Hightouch vs Fivetran For ETL/ELT in 2025
Hightouch is a reverse ETL and AI platform for marketing and personalization, while Fivetran is an ETL tool that moves data from SaaS apps, databases, and files into data warehouses. In this article, we'll compare Hightouch and Fivetran to see which one is the best ETL solution.
What are Hightouch and Fivetran?
Hightouch
Hightouch is a reverse ETL and AI platform crafted for marketing and personalization, allowing companies to uncover insights, execute campaigns, and develop AI agents using their data.
It features an AI Decisioning Platform for lifecycle marketing and a Composable Customer Data Platform (CDP) that is adaptable, secure, and quick to deploy, built on top of a data warehouse.
Fivetran
Fivetran is a widely used ETL tool that transfers data from SaaS applications, databases, and files into data warehouses such as Snowflake, BigQuery, Databricks, and Redshift.
It simplifies the process of moving data, ensuring seamless integration and accessibility for various business needs.
Compare Hightouch and Fivetran
Hightouch
Fivetran
Key Features
- Sync your data using Reverse ETL
- Focus on AI capabilities and personalized marketing
- Start with a free tier
Key Features
- Renowned ETL provider
- Extensive array of built-in connectors
- Effortless syncing into data warehouses
- Ideal for smaller businesses
Limitations
- Does not support syncing to data warehouses (No ETL)
- Excess features and pricing for just Reverse ETL
- Lack of unlimited workspaces
Limitations
- Cannot sync back into SaaS applications (lacks Reverse ETL functionality)
- Prices are frequently increased
- Expensive at medium scale and larger
- Customer support is limited and often unreliable
- Slow to respond to requests for new connectors
Pricing
Hightouch's Starter Plan includes a free tier at $0 and a paid tier at $350 per month, billed annually with a 20% discount.
For larger teams, the Business Plan offers custom pricing tailored to specific needs, featuring unlimited user seats and advanced personalization features.
Pricing
Fivetran offers a variety of pricing plans, starting with a Free Plan at $0, a Standard Plan at $500 per million monthly active rows (MAR), an Enterprise Plan at $667 per million MAR, and a Business Critical Plan at $1,067 per million MAR.
As of March 2025, bulk sync discounts are applied on a per connector basis rather than across the entire workspace, which has led to increased costs for many users.
Reviews
Hightouch has a rating of 4.6 out of 5 stars. Some users mentioned that Hightouch can be expensive, especially for startups or when using the paid solution extensively.
There are comments about the learning curve and the need for better error handling and debugging processes. The UI is sometimes described as confusing and not very intuitive. Error reporting, especially for large batches, needs improvement. Check out more of their reviews here.
Reviews
Fivetran has an overall rating of 4.2 out of 5 stars. Users have expressed concerns about the pricing model, limited connectors, and customer support.
Check out more of their reviews here.
Why customers are switching to Polytomic
Polytomic combines ETL, Reverse ETL, and CDC streaming in a single platform so you can move data to and from your data warehouse without managing multiple ETL tools.
- Loved by Data Teams: One single vendor for all ETL and Reverse ETL, covering high-scale CDC streaming, full SQL support, and Terraform integration.
- Easy for RevOps and Marketing: Point-and-click pipelines with power-user features like real-time SOQL transformations on Salesforce and native integrations with ad platforms.
- Integrations Powering AI Agents: White-label API with native clients for unified ETL; deep integrations with your customers’ GTM stack, finance tools, and data warehouses with fully managed authentication.
- Enterprise-ready: Self-hosting option, multi-tenant workspaces, fine-grained RBAC permissions, high scalability, and 30–50% cost savings from platform consolidation. Plus, support from engineers—in minutes, not days.
What is Polytomic?
Polytomic
Data teams appreciate our single ETL platform with unified monitoring to centralize all data movement. We have full SQL support and first-class support for infrastructure-as-code.
RevOps and marketing teams use our no-code UI to quickly and independently set up syncs for product data to their CRM and ad platforms.
Built for enterprise scale, Polytomic can be self-hosted, handles billions of rows reliably, and has multi-tenant workspaces with fine-grained access controls.
All the features you need, on the platform that does it all
Replace multiple vendors
Reduce costs and simplify workflows
One platform for all syncs
ETL, Reverse ETL, CDC, iPaaS, APIs, and spreadsheets
Sync only what's changed
Save on API limits and compute costs
Point and click
Select and filter your data without writing code
SQL query support
Powerful transformations when you need them
Pull from any API
No more glue code for custom integrations
Self-hosting available
Turnkey deployment to your private cloud
Enterprise-ready
SOC 2, GDPR, permissions, and audit logs
Integrated with your favorite tools
Sync any of your proprietary data from databases, data warehouses, and spreadsheets to the business systems you use.
Pricing begins at $500/month
Standard
Everything in Basic, plus:
- Sync to and from databases, warehouses, spreadsheets, apps, and APIs
- Unlimited users and connections
- Multiple sync destinations
- Live chat support with engineers
Enterprise
Everything in Standard, plus:
- On-prem deployment
- Single sign-on (SSO)
- Dedicated engineer
- Phone support
Get hands-on with Polytomic
See how easy it is to sync data to the tools your team actually uses—no code, no waiting.