Salesforce said on October 12, 2026 that it had signed a definitive agreement to acquire Loops, an Israeli startup whose software watches a company's business metrics and works out what is driving changes in them. Loops' technology and staff will become part of Tableau analytics business.
Neither company disclosed the price. Calcalist, the Israeli business daily, estimated the deal at about $30 million. Salesforce expects the acquisition to close in early November, within its fiscal year 2027, subject to customary closing conditions.
Salesforce said it plans to bring Loops' technology and specialised staff into Tableau rather than keep it as a separate product. Loops' website now carries a banner noting the agreement. The companies did not say how many employees would move to Salesforce.
What Loops built
Loops connects to a company's data sources and applies machine learning and causal analysis to find out what moves metrics such as revenue, conversion, customer retention and user engagement. Its pitch to growth and product teams was that it could point to concrete opportunities, and measure the effect of changes, without the team having to set up an A/B test.
Last year the company added Scout, an AI agent that monitors key performance indicators, flags trends and anomalies, investigates likely causes and writes summaries. Users can trigger it and receive its findings in Slack or by email, so they do not have to log into a dashboard to see what changed.
The company's website lists case-study customers including Taboola, Scribd and Atera, and shows logos of larger brands such as AB InBev and Adidas. Loops did not publish revenue or customer counts.
“Loops accelerates this mission, using powerful agentic AI to uncover the drivers behind business performance”
Why Salesforce is buying
Salesforce presented the deal as part of what it calls Tableau's agentic analytics strategy: moving from people building charts and reading them to AI agents that keep watch over performance, suggest explanations and propose actions. Salesforce described Loops' agent features as headless: the analysis runs in the background and reaches users through Slack and email rather than a dashboard.
Mark Recher, executive vice president and general manager of Tableau, said Tableau's mission had always been to help people see, understand and act on data, and that Loops would speed up that work. Tom Laufer, Loops' co-founder and CEO, said the company was built on the idea that analytics should help businesses understand what drives their results and decide what to do next.
The founders and the funding
Laufer and Ido Adiv founded Loops in 2020. Laufer previously led the growth and analytics team for Google in Europe, the Middle East and Africa. Adiv, the CTO, is a software engineer and entrepreneur who earlier led R&D teams, including in the Israel Defense Forces' technology and intelligence units. Calcalist reported that the company operates in Tel Aviv and the United States.
Loops came out of stealth in November 2022 with a $14 million seed round led by Scale Venture Partners. Cardumen Capital took part, along with Scopus Ventures and ICON, according to the company's Israeli law firm, and a group of product and growth executives including Brian Balfour, formerly vice president of growth at HubSpot, and Lenny Rachitsky, a former Airbnb product lead. Globes reported that Balfour was the company's first investor.
The seed round is the only funding Loops is reported to have raised, and Globes put its total at $14 million. If Calcalist's estimate is right, the sale price would be a bit more than twice the capital invested.
Salesforce's tenth Israeli deal
Globes counted Loops as Salesforce's tenth acquisition in Israel, a run that began with Navajo Systems in 2011. According to Calcalist, recent Israeli purchases include backup company Own for about $1.9 billion and documentation platform Zoomin for about $344 million, both in 2024, and AI startup Doti for about $100 million in 2025.
At an estimated $30 million, Loops is one of the smaller deals on that list. It brings a team and a working product rather than a large revenue base, and adds a specific capability, automated explanation of metric changes, to a product line that Salesforce has been rebuilding around AI agents.
