Hightouch vs Fivetran For ETL/ELT in 2025
Hightouch and Fivetran are crucial for ETL/ELT solutions, enabling seamless data integration into unified data warehouses. In this article, we'll compare Hightouch and Fivetran to determine the best data integration solution.
What are Hightouch and Fivetran?
Hightouch
Hightouch is a reverse ETL and AI platform tailored for marketing and personalization, allowing businesses 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 swiftly deployable, 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 efficiently handles the extraction, transformation, and loading of data, ensuring seamless integration with various data storage solutions.
Feature-by-Feature Breakdown: Alternatives & Competitors
Compare Hightouch and Fivetran
Hightouch
Fivetran
Key Features
- Sync your data using Reverse ETL
- Focus on AI capabilities and marketing personalization
- 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 due to its simplicity
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 data 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, leading to higher costs for many users.
Reviews
Hightouch has an overall rating of 4.6 out of 5 stars. Some users have mentioned that the pricing model 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, and 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, reflecting a generally positive user experience. Users have expressed concerns about the pricing model, limited connectors, and customer support. Check out more of their reviews here.
While many appreciate the ease of use and quick setup, some users have noted that the pricing can be opaque and expensive, especially as data usage scales up. Additionally, there are mixed reviews about customer support, with some users finding it responsive and others reporting unresolved issues.
Why customers are switching to Polytomic
Polytomic is a data integration platform that automatically syncs data from various sources into your data warehouse for easy analysis.
- Minimal API usage: Whether you’re syncing to or from Salesforce, HubSpot, or other systems, you will never have to worry about API limits again. Our sync engine automatically syncs incrementally and uses the right bulk APIs, rate limits, and throttling using its smart job queue.
- No coding required: Sync, ETL, Reverse ETL, ELT, CDC stream between databases, data warehouses, spreadsheets, and applications like Salesforce, Zendesk, and others, all without involving engineers. Point, click, and go!
- Custom SQL? No problem: If you need the full power of SQL, we’ve got you covered. You can define the data model of your choice using native SQL against your databases.
- Realtime & scheduled syncs: Automatically move data from databases and spreadsheets to your CRM as soon as it changes at the source, or set up a custom sync schedule of your choice. You’re in control.
What is Polytomic?
Polytomic
Business operations teams can set up powerful syncs without writing code, and data engineers get full SQL support, CDC streaming, Terraform compatibility, and an API. Built for enterprise scale, Polytomic handles billions of rows, complex models, and fine-grained access controls with reliability and speed.
All the features you need, on the platform that does it all
Replace multiple vendors
One platform for all syncs
Sync only what’s changed
Point and click
SQL query support
Pull from any API
Self-hosting available
Enterprise-ready
Move data between all of your favorite tools
Pricing begins at $500/month
