Hightouch Raises $12.1 Million for “Reverse ETL”
My poor brain is also struggling with why “reverse ETL” isn’t spelled as “LTE”. That’s because “reverse ETL” vendor Hightouch just raised a $12.1 million Series A. They run continuously-updated SQL queries that pull customer data from lakes and warehouses into CRM, marketing, analysis, and other destination systems. Hightouch doesn’t store any data itself, so it’s really just a data pipe – or maybe an epip.