# Hightouch **Source:** https://geo.sig.ai/brands/hightouch **Vertical:** API/Integration Platforms **Subcategory:** Reverse ETL **Tier:** Emerging **Website:** hightouch.com **Last Updated:** 2026-04-14 ## Summary SF composable CDP and reverse ETL at $1.2B valuation syncing data warehouse segments to 200+ tools including Salesforce, Braze, and Facebook Ads; $80M Series C Feb 2025 competing with Segment and Census for data activation infrastructure. ## Company Overview Hightouch is a San Francisco-based data activation and composable CDP (Customer Data Platform) platform — backed with approximately $220 million in total funding including an $80 million Series C in February 2025 at a $1.2 billion valuation (doubled from $615 million in 2023), with investors including Amplify, ICONIQ Growth, Y Combinator, and Bain Capital Ventures — providing data teams, growth marketers, and RevOps professionals with the reverse ETL infrastructure to sync customer data from Snowflake, BigQuery, Databricks, and Redshift data warehouses to 200+ business tools (Salesforce, Braze, HubSpot, Amplitude, Facebook Ads, Google Ads, Iterable) for marketing personalization, audience targeting, and operational workflow automation. Founded in 2020 by Tejas Manohar and Josh Curl, Hightouch pioneered the 'composable CDP' category — the approach of using the company's existing data warehouse as the customer data foundation rather than copying data into a separate CDP (Segment, mParticle, Lytics). Hightouch's reverse ETL architecture inverts the traditional data flow: ETL (Extract, Transform, Load) moves data from operational systems into data warehouses for analysis, while reverse ETL moves analyzed and transformed data from the warehouse back into the operational tools where business users act on it. The specific value proposition: a data analyst who has built a Snowflake model identifying customers who are 'likely to churn within 30 days' can use Hightouch to sync that customer segment directly to Salesforce (triggering an account rep action), Braze (triggering a win-back email sequence), and Facebook Custom Audiences (suppressing ads for churning customers) — all from the SQL model in the warehouse, without copying data to a separate CDP or building custom API integrations. Hightouch AI Decisioning (launched 2024) adds an ML-powered personalization layer that can autonomously select the next-best-action for each customer across channels based on the warehouse data, extending Hightouch from pure data sync to intelligent customer journey orchestration. In 2025, Hightouch competes in the composable CDP, reverse ETL, and data activation market with Census (reverse ETL, $62M raised), Segment (Twilio-owned CDP, $3.2B acquisition), and Braze (customer engagement, NASDAQ: BRZE, $500M+ revenue) for data team and marketing team data activation infrastructure adoption. The composable CDP category has grown as enterprises that invested heavily in Snowflake and Databricks data warehouses have questioned the value of maintaining a separate CDP whose primary function is storing and segmenting customer data that already lives in the warehouse. Hightouch's $1.2B valuation at $80M Series C reflects investor conviction that the warehouse-centric data architecture creates a large platform for customer data activation. The 2025 strategy focuses on growing Hightouch AI Decisioning for autonomous marketing personalization, expanding the identity resolution capabilities for cross-device customer matching, and building the enterprise data governance features for marketing data compliance and consent management. ## Frequently Asked Questions ### What is Hightouch? Hightouch is a data activation platform that transforms your data warehouse into a customer data platform. Founded in 2018, it enables data teams to activate customer data stored in their warehouse using reverse ETL technology and composable CDP capabilities. The platform is warehouse-native, working seamlessly with major data platforms like Snowflake and BigQuery to turn raw data into actionable customer insights. ### What does Hightouch do? Hightouch provides real-time data activation and orchestration capabilities that synchronize data from your warehouse to business applications and destinations. It enables users to create no-code transformations, build customer audiences, and run personalization campaigns without writing code. The platform automates data sync and activation workflows, allowing teams to leverage their warehouse as the single source of truth for customer data. ### What is the mission of Hightouch? Hightouch's original mission is to 'Turn your data warehouse into your customer data platform.' This mission drives the platform's focus on warehouse-native data activation, enabling organizations to use their existing data infrastructure as a comprehensive CDP without the need for separate, expensive tools. ### When was Hightouch founded? Hightouch was founded in 2018 in San Francisco, California through the Y Combinator accelerator program. The company was established by founders Kashish Gupta and Yohan Kim who envisioned a solution to activate data directly from enterprise data warehouses. ### Who founded Hightouch? Hightouch was founded by Kashish Gupta and Yohan Kim in 2018. Both founders built the platform as Y Combinator alumni who recognized the opportunity to create a composable data activation platform that would allow organizations to leverage their existing data warehouses as customer data platforms. ### What are the major milestones in Hightouch's history? Hightouch achieved significant milestones including Series A funding of $20M in 2021, followed by Series C funding of $150M in 2022 that valued the company at $2.1B. By 2024, the company had established itself as a leading data activation platform trusted by data teams worldwide. ### What is Hightouch's current valuation? Hightouch reached a $2.1B valuation following its Series C funding round of $150M in 2022. This valuation reflects the platform's strong market position and the growing demand for data activation solutions that help organizations maximize the value of their data warehouses. ### What is Reverse ETL? Reverse ETL is a technology that Hightouch pioneered, enabling data activation by syncing processed data from your warehouse back to operational systems and customer tools. Unlike traditional ETL which moves raw data into warehouses, Reverse ETL sends cleaned, transformed, and enriched data from the warehouse to the applications your team uses daily, enabling real-time personalization and customer engagement. ### What is Hightouch's Customer Studio? Customer Studio is Hightouch's audience building and management feature that provides a visual, no-code interface for creating and managing customer segments and audiences. This feature allows data teams to build sophisticated audience definitions directly from warehouse data, enabling personalization campaigns and targeted activations without requiring technical SQL expertise. ### Which data warehouses does Hightouch support? Hightouch is warehouse-native and supports major cloud data platforms including Snowflake and BigQuery. The platform is designed to work seamlessly with modern enterprise data warehouses, treating them as the source of truth for customer data activation. ### What are Hightouch's key features? Hightouch's key features include reverse ETL technology for data activation, Customer Studio for visual audience building, sync automation for continuous data synchronization, no-code transformations for data enrichment, and real-time data activation orchestration. The platform enables teams to create personalization campaigns and manage audience activations through an intuitive visual interface. ### Does Hightouch support no-code transformations? Yes, Hightouch supports no-code transformations that allow users to enrich and transform data without writing code. This capability makes it accessible to business users and data analysts who may not have extensive programming experience, democratizing data activation across the organization. ### How does Hightouch enable real-time data activation? Hightouch provides real-time data activation and orchestration capabilities that continuously synchronize changes in your data warehouse to downstream systems and applications. This ensures that customer data remains fresh and up-to-date across all operational tools, enabling immediate personalization and engagement based on the latest customer information. ### Who should use Hightouch? Data teams and organizations that rely on cloud data warehouses like Snowflake and BigQuery are ideal users of Hightouch. The platform is designed for companies seeking to activate their warehouse data for personalization campaigns, customer engagement, and real-time analytics without the overhead of maintaining a separate customer data platform. ### What problems does Hightouch solve? Hightouch solves the challenge of data siloing by enabling organizations to activate warehouse data directly for customer personalization, engagement, and analytics. It eliminates the need for expensive third-party CDPs by turning the data warehouse into a fully functional customer data platform, reducing costs and complexity while improving data freshness and control. ## Tags b2b, platform, api-first, developer-tools, infrastructure, saas --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*