Exciting News: Fivetran Acquires Census – What This Means for Fabric Customers

Delivering Unparalleled Value in Data Integration and Operational Syncing 

What’s better than having partners whose tools complement your services and help customers get more from their data? Having those partners join forces. Our longtime collaborators, Fivetran and Census, are officially becoming one: Fivetran has announced an agreement to acquire Census. 

Why This Acquisition is Transformative 

With the announcement that Fivetran—a leader in automated data pipelines—has agreed to acquire Census—a pioneer in reverse ETL technology—the future of data integration and operational syncing just got a major boost. Here’s why we’re excited: 

• Unified Expertise: This acquisition combines Fivetran’s robust data ingestion capabilities with Census’s innovative operational syncing, creating a truly end-to-end data movement ecosystem. 

• Enhanced Customer Value: Customers can now benefit from a more streamlined approach to transforming raw data into actionable insights—delivered directly within their operational tools. 

• Stronger Partnerships: At Interloop, we’ve seen firsthand the value both platforms bring to the Microsoft Fabric ecosystem. Together, their combined potential is greater than the sum of their parts. 

• Innovation in Data Usage: This collaboration lays the groundwork for the next wave of advancements in how businesses activate data across analytics and operations. 

Real-Life Impact: A Customer Success Story 

We’ve already supported several Fabric customers using both Fivetran and Census—and the results speak for themselves. 

One example: a complex manufacturing organization faced challenges integrating their ERP, marketing platform (HubSpot), and sales CRM (SugarCRM). Using Microsoft Fabric, Fivetran, and Census, we designed a unified solution.

Fivetran automated the ingestion of all three systems into Fabric and built a cross-system Power BI dashboard. Census then synced that data back into their CRM, enabling the sales team to view both order details and marketing engagement scores directly on account records. 

The result? Sales reps are now fully informed at every touchpoint, and the dashboard reflects real-time data across all three systems. Now, imagine that capability—with the tools combined under one roof. 

Impact on Industry Trends and Market Growth 

This acquisition marks a major shift in how companies think about and implement data movement. Here’s what we see on the horizon: 

• Accelerated Digital Transformation: As data syncing becomes simpler, more businesses will adopt agile, data-driven strategies. 

• More Cohesive SaaS Ecosystems: The alignment between Fivetran and Census will encourage tighter integrations across tools and platforms—especially in Microsoft-centric environments. 

• Reverse ETL Goes Mainstream: This deal validates the critical role of reverse ETL in modern data stacks, pushing adoption forward. 

• Broader Market Accessibility: With more accessible, powerful tooling, companies of all sizes—not just enterprise—stand to benefit. 

Final Thoughts 

This partnership between Fivetran and Census is more than a business transaction—it’s a leap forward for the data industry. At Interloop, we’re excited by what this unlocks for our customers and for the broader Microsoft Fabric ecosystem. 

With best-in-class tools now united, and Interloop’s expertise layered on top, we’re more equipped than ever to help mid-market businesses harness the full power of their data. 

Want to understand how we work together to make your data system soar? Get looped in today.