Fivetran vs Hightouch (2026): which should you pick?

Pick Fivetran if

• Fits if you want connectors that load apps into a warehouse without custom code
• Works for small volumes that stay under 500,000 monthly active rows

Look elsewhere if

• Pricey if your volume grows, because cost follows monthly active rows
• Skip it if you need 1-minute syncs without Enterprise
• Not for you if you need a fixed bill, as there's no list price per plan
• Watch out: VPN tunnels are for annual contracts only

Pick Hightouch if

• Fits if your data lives in a warehouse and you want it in Salesforce or HubSpot
• Works for a small team trying 2 syncs for free

Look elsewhere if

• Tight if you need more than 2 active syncs without paying
• Skip it if you want a price list, as paid plans need a demo
• Watch out: billing is usage based and not shown
• Watch out: SAML SSO and label-based access sit on the higher plans

Fivetran

• Prices are not listed per plan; cost depends on monthly active rows, and the page gives only median examples.
• The page's own example shows a Marketo connection at 847,574 MAR costing a median $424.54 a month, so volume matters.
• 1-minute syncs, custom roles and SCIM need Enterprise; encryption keys and PCI DSS Level 1 need Business Critical.
• VPN tunnels are available on annual contracts only.

Hightouch

• Only the Basic Reverse ETL plan has a published price; it is free and limited to 2 active syncs.
• Composable CDP and the Agentic Marketing Platform are quoted after a demo, so no dollar figure is shown.
• Billing is usage-based; the page says there are no limits on monthly tracked users, sources or destinations.
• Features such as SAML SSO and label-based access control sit on the higher plans.

Fivetran

Managed connectors

More than 700 fully managed connectors copy data from applications and databases into a destination, with syncs as often as every 15 minutes.

Transformations

Transformations are billed per model run, with 5,000 runs free each month, and integrate with dbt Core.

Activations

Over 200 activation destinations push warehouse data back to business tools; an Audience Hub is part of the Enterprise plan.

Usage-based billing

Connections are billed by monthly active rows (MAR), with each new connection getting a 14-day free trial.

Security options

SSH tunnels on Standard, VPN tunnels and SCIM on Enterprise, and customer-managed keys and private networking on Business Critical.

Regional processing

Connectors can run in the US, Canada, EU, UK, Australia, India and Singapore, according to the vendor's data-processing notes.

Hightouch

Reverse ETL

Syncs define how data moves from a warehouse source to a destination, and models define and organize the source data.

Audience building

Customer Studio builds audiences in the warehouse, and Identity Resolution stitches user records together.

Integrations

The site lists 300+ integrations, with sources such as Snowflake and BigQuery and destinations such as Salesforce, HubSpot and Google Ads.

Observability

Live debugger, in-app sync logs and test runs are listed among the features, with sync planning that can run on your own warehouse.

Security and governance

The pricing page lists SOC 2, ISO 27001, HIPAA and GDPR compliance, SSH tunneling, role-based access control and approval flows.

Fivetran

• Free$0

  Standard features free up to 500,000 MAR for connections, 3,500 MAR for activations and 5,000 monthly model runs.

• StandardCustom

  Usage-based: unlimited users, 15-minute syncs, 700+ connectors, 200+ activation destinations, RBAC and a REST API.

• EnterpriseCustom

  Usage-based. Adds 1-minute syncs, enterprise database connectors, custom roles, SCIM and a hybrid deployment option.

• Business CriticalCustom

  Usage-based. Adds customer-managed encryption keys, PCI DSS Level 1 certification and private networking options.

Hightouch

• Basic Reverse ETL$0

  Up to 2 active syncs, unlimited destination count and unlimited user seats.

• Composable CDPCustom

  Usage-based mix of Reverse ETL, Events, Customer Studio, Identity Resolution and more. Sold through a demo.

• Agentic Marketing PlatformCustom

  Ad Studio, Lifecycle Studio and AI Decisioning with a pre-set amount of monthly personalized actions. Sold through a demo.

Fivetran

• Annual discount

  Up to 22% off with an annual contract

  One annual contract covers connections, transformations and activations, with automatic discounts of up to 22% over monthly usage pricing.

• Nonprofit

  Discounts for eligible non-profit companies

  The pricing page lists discounts for eligible non-profits, Powered by Fivetran customers and sharded databases, with verification through sales.

Hightouch

No public discounts listed.