Top 7 Reverse ETL Tools in 2025

From operationalizing data across platforms to powering enhanced customer experiences, Reverse ETL has evolved beyond a buzzword—it's now a cornerstone of modern marketing strategies. As our co-founder puts it👇

“Reverse ETL is the process of taking cleaned and processed data from a source of truth like a data warehouse. Ingesting this data into a system of action like a CRM, advertising platform, or other SaaS app to operationalize or activate this data and make it deliver insights of actionable value to the business users.” ~ Sandeep Singh, Co-founder, DataChannel 

In this blog, we’ll be talking about the top reverse ETL tools of 2025 available in the market based on multiple evaluation criteria such as platform intuitiveness & flexibility, destination support, pricing, customer feedback & reviews, support for other mission-critical functionalities such as data transformation, warehousing, analytics, etc. 

Here’s our list of 7 best Reverse ETL tools in 2025

• DataChannel
• Hightouch 
• Rivery
• Weld
• Workato
• Matillion
• Census

So, let’s get started with our detailed overview of each of these tools. 

DataChannel

‍DataChannel is a data aggregation and data activation platform that also serves its users' data transformation needs via its integration with dbt core as well as cloud or simply using SQL. DataChannel is a no-code software platform that can be used by tech as well as non-tech business users alike. 

‍Reverse ETL use cases‍

1. Targeting & Personalization
   ‍Marketing teams rely on multiple platforms i.e., advertising, marketing automation, and email marketing to run personalized and targeted campaigns, driving higher ROI. To optimize these campaigns, they need access to high-quality, enriched customer data and the ability to sync it across platforms in real-time. This data enables the creation of targeted, lookalike, and exclusion audiences, ensuring smarter allocation of campaign budgets.

2. Identify cross and up-selling opportunities
   ‍By leveraging first-party data on customer interactions with our brand or product, sales teams can more effectively identify upsell and cross-sell opportunities, driving revenue growth. Without Reverse ETL, these insights would remain trapped in the data warehouse, limiting the agility needed to act on them in real-time.

3. Customer Success
   ‍ complete view of customers enables support and customer success teams to enhance the support experience and prioritize effectively. In a highly competitive market, the quality of support and responsiveness often determine a product’s success. Reverse ETL helps businesses gain this advantage, making a significant impact on their success.

‍Customer Success Story using Reverse ETL‍

‍Jump450 is a New York-based digital marketing agency that enables data-driven media buying, analytics, and digital branding for businesses. They have a diverse set of clients, from startup unicorns to enterprise giants, operating across multiple locations worldwide. They utilize prodigious amounts of data related to paid, owned, and earned media to create highly effective advertising. Jump450 also has clients who have a mix of online and offline stores, and they wanted to track back offline sales to online campaign spends. DataChannel’s reverse ETL was deployed to provide solutions – such as using slack alerts to identify any anomalies like budget exhaustion, unusual drops in ad spends, naming taxonomy convention checks, etc. They leveraged Reverse ET to activate data for audience selection & segmentation to run customized campaigns across multiple platforms. Jump450 has been able to provide massive value to its clients with its extensive utilization of data-driven decision-making. It has been able to massively reduce its cost of data aggregation and increase data visibility and control.

‍Neo & DataChannel

‍Neo, your AI-powered conversational data analyst empowers you to build dashboards and insights into your data within seconds. You can ask questions about your datasets in plain English and ‘neo’ will answer them & provide you with dashboards and tables based on your data.In simple words, you can converse with Neo like a data analyst, it takes care of the entire planning & coding, choosing the right fields from your tables and visualization-related requirements. All of this is directly on top of your data warehouse with a drag-and-drop interface and without requiring a single line of code. DataChannel can be your true data partner for all your data needs, working seamlessly for marketing, sales, as well as data professionals alike.To know more about Neo, watch our YouTube video here.

‍G2 Rating

‍4.8/ 5

Comparatively, DataChannel's G2 rating stands firmly within the top echelon of ETL platforms, which cannot be said for many of its competitors. It's recognized for its user-friendly interface, fantastic customer service, and excellent platform functionality.

Hightouch

‍Hightouch is a Data Activation platform that transfers data from various sources to business applications and developer tools. This helps data teams save engineering effort while providing business teams with meaningful, ready-to-use data. It helps further maintain data consistency throughout the organization.

‍Features

With Hightouch, you can:

• Capture real-time event data from your digital platforms.  
• Manage and validate each event to maintain accuracy and compliance.  
• Efficiently transfer the data to your preferred cloud data warehouse, making it accessible for analysis and activation.

