Fivetran Signs Agreement to Acquire Census (May 2025)

Press release announcing Fivetran's acquisition of Census, dated May 1, 2025.

Key facts (via search corroboration, 2026-05-10):

• Announcement date: May 1, 2025.
• Deal: Fivetran signed agreement to acquire Census; financial terms not disclosed.
• Post-acquisition branding: Census integrated into Fivetran as Fivetran Activations — the reverse ETL and data activation product within the Fivetran platform.
• Total connectors post-acquisition: 900+ (Fivetran's existing 800+ ingestion connectors + Census's activation destinations).
• Census founders: Co-founder and CEO Boris Jabes joined Fivetran to lead data activation strategy; team integrated.
• Census background: Founded 2018, San Francisco; 50+ employees; $80M+ raised (Sequoia, a16z, Tiger Global); last valuation $630M (2022).
• Strategic rationale: Fivetran becomes the only fully managed end-to-end data movement platform — both ingestion (ETL) and activation (reverse ETL); addresses customer requests for a unified data pipeline.
• Live Syncs: Fivetran Activations launched general availability of Live Syncs, enabling real-time (sub-second) reverse ETL from BigQuery and other CDWs to activation destinations — 100× faster for some workloads.

Relevance to KG proposals:

• Directly addresses vendor.census (TC-5b): body update required to reflect acquisition, rebrand, and Live Syncs GA. Draft in evolution-log/2026-05-10/web-refresh.md.
• Fivetran Activations is a new composable-CDP-component entity — not yet in KG. Candidate draft in evolution-log/2026-05-10/web-refresh.md.
• Addresses queue topic "Census product documentation" (added 2026-05-05, related_proposal TC-5b).