Overview
Census pioneered the Reverse ETL category—syncing data from your warehouse back to operational tools like Salesforce, HubSpot, and Braze. It turns your warehouse into the single source of truth for customer data, enabling data-driven operations without CSV exports.
Key Features
- ✓ 200+ Destinations: Sync to CRM, marketing, support tools
- ✓ Audience Hub: Build segments visually
- ✓ dbt Integration: Use dbt models as sync sources
- ✓ Incremental Syncs: Efficient change detection
- ✓ Entity Resolution: Match records across systems
- ✓ Observability: Sync monitoring and alerting
Pros
- 👍 Leader in Reverse ETL category
- 👍 Excellent dbt integration
- 👍 Strong enterprise features
- 👍 Good documentation and support
- 👍 Free tier for getting started
Cons
- 👎 Pricing can scale quickly
- 👎 Some destinations have limitations
- 👎 Requires clean warehouse data
- 👎 Learning curve for advanced features
Best For
Teams who've invested in dbt/warehouse and want to activate that data in business tools. Ideal for marketing ops, sales ops, and customer success teams.
Founded: 2018 HQ: San Francisco, CA