WhereScape

What WhereScape does

WhereScape is a private software company that provides metadata-driven data warehouse automation tools to enterprise data engineering teams. Founded in 2000 in Auckland, New Zealand by two data consultants, the company has been a subsidiary of Idera Inc. since its 2019 acquisition. Its platform comprises three core products: WhereScape RED, a flagship automation engine that generates platform-native ELT code, orchestrates dependencies, and auto-documents lineage; WhereScape 3D, a visual data modeling tool for conceptual, logical, and physical modeling; and WhereScape Data Vault Express, which automates Data Vault 2.0 construction. These products are extended through Enablement Packs that provide native support for Snowflake, Databricks, Microsoft Fabric, Azure Synapse, Amazon Redshift, Teradata, Oracle, Google BigQuery, PostgreSQL, and SQL Server, plus CI/CD integration with GitHub and Azure DevOps.

The company sells to enterprise data architects, engineers, and BI teams primarily in Financial Services, Healthcare, and Education, with additional exposure to Manufacturing and Telecommunications. Its go-to-motion is enterprise field sales with proof-of-value demonstrations, complemented by an implementation partner and reseller network and an event-driven marketing program including hands-on labs and certification through WhereScape University. Revenue is generated through software licenses and subscriptions, recurring maintenance and support contracts, and paid training services, all delivered on a quote-based pricing model.

WhereScape operates from US headquarters in Austin, Texas, with additional offices in Portland, Oregon (US), London (UK), and Auckland (New Zealand), serving thousands of customers globally who reportedly automate over 12 trillion gigabytes of data per month using the platform.

Name

WhereScape

Legal name

WhereScape, Inc.

Website

https://wherescape.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

WhereScape provides metadata-driven data warehouse automation software (RED, 3D, Data Vault Express) that enables enterprise data engineering teams to design, build, deploy, and operate data infrastructure on platforms including Snowflake, Databricks, Microsoft Fabric, and Oracle.

Ownership category

akta.pro rank

Product category

Data Warehouse Automation Software

NAICS

Software Publishers (513210), Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Data Platform (Unified Data & Analytics) Suites (HDAEABAD)

akta.pro secondary industries

Data Warehouse/Lakehouse Performance Optimization & Cost Management (HDAEABAL), Metadata, Catalog & Semantic Layer for Data Platforms (HDAEABAJ)

Keywords

• Data warehouse automation
• ELT code generation
• Data Vault automation
• Data modeling tools
• Cloud data migration

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Software Licenses and Subscriptions: WhereScape sells software licenses and subscriptions for its RED, 3D, and Data Vault Express products. Customers can download software from the customer support portal after purchasing licenses. Pricing appears to be quote-based for enterprise engagements.
2. Maintenance and Support: 24x7 worldwide support offered to customers with current maintenance contracts. Support portal provides case submission, software downloads, and upgrade access.
3. Training and Enablement: WhereScape University offers self-paced, instructor-led remote, and instructor-led onsite training courses for RED, 3D, and Data Vault Express. Courses range from 3 hours to 16 hours.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels10 records

Core offering

WhereScape sells data warehouse automation software that auto-generates platform-native ELT code, orchestrates pipelines, schedules jobs, and auto-documents lineage for enterprise data teams. Its core platforms — RED, 3D, and Data Vault Express — are extended by Enablement Packs for target warehouses (Snowflake, Databricks, Microsoft Fabric, Azure Synapse, Amazon Redshift, Teradata, Oracle, Google BigQuery, PostgreSQL, SQL Server) and by CICD and AI-assisted add-ons.

Product overview

WhereScape is a data infrastructure automation platform consisting of three core products: WhereScape RED (flagship data warehouse automation platform for automating design, development, deployment, and operation of data warehouses), WhereScape 3D (visual data modeling tool for designing and deploying data solutions), and WhereScape Data Vault Express (purpose-built for automating Data Vault 2.0). The platform is extended through Enablement Packs that provide native support for target platforms including Snowflake, Databricks, Microsoft Fabric, Azure Synapse, Amazon Redshift, Teradata, Oracle, Google BigQuery, PostgreSQL, SQL Server, and more. Additional capabilities include CICD integration with GitHub and Azure DevOps, and AI-assisted column classification through Model Assist AI.

Differentiator

Problem solved

Functional benefit

Brands

• WhereScape RED: Data warehouse automation platform for designing, developing, deploying, and operating data infrastructure.
• WhereScape 3D
• WhereScape Data Vault Express
• Enablement Packs

