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🧩 Fivetran acquires Census to complete the data stack loop

After 13 years of ETL dominance, Fivetran is becoming a full-stack data movement platform — acquiring reverse-ETL startup Census to offer true end-to-end sync.

✅ What’s inside the deal
• Fivetran acquires Census (last valued at $630M in 2022) for undisclosed terms
• Census raised $80M+ from Sequoia, a16z, and Tiger Global
• Entire Census team, including CEO Boris Jabes, joins Fivetran
• Census brand to be phased into the Fivetran platform

⭕️ Why it matters
• Fivetran has long been the go-to for ETL (into warehouses) — now adds reverse-ETL (out to tools)
• Customers wanted end-to-end sync; Fivetran had a prototype but went the M&A route instead
• Deep product and cultural alignment: “People who like Fivetran also like Census”

🧠 Backstory and synergy
• Founders have known each other since YC Winter ‘13 — Census was still just a whiteboard idea
• Shared vision, shared customers, shared philosophy
• Fraser: “In some ways, this has been fated”

Fivetran just closed the loop — pulling data in, pushing insights out, and keeping itself right in the middle.

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9.1K viewsedited  May 2 at 12:41

🧩 Fivetran acquires Census to complete the data stack loop

After 13 years of ETL dominance, Fivetran is becoming a full-stack data movement platform — acquiring reverse-ETL startup Census to offer true end-to-end sync.

✅ What’s inside the deal
• Fivetran acquires Census (last valued at $630M in 2022) for undisclosed terms
• Census raised $80M+ from Sequoia, a16z, and Tiger Global
• Entire Census team, including CEO Boris Jabes, joins Fivetran
• Census brand to be phased into the Fivetran platform

⭕️ Why it matters
• Fivetran has long been the go-to for ETL (into warehouses) — now adds reverse-ETL (out to tools)
• Customers wanted end-to-end sync; Fivetran had a prototype but went the M&A route instead
• Deep product and cultural alignment: “People who like Fivetran also like Census”

🧠 Backstory and synergy
• Founders have known each other since YC Winter ‘13 — Census was still just a whiteboard idea
• Shared vision, shared customers, shared philosophy
• Fraser: “In some ways, this has been fated”

Fivetran just closed the loop — pulling data in, pushing insights out, and keeping itself right in the middle.

✔️Powered by V3V Ventures