SEO & Growth · Analytics & Data

Fivetran

Fivetran is a managed data movement platform that syncs SaaS, database and file data into a warehouse; free to 500,000 monthly active rows, then usage-based.

Our take: Fivetran documents its usage-based model in detail and offers a free plan with stated limits, which helps planning.

Best forManaged data pipelines

ReviewedNov 2026Freemium

7.15 criteria · see breakdown

Try FivetranFree to 500K MAR; then usage-based

Fivetran Inc. of Oakland, California sells an automated data movement platform whose Free plan covers 500,000 monthly active rows (MAR) for connections with no credit card, while paid plans are billed on usage. Fivetran's pricing page shows no per-million-row price for the plans, but its documentation publishes a $5 base charge on standard connections of 1 to 1 million MAR and a $12,000 minimum on annual contracts. On 1 June 2026 Fivetran said it had completed its all-stock merger with dbt Labs; these details were read on Fivetran's own pages on 3 November 2026.

Fivetran completed its merger with dbt Labs on 1 June 2026

Fivetran's press release of 1 June 2026 says it completed its all-stock merger with dbt Labs, originally announced on 13 October 2025, and that the combined company was initially operating as Fivetran + dbt Labs, with George Fraser as CEO and Tristan Handy as President.

Fivetran's pricing page, read on 3 November 2026, still carries a footnote saying Fivetran Transformations is not a product or service of or endorsed by dbt Labs, Inc. This page covers the plans and prices on Fivetran's own pricing page and does not cover dbt's separate products.

Checked November 3, 2026

The bottom line

A managed ELT platform with a free plan to 500,000 MAR, published billing rules and a bill that moves with usage; the dbt Labs merger was completed on 1 June 2026.

Our score

Reviewed by the Conversion Gems editorial team. Hover a facet to focus it; click to pin.Tap a facet to focus it.

What it is, and why we rate it

One line each. Open a row for detail.

What it really isAn automated data movement platform from Fivetran Inc. that loads data from SaaS apps, databases, ERPs and files into a warehouse or lake, plus Transformations and Activations, billed on monthly active rows.

Our takeFivetran documents its usage-based model in detail and offers a free plan with stated limits, which helps planning.

The 2026 changes added a $5 base charge on small connections and counted deletes as paid rows, so model your own volumes before committing; the pricing page shows examples behind collapsed dropdowns, not a rate for your data.

Why we rate itPlans, free limits and billing rules are public and the pricing page shows worked examples, but there is no flat price and the 2026 changes raised the floor for small connections.

The catchNo per-million-row rate is shown on the plan cards, deletes now count as paid rows, and exceeding a Free plan limit twice freezes the account.

Best / not good for

Best for

Teams that want vendor-maintained connectors into a warehouse or lake
Small data volumes that fit inside the Free plan limits
Buyers who can model monthly active rows per connection before committing

Not good for

Buyers who want a flat monthly price
Teams with many tiny connections, which now carry a $5 base charge each on Standard
Anyone who needs a published per-row rate before talking to Fivetran or using the estimator

Trade-offs

Friction report

Trade-offs to know before signing up.

Time to value
New accounts get a 14-day trial with no credit card and each new connection has 14 days of free use; Fivetran's pages give no setup time.
Scale breakpoint
Free ends at 500,000 MAR for connections; annual contracts start at $12,000, and enterprise database connectors and Hybrid Deployment need Enterprise or Business Critical.
Walled garden
Marketplace purchases are limited to Standard or Enterprise, and Enterprise License Agreements are a fixed price per year, offered to customers who prioritize predictability or intend to move their whole data integration workload to Fivetran.

Still a fit?

If none of these block you, start on the free plan.

Try Fivetran

Fivetran plans in Fivetran's own words

Plan	What Fivetran lists	Where
Free	Standard plan features, free up to 500,000 MAR for connections, 3,500 MAR for activations and 5,000 monthly model runs; no credit card and no time limit	Pricing page and Free plan page
Standard	Unlimited users, 15-minute syncs, 700+ fully managed connectors, 200+ fully managed activation destinations, dbt Core integration, role-based access control, REST API and SSH tunnels	Pricing page
Enterprise	All Standard features plus 1-minute syncs, Audience Hub, enterprise database connectors, custom roles, VPN tunnels (annual contract only), SCIM user provisioning, a choice of cloud provider and a hybrid deployment option	Pricing page
Business Critical	All Enterprise features plus customer-managed encryption keys, PCI DSS Level 1 certification and private networking options	Pricing page

From Fivetran's pricing page, checked 3 November 2026 in a browser and in a US-located read. The page shows no plan price in dollars per million MAR. A 14-day trial is offered on the Business Critical plan, and the Free plan is selected in the dashboard rather than applied automatically.