Products and services

• WhereScape RED The flagship data warehouse automation platform that automates the design, development, deployment, and operation of data warehouses. Generates native ELT logic for the target warehouse, orchestrates dependencies, manages retries, and auto-documents lineage and audit fields. Sold to enterprise data teams.
• WhereScape 3D Visual data modeling tool for designing, discovering, and deploying data solutions. Supports conceptual, logical, and physical modeling with a drag-and-drop interface, built-in templates, and metadata-driven workflows. Sold to data architects and engineers.
• WhereScape Data Vault Express (DVE) Purpose-built platform for automating Data Vault 2.0, generating hubs, links, satellites, and loads directly from templates. Sold to enterprise data teams implementing Data Vault 2.0 methodologies.
• WhereScape Enablement Packs Native, platform-specific templates and configurations extending WhereScape RED and Data Vault Express onto target platforms including Snowflake, Databricks, Microsoft Fabric, Azure Synapse, Amazon Redshift, Teradata, Oracle, Google BigQuery, PostgreSQL, and SQL Server. Sold as licensed add-ons to enterprise customers.
• WhereScape CICD Enablement Pack Integrates WhereScape RED and 3D with Git workflows, enabling push/pull of objects, metadata, code and configurations with GitHub and Azure DevOps. Sold as a licensed add-on to enterprise data engineering teams.
• WhereScape 3D Model Assist AI AI-assisted Enablement Pack for WhereScape 3D that accelerates Data Vault design by reducing repetitive manual column classification work. Sold as a licensed add-on to enterprise data teams.
• WhereScape University Training and education service offering self-paced, instructor-led remote, and onsite courses for WhereScape 3D, RED, and Data Vault Express, leading to certification. Sold as paid training to enterprise customers and partners.

Quantifiable outcome

• 95% reduction in manual coding effort
• +6 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration25 records

AI capability2 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and strategic.

• SnowflakecoreTechnology or IntegrationEarly integrator partnership. WhereScape is an early integrator with Snowflake, supporting automation for Snowflake data warehouses. File Parser bundled with Snowflake Enablement Pack.
• DatabrickscoreTechnology or IntegrationEarly integrator partnership. WhereScape enables automated deployment of data pipelines to Databricks clusters. File Parser bundled with Databricks Enablement Pack.
• MicrosoftcoreTechnology or IntegrationPartnership for Microsoft Fabric, Azure Synapse, and SQL Server automation. WhereScape unifies Microsoft Fabric lakehouse, Data Mesh and agile automation. Gartner report published on simplifying Microsoft Fabric with WhereScape.
• TeradatastrategicTechnology or IntegrationWhereScape supports Teradata as a target platform. Vodafone Netherlands case study demonstrates Teradata integration with 90% load time reduction.
• OraclestrategicTechnology or IntegrationWhereScape supports Oracle as a target platform. Xerox Financial Services case study uses Oracle-based systems.
• Amazon Web Services (AWS)strategicTechnology or IntegrationAWS Redshift supported as target platform. Bucknell University case study uses AWS RDS for cloud-based data warehouse.
• Google CloudstrategicTechnology or IntegrationSupport for Google BigQuery as target platform and Google Cloud Storage/GCS as data source.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Microsoft (Azure Synapse / Fabric): Microsoft's Azure Synapse and Fabric platforms provide integrated analytics, data warehousing, and transformation capabilities natively. As WhereScape's Microsoft partnership deepens, Microsoft also represents an indirect competitive threat by adding automation features that could reduce reliance on third-party tools like WhereScape.
• Informatica: Informatica is a long-established leader in enterprise data integration, governance, and master data management. Its Intelligent Data Management Cloud overlaps with WhereScape's data warehouse automation use cases, particularly for large enterprises already standardized on Informatica's broader platform.
• Talend: Talend (now part of Qlik) provides enterprise data integration, quality, and governance tools with broad applicability across cloud and on-prem environments. It overlaps with WhereScape in data pipeline automation for large enterprises modernizing legacy data estates.

Others

• Alation: Alation is the leading data catalog platform used by enterprises to discover, govern, and document data assets. While WhereScape's 3D tool competes in the data modeling and metadata space, Alation is an adjacent/partnering vendor in the broader enterprise data intelligence stack.

Emerging players

• StreamSets: StreamSets provides a data integration platform with strong continuous data ingestion and change-data-capture capabilities. It overlaps with WhereScape's broader data pipeline automation capabilities for enterprises managing complex, multi-source data flows.
• Coalesce: Coalesce is a data transformation platform purpose-built for Snowflake and other cloud warehouses, emphasizing automated, column-level lineage and code generation. It targets a similar data engineering persona as WhereScape but with a more modern, code-first UX.
• Airbyte: Airbyte is an open-source data integration platform with 300+ connectors, increasingly competing in the same cloud warehouse ELT category as WhereScape. Its open-source model and rapid connector expansion pose a competitive threat to legacy automation vendors, particularly for cost-sensitive enterprise customers.

Direct peers

• Matillion: Matillion is a direct competitor offering cloud-native ETL/ELT for Snowflake, Databricks, Redshift, and BigQuery — the same target platforms WhereScape supports. Both vendors sell to enterprise data engineering teams and emphasize automated data transformation on cloud data warehouses.
• dbt Labs: dbt Labs builds dbt, the leading SQL-first transformation tool that has become standard for cloud data warehouse ELT. It directly competes with WhereScape's RED in the data transformation category, particularly with code-first data engineering teams preferring version-controlled, developer-friendly workflows.
• Fivetran: Fivetran is a leading managed ELT provider focused on automated data ingestion into cloud warehouses (Snowflake, BigQuery, Databricks, Redshift). While WhereScape leads on warehouse build/automation and Fivetran leads on ingestion, both serve the same enterprise data engineering persona and increasingly compete for the same modernization budget.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wherescape
• YouTubeyoutube.com/channel/UC-4Gkpf-U1gHTCyQaB4OugA/videos
• Facebookfacebook.com/WhereScape
• LinkedInlinkedin.com/company/wherescape

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WhereScape