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Selecting the right data integration platform determines how efficiently your organization moves, transforms, and activates data across systems. While Fivetran focuses on ELT with a massive connector library, and Census specializes in Reverse ETL and has entered into an acquisition agreement with Fivetran as of May 2025, Integrate.io's ETL platform delivers a unified solution combining ETL, ELT, CDC, and Reverse ETL in one package. Understanding these differences—particularly around pricing models, transformation capabilities, and real-time data requirements—helps data teams choose the approach that matches their technical needs, budget constraints, and growth objectives.

Key Takeaways

  • Integrate.io offers fixed-fee pricing starting from $1,999/month with unlimited data volumes and connectors, while Fivetran uses MAR-based pricing that moved tiering from the account level to the connection level on March 1, 2025. This can increase costs for accounts with many similarly sized connections (and decrease costs for accounts with one dominant connection)

  • Integrate.io provides 220+ no-code transformations through a drag-and-drop interface, eliminating the SQL and dbt expertise required by Fivetran and Census

  • Integrate.io offers real-time CDC replication with latency as low as 60 seconds on certain plans, while Fivetran limits 1-minute sync capabilities to Enterprise tiers with Standard plans restricted to 15-minute intervals

  • Integrate.io provides a unified data platform that combines ETL, ELT, CDC, and Reverse ETL without requiring external tools like dbt or separate Reverse ETL vendors

  • Fivetran signed an agreement to acquire Census in May 2025 for end-to-end data movement, consolidating two tools that Integrate.io already provides in a single platform

Understanding the Core: What Are Data Integration Tools?

Data integration tools move information between systems, transforming raw data into analytics-ready formats that power business decisions. These platforms handle extraction from source systems, apply transformations to clean and structure data, and load results into destinations like data warehouses, CRMs, or operational databases.

Modern data integration encompasses several approaches:

  • ETL (Extract, Transform, Load): Transforms data before loading into the destination

  • ELT (Extract, Load, Transform): Loads raw data first, then transforms in the warehouse

  • CDC (Change Data Capture): Captures real-time changes from source databases

  • Reverse ETL: Activates warehouse data by syncing it back to operational tools

Organizations typically need multiple capabilities, but many platforms specialize in only one area. This fragmentation forces companies to manage multiple vendors, increasing complexity and costs. The ideal solution unifies these capabilities while maintaining simplicity and predictable pricing.

Integrate.io: The Complete Data Pipeline Platform

Integrate.io emerged from the 2022 consolidation of Xplenty, FlyData, DreamFactory, and Intermix.io, creating a unified platform for end-to-end data management. The platform serves mid-market companies seeking comprehensive data integration without enterprise complexity.

Core capabilities include:

Key Differentiators

Integrate.io serves notable customers including Philips, Caterpillar, DPD UK, and Samsung.

The platform's unified architecture eliminates the need for separate tools. While competitors require dbt for transformations and dedicated Reverse ETL vendors for data activation, Integrate.io handles everything natively. This simplification reduces vendor management overhead and creates a single point of accountability for data operations.

Unique capabilities competitors lack:

Fivetran: Data Connectors and ELT Capabilities

Fivetran built its reputation on automated data movement with the largest connector ecosystem in the market—over 700 pre-built integrations covering SaaS applications, databases, and enterprise systems. The platform excels at hands-off ELT, automatically replicating data to cloud warehouses with minimal configuration.

Fivetran's Approach

Fivetran operates as an ELT-first platform, loading raw data into warehouses and relying on dbt for transformations. This architecture appeals to teams already invested in the dbt ecosystem but creates dependencies for organizations lacking SQL expertise.

Strengths:

  • 700+ fully-managed connectors

  • Native dbt integration for post-load transformations

  • Hybrid deployment options for on-premise requirements

  • Strong enterprise system support (SAP, Oracle, Workday) via HVR acquisition

Limitations:

Census: Specializing in Reverse ETL

Census carved out a niche as the purpose-built Reverse ETL platform, enabling companies to sync warehouse data back to operational tools like CRMs, marketing platforms, and customer success systems. In May 2025, Fivetran signed an agreement to acquire Census for end-to-end data movement.

