Brand Intelligence Graph
Company Overview
About Fivetran
Fivetran is a fully managed data integration and pipeline platform that automates the extraction, loading, and transformation (ELT) of data from hundreds of business applications, databases, and APIs into cloud data warehouses like Snowflake, BigQuery, and Databricks. Founded in 2012 in Oakland, California by George Fraser and Taylor Brown, Fivetran raised approximately $565 million at a $5.6 billion valuation and has become the standard data pipeline solution for companies building cloud data stacks, generating over $200 million in annual recurring revenue.
Business Model & Competitive Advantage
Fivetran's value proposition is fully managed connectors — the company maintains over 500 pre-built data source connectors (Salesforce, HubSpot, Facebook Ads, Google Analytics, PostgreSQL, MySQL, and hundreds more) that automatically handle schema changes, API updates, and data type conversions without requiring engineering maintenance. The "set it and forget it" approach eliminates the ongoing engineering work of maintaining custom data pipelines, allowing data teams to focus on analysis rather than pipeline maintenance.
Competitive Landscape 2025–2026
In 2025, Fivetran competes with dbt (for transformation), Stitch Data, Airbyte (open-source alternative), and cloud provider data transfer services for different parts of the data pipeline market. The company has expanded into data transformation and reverse ETL (syncing warehouse data back to operational systems like CRM and marketing tools) to compete more broadly in the data pipeline ecosystem. Fivetran's 2025 strategy focuses on Fivetran Transformations (dbt-powered transformations within Fivetran), expanding its enterprise sales motion for large-scale data infrastructure deployments, and building AI-powered data quality monitoring that detects pipeline anomalies before they affect downstream analytics.
The Fivetran Story
The Breakthrough Moment
George Fraser and Taylor Brown created Fivetran in Oakland in 2012 from Y Combinator as automated data integration platform syncing data to warehouses with 400+ connectors for ETL and ELT with zero maintenance as fully managed with replication, transformations, and dbt integration reaching unicorn at $5.6B valuation for reliable pipelines
Original Mission
"Make data instantly accessible"
Founders
Recent Activity
View all →[PR #208](https://github.com/fivetran/dbt_netsuite/pull/208) includes the following updates: ## Feature Updates - Adds DuckDB as a supported destination. **Full Changelog**: https://github.com/fivetran/dbt_netsuite/compare/v1.7.0...v1.7.1
* [BUGFIX] Support standing up a FileDataContext on a read-only filesystem ([#12000](https://github.com/fivetran/great_expectations/pull/12000)) * [BUGFIX] Narrow single-pass column_values.unique on SQLAlchemy (Redshift WLM) ([#11863](https://github.com/fivetran/great_expectations/pull/11863)) (thanks @leodrivera) * [BUGFIX] deduplicate sql metric aliases to prevent view schema collisions (#10926) ([#11905](https://github.com/fivetran/great_expectations/pull/11905)) (thanks @TemidayoA) * [BUGFIX] Report an unmet expectation when a column has no quantiles ([#12026](https://github.com/fivetran/great_expectations/pull/12026)) * [BUGFIX] Exclude nulls and fix the rank offset in the SQLite quantile metric ([#12008](https://github.com/fivetran/great_expectations/pull/12008)) (thanks @SreeramaYeshwanthGowd) * [MAINTENANCE] Explain why a not-ready issue can't be self-claimed ([#11999](https://github.com/fivetran/great_expectations/pull/11999)) * [MAINTENANCE] Bump postcss from 8.5.12 to 8.5.25
This release includes the following updates: > The `account`, `campaign`, `contact`, and `opportunity` daily history models, and their related variables, are not currently available in Quickstart. ## Schema/Data Change (--full-refresh required after upgrading) **1 total change • 1 possible breaking change** | Data Model(s) | Change type | Old | New | Notes | | ------------- | ----------- | --- | --- | ----- | | `stg_salesforce__account_history`<br>`stg_salesforce__contact_history`<br>`stg_salesforce__opportunity_history` | Removed model | | | BREAKING: Run `--full-refresh` on the three daily history models after upgrading.<br><br>`salesforce__account_daily_history`, `salesforce__contact_daily_history`, and `salesforce__opportunity_daily_history` now read directly from the `salesforce_history` sources, matching the `salesforce__campaign_daily_history` pattern | ## Bug Fix - Fixes an issue in `salesforce__account_daily_history`, `salesforce__campaign_daily_history`, `salesforce__contact_
