# Hightouch

Hightouch is a reverse ETL and data activation platform rated 4.6/5 on G2 from 100+ reviews. Profile: pricing, features, warehouse sync, and how it compares to Census.

**Category:** Reverse ETL and data activation platform  
**Vendor:** Hightouch, Inc.  
**Founded:** 2020  
**HQ:** San Francisco, California, US  
**Website:** https://hightouch.com  


## About

Hightouch is a San Francisco-based reverse ETL and data activation platform founded in 2020 by Tejas Manohar, Josh Curl, and Kashish Gupta. Reverse ETL is the practice of syncing data from your data warehouse (BigQuery, Snowflake, Redshift) into operational tools like Salesforce, HubSpot, Marketo, and customer.io. Hightouch removes the need for engineering to write custom sync pipelines by providing a no-code/low-code interface for data teams to define and manage syncs. The platform has expanded into AI Decisioning, which uses warehouse data to make personalized decisions at scale. Hightouch raised $40M in Series B funding in 2022 and serves data teams at companies including Spotify, PetSmart, and Retool.

## Ratings

| Source | Score | Reviews |
|---|---|---|
| G2 | 4.6/5 | ~100 |

## Funding

$40M+

| Round | Amount | Date | Lead |
|---|---|---|---|
| Seed | $2.5M | 2021 | Bain Capital Ventures |
| Series A | $12M | 2021 | Bain Capital Ventures |
| Series B | $40M | 2022 | Sapphire Ventures |

## Viability

Well-funded in a growing category. Reverse ETL / data activation is becoming core data infrastructure. Strong team with Segment pedigree. Long-term viability is solid.

## Pricing

Hightouch charges based on synced rows and destinations. Free: 1 source, limited rows. Business: custom pricing starting around $500-$1,000/month. Enterprise: custom. Costs scale with data volume and number of operational tool destinations.

| Plan | Price | Best for |
|---|---|---|
| Free | $0/mo | Single source, evaluation |
| Starter | Custom | Small data teams, 2-5 destinations |
| Business | Custom | Mid-market data activation |
| Enterprise | Custom | High volume, SLAs, governance |

## What reviewers say

_~100 G2 reviews and data engineering community discussion, 2025-2026_

**Praised:**
- Eliminates dozens of custom sync pipelines with a no-code interface data teams can maintain
- Excellent Snowflake and BigQuery support with incremental sync strategies
- Customer support is consistently praised as responsive and technically knowledgeable
- dbt integration lets analytics engineers use their existing models as sync sources

**Complaints:**
- Pricing scales quickly as you add more sources and destinations
- Complex transformation logic still needs SQL or dbt models
- Some destinations have sync limitations compared to building custom pipelines

## Compliance

- **SOC 2:** Yes (Type II)
- **GDPR:** Yes
- **HIPAA:** Yes (Business+)
- **SSO:** Yes (Pro+)

## Integrations

- Snowflake
- BigQuery
- Redshift
- Databricks
- Salesforce
- HubSpot
- Marketo
- customer.io
- Braze
- Intercom
- Slack
- Google Ads
- Facebook Ads
- Klaviyo

## FAQs

### What is reverse ETL?

Reverse ETL is the process of syncing data from your data warehouse back into operational tools (CRM, marketing automation, ad platforms). Traditional ETL moves data into warehouses; reverse ETL activates that warehouse data in tools your teams actually use.

### How does Hightouch compare to Census?

Hightouch and Census are the two leading reverse ETL platforms. Hightouch has slightly stronger enterprise features and AI Decisioning capabilities. Census has a strong dbt integration and comparable core sync capabilities. Both are solid choices; the decision often comes down to existing tool relationships.


## Sources

- [Hightouch website](https://hightouch.com): Product and pricing
- [G2 Hightouch reviews](https://www.g2.com/products/hightouch/reviews): User reviews