lands data into Apache Iceberg/Delta Lake on customer cloud storage. After the October 2025 all-stock merger with dbt Labs completed in June 2026, the combined company added dbt Core v2.0, dbt State, dbt Wizard, and the open-source Agents Schema standard, and contributed SQLMesh to the Linux Foundation; Fivetran also stewards the Great Expectations (GX Core) open-source data quality community.
Differentiator
Problem solved
Functional benefit
Brands
- Fivetran Activations: Reverse ETL / data activation product line, originally the Census platform rebranded following Fivetran's May 2025 acquisition.
- Fivetran HVR
- Fivetran + dbt Labs
Products and services
- Fivetran Platform A unified, fully-managed data movement platform that performs automated Extract, Load, then Transform (ELT) for enterprise data teams. It offers 700+ pre-built connectors, automated schema management, change data capture, transformation orchestration, and reverse ETL capabilities, and is used by enterprises such as Pfizer, OpenAI, National Australia Bank, JetBlue, and Cemex to centralize data for analytics, operations, and AI.
- Fivetran Hybrid Deployment A deployment option that runs Fivetran's automated data pipelines inside a customer's own VPC, network, or environment (including AWS GovCloud) so sensitive data never leaves the customer's infrastructure. It is sold to regulated enterprises such as Heritage Environmental Services that require data sovereignty while still benefiting from Fivetran's managed UI, orchestration, and 99.9% uptime SLA.
- Fivetran Activations (formerly Census) A reverse ETL / data activation offering that syncs enriched, transformed data from the warehouse or lake back into 200+ operational business applications such as CRMs, marketing platforms, support tools, and BI tools. It includes AI Columns powered by OpenAI ChatGPT, Anthropic Claude, and Google Gemini for AI-driven enrichment, and Audience Hub for self-service audience creation; it serves customers including Activision, Vistaprint, Sonos, Grubhub, and TriNet.
- Fivetran Managed Data Lake Service A managed service that automatically lands clean, organized, and standardized data into open table formats (Apache Iceberg, Delta Lake) on customer cloud storage (Amazon S3, Google Cloud Storage, Azure Data Lake Storage). It is positioned as combining data-warehouse governance with data-lake scalability, with Tinuiti cited as a customer achieving 120x faster client onboarding and a 50% reduction in pipeline build/maintenance costs.
- Fivetran Transformations An automated data transformation offering within Fivetran, providing pre-built dbt-Core-compatible Quickstart data models, Fivetran-hosted dbt Core execution, dbt Cloud orchestration, and Coalesce integration with centralized alerts, logs, and integrated scheduling. It is used by data teams such as Vida Health, SpotOn, Sigma Computing, and Snowflake to convert raw replicated data into analytics-ready tables.
- Fivetran Connector SDK A software development kit sold as part of Fivetran's extensibility offering that allows customers to build custom Fivetran connectors for niche or proprietary data sources, extending the pre-built connector catalog for specialized enterprise use cases.
Quantifiable outcome
- 95% reduction in ingestion costs with Fivetran Managed Data Lake Service
- +16 more outcomes
Companies that use Fivetran
Customer profileNamed customers55 records
Segments10 records
Ideal customer profiles7 records
Fivetran technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration54 records
AI capability12 records
Feature12 records
Fivetran partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core, flagship and minor.
- ClickHousecoreFivetran joined ClickHouse's inaugural House Mates partner program (launched May 2026) as one of 60+ technology and reseller partners supporting Latin America, Asia-Pacific, and the Middle East.
- Great Expectations (open source community)coreFivetran announced plans in May 2026 to become steward of the Great Expectations open source community and GX Core project, supporting maintenance, ecosystem integrations, and community engagement while keeping GX Core open source and community-driven.
- Linux FoundationcoreFivetran donated its SQLMesh open source data transformation framework to the Linux Foundation in March 2026 for vendor-neutral, community-driven governance under the Open Data Infrastructure initiative. Founding members include Benzinga, CloudKitchens, Harness, Infinite Lambda, Jump AI, and Minerva.
- Hippocratic AIcoreStrategic partnership announced March 23, 2026 in which Fivetran was selected by Hippocratic AI to develop a secure data infrastructure for its healthcare AI platform, supporting global research, compliance, and decision-making.
