Hightouch
Agentic, composable CDP that turns warehouse data into audiences, campaigns and AI-driven personalization.
By Hightouch · 4.5/5 verified-buyer score
Positioning guardrails
Best for
- B2C and retail marketing teams that want to build audiences from warehouse data and activate them across 300+ ad, email, CRM and support destinations.
- Data teams that prefer a composable CDP running on Snowflake, BigQuery, Databricks or Redshift instead of copying data into a closed platform.
- Companies already using dbt, Fivetran, Looker or Tableau that want to activate existing models without rebuilding them.
- Enterprise marketers adding AI agents for audience exploration, creative generation and reinforcement-learning decisioning.
Ideal size: 100–5,000 people · Enterprise or scale-up with a cloud data warehouse and data team
Not for
- Teams without a cloud data warehouse or data engineering capacity to model and govern source data.
- Buyers who want the vendor to host and store customer data rather than querying it in place.
- Very small businesses looking for a cheap, fully self-serve email or marketing automation suite.
Value metrics scorecard
Time-to-Value
Weeks once a warehouse source is connected
~30 days to first production value
Total Cost of Ownership
$0/yr
Starts at $0 · Usage-based, composable pricing — pick products (Reverse ETL, Customer Studio, Events, Real-Time Personalization, Identity Resolution, AI Decisioning); no MTU caps.
Implementation Friction
2/5
Engineering + admin effort required
Buyer Score
out of 5 · verified buyers
Full cost breakdown
Mandatory implementation fee
None
Seat tiers
Unlimited user seats on paid plans; the free Basic Reverse ETL tier also includes unlimited user seats and unlimited destinations.
Add-on costs
- None
Company & support
Who is behind Hightouch, and how your team gets help once it is live.
Company
- Founded
- Not recorded
- Headquarters
- Not recorded
How you get support
- PhoneNot listed
- EmailPaid plans
- Live chatPaid plans
- Support portal / ticketsNot listed
- Community forumNot listed
- Help centre / docsAll plans
- Dedicated account managerPaid plans
- In person / on-siteNot listed
- Hours
- Not recorded
- Response time
- Custom support SLA on CDP and AI Decisioning plans
Pricing page lists email and Slack support, a dedicated shared Slack channel, dedicated CSM, white-glove onboarding and custom support SLAs on the CDP and AI Decisioning plans. The free Basic Reverse ETL tier is self-serve.
“Not listed” means the vendor’s public pages don’t mention that channel, not that it is unavailable. Ask about it during evaluation.
Market position
Where Hightouch sits against its closest alternatives. Pick any two of cost, speed, friction and buyer score, and up to 9 companies to compare.
Quadrant view
Typical annual cost × Time-to-value
The lines cross at the median of the solutions shown, so about half sit on each side of each line.
Companies on the chart 6 / 10
- Hightouch
- Sinch
- Metadata.io
- Vitally
- Lago
- Everflow
Add or change companies
Up to 10 companies including Hightouch. Listed closest first.
Stack fit signal
Compatibility with standard B2B ecosystems.
Ships an official MCP server. Connects to Claude Code, Claude Desktop, ChatGPT connectors and Cursor out of the box.
AI & MCP readiness
What Hightouch ships in AI, and what it asks of your ecosystem.
AI features shipped
Docs describe built-in agents that explore data, build audiences, draft campaigns and create ads, plus AI Decisioning, which uses reinforcement learning to recommend the best message, channel and timing. Marketers review, refine and approve AI outputs before action.
In your ecosystem
- AI connection
- Official MCP server
- Model key
- Not recorded
- AI usage audit
- Not recorded
Compliance attestations
* IAPP AIGP certifies individuals, not products. It means named staff hold the credential — not that the platform does.
Bottom line
Hightouch is an Agentic Composable CDP that runs on top of your cloud data warehouse. Data teams govern data in place — Hightouch never stores it — while marketers build audiences, journeys, ads and real-time personalization and sync them to 300+ destinations. Built-in agents explore data and draft creative; AI Decisioning uses reinforcement learning to pick message, channel and timing. Pricing is composable and usage-based with a free Basic Reverse ETL tier and unlimited seats.
Frequently asked questions
What is Hightouch and who is it for?
Hightouch is an Agentic Composable CDP for marketing and personalization. It runs on top of your data warehouse, so data teams keep modelling and governance while marketers build audiences, run journeys, generate ad and lifecycle creative, personalize websites and sync data to 300+ tools. It targets mid-market and enterprise B2C and B2B marketing organisations that already have a cloud data warehouse and a data team.
How much does Hightouch cost?
Hightouch uses usage-based, composable pricing: you mix and match products (Reverse ETL, Customer Studio, Events, Real-Time Personalization, Identity Resolution, Match Booster, AI Decisioning, Ad Studio, Lifecycle Studio) and pay for what you use, with unit costs falling as usage grows. There are no Monthly Tracked User limits, no caps on sources or destinations, and user seats are unlimited on paid plans. A free Basic Reverse ETL tier supports up to two active syncs with unlimited destinations. Custom SLAs, a dedicated CSM and white-glove onboarding are listed on the CDP and AI Decisioning plans.
Do we need a data warehouse to use Hightouch?
That is the primary pattern. Hightouch's most common sources are cloud data warehouses such as Snowflake, BigQuery, Databricks and Redshift, and it runs queries directly on your warehouse. Sources can also be databases, CSV files, SFTP or BI tools, and Hightouch Events collects behavioural data from apps and websites.
Where is our customer data stored?
Hightouch states it never stores your data. Queries run directly on your warehouse, you can choose to store customer data temporarily in your own cloud, and data is transferred to destinations without being stored by Hightouch. AWS PrivateLink for Snowflake is supported in certain regions.
What compliance certifications does Hightouch have?
The security page states Hightouch completes regular security-design reviews, penetration tests and audits such as SOC 2 Type 2, encrypts data at rest and in transit, and limits internal access using time-based controls. The pricing page also lists ISO 27001 certification, SOC 2 and SOC 3 compliance, HIPAA and GDPR compliance, EU and multi-region deployment, plus SSO/SCIM, role-based access, audit logs and approval flows.
Does Hightouch have an MCP server or AI features?
Hightouch ships a documentation MCP server so tools such as Claude and Cursor can search and read its docs. In-product agents let marketers explore data, build audiences and generate creative, with natural-language analysis of segments and campaign performance. AI Decisioning uses reinforcement learning to recommend message, channel and timing, and marketers review and approve outputs before anything ships.