Fivetran Acquires Census to Launch the First Fully Managed End-to-End Data Movement Platform for the AI Era
In a groundbreaking move, Fivetran, the global leader in data movement, has announced the signing of an agreement to acquire Census, a pioneer in Reverse ETL, data activation, and operational analytics. This acquisition positions Fivetran as the only fully managed platform capable of moving trusted, governed, and real-time data across an enterprise’s entire stack—from source systems to data platforms and back into operational tools that drive decision-making. By combining Fivetran’s robust data integration capabilities with Census’s expertise in Reverse ETL, the company is delivering a transformative solution for enterprises seeking to harness the power of AI, automation, and real-time insights.
Fivetran is funding the acquisition through a mix of cash and equity, though specific terms were not disclosed. The deal is expected to close pending customary closing conditions. This marks Fivetran’s third acquisition, following its 2021 purchases of HVR and Teleport Data, which expanded its enterprise-grade capabilities in change data capture and high-speed database replication.
A Unified Platform for Real-Time, AI-Powered Decisions
The acquisition of Census addresses a critical need voiced by Fivetran’s strategic customers: the ability to not only centralize data in a warehouse but also activate it in real-time across business applications. With this integration, Fivetran now offers a comprehensive platform that enables enterprises to move governed, modeled data seamlessly between source systems, cloud platforms, and operational tools—all within a single, fully managed solution.
“This is an exciting moment for Fivetran and even more so for our customers,” said George Fraser, CEO of Fivetran. “For years, our customers have told us they want to action their data in real-time with Fivetran, not just centralize it in a warehouse. With Census, we’re delivering on that need. Our joint customers can now move trusted, modeled data into every part of their stack, powering real-time, AI-driven decisions at scale.”
By enabling bidirectional data movement, Fivetran empowers organizations to personalize customer experiences, automate workflows, and make informed decisions faster than ever before. This unified approach eliminates silos and ensures that data remains consistent, secure, and actionable across all touchpoints.
Strengthening Fivetran’s Leadership in Data Activation
Founded in 2018 and headquartered in San Francisco, Census has established itself as a leader in Reverse ETL, helping businesses activate their data by delivering insights directly into operational tools like CRMs, marketing platforms, and customer support systems. The company serves hundreds of customers across industries and employs over 50 people, all of whom will join Fivetran as part of the acquisition.
“At Census, we’ve always believed that data teams should be the driving force behind business growth—not just builders of dashboards,” said Boris Jabes, CEO and co-founder of Census. “To unlock the full potential of AI and automation, companies need trusted, well-modeled data available in every application their teams rely on, in real-time. By joining forces with Fivetran, we’re creating the most complete and trustworthy platform for actionable insights and AI-powered workflows. I’m incredibly proud of what our team has built, and I can’t wait to help the world become more data-driven as part of the Fivetran family.”
Jabes will play a key role in shaping Fivetran’s data activation strategy moving forward, ensuring that the combined platform continues to meet the evolving needs of modern enterprises.
Expanding Fivetran’s Connector Ecosystem
With the addition of Census, Fivetran’s connector ecosystem grows to over 900 connectors, spanning cloud apps, databases, data warehouses, data lakes, and operational tools. This expanded capability allows Fivetran to support governed data movement in every direction—whether it’s ingesting data into a warehouse or pushing insights back into frontline applications.
The acquisition builds on Fivetran’s legacy of innovation, which includes milestones such as the launch of Hybrid Deployment and the expansion of its Managed Data Lake Service. These offerings enable enterprises to run pipelines in any environment (private cloud, on-premises) and land data directly into leading cloud storage platforms like Amazon S3, Azure Data Lake Storage, Microsoft OneLake, and Google Cloud Storage. The service integrates with BigQuery and supports open table formats like Iceberg, empowering organizations to build AI-ready data lakes with scalable, governed pipelines.
Industry Leaders Applaud the Acquisition
Industry experts have praised the acquisition as a pivotal step forward for the enterprise data ecosystem. “Fivetran has always stood out for its ability to evolve with the needs of modern data teams while setting the standard for automation and scale,” said Martin Casado, General Partner at Andreessen Horowitz. “With this acquisition, they’re extending their platform in a way that brings data even closer to the point of action. The ability to move trusted, modeled data from warehouses into frontline tools is increasingly critical for organizations aiming to personalize customer experiences, automate processes, and enable real-time, AI-powered decisions. It’s a powerful step forward for the enterprise data ecosystem.”
Driving Global Growth and Innovation
This announcement comes on the heels of several strategic milestones for Fivetran, including surpassing $300 million in annual recurring revenue and expanding its leadership team with key appointments in marketing, finance, HR, and regional operations. These moves underscore Fivetran’s commitment to supporting its next phase of global growth and solidifying its position as the go-to platform for modern data movement.
As enterprises continue to embrace AI and automation, the ability to move governed, real-time data across the entire stack becomes increasingly vital. With the acquisition of Census, Fivetran is uniquely positioned to lead this transformation, offering a fully managed platform that empowers businesses to unlock the full potential of their data.
To learn more about Fivetran’s end-to-end data movement platform, visit www.fivetran.com.
Why This Acquisition Matters for the Future of Data
The integration of Fivetran and Census represents a significant leap forward in the evolution of data infrastructure. By unifying data movement, governance, and activation, Fivetran is enabling enterprises to break down silos, accelerate decision-making, and drive business outcomes in the AI era. For organizations looking to future-proof their data strategies, Fivetran’s expanded platform offers a seamless, scalable, and secure solution designed to meet the demands of tomorrow’s data-driven world.