- Databricks (Lakehouse)coreFivetran highlighted as an early adopter building ingestion connectors and migration tools leveraging Databricks' multi-statement, multi-table transactions on Delta and Iceberg table formats.
- Infinite LambdacoreGlobal partnership with Infinite Lambda deepened in October 2025 to accelerate AI adoption. Infinite Lambda is also a founding member of the SQLMesh Linux Foundation project contributed by Fivetran.
- dbt LabsflagshipAll-stock merger announced October 13, 2025 and completed June 2026, creating a combined company of approximately $600M in ARR serving more than 100,000 data teams. The combined entity initially operates as Fivetran + dbt Labs, with George Fraser as CEO and Tristan Handy as President. Both companies committed to keeping dbt Core, dbt Fusion, SQLMesh, and SQLGlot open source or source-available.
- OraclecoreFivetran expanded Oracle data replication coverage in October 2025 to broaden Oracle ERP and database replication support.
- Tobiko Data (SQLMesh, SQLGlot)flagshipFivetran acquired Tobiko Data on September 3, 2025 to bring the SQLMesh and SQLGlot open source transformation technologies into its governed platform; SQLMesh was subsequently donated to the Linux Foundation in March 2026.
- CensusflagshipFivetran acquired Census on May 1, 2025 and rebranded it as Fivetran Activations, providing the first end-to-end data movement platform covering movement, transformation, and activation for the AI era.
- HVRflagshipFivetran acquired HVR (Oakland, California) in late September / early October 2021 in a transaction valued at $700 million, integrating HVR's enterprise database replication technology and team into Fivetran's data pipeline platform.
- Teleport DataminorFivetran acquired Teleport Data in June 2021 to enhance database replication and launched Teleport Sync, a code-free approach to data change tracking that does not access binary log files.
- SnowflakeflagshipDeep technology partnership across native connectors, Iceberg Tables support, and joint go-to-market. Snowflake is also a customer of Fivetran (built best-in-class data stack with Fivetran) and named as a featured technology partner in Fivetran's partner directory.
- DatabricksflagshipTechnology partnership with Unity Catalog and serverless integrations; 2025 Global Data Integration Partner of the Year awarded by Databricks. Featured technology partner in Fivetran's partner directory.
- Google Cloud (BigQuery)flagshipStrategic technology and marketplace partnership with 4,400+ joint customers. Fivetran ingested 18+ trillion monthly active rows into BigQuery in 2025 (30% YoY), generated $24M+ in gross sales via Google Cloud Marketplace, and was an early adopter of Google Cloud's Gemini 3 AI models on Cortex.
- Microsoft AzureflagshipTechnology and marketplace partnership including Microsoft Fabric integration with 700+ connectors enabling AI-ready data lakes, Azure Private Link support, and 2025 Microsoft Marketplace Partner of the Year award.
- Amazon Web Services (AWS)coreFeatured technology partner with AWS GovCloud hosting, PrivateLink support, and integration across AWS services including Amazon S3.
- dbt Labs (dbt Cloud)flagshipNative integration with dbt Cloud for orchestrating and troubleshooting data pipelines from the Fivetran UI; pre-dates the 2025 all-stock merger.
- CoalescecoreNative integration allowing low-code transformation orchestration directly from Fivetran.
- Apache AirflowcoreFivetran Provider for Apache Airflow and async provider enable programmatic authoring, scheduling, and monitoring of Fivetran workflows.
- Terraform (HashiCorp)coreFivetran Provider for Terraform enables infrastructure-as-code management of the Fivetran deployment.
Scale indicators30 records
Recent moves7 records
Expansion highlights6 records
Fivetran competitors and assessment
Company assessmentBroad incumbents
- Informatica: Long-standing enterprise data integration leader with deep on-premises heritage and a growing cloud portfolio (IDMC). Competes with Fivetran across data ingestion, replication, and governance in large enterprise deals.
- AWS Glue: Hyperscaler-native serverless data integration and ETL service bundled into the AWS ecosystem. A meaningful incumbent that competes on price and integration depth for AWS-centric enterprises.
- Talend (Qlik): Enterprise data integration and quality platform now under Qlik, offering broader data management capabilities that overlap with Fivetran's movement, governance, and catalog integrations.
