Fivetran Acquires Census: What It Means for Reverse ETL and Why CData Sync Already Delivers

Fivetran’s acquisition of reverse ETL provider Census is presented as evidence that activating warehouse data in business applications has become a central part of modern data integration, enabling teams to send enriched data to tools such as Salesforce, HubSpot, and Dynamics 365. The source notes potential concerns that Census could eventually adopt Fivetran’s usage-based pricing approach, potentially increasing costs for high-frequency or high-volume reverse ETL workloads, based on Fivetran’s earlier integration of HVR. It positions CData Sync as an alternative platform that combines ETL/ELT and reverse ETL, supports more than 350 data sources, provides transformations and dbt integration, and can be deployed on premises, in customer clouds, or through CData’s managed private cloud. CData Sync is described as using connection-based rather than volume-based pricing and as offering unified scheduling, transformations, logging, and pipeline management for data movement in both directions.

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