Hightouch, the San Francisco company that sells an AI marketing and customer data platform, said on October 9, 2026 that it has acquired Strata, a startup whose AI agent builds and maintains data integrations between marketing tools without code. Terms were not disclosed.
Strata's chief executive, Kelsey Mullaney, is joining Hightouch to help lead revenue programmes and go-to-market strategy. The announcement did not say what roles, if any, Strata's two other co-founders will take, or whether Strata's product will continue to be sold on its own.
Hightouch said the deal will expand the range of tools it can connect to, giving the AI agents its customers run more of the data they need to make decisions.
What Strata built
Marketing teams use separate systems for CRM, customer support, loyalty programmes, advertising, analytics and email. Each new tool needs an integration, and building and maintaining those connections usually falls to engineers, so campaigns wait in a queue.
Strata describes itself as an agentic integration platform. A user describes in plain language what data should move between which systems, and Strata's agent maps the fields and events, sets up the transformations, deals with API schemas and rate limits, and generates the integration. It supports two-way data flows through webhooks or scheduled API jobs, one-off exports to backfill historical data, and dry runs for testing. When the connected systems change, the agent updates the integration so it keeps working.
The company did not disclose how many customers it had. Its website carries testimonials from people at The Predictive Index, Two Point Oh Strategy and Dextego.
“Hightouch is removing the ceiling on what marketers can do, bringing data, AI and execution together so marketers can finally move at the speed of their ideas. That's exactly why we built Strata, and joining Hightouch means we get there faster, for far more marketers.”
The founders
Strata was founded in 2024 by Kelsey Mullaney, Julian Mclain and Ilya Brin. The three met as early employees at Iterable, the customer messaging platform, where Hightouch said they spent nearly a decade helping build and grow the business. Hightouch said they kept seeing marketers held back by integrations that only engineering teams could build.
Strata did not announce any outside funding, and no investors have been reported.
Why Hightouch is buying
Hightouch began as a reverse ETL and composable customer data platform that syncs data from cloud warehouses such as Snowflake, Databricks and BigQuery into business tools. It now markets itself as an agentic marketing platform and lists more than 300 integrations. Its customers include Domino's, PetSmart, Autotrader, Cars.com and Aritzia.
Hightouch said that keeping up with a growing number of specialised and newer marketing tools takes steady engineering investment, especially for custom requests. Strata's agent gives it a faster way to add and maintain connectors. The company said it expects the deal to speed up its integration roadmap, make onboarding easier and give customers more flexibility as their software changes.
The blog post announcing the deal was written by Hightouch co-founder and chief technology officer Joshua Curl. He said marketers should be able to use their customer data without waiting on engineers for every new campaign or connection.
Hightouch is run by co-CEO Tejas Manohar, who previously worked at Segment, the customer data company. Buying Strata gives it a team with long experience at Iterable, one of the marketing platforms its customers send data to.
A well-funded buyer
Hightouch announced a $150 million Series D in April 2026 at a $2.75 billion valuation, more than double the $1.2 billion valuation of its 2025 Series C. The round was led by Goldman Sachs Alternatives' growth equity team and Bain Capital Ventures, with Iconiq, Sapphire Ventures, Amplify Partners, Y Combinator and TD7, The Trade Desk's investment arm, also taking part.
Strata is the latest in a series of small acquisitions by Hightouch. It bought workflow automation startup Workbase and London knowledge management startup Whatis in 2022, and HeadsUp, an AI conversion tool, in November 2023. In those deals, the acquired teams or founders joined Hightouch.