- Azure Data Factory / Microsoft Fabric: Microsoft's cloud-native data integration and orchestration platform, now bundled into Microsoft Fabric. Competes directly with Fivetran in Azure-aligned enterprises and increasingly via OneLake/Iceberg-native ingestion.
Direct peers
- Hevo Data: No-code data pipeline platform offering automated ELT with a pre-built connector catalog and similar real-time replication capabilities, competing with Fivetran primarily in mid-market and SaaS-led segments.
- Rivery: Cloud-native ELT and data pipeline platform with SaaS connectors, reverse ETL, and transformation orchestration — directly comparable to Fivetran across data movement, transformation, and activation use cases.
- Airbyte: Open-source data integration platform with a large connector catalog and self-hosted/managed deployment options. Direct competitor in automated ELT, particularly for cost-sensitive and open-source-leaning customers seeking Fivetran alternatives.
- Matillion: Cloud-native ELT platform purpose-built for Snowflake, BigQuery, Databricks, and Redshift. Direct competitor in the enterprise ELT space with similar consumption-based pricing and a focus on transformation pipelines.
- Stitch (by Qlik): Managed data pipeline service (originally Talend Stitch) with a SaaS connector catalog competing head-to-head with Fivetran on SMB/mid-market automated data replication into cloud warehouses.
Emerging players
- dbt Labs: Pre-merger transformation peer (now part of the combined company) and the open-source standard for analytics engineering. Highly comparable in target market and customer base; now merged with Fivetran to form the combined open data infrastructure entity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Fivetran social profiles
Digital presenceFivetran compliance and trust
Trust signalCompliance8 records
Fivetran financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fivetran leadership team
Management profileNumber of profiles
Profiles14 records
Fivetran subsidiaries and ownership
Company hierarchySubsidiaries4 records
Fivetran funding detail
Funding detailFunding overview
Funding rounds7 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fivetran M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fivetran
What does Fivetran do?
Fivetran operates an automated data movement platform that replicates data from 700+ SaaS, database, ERP, file, and streaming sources into cloud data warehouses, lakes, and operational destinations using Extract, Load, then Transform (ELT). The platform provides fully-managed connectors, automated schema change handling, transformation orchestration, reverse ETL activations, and a Hybrid Deployment option that runs pipelines inside a customer's own VPC. Following the 2025 acquisitions of Census and Tobiko Data and the 2025–2026 merger with dbt Labs, Fivetran positions itself as an end-to-end data movement, transformation, and activation platform for AI and analytics workloads.
Is Fivetran a public or private company?
Fivetran is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fivetran founded?
Fivetran was founded in 2012. It employs 1,001 to 5,000 people.
Where is Fivetran based?
Fivetran is headquartered in Oakland, United States, in the North America region.
How does Fivetran make money?
Six revenue lines are on record. Subscription (recurring plans) is the primary driver. The others are usage-based consumption (Monthly Active Rows / MAR), freemium (Free plan), transformation model-run pricing, professional services (Hybrid Deployment and onboarding) and marketplace channel sales.
Who are Fivetran's main competitors?
Broad incumbents on record are Informatica, AWS Glue, Talend (Qlik) and Azure Data Factory / Microsoft Fabric. Direct peers are Hevo Data, Rivery, Airbyte, Matillion and Stitch (by Qlik). dbt Labs is listed as an emerging player.
Does Fivetran have an API?
Yes. Fivetran offers a public REST API that supports actions such as creating, updating, and deleting connectors, destinations, users, teams, and roles, plus webhook-based real-time notifications. Out-of-the-box developer tooling includes a Fivetran Provider for Apache Airflow for programmatic workflow orchestration, a Fivetran Provider for Terraform for infrastructure-as-code, and a Postman collection for exploring and testing endpoints. The combined Fivetran + dbt Labs roadmap includes adoption of the Model Context Protocol (MCP) as an open standard for agent context alongside Apache Iceberg. Developer documentation is at fivetran.com/docs/rest-api.
What industry is Fivetran in?
Fivetran's product category is Cloud Data Integration (ELT). Its primary akta.pro industry code is HDAEACAA, Batch ETL/ELT Platforms, with a secondary code of HDAEABAH, Data Sharing, Data Exchange & Data Marketplace Platforms. Its NAICS code is 5182 and its SIC code is 7373.