The amount of big data that enterprises churn out is simply staggering. All this information is worthless unless organizations unlock its true value for analytics. This is where ETL proves useful.
Traditional ETL (extract, transform, and load) remains the most popular method for moving data from point A to point Z. It takes disparate data sets from multiple sources, transforming that data to the correct format and loading it into a final destination like a data warehouse.
Now there's a new way to do things: Say hello to Reverse ETL. It reverses the traditional extract-transform-load process by moving data from a warehouse (or lake), transforming that data to the correct format, and then loading it to a third-party system such as a SaaS application or platform for operational analytics. It's like looking at ETL in a mirror.
Like 'regular' ETL, reverse ETL needs a reliable vendor with a stable product to make everything happen. So which of these should you choose? Here are six of the best reverse ETL tools based on features, integrations, ease of use, and pricing principles.
#1. Integrate.io
Integrate.io UI
Integrate.io is a leading reverse ETL platform with robust data transformation capabilities. Its intuitive point-and-click interface simplifies the creation of data pipelines, making it ideal for both traditional ETL and reverse ETL use cases. As a low-code/no-code solution, Integrate.io offers pre-built connectors that streamline data movement between data warehouses and SaaS applications, empowering teams to unlock operational analytics with ease. Whether you're syncing data from a warehouse to NetSuite or orchestrating a Salesforce to Salesforce transfer, Integrate.io makes it seamless.
Parameter |
Details |
Cost |
Flat fee, unlimited usage based pricing model |
UI |
Extremely easy to use UI that creates and manages pipelines easily without any coding required |
Features |
|
Integration Capabilities |
Connects to a wide range of source and destination connectors (databases, files, data warehouses, and on-prem) |
Scalability |
Multi-cloud, multi-region, auto-scaling clusters (infinitely scalable). Create one or more clusters and run required jobs concurrently on each cluster |
Performance |
|
Support |
24x7 support through email, chat, phone, Tailored onboarding and extensive documentation |
Security and Compliance |
|
Customization and Flexibility |
|
User Community and Resources |
Documentation, Tutorials and 24X7 support from a sales engineer for any queries |
Real-Time Capabilities |
Near real-time CDC |
Monitoring and Alerts |
Monitor jobs on clusters via dashboard, specific cluster pages, API polling, or webhooks and alerts through emails |
Vendor Reputation |
G2 Rating: 4.3 |
Advantages |
|
Disadvantages |
|
Read more: 7 Steps to Operationalize Your Data Warehouse
#2. Hightouch
Hightouch UI
With Hightouch, one of the popular reverse ETL tools, you can move data from your warehouse to a CRM, marketing tool, or other third-party SaaS application easily. It works like this: The platform integrates with a data build tool (dbt), pulls data from your git repo, and syncs after completing a dbt job. There are lots of integrations that make this process easier, though far fewer than Integrate.io.
Once everything is up and running, you can automate data pipeline-building, which removes the need for code. However, Hightouch requires some knowledge of SQL at the beginning of a new reverse ETL project, making it more difficult to use than Integrate.io. Also, the platform has only been around for a couple of years — reverse ETL is a relatively new concept, of course — and has yet to prove its potential.
Parameter |
Details |
Features |
|
Integration Capabilities |
|
Scalability |
|
Performance |
|
Support |
Publicly accessible customer support metrics having 99% CSAT Score. |
Security and Compliances |
Data is stored on Hightouch-managed infrastructure by default, but with options for user-managed storage, providing flexibility. |
Customization and Flexibility |
|
User Community and Resources |
A private Slack community open to customers. |
Real-Time Capabilities |
Syncs can be scheduled to run on a recurring basis or triggered automatically, supporting near real-time data updates. |
Monitoring and Alerts |
|
Vendor Reputation |
G2 rating - 4.6 |
Advantages |
Offers various methods for defining models and configuring syncs. |
Disadvantages |
|
Read more: ETL & Data Warehousing Explained: ETL Tool Basics
#3. Census
Census UI
Like Hightouch, Census is one of the reverse ETL tools from a new startup that focuses exclusively on reverse ETL. It handles reverse ETL in much the same way, but there are fewer integrations than Hightouch, which might be a deal-breaker for some potential users.
Census also has a different pricing model than Hightouch, charging users for the number of data synchronization workflows. (Hightouch charges for the number of data records synced every month.) Deciding between these platforms could depend on which pricing method works out better for you. The following table will help you for census vs hightouch comparison.