‍G2 Rating

‍4.6 out of 5 

‍‍Pros

• A data activation tool that does not require prior training to use.
• Easy to use interface that is intuitive too

‍Cons

‍The sync times can be slow at times 

Rivery

‍Rivery is another reverse ETL tool that however integrates with limited no. of targets (destinations) via API empowering businesses to gain complete control of their data warehouse data and give them the ability to act on that data. Rivery offers reverse ETL for all of its data sources, including via Action Rivers. Usrs can send data from your cloud data warehouse to business applications, marketing clouds, CPDs, REST APIs, and more.

Types of Action Rivers in Rivery

• REST Action: Used to perform single actions such as fetching data from or sending data to a REST API endpoint.
• Multi Actions: Allows orchestration of complex processes by combining multiple actions in a sequential order, including REST Actions and other types of actions.

‍ G2 Rating

‍4.7 out of 5

‍Pros

‍Rivery’s users find its interface to be pretty intuitive and easy to work with for both tech as well as non-tech teams.

‍Cons

‍Very high pricing posing to be a budget constraint for the users

Limited no. of reverse ETL destinations

Census

‍Census is a leading Data Activation platform powered by Reverse ETL, focusing on transforming data warehouses into hubs for marketing and business operations. With a no-code approach and over 200 integrations across various categories, Census offers seamless data activation without the need for custom scripts. Some of the popular use cases that Census serves are 

• Sending product data from the data warehouse to Zendesk to help customer success teams prioritize tickets.
• Sending marketing data from the data warehouse to Facebook to help marketers create highly-personalized ad campaigns.
• Sending product analytics data of free trial users to Salesforce to help sales reps identify high-probability deals.

‍‍G2 Rating 

4.5 out of 5

‍‍Pros

• Easy to configure and maintain, most things are clicking through. SQL models and syncs are super intuitive.
• Optimized for minimal API usage using BULK connectors

Cons

‍Error logs are not great. Hard to find the issues, and to identify exactly what happened.

Weld

‍Weld is one of the fairly new ETL & Reverse ETL tools. It helps you send your data and metrics from your data warehouse or data storage to tools like Klaviyo, Mixpanel, Facebook, Salesforce, HubSpot, Google Sheets and Excel using Reverse ETL. Reverse-ETL is a core functionality of Weld, the data operations platform built for data analysts. 

‍G2 Rating

‍4.8 out of 5

‍Pros

• Straightforward and easy setup of data sources
• Easy to navigate and seamless user interface 

Cons

‍Does not support a wide variety of connectors

Matillion

Many of Matillion users loading data from Oracle, SQL Server, and Postgres into Snowflake, doing transformations, and making Snowflake the primary source of data for reporting. They still use the source systems for a period while transitioning to Snowflake. This brings a critical challenge: maintaining data consistency across all systems as data in Snowflake doesn't match the source system. Enter Reverse Extract, Transform, and Load (ETL) leveraging Matillion and Snowflake Streams, it address this challenge by synchronizing updated data back to operational systems.

‍G2 Rating

‍4.4 out of 5

‍Pros 

‍Good connectivity with running Matillion right on top of different Snowflake instances

Works in all programming languages

‍Cons

‍Though it’s easy to use, sometimes it requires training before new users can understand and use it effectively

Workato

‍The platform provides a low-code/no-code interface for connecting your SaaS applications and on-premises systems to your data warehouse.  With this tool, you can create automated workflows where Workato verifies, enhances, and cleans your data before transferring it from source systems to your data warehouse. Nearly in real-time, the processed data flows back into enterprise applications, enabling your teams to utilize it effectively.

‍G2 Rating

‍4.7 out of 5

‍Pros

‍Easy-to-navigate platform interface with support for integrations with many platforms

‍Cons

‍High pricing for small businesses

Conclusion

Reverse ETL transforms data management by making information actionable in real-time, enabling businesses to drive strategic decisions. It plays a crucial role in personalizing customer experiences, optimizing logistics, and enhancing fraud detection. This shift moves beyond just storing data—it ensures businesses can leverage it effectively for operational success.  As real-time decision-making gains importance, Reverse ETL emerges as a key tool for agility and precision. DataChannel stands out as a comprehensive solution, merging traditional ETL with Reverse ETL capabilities. Its user-friendly interface, strong error handling, and flexibility make it ideal for bidirectional data integration. With organizations prioritizing data-driven strategies, tools like DataChannel help maximize the value of their data assets, ensuring they stay ahead in an increasingly competitive, data-centric world.