Hightouch — Composable CDP and reverse-ETL platform that activates warehouse data in marketing tools, now with AI agents for ad creative and lifecycle marketing.. Pricing model: Freemium (free reverse ETL) + usage-based enterprise plans, sales-led. Value metric: Active syncs (free); monthly personalised actions (Agentic Marketing); usage-based with no MTU, seat, source or destination caps (Composable CDP).
At a glance
| Company | Hightouch |
|---|---|
| What it does | Composable CDP and reverse-ETL platform that activates warehouse data in marketing tools, now with AI agents for ad creative and lifecycle marketing. |
| Headquarters | San Francisco, California, USA |
| Pricing model | Freemium (free reverse ETL) + usage-based enterprise plans, sales-led |
| Value metric | Active syncs (free); monthly personalised actions (Agentic Marketing); usage-based with no MTU, seat, source or destination caps (Composable CDP) |
| Pricing page | hightouch.com/pricing |
Plans and prices
Basic Reverse ETL free (2 active syncs, unlimited destinations and seats); Agentic Marketing Platform and Composable CDP: prices not public, demo-led.
Growth milestones
Hightouch appears in our analysis of 2026's $100M ARR class. Figures are company-reported unless stated.
- 2026-04-16: Reported $100M ARR, linked to AI-powered ad creation tool (ARR Club). (source)
- 2026-04-30: Raised $150M at a $2.75B valuation to build AI marketing agents. (source)
How it grows
Bottom-up from data teams via a free reverse-ETL tier, then sell to marketing; partnership with the cloud warehouses (Snowflake/Databricks ecosystem); expand from data plumbing into AI marketing agents.
What you can steal
pricing model
Remove seat limits ('unlimited seats') so more people inside the customer use the product, and charge on the outcome-adjacent unit instead.
land and expand
Land with the technical user for free, expand to the budget-holding team (marketing) with a higher-value product.
moats
Switching: once your product sits on the customer's data pipelines, ripping it out is costly.
Sources
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Robert Coorey, MBA
Robert is the author of The Subscription Playbook and Feed a Starving Crowd and a Director at BPAG Accountants in Sydney. More about Robert.