The Reverse ETL Specialist

Census focused exclusively on data activation—taking insights from your data warehouse and pushing them to business applications. This approach empowers marketing, sales, and CS teams with governed data without building custom integrations.

Census strengths:

Census limitations:

  • Reverse ETL only—requires separate data ingestion solution

  • dbt/SQL dependency for data modeling

  • Pricing will be bundled into Fivetran's structure following acquisition completion

For organizations evaluating Census, Integrate.io's Reverse ETL capabilities provide comparable functionality within a unified platform that also handles ingestion and transformation.

Pricing Models Compared: Fivetran, Census, and Integrate.io

Pricing structure reveals each platform's target market and creates significant total cost of ownership differences.

Integrate.io's Fixed-Fee Model

Integrate.io operates on transparent fixed pricing:

  • $1,999/month (fixed-fee unlimited usage)

  • Unlimited data volumes

  • Unlimited pipelines and connectors

  • 60-second pipeline frequency included

  • 24/7 support and dedicated solution engineer

  • 30-day white-glove onboarding

This model eliminates surprise bills and simplifies budgeting. Organizations know exactly what they'll pay regardless of data growth.

Fivetran's Usage-Based Pricing

Fivetran uses MAR (Monthly Active Rows) pricing that changed significantly in March 2025:

  • Free tier (500K MAR)

  • MAR-based pricing for paid tiers

  • Billing moved from account-level to per-connection MAR

  • Standard tier pricing starts around $500 per million MAR

  • Enterprise starts at $666.67 per 1M MAR (per connection) in the first band (<1M MAR), while Business Critical starts at $1,066.67 per 1M MAR (per connection) in the first band (<1M MAR).

  • $12,000 annual minimum applies to annual invoiced/contracted-spend agreements; monthly pay-as-you-go has no minimum

  • Real-time syncs require Enterprise pricing

The March 2025 change particularly impacts organizations with multiple connectors. Fivetran notes the change is calibrated to be neutral for typical users, but that users with many equal-sized connections can see increased prices under connection-level tiering.

Census Pricing

Census offers:

  • Free tier available

  • Professional (Data activation for teams) $4,200/year

  • Enterprise with custom pricing

Compliance and Security: Protecting Your Data

Data integration platforms handle sensitive information, making security certifications essential evaluation criteria.

Integrate.io's Security Posture

Integrate.io maintains comprehensive compliance certifications:

  • SOC 2 certified

  • GDPR, HIPAA, CCPA compliant

  • All data encrypted in transit and at rest

  • Field Level Encryption via Amazon KMS partnership

  • Zero data storage—acts purely as pass-through layer

  • CISSP and Cybersecurity-certified security team

The pass-through architecture means Integrate.io never stores your data, reducing risk exposure. The platform has been audited and approved by Fortune 100 companies with no issues.

For healthcare organizations, financial services, and other regulated industries, this security foundation enables compliant data integration without additional infrastructure investments.

Low-Code/No-Code vs. Code-First Approaches

The transformation approach fundamentally impacts who can build and maintain data pipelines.

Integrate.io's Low-Code Excellence

Integrate.io provides 220+ no-code transformations through a visual drag-and-drop interface:

  • No SQL or Python required for standard transformations

  • Both technical and non-technical users can build pipelines

  • Visual component previewer for testing transformations

  • Python transformation support available for advanced use cases

This accessibility democratizes data integration, enabling citizen integrators to contribute without overwhelming engineering teams.

Code-First Requirements Elsewhere

Fivetran and Census both require SQL expertise for transformations:

  • dbt knowledge necessary for post-load processing

  • SQL skills mandatory for data modeling

  • Higher dependency on scarce data engineering talent

For organizations without dedicated data engineering teams, Integrate.io's low-code approach removes a significant adoption barrier.

