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Live

Coming soon

Agriculture Tech
Autonomy
Avatars & Digital Humans
Biotech / Synthetic Biology
Blockchain / Crypto
Brain-Computer Interfaces
Climate Tech
Cloud & Edge Computing

Commerce
Cybersecurity
Defense
Digital Identity
Education Tech
Energy
Fashion & Textiles
Food Tech

Healthcare Systems
Longevity & Human Enhancement
Materials Science
Mobility
Quantum Computing
Smart Homes
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Hightouch — Reverse ETL · fobi

Live

Coming soon

Agriculture Tech
Autonomy
Avatars & Digital Humans
Biotech / Synthetic Biology
Blockchain / Crypto
Brain-Computer Interfaces
Climate Tech
Cloud & Edge Computing

Commerce
Cybersecurity
Defense
Digital Identity
Education Tech
Energy
Fashion & Textiles
Food Tech

Healthcare Systems
Longevity & Human Enhancement
Materials Science
Mobility
Quantum Computing
Smart Homes
Space Tech
Wearables

Hightouch

Hightouch provides reverse ETL and customer data platform capabilities that activate warehouse data in marketing and sales tools. Raised $100M+ to date. Strong in e-commerce and B2B. Warehouse-native CDP positioning threatens Segment and traditional CDPs.

Co-defined reverse ETL alongside Census and is positioning as a composable CDP, letting companies own their customer data in the warehouse.

hightouch.com Reverse ETL

United Statesprivate

At a glance

Total raised

$320.1M

last round series d

Headcount

501-1k

approximate · public range

Headquarters

San Francisco

United States

Founded

2018

8 years active

Status

Private

Reverse ETL

Latest valuation

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Date	Stage	Amount	Valuation	Lead investors
Apr 29, 2026	Series D	$150M	$2.8B	Goldman Sachs Alternatives, Bain Capital Ventures
Feb 1, 2025	Growth	$80M

AI bull / bear

Bull case

Hightown co-defined the reverse ETL category alongside Census and now pursues the larger prize: replacing legacy CDPs entirely. The warehouse-native composable CDP thesis is structurally superior. Companies want to own their customer data in Snowflake or Databricks, not pay Segment to warehouse it for them. Hightown wins by letting teams activate that warehouse data directly in Salesforce, Marketo, and Braze without duplication or vendor lock-in. The company raised over $100M to scale go-to-market and engineering, giving it the runroom to outlast smaller rivals. E-commerce and B2B verticals already show strong traction — use cases like personalized email campaigns and lead scoring from warehouse data are sticky and expandable. As more enterprises migrate to cloud warehouses and seek to reduce SaaS stack complexity, Hightown's bet on the warehouse as the system of record looks increasingly prescient. The reverse ETL market is still early, and the winner who graduates to full composable CDP first captures the migration wave from legacy vendors.

Bear case

Reverse ETL is not a durable category — it is a feature. Snowflake, Databricks, and Fivetran can each absorb it into their existing platforms, squeezing standalone players out of the pipeline. Census is functionally equivalent and competes head-to-head on the same customer lists, same use cases, and same warehouse-native pitch, making this a zero-sum race with few switching costs between them. Legacy CDPs like mParticle and Segment have not ceded the field; they are adding warehouse-native connectivity while retaining the marketing automation integrations and enterprise trust built over years. Hightown's total funding is undisclosed, which may signal that later-stage capital has been harder to secure in the current environment. Without a clear moat beyond being early to the category, Hightown faces margin compression as cloud giants bundle reverse ETL capability for free, and enterprise buyers hesitate to bet on a startup for data infrastructure they consider strategic.

Generated by deepseek-v4-flash · June 2, 2026Refreshes quarterly · see disclosures

Hightouch

At a glance

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Funding history

How they make money

Founder backgrounds

Kashish Gupta

Tejas Manohar

Josh Curl

AI bull / bear

In the news

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Leadership

Products

Hightouch Reverse ETL

Customer Studio (Composable CDP)

Match Booster & Personalization API

Open roles