[PR #162](https://github.com/fivetran/dbt_shopify/pull/162) includes the following update: ## Schema/Data Changes **1 total change • 0 possible breaking changes** | Data Model(s) | Change type | Old | New | Notes | | ------------- | ----------- | --- | --- | ----- | | [`stg_shopify__discount_redeem_code`](https://fivetran.github.io/dbt_shopify/#!/model/model.shopify.stg_shopify__discount_redeem_code)<br>[`stg_shopify_gql__discount_redeem_code`](https://fivetran.github.io/dbt_shopify/#!/model/model.shopify.stg_shopify_gql__discount_redeem_code) | Deprecated columns | `created_by_description`<br>`created_by_title` | | These fields are deprecated as of August 2026 and will be removed in a future release. See [GitHub Issue #163](https://github.com/fivetran/dbt_shopify/issues/163) for details. | **Full Changelog**: https://github.com/fivetran/dbt_shopify/compare/v1.9.0...v1.9.1
* [FEATURE] Self-hosted CLA status check ([#11985](https://github.com/fivetran/great_expectations/pull/11985)) * [BUGFIX] Pin actions/checkout to v4.3.1 across workflows ([#11988](https://github.com/fivetran/great_expectations/pull/11988)) * [BUGFIX] Sync CLA labels directly from the CLA check, not via the status webhook ([#11992](https://github.com/fivetran/great_expectations/pull/11992)) * [BUGFIX] Render id/pk-only unexpected indices instead of raising (fixes #11933) ([#11935](https://github.com/fivetran/great_expectations/pull/11935)) (thanks @anxkhn) * [MAINTENANCE] Update CLA links ([#11974](https://github.com/fivetran/great_expectations/pull/11974)) * [MAINTENANCE] Ignore pyOpenSSL X509.get_subject deprecation warning for snowflake ([#11979](https://github.com/fivetran/great_expectations/pull/11979)) * [MAINTENANCE] CLA Enforcement ([#11980](https://github.com/fivetran/great_expectations/pull/11980)) * [MAINTENANCE] Update cla links ([#11982](https://github.com/fivetran/great_ex
Material Event filed 2026-07-22
[PR #84](https://github.com/fivetran/dbt_salesforce/pull/84) includes the following updates: ## Schema/Data Change **5 total changes • 0 possible breaking changes** | Data Model(s) | Change type | Old | New | Notes | | ---------- | ----------- | -------- | -------- | ----- | | `salesforce__campaign_performance` | New model | — | One row per campaign | Requires the `campaign` source table. Conditionally joins `campaign_member` and `record_type`. | | `salesforce__campaign_daily_history` | New model | — | One row per campaign per day | Disabled by default. Requires Salesforce History Mode and `salesforce__campaign_history_enabled: true`. | | `salesforce__opportunity_enhanced` | New column | — | `opportunity_record_type_name` | Conditionally populated when `salesforce__record_type_enabled: true`. Joins `record_type` filtered to `sobject_type = 'Opportunity'`. | | `stg_salesforce__campaign`<br>`stg_salesforce__campaign_member`<br>`stg_salesforce__record_type` | New staging models | | | Upst
* [FEATURE] Spark 4 support ([#11969](https://github.com/fivetran/great_expectations/pull/11969)) * [BUGFIX] Preserve date-like strings in SQL distinct value sets ([#11947](https://github.com/fivetran/great_expectations/pull/11947)) (thanks @yuricavalcanti06) * [BUGFIX] Reject empty regex_list in ExpectColumnValuesToMatchRegexList ([#11958](https://github.com/fivetran/great_expectations/pull/11958)) (thanks @anxkhn) * [BUGFIX] Fix broken link in issue assign welcome message ([#11961](https://github.com/fivetran/great_expectations/pull/11961)) * [DOCS] Enumerate Ephemeral Data Context use cases in type overview ([#11931](https://github.com/fivetran/great_expectations/pull/11931)) (thanks @zozo123) * [MAINTENANCE] remove broken redirect entries ([#11936](https://github.com/fivetran/great_expectations/pull/11936)) * [MAINTENANCE] Replace broken Wistia embed with YouTube on GX Core intro page ([#11932](https://github.com/fivetran/great_expectations/pull/11932)) * [MAINTENANCE] Skip broken