Support and Partnership: More Than Just Software

Customer support quality often determines implementation success and ongoing satisfaction.

Integrate.io's White-Glove Approach

Integrate.io emphasizes expert-led partnerships:

  • 24/7 customer support included in base pricing

  • Dedicated solution engineer throughout engagement

  • 30-day white-glove onboarding program

  • Contract buyout programs for platform switchers

  • Multi-channel support (email, chat, phone)

Customer testimonials consistently highlight responsive support and reliable data transfer.

Competitor Support Models

Fivetran's support varies by tier:

  • Standard tier: Business hours only

  • Enterprise tier: 24/7 access

  • Self-service documentation focus

For organizations prioritizing support quality without Enterprise pricing, Integrate.io's inclusive model provides superior value.

API Management & Data Observability: Expanding Your Data Capabilities

Integrate.io extends beyond traditional ETL with complementary products.

API Generation Platform

The API Generation platform creates instant REST APIs from any data source:

  • Automated API generation in under 5 minutes

  • Support for 20+ native database connectors including Snowflake, BigQuery, and Redshift

  • Self-hosted deployment options

  • Full Swagger OpenAPI documentation

  • Role-based access control and OAuth integration

Neither Fivetran nor Census offers comparable API generation capabilities, making this a unique differentiator for building data products.

Data Observability Platform

The Data Observability platform ensures data quality:

  • 3 free data alerts included forever

  • Real-time monitoring for data problems

  • Customizable alerts for null values, row counts, freshness, and more

  • No requirement to use other Integrate.io products

Built-in observability eliminates the need for separate monitoring tools, simplifying the data stack while ensuring reliability.

Frequently Asked Questions

What is the primary difference between Fivetran, Census, and Integrate.io?

Fivetran specializes in ELT with the largest connector ecosystem (700+ integrations), Census focuses on Reverse ETL for data activation and has entered into an acquisition agreement with Fivetran as of May 2025, and Integrate.io provides a unified platform combining ETL, ELT, CDC, and Reverse ETL without requiring external tools. The fundamental distinction: Fivetran and Census require dbt for transformations while Integrate.io offers 220+ no-code transformations through a visual interface.

How does Integrate.io's pricing model compare to Fivetran and Census?

Integrate.io charges a fixed-fee starting from $1,999/month with unlimited data volumes, pipelines, and connectors. Fivetran uses MAR-based pricing with a free tier (500K MAR) and paid tiers with a $12,000 annual minimum, where costs scale with data volume and connector count. Census offers a free tier, with Professional plans at $4,200/year and custom Enterprise pricing. For mid-market companies, Integrate.io typically costs a fraction of equivalent Fivetran deployments.

What security and compliance features does Integrate.io offer?

Integrate.io maintains SOC 2, GDPR, HIPAA, and CCPA compliance with a CISSP-certified security team. The platform encrypts all data in transit and at rest, offers Field Level Encryption via Amazon KMS, and operates as a pass-through layer that stores no customer data. Fortune 100 companies have audited and approved the security framework without issues.

Can Integrate.io handle both low-code and code-first data pipeline needs?

Yes. Integrate.io provides 220+ drag-and-drop transformations for no-code pipeline building alongside Python transformation support for advanced requirements. This dual approach enables both citizen integrators and data engineers to work within the same platform, unlike Fivetran and Census which require SQL/dbt expertise for all transformation work.

What types of support and onboarding can I expect from Integrate.io?

Integrate.io includes 24/7 customer support and a dedicated solution engineer on all plans, plus a 30-day white-glove onboarding program. Customers note it's among the best vendor support they've experienced. Fivetran limits 24/7 support to Enterprise tiers, making Integrate.io's inclusive model particularly valuable for mid-market organizations.