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Fivetran

Fivetran sells data pipelines, transformations and reverse ETL on a consumption model measured in Monthly Active Rows and monthly model runs, with Free, Standard, Enterprise and Business Critical plans, annual or pay-as-you-go billing and a Master Subscription Agreement.

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Overview articleFivetran licensingFivetran sells data pipelines, transformations and reverse ETL on a consumption model measured in Monthly Active Rows and monthly model runs, with Free, Standard, Enterprise and Business Critical plans, annual or pay-as-you-go billing and a Master Subscription Agreement.Cited · Edited 2026-10-08 · 10 references

Guides

Fivetran Monthly Active Rows and consumption pricingCited · Edited 2026-10-08Fivetran plans, contracts and billingCited · Edited 2026-10-08Fivetran Transformations, Activations and AI featuresCited · Edited 2026-10-08Fivetran HVR and Hybrid DeploymentCited · Edited 2026-10-08Fivetran Master Subscription Agreement and policiesCited · Edited 2026-10-08

Licensing Data

From the Fivetran catalog: how usage is counted, the rules that apply, the programs licences are bought through and the SKUs. Backed by 79 verbatim excerpts from 24 Fivetran documents.

Products

All 11 Products

Data Integration Tools 11

Fivetran Activations, Fivetran Activations (reverse ETL, formerly Census), Fivetran annual contracts (Capacity Purchase Plans), Fivetran Data Pipelines (connections), Fivetran HVR, Fivetran Hybrid Deployment, Fivetran platform, Fivetran Standard, Enterprise and Business Critical plans, and 3 more

Product History

All acquisitions
  1. Fivetran acquired dbt LabsAnnounced 2025-10-13 · Closed 2026-06-01 · All-stock merger (no value stated)

    Fivetran and dbt Labs merged in an all-stock transaction, initially operating as Fivetran + dbt Labs, with George Fraser as CEO and Tristan Handy as President.

    Licensing impact
    • The parties signed a definitive merger agreement on 2025-10-13; the combined company was expected to approach USD 600 million in annual recurring revenue.[1]
    • The announcement committed the company to keeping dbt Core open under its current license and maintaining it with the community.[1]
    • The merger completed on 2026-06-01; at completion Fivetran announced dbt Core v2.0 (alpha), which open sources the dbt Fusion engine runtime under an Apache 2.0 license, and a locally installable distribution of dbt that gives developers free access to Fusion's core language features and warehouse adapters, with additional platform features unlocked by logging in from the terminal.[2]
    Sources and full product history
  2. Fivetran acquired Tobiko DataAnnounced 2025-09-03 · Closed 2025-09-03

    Fivetran acquired Tobiko Data, the open source transformation company behind SQLMesh and SQLGlot.

    Licensing impact
    • Fivetran announced on 2025-09-03 that it had acquired Tobiko Data, and described it as its second acquisition of 2025 after Census.[1]
    • Fivetran said the acquisition adds Tobiko's multi-engine transformation technology, behind the open source SQLMesh and SQLGlot, to its platform.[1]
    Sources and full product history
  3. Fivetran acquired CensusAnnounced 2025-05-01 · Closed 2025

    Fivetran acquired Census, a reverse ETL and data activation vendor. Census has since been integrated into Fivetran as Fivetran Activations, with customers moving to Fivetran's usage-based pricing as their Census plans end.

    Legacy productBecame
    Census (reverse ETL)Merged into Fivetran Activations · Fivetran's migration FAQ describes Activations as the integration of Census into the Fivetran platform.
    Licensing impact
    • Fivetran announced on 2025-05-01 that it had signed an agreement to acquire Census, funded with cash and equity; terms were not disclosed and completion was subject to customary closing conditions.[1]
    • By 2025-09-03 Fivetran described Census as an acquisition it had made earlier in the year.[2]
    • Fivetran's Census migration FAQ says Census customers on paid annual plans continue under their Census plan until it ends and then move to Fivetran's usage-based pricing measured in Monthly Active Rows; it says month-to-month Census plans ended in March 2026.[3]
    Sources and full product history
  4. Fivetran acquired HVRAnnounced 2021-09-20 · Closed 2021-10-01 · USD 700 million, cash and stock (as announced)

    Fivetran acquired HVR, a provider of enterprise data replication technology, in a cash and stock deal announced together with a USD 565 million Series D round.

    Licensing impact
    • Fivetran announced a definitive agreement to acquire HVR on 2021-09-20, and said the cash and stock deal was valued at USD 700 million.[1]
    • Fivetran said its customers would gain access to HVR's change data capture connectors and a secure, on-premise option for companies with legacy databases, and that HVR customers would gain access to Fivetran's pre-built connectors and transformations.[1]
    • Fivetran announced completion of the acquisition on 2021-10-01.[2]
    Sources and full product history
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