# Hightouch review (2026): is the free plan enough? > Reverse ETL and composable customer data platform Checked Nov 13, 2026 ยท graded Nov 13, 2026 by ToolGPA. Hightouch syncs data from a warehouse such as Snowflake, Databricks or BigQuery into the tools teams use, including CRMs and ad platforms. Its reverse ETL product sits within a composable customer data platform and an AI-driven marketing platform. Paid plans are quoted through sales. - **Category:** Automation - **Made by:** Hightouch - **Website:** https://hightouch.com - **Runs on:** Web - **Who should skip it:** Tight if you need more than 2 active syncs without paying. - **Facts last checked:** Nov 13, 2026 ## Pricing As of Nov 13, 2026, Hightouch has a free plan. - **Pricing model:** Free plan - **Free plan:** Basic Reverse ETL: free, up to 2 active syncs, unlimited destinations and user seats. - **Free trial:** None listed. | Plan | Price | What you get | | --- | --- | --- | | Basic Reverse ETL | $0 | Up to 2 active syncs, unlimited destination count and unlimited user seats. | | Composable CDP | Custom | Usage-based mix of Reverse ETL, Events, Customer Studio, Identity Resolution and more. Sold through a demo. | | Agentic Marketing Platform | Custom | Ad Studio, Lifecycle Studio and AI Decisioning with a pre-set amount of monthly personalized actions. Sold through a demo. | Read from https://hightouch.com/pricing on Nov 13, 2026. Prices change, so confirm with Hightouch before buying. ## Key features - **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. ## Good for - Data teams pushing warehouse data into CRMs and ad platforms - Marketing teams building audiences on top of a warehouse ## Worth knowing - 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. ## ToolGPA grades **GPA: 2.2 out of 4**, graded Nov 13, 2026. Hightouch pushes data from a warehouse into tools such as Salesforce and Google Ads. The free Basic Reverse ETL plan allows 2 active syncs, and every other plan is quoted after a demo, with SAML SSO and label-based access on the higher plans. - **Value for money: C.** Only the free plan has a published price. Composable CDP and the Agentic Marketing Platform are quoted after a demo. - **Free plan and trial: C.** Basic Reverse ETL is free with 2 active syncs and unlimited seats and destinations. Two syncs is a cap you'll reach. - **Features: C.** Syncs from warehouses into business tools. SAML SSO and label-based access control sit on the higher plans. - **Ease of use: C.** No store rating on record. You connect a warehouse and map data into each destination. - **Platforms and integrations: B.** Web, with Snowflake, Databricks, BigQuery, Salesforce, HubSpot, Google Ads, dbt and Looker. No desktop or phone apps. These are ToolGPA's own grades. Graded from this listing, whose facts were read from Hightouch's own pages on 13 November 2026. Not based on using the product, and shorter than our full reviews. ## Where it stands among automation tools - Hightouch's GPA of 2.2 is higher than 54 of the 134 other automation tools we grade, and level with 35. - It stands best on platforms and integrations (B, above 39 of 134) and worst on features (C, above 2). The category's chart of price against score: https://toolgpa.com/charts/automation ## Keep it, or make your own? **Keep it.** To replace Hightouch you would be making connections to other products, each kept working as those products change. That is not a weekend's work, with an AI app builder or without one. - You could not: Connections to other products, each kept working as those products change. - You could not: Email sent in volume that still reaches the inbox. - You could not: AI features, unless you pay a model provider for each request yourself. - You could not: What a company asks for before it lets staff use something: SOC 2, HIPAA and roles and permissions. A judgement by ToolGPA from this listing, by rules that are the same for every tool. Nothing was built to test it. ## Works with Snowflake, Databricks, Google BigQuery, Salesforce, HubSpot, Google Ads, dbt, Looker **Tags:** Workflow automation, Marketing automation, AI features ## Alternatives - [Fivetran](https://toolgpa.com/tools/fivetran): Managed data movement with a free plan and usage-based pricing. [Compare](https://toolgpa.com/compare/fivetran-vs-hightouch) - [Airbyte](https://toolgpa.com/tools/airbyte): Data integration with a free self-hosted core and a managed cloud. [Compare](https://toolgpa.com/compare/airbyte-vs-hightouch) - [Integrate.io](https://toolgpa.com/tools/integrate-io): Low-code data pipelines for ETL, ELT and reverse ETL. [Compare](https://toolgpa.com/compare/hightouch-vs-integrate-io) - [Hevo Data](https://toolgpa.com/tools/hevo-data): Managed data pipelines that load sources into a warehouse. [Compare](https://toolgpa.com/compare/hevo-data-vs-hightouch) - [Matillion](https://toolgpa.com/tools/matillion): Cloud data integration and ETL with an AI data engineering agent. [Compare](https://toolgpa.com/compare/hightouch-vs-matillion) ## Sources The prices, plans, platforms and features above were read from these pages on Nov 13, 2026: - https://hightouch.com/pricing Page: https://toolgpa.com/tools/hightouch Listed by ToolGPA (toolgpa.com).