Changes / ETL / ELT & ingestion / Fivetran
M&Alow impact
Fivetran signs agreement to acquire Census (reverse ETL)
Fivetran announced a signed agreement to acquire Census, funded by cash and equity; terms were not disclosed and closing is pending.
Who’s affected
Census customers, and Fivetran customers who plan to pair ingestion with reverse ETL, should watch for contract, packaging or roadmap changes after closing. No customer action is required today.
Not affected: Teams that use neither Census nor Fivetran, and Census users with no renewal or contract change coming up.
What it costs
No price change is stated and deal terms were not disclosed. Possible future effects are bundling, repackaging or renewal terms for Census once the deal closes.
When to act
M&A with no stated closing date or price change, so a short review window before your next Census renewal is enough.
Blast radius: Possible changes to Census contracts, billing and support channels after closing. Downstream activation syncs to CRM, ads and marketing tools are affected only if you later migrate.
What should you do? decision tree
- you use Census and your renewal is within the next few monthsAsk your account rep in writing about post-acquisition pricing, term length and price protection before you sign.
- you use both Fivetran and CensusAsk whether the vendors plan combined contracts or bundling, and compare that against your current separate spend.
- census is critical to your activation pipelinesDocument your sync models, destinations and API usage so you can switch quickly if the roadmap changes.
- none of the above appliesTake no action now and recheck when the closing is announced.
Options
- WaitKeep current Census terms and monitor the closing announcement and any notices on pricing, support or product changes.
- NegotiateAt renewal, ask for price caps and a termination-for-convenience clause given the pending ownership change.
- OptimizeInventory Census syncs and audiences now, and retire unused ones to cut migration scope and spend.
- MigrateIf the roadmap or pricing turns unfavorable after closing, move syncs to another reverse ETL tool.
Alternatives editorial picks, not sponsored
The facts straight from the source
Facts above are extracted from the source and checked word-for-word before publishing. The guidance sections are AI-assisted analysis based only on those facts: a starting point, not legal or procurement advice. Spotted an error? Tell us.
Related changes
- FivetranFivetran moves MAR volume tiering from account to connection level
MAR volume tiering is applied per connection instead of per account from March 1, 2025, raising costs for accounts with many equal-sized connections.
Price ↑ - FivetranFivetran acquires Tobiko Data (SQLMesh, SQLGlot)
Fivetran announced it has acquired Tobiko Data, the open source company behind SQLMesh and SQLGlot, adding transformation capabilities to its platform.
M&A - InformaticaSalesforce completes its acquisition of Informatica
Salesforce announced it has completed its acquisition of Informatica, folding its data catalog, integration, governance, quality, and MDM products into the Salesforce platform.
M&A - FivetranFivetran adds a $5 minimum per connection (1 to 1M MAR)
A $5 minimum base charge applies to standard connections generating between 1 and 1 million MAR per month, starting January 1, 2026 for PAYG.
Price ↑ - FivetranFivetran deletes now count toward paid MAR
Inserts, updates and deletes all count toward paid MAR; previously deletes did not contribute to paid MAR.
Billing - FivetranFivetran now bills history-mode repeated updates as paid MAR
Repeated updates tracked in history mode now count toward paid MAR; soft delete and live modes are alternatives.
Billing