Fivetran, the global leader in data movement, has announced a strategic agreement to acquire Census, a pioneer in Reverse ETL, data activation, and operational analytics. This acquisition solidifies Fivetran's position as the only fully managed platform capable of moving trusted, governed data bidirectionally, enhancing real-time decision-making, AI capabilities, and business operations. Founded in 2018 and based in San Francisco, Census has rapidly gained traction, serving hundreds of customers across various industries and employing over 50 people. The company specializes in Reverse ETL, a process that syncs data from warehouses back to operational tools, ensuring that teams have access to up-to-date, modeled data for immediate action. By integrating Census, Fivetran aims to provide a comprehensive solution that addresses the growing demand for real-time data access and integration across the entire business stack. Fivetran's CEO, George Fraser, highlighted the significance of this move: "This is an exciting moment for Fivetran, and especially our customers. For years, our most strategic clients have requested the ability to action their data in real-time, not just centralize it. With Census, we’re fulfilling that need." The combined platform will enable enterprises to seamlessly move data from source systems to cloud platforms and back into operational tools, all on a single, fully managed interface. Boris Jabes, CEO and co-founder of Census, expressed enthusiasm about the partnership: "Census has always aimed to empower data teams to drive business growth, not just build dashboards. To leverage AI and automation, companies require well-modeled, trusted data in real-time across all their applications. Our Reverse ETL service has been crucial in achieving this for our customers. By joining Fivetran, we’re creating the most complete and reliable platform for actionable insights and AI-supported workflows." The acquisition significantly expands Fivetran's connectivity options, increasing its total number of connectors to over 900. This includes integrations with cloud apps, databases, data warehouses, and operational tools, allowing for seamless data movement and governance. Census's team, including CEO Boris Jabes, will join Fivetran to lead the data activation strategy. This is Fivetran's third major acquisition, following the 2021 purchases of HVR and Teleport Data. HVR added enterprise-grade change data capture (CDC), while Teleport Data enabled high-speed database replication, integrating the completeness of snapshots with the performance of log-based systems. These previous acquisitions, combined with the addition of Census, underscore Fivetran's commitment to offering a robust, end-to-end data movement platform. Industry insiders view this acquisition as a strategic move that aligns with the evolving needs of modern data teams. According to Martin Casado, General Partner at Andreessen Horowitz, "Fivetran has consistently evolved to meet the demands of data teams, setting standards for automation and scale. Adding Reverse ETL capabilities brings data closer to the point of action, which is crucial for organizations seeking to personalize customer experiences, automate processes, and enable real-time, AI-powered decisions. This is a powerful advancement for the enterprise data ecosystem." Recent milestones for Fivetran include surpassing $300 million in annual recurring revenue and launching Hybrid Deployment, a feature that allows enterprises to run data pipelines in any environment, including private clouds and on-premises systems, on a single platform. The company has also expanded its Managed Data Lake Service, facilitating direct data landing into leading cloud storage platforms such as Amazon S3, Azure Data Lake Storage, Google Cloud Storage, and others. This service integrates with BigQuery and supports open table formats like Iceberg, helping enterprises build AI-ready data lakes. Fivetran's commitment to innovation and expansion is further evident in its strengthening of the leadership team with key appointments across marketing, finance, people, and regional operations to support global growth. Companies like OpenAI, LVMH, Pfizer, Verizon, and Spotify trust Fivetran for its high-performance pipelines, seamless interoperability, and enterprise-grade security, which are essential for modernizing data infrastructure, powering analytics and AI, ensuring compliance, and driving transformative business outcomes. In summary, the acquisition of Census by Fivetran is a landmark move that enhances Fivetran’s platform by adding crucial Reverse ETL capabilities. This will enable better real-time data integration and support AI initiatives, aligning with the growing demand for actionable data insights. The integration of Census's team and technology positions Fivetran to lead the next era of data movement and management, solidifying its reputation as a forward-thinking, customer-centric leader in the tech industry.