Criteria |
Details |
Cost |
Charges users for the number of data synchronization workflows |
Features |
Allows auto-create and sync advertising audiences with just one click; You can run test syncs without changing data in destination, to preview how data in destination will change; Allows integration with dbt, looker, and sigma; Provides templates for data transformation; Retry Handling allows sophisticated retry mechanisms to ensure high success rates for syncs |
Integration capabilities |
Only new or changed records are synced through CDC, optimizing performance |
Scalability |
Utilizes a customizable sync engine that scales by caching sync states within your data warehouse |
Performance |
Multiple sync behaviors (upsert, update only, etc.) tailored to specific needs |
Support |
Support team includes data heads and you get data expertise on-demand in a shared Slack channel |
Security and Compliances |
Provides options for both read-only and write access, for data security and governance; Data Enrichment feature handles third-party data securely, integrating it within your warehouse |
Customization and Flexibility |
Custom configurations for specific destinations enhance flexibility; Creation of reusable datasets and segments for different business needs; Provides extensive customization for field mappings and data transformation using templates |
User Community and Resources |
Slack community of 3000+ data practitioners |
Real-Time Capabilities |
Live Syncs enables real-time data activation with sub-second latency for supported sources and destinations; Supports various automatic triggering methods (dbt Cloud, Fivetran, API) for near real-time data updates |
Monitoring and Alerts |
Detailed logs and API call tracking for monitoring sync health; Sync Alerts and Datadog Integration provides real-time alerts and integration with internal monitoring systems |
Vendor Reputation |
G2 rating- 4.5 |
Advantages |
Integration of third-party data with first-party data in the warehouse through data enrichment is easy; Supports modern data warehouses and over 200 destination services, including custom objects; It’s also a data activation tool |
Disadvantages |
You can sync files only up to 100GB in S3. Also you need more permissions for files greater than 5GB; Enrichments is currently supported only on Snowflake, Redshift, BigQuery, and Postgres; Free tier is limited to only 10 destination fields and hourly syncs |
#4. Grouparoo
Grouparoo UI
Grouparoo reverse etl is the only open-source platform on this list, which brings both pros and cons. It won't cost you anything to use, of course, but, like all open-source tools, there's no guarantee that its vendors will continue to update the tool being one of the best reverse ETL tools, resulting in potential security vulnerabilities in the future. Airbyte acquired Gruoparoo in 2022.
Criteria |
Details |
Cost |
Based on the records synced between source and destination. |
UI |
No-code and low-code options available |
Features |
|
Integration capabilities |
|
Scalability |
Built for scaling across many servers |
Performance |
Operates for minimal latency, supports parallel processing, and high throughput |
Support |
Ticket-based and business hours support for paid plans |
Security and compliances |
GDPR and CCPA compliant. |
Customization and flexibility |
Users can develop their own plugins for the use cases. |
User community and resources |
|
Real-Time capabilities |
Supports real-time and near-real-time data syncing |
Monitoring and alerts |
|
Vendor reputation |
G2 rating- NA |
Advantages |
|
Disadvantages |
|
Read more: ETL vs ELT: 5 Critical Differences
#5. Polytomic
Polytomic UI
Polytomic is one of the no-code reverse ETL tools, making it an awesome choice for those who want to explore operational analytics but lack data engineering experience. There's also a great one-click feature that lets users invite other people into the reverse ETL product to manage reverse ETL tasks, making this tool a good choice for team projects.
Criteria |
Details |
Cost |
Starts at $500/month |
UI |
No-code and low-code options available |
Features |
|
Integration capabilities |
|
Scalability |
Fully customizable data sync time including real-time. |
Performance |
Performance may vary based on self-hosted infrastructure |
Support |
Ticket-based and business hours support for paid plans |
Security and compliances |
GDPR and CCPA compliant. |
Customization and flexibility |
Users can develop their own plugins for the use cases. |
User community and resources |
|
Real-Time capabilities |
Supports real-time and near-real-time data syncing |
Monitoring and alerts |
|
Vendor reputation |
G2 rating- 4.7 |
Advantages |
|
Disadvantages |
|
#6. Seekwell
Seekwell UI
Seekwell comes with an incredible range of automation and scheduling features for reverse ETL. However, like Grouparoo, there are only a handful of data warehouses to choose from for operational workflows (MySQL, Postgres, Redshift, Snowflake, and MS SQL Server.)
Unlike Polytomic, this reverse ETL tool publishes prices on its website and, with packages starting from $50 a month, this tool is pretty affordable for newbies who want to explore reverse ETL.
Criteria |
Details |
Cost |
Custom pricing based on the number of users and data usage |
Features |
|
Integration capabilities |
|
Scalability |
Not highly scalable. |
Performance |
Efficient querying with low latency and error handling mechanisms in place |
Support |
Email and chat support |
Security and compliances |
Compliant with GDPR and CCPA |
Customization and flexibility |
SQL-based queries allow extensive customization |
User community and resources |
Documentation is available |
Real-time capabilities |
Supports near-real-time data updates |
Monitoring and alerts |
Alerts through Email and Slack |
Vendor reputation |
G2 rating- 4.7 |
Advantages |
|
Disadvantages |
|
How to Choose the Best Reverse ETL Tools
Selecting the right reverse ETL tool is critical for enabling operational analytics and activating data across your business systems. Here are the key technical and strategic factors to consider:
1. Data Source and Destination Compatibility
Ensure the tool supports your existing data stack:
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Sources: Data warehouses like Snowflake, BigQuery, Redshift, and Postgres.