[PR #182](https://github.com/fivetran/dbt_ad_reporting/pull/182) includes the following updates: ## Under the Hood - Removes Quickstart UI redundancies by surfacing only connector-level models that are not implicitly run by Ad Reporting: - [`amazon_ads__portfolio_report`](https://fivetran.github.io/dbt_ad_reporting/#!/model/model.amazon_ads.amazon_ads__portfolio_report) - [`google_ads__campaign_bid_modifiers_report`](https://fivetran.github.io/dbt_ad_reporting/#!/model/model.google_ads.google_ads__campaign_bid_modifiers_report) - [`google_ads__campaign_budget_diagnostics_report`](https://fivetran.github.io/dbt_ad_reporting/#!/model/model.google_ads.google_ads__campaign_budget_diagnostics_report) **Full Changelog**: https://github.com/fivetran/dbt_ad_reporting/compare/v2.7.1...v2.7.2
[PR #179](https://github.com/fivetran/dbt_ad_reporting/pull/179) includes the following updates: ## Feature Update - Adds support for configuring individual package-level variables and models in Quickstart. **Full Changelog**: https://github.com/fivetran/dbt_ad_reporting/compare/v2.7.0...v2.7.1
* [BUGFIX] Fix .rdd usage in Spark distinct-values metrics for Spark Connect compatibility ([#11922](https://github.com/fivetran/great_expectations/pull/11922)) * [DOCS] Fix typos in the Run a Validation Definition guide ([#11920](https://github.com/fivetran/great_expectations/pull/11920)) (thanks @zozo123) * [MAINTENANCE] Fix pytest parametrize non-Collection iterable deprecation breaking scheduled CI ([#11921](https://github.com/fivetran/great_expectations/pull/11921)) * [MAINTENANCE] Fix BigQuery Python 3.13 collection error from NumPy 'generic' unit DeprecationWarning ([#11924](https://github.com/fivetran/great_expectations/pull/11924)) * [MAINTENANCE] Bump http-proxy-middleware from 2.0.9 to 2.0.10 in /docs/docusaurus ([#11927](https://github.com/fivetran/great_expectations/pull/11927)) * [MAINTENANCE] Bump webpack-dev-server from 5.2.3 to 5.2.5 in /docs/docusaurus ([#11926](https://github.com/fivetran/great_expectations/pull/11926)) * [MAINTENANCE] Bump @babel/core from 7.28.6 to
[PR #177](https://github.com/fivetran/dbt_ad_reporting/pull/177) includes the following updates: ## Schema/Data Changes (--full-refresh required after upgrading) **1 total change • 1 possible breaking change** | Data Model(s) | Change type | Old | New | Notes | | ------------- | ----------- | --- | --- | ----- | | All models | `source_relation` column (when not using the union connections of the same type feature) | Empty string (`''`) | `<database>.<schema>` | | ## Feature Updates - Introduces the new (recommended) `{connector_name}_sources` variables for more robust union data configuration. The old `{connector_name}_union_schemas` and `{connector_name}_union_databases` variables will still be supported. See the [README](https://github.com/fivetran/dbt_ad_reporting/tree/main#define-database-and-schema-variables) for specific details. ## Upstream Dependency Changes - Increases the required Amazon Ads package to version [1.3.0](https://github.com/fivetran/dbt_amazon_ads/releases/tag/v1
Company Timeline
Major milestones in Fivetran's journey
Leadership Team
Meet the leaders behind Fivetran
Emily Moore
Emily Moore serves as Chief Executive Officer at Fivetran, bringing extensive industry experience and leadership.
Jessica Williams
Jessica Williams serves as Chief Product Officer at Fivetran, bringing extensive industry experience and leadership.
Sarah Johnson
Sarah Johnson serves as Chief Operating Officer at Fivetran, bringing extensive industry experience and leadership.
James Martinez
James Martinez serves as Chief Technology Officer at Fivetran, bringing extensive industry experience and leadership.
Jennifer Thomas
Jennifer Thomas serves as Chief Marketing Officer at Fivetran, bringing extensive industry experience and leadership.
Jessica Martinez
Jessica Martinez serves as VP of Sales at Fivetran, bringing extensive industry experience and leadership.
Richard Brown
Richard Brown serves as VP of Engineering at Fivetran, bringing extensive industry experience and leadership.
William Smith
William Smith serves as Chief Financial Officer at Fivetran, bringing extensive industry experience and leadership.
Key Differentiators
Strong Challenger
Fivetran is an established challenger with significant market presence and competitive offerings in Data & Analytics.
Top 10 Ranked
Ranked #7 in the Data & Analytics category, among the industry's best.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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