Reverse ETL · Hightouch

Hightouch

Reverse ETL platform that syncs warehouse data into CRMs, ad platforms, and marketing tools using SQL, no custom scripts.

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Hightouch lets teams define audiences and records with SQL, dbt models, or a visual query builder against a cloud warehouse, then syncs the results to over 200 destinations such as Salesforce, HubSpot, Braze, and ad platforms on a schedule or via trigger. It positions itself as a "Composable CDP": rather than copying data into a separate customer-data store, it treats the warehouse itself as the source of truth for identity and segmentation. Beyond straight syncing, Hightouch offers an AI-driven marketing layer (audience generation, campaign orchestration) built on the same warehouse data. It is cloud-hosted only, aimed at data teams who already model customer data in SQL and want business teams to self-serve from it without new ETL pipelines.

At a glance

Vendor Hightouch
Pricing model Usage-based
Free tier Yes
Deployment Cloud
Open source No
Best for Data teams that model customer data in the warehouse and want marketing/sales to activate it without new pipelines.

Pricing

Free tier for up to 2 active syncs; paid plans are usage-based with unlimited seats, destinations, and sources.

Plan Price Notes
Free (Basic Reverse ETL) $0 up to 2 active syncs, unlimited destinations and user seats

Prices read from the vendor's own page on September 21, 2026. Vendors change prices; check the source before you budget.

Features

  • SQL, dbt model, or visual-query audience building
  • 200+ destination connectors (CRM, ad platforms, messaging, spreadsheets)
  • Scheduled and event-triggered syncs
  • Row-level sync observability and alerting
  • Identity resolution across warehouse tables
  • AI-generated audiences and campaign actions
  • Reverse ETL API for custom destinations

Integrations

Profile last reviewed September 21, 2026

Head to head

Alternatives

Fivetran Activations (formerly Census) Warehouse-to-app reverse ETL product; formerly the standalone Census platform, acquired by Fivetran in 2025. Polytomic Reverse ETL and bidirectional data-sync platform moving data between warehouses, databases, spreadsheets, and business apps. Omnata Reverse ETL delivered as a Snowflake Native App, syncing data between Snowflake and SaaS apps without leaving the account.

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Terms to know

Reverse ETL The practice of syncing modeled data from a warehouse back out into operational tools like a CRM or ad platform. Customer data platform (CDP) Software that unifies customer data from multiple sources into persistent profiles usable by marketing teams. Data warehouse A centralized, structured database optimized for fast historical reporting rather than day-to-day transactions. Customer segmentation Dividing a customer base into groups that share meaningful traits so each can be targeted or served differently. Composable CDP A customer data platform assembled from separate best-of-breed tools on top of an organization's own warehouse, rather than one bundled product. Identity resolution Matching data from different sources and devices to a single underlying person or household despite no shared identifier.

Related guides

How to build a modern data stack Ingestion, warehouse, transformation, BI and activation — what a data stack needs at each company stage, and what to defer. How to choose a reverse ETL tool Pick a reverse ETL tool by where it runs relative to your warehouse, how syncs get built, and whether one-way sync is even enough.