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Destinations: CRMs (Salesforce, HubSpot), marketing platforms (Meta Ads, Google Ads), support tools (Zendesk), and custom APIs.
Look for native connectors and custom integration options (e.g., REST APIs) for future scalability.
2. Transformation Capabilities
Reverse ETL requires data transformation before syncing. Choose tools with:
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In-platform SQL modeling or support for dbt (Data Build Tool).
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No-code/low-code transformations if your team lacks deep SQL expertise.
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Field-level mapping and schema management to maintain data integrity.
3. Real-Time or Near-Real-Time Syncing
Latency matters. Evaluate:
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Change Data Capture (CDC) support for efficient updates.
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Sync scheduling flexibility (cron jobs, API triggers, real-time webhooks).
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Latency SLAs or benchmarks (e.g., sub-minute or second-level syncs).
4. Security and Compliance
Especially important for regulated industries:
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Data encryption in transit and at rest (AES-256 standard).
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SOC 2, HIPAA, GDPR, and CCPA certifications.
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Field-level encryption and masking for sensitive information.
5. Monitoring and Reliability
Look for tools that provide:
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Job monitoring dashboards.
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Alerting mechanisms via email, Slack, PagerDuty, or APIs.
-
Retry mechanisms and detailed error logs.
6. Ease of Use
User experience can impact adoption:
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Low-code interfaces for business users.
-
Support for SQL, GitOps, or code-based pipelines for technical teams.
-
Strong documentation and onboarding support.
7. Pricing Structure
Understand what you're paying for:
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Per-row vs. per-workflow pricing.
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Free tiers and trial options.
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Transparent scaling costs based on usage or features.
8. Vendor Reputation and Support
Evaluate:
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Customer reviews on platforms like G2.
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Support availability (24/7, onboarding help, dedicated Slack channels).
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Track record in handling large-scale data operations.
Real-World Use Cases by Industry
Retail:
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Inventory Optimization: Retailers can synchronize inventory data from warehouses to storefronts in real-time, ensuring stock availability and optimizing supply chains.
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Personalized Marketing: By syncing customer segments from data warehouses to advertising platforms, retailers can execute targeted campaigns effectively.
Healthcare:
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Patient Data Management: Healthcare providers can move patient data from centralized repositories to operational systems, enhancing patient care and ensuring compliance with regulations like HIPAA.
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Operational Efficiency: Syncing data to operational tools can streamline administrative tasks, reducing errors and improving service delivery.
Finance:
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Fraud Detection: Financial institutions can utilize reverse ETL to feed real-time transaction data into fraud detection systems, enabling prompt responses to suspicious activities.
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Customer Insights: By integrating data into CRM systems, financial services can offer personalized products and services, enhancing customer satisfaction.
A Summarised Comparison of the Reverse ETL Tools
Tool | Pricing Model | Key Features | Ease of Use | Integrations | Performance Metrics |
---|---|---|---|---|---|
Integrate.io | Fixed-fee, unlimited usage pricing model | 220+ no/low-code transformations, REST API connector, automated schema mapping | High | Wide range including SaaS, databases | 60-second CDC replication |
Hightouch | Per record synced | SQL-based modeling, dbt integration, role-based access control | Medium | 200+ destinations, dbt, Fivetran | Syncs complete in ~30 seconds |
Census | Per sync workflow | dbt integration, real-time syncs, data enrichment | Medium | 85+ integrations, dbt, Looker | Sub-second latency for live syncs |
Grouparoo | Open-source | Git-based workflows, local testing, plugin support | Medium | Salesforce, Zendesk, Marketo, etc. | Performance varies with setup |
Polytomic | Starts at $500/month | No-code interface, Git-based workflow, custom plugins | High | Salesforce, HubSpot, Mailchimp, etc. | Real-time syncing capabilities |
Seekwell | Starts at $50/month | SQL-based querying, scheduling, integration with Google Sheets and Slack | High | Databases, cloud services, visualization tools | Low latency querying |
How Integrate.io Helps
Reverse ETL lets you move data from a warehouse or lake to a third-party SaaS application or platform. All the tools on this list execute that process pretty seamlessly. However, standard ETL is still a critical component of data management. Integrate.io is the only reverse ETL tool above that facilitates reverse ELT and regular ETL, providing you with far more choices for data-driven projects through features. With its simple interface, flexible pricing, REST API, Salesforce-to-Salesforce capabilities, and wealth of pre-built connectors, Integrate.io is the smarter choice for enterprises that don't want to limit themselves to just one data engineering method.
Looking for a low-code/no-code reverse ETL solution? Integrate.io has you covered. Learn more by scheduling a personalized demo now.