Hightouch, a leading agentic marketing and customer data platform, has acquired e, an AI platform that connects marketing tools without requiring any code. The acquisition expands Hightouch’s integration capabilities, giving marketing teams’ AI agents access to more of the data they need to make well-informed decisions and take action. Announced from San Francisco, the deal also brings Strata’s chief executive officer into Hightouch to help lead revenue programs and go-to-market strategy across the company.
Acquisition Details and Founding Team
Strata was founded in 2024 by Kelsey Mullaney, Julian Mclain, and Ilya Brin, who met while working as early employees at the customer engagement platform Iterable. The company allows marketing teams to tell an AI agent what data to move and where, after which Strata builds the integration and keeps it running as underlying systems change. Hightouch expects the acquisition to simplify customer onboarding and provide additional flexibility as marketing technology stacks continue to evolve.
Leadership Integration and Executive Views
Hightouch co-founder and CTO Joshua Curl said marketers should be able to use customer data without waiting on engineering for every new campaign or connection, and Strata helps deliver on that promise. Strata CEO Kelsey Mullaney will join Hightouch to help lead revenue programs and go-to-market strategy for the combined organization. Mullaney added that Hightouch is removing the ceiling on what marketers can do by bringing data, AI, and execution together, which is exactly why Strata was built.
Benefits for Marketing Teams
The acquisition gives marketing teams’ AI agents access to more of the information required for decision making, reducing reliance on engineering support for routine integration work. Marketers can move faster by using customer data without unnecessary technical delays for new campaigns, new connections, or evolving platform requirements. Hightouch also expects the combined capabilities to improve onboarding and help customers adapt quickly as their technology stacks become more complex and dynamic.
Company Background and Market Position
Hightouch describes itself as the leading agentic marketing and customer data platform that empowers companies to power personalized marketing and business operations from their very best data. The company is trusted by prominent brands such as Domino’s, Autotrader, Cars.com, Aritzia, and PetSmart, which rely on its technology for customer engagement. Hightouch enables organizations to deliver personalized customer experiences, optimize performance marketing, and move faster by leveraging data and AI across their entire organization.
Strategic Significance for Marketing Technology
By acquiring Strata, Hightouch strengthens its position in the expanding market for AI-enabled marketing tools that require minimal technical intervention from engineering teams. The move reflects growing demand for solutions that connect marketing stacks without code and keep those connections reliable as tools and data sources change. It also aligns with Hightouch’s broader goal of uniting data, AI, and execution so marketing teams can operate with greater speed, autonomy, and confidence.
The acquisition of Strata reinforces Hightouch’s commitment to helping marketers move at the speed of their ideas without engineering bottlenecks. By combining Strata’s no-code integration technology with Hightouch’s agentic marketing platform, the company aims to enhance campaign speed, improve data access, and increase overall flexibility for its customers. The move positions Hightouch to serve a wider range of marketing teams as their technology ecosystems continue to evolve and grow.