Fivetran Acquires Census to Enhance Data Movement Capabilities

Fivetran has announced its acquisition of Census, a leading Reverse ETL and data activation platform, in a move to offer a fully managed, end-to-end data movement solution for enterprises. This acquisition enables Fivetran to support governed, automated, and real-time data transfers not only from source systems to data platforms but also back into business applications, streamlining operational analytics and AI-powered decision-making. The deal brings the entire Census team, including co-founder and CEO Boris Jabes, into Fivetran to help drive the company’s data activation strategy. Customers will benefit from the combined platform’s ability to move trusted, modeled data seamlessly across their technology stack, making data more actionable and accessible for business growth. Fivetran chose to acquire rather than build a reverse ETL solution internally, citing the technical differences and shared customer base with Census as key factors. The financial terms were not disclosed, and the deal is subject to customary closing conditions.