Fivetran Inc. emphasizes the importance of security in data platforms, highlighting five key criteria to evaluate when deciding which platform to adopt: compliance with laws and regulations, column masking to obscure sensitive data, access control for external parties and internal users, end-to-end encryption of data in transit and credentials, and flexible deployment methods that accommodate various cloud providers and regions. These features are crucial for maintaining regulatory compliance, managing brand risk, protecting customers' identities and sensitive data, ensuring system availability, and upholding basic ethics by preventing the exposure of sensitive data.