What Fivetran publishes about cost (USD)

Item	What Fivetran says	Where
Billing unit	Monthly active rows (MAR): rows inserted or updated in a calendar month, with deletes counted since 1 January 2026; unchanged rows and initial syncs are not counted. Each connection has its own cost curve and the spend rate falls as its usage rises	Pricing page FAQ and pricing docs
Pay-as-you-go	Billed monthly in arrears; cancel anytime; no MAR consumption minimum; a $5 minimum charge per connection with 1 MAR to 1 million MAR; Free, Standard, Enterprise and Business Critical available	Plans and Billing doc
Annual contract	An annual upfront purchase of contracted spend with a $12,000 minimum; discounts start at 5%; the pricing page says up to 22%, while the billing doc's table shows up to 22.6% on Standard and Enterprise and up to 36.42% on Business Critical at higher contract values; Standard, Enterprise and Business Critical available	Plans and Billing doc and pricing page
Cloud marketplaces	AWS, Azure and Google Cloud marketplaces; only Standard or Enterprise can be chosen	Plans and Billing doc
Transformations	5,000 model runs free each month; list rate per model run $0.00 up to 5,000, $0.01 from 5,001 to 30,000, $0.007 from 30,001 to 100,000 and $0.002 above 100,000	Pricing page
Enterprise License Agreement	A fixed price per year with no limit on consumption, for customers who prioritize predictability or move their whole data integration workload to Fivetran; by contact	Pricing page
Discounts	Eligible non-profit companies, Powered by Fivetran customers and sharded-database customers by contact; Y Combinator companies get $50K of free Fivetran through the Startup Program	Pricing page

From Fivetran's pricing page and its Plans and Billing documentation, checked 3 November 2026, with US-located reads of both. Fivetran points to a Service Consumption Table and a pricing estimator for per-MAR rates; neither was read, so no per-MAR rate is stated here.

Fivetran's own pricing examples (Standard plan, company with 1-200 employees)

Example	Median monthly usage (MAR)	Median monthly list price
Connection: Facebook Ads	34,479	$22.06
Connection: Google Analytics 4	21,993	$15.88
Connection: Marketo	847,574	$424.54
Connection: Google Ads	88,240	$48.67
Four connections, total	Not shown	$511.15
Activation: Snowflake to Salesforce	12,007	$202.25
Activation: Snowflake to HubSpot	9,934	$197.96
Two activations, total	Not shown	$400.21

From the pricing examples on Fivetran's pricing page (shown only after clicking the 'Pricing details' control on each product card; the page's text carries no dollar amounts before that), checked 3 November 2026 and again on 4 November 2026. Fivetran labels the figures median monthly list prices based on its Standard plan for a company with 1-200 employees. They are examples, not a quote for your data, and the base charge and plan rules above still apply.

Fivetran's 2026 pricing changes

Change	When it applies	Who it applies to
A $5 base charge on standard connections generating 1 to 1 million MAR a month	1 January 2026 for pay-as-you-go; at renewal for annual contracts	Not accounts on the Free plan; no charge for connections with no paid MAR
Deletes count toward paid MAR	1 January 2026 for pay-as-you-go; at renewal for annual contracts signed after 1 March 2025	Annual contracts signed before 1 March 2025 already followed the delete rule
Repeated updates in history mode count toward paid MAR	1 January 2026 for pay-as-you-go; at renewal for annual contracts signed after 1 March 2025	Fivetran lists soft delete and live sync modes as alternatives
Activations (previously known as Census) offered with usage-based pricing on MAR	1 February 2026	Priced separately from connections

From Fivetran's 2026 Pricing Updates documentation, checked 3 November 2026. Fivetran says the changes better align its pricing with the infrastructure costs of running Fivetran.

Frequently Asked Questions

What is Fivetran and what does it do?Is Fivetran an ETL tool?How does Fivetran pricing work?Does Fivetran have a free plan or trial?Who owns Fivetran, and what happened with dbt Labs?How do I log in to Fivetran?

What is Fivetran and what does it do?

Fivetran is an automated data movement platform that, in its own words, continuously delivers data from SaaS apps, databases, ERPs and file connectors into a warehouse or lake. It also sells Transformations, which run SQL models on loaded data, and Activations, which sync warehouse data into business apps such as Salesforce or Braze. Fivetran Inc. is headquartered in Oakland, California, and its home page lists 750+ managed connectors while its pricing page lists 700+.

Is Fivetran an ETL tool?

Closer to ELT: Fivetran's documentation refers to its pipelines as ELT, with Activations as its reverse ETL product, and its Transformations product runs SQL models on data that has already been loaded to the destination. A model run is an SQL statement that produces a materialized table or view, and Fivetran counts successful runs for billing.

How does Fivetran pricing work?

Fivetran charges for usage measured in monthly active rows (MAR), counted per connection, with a spend rate that falls as a connection's volume rises. Inserts, updates and, since 1 January 2026, deletes count, while unchanged rows and initial syncs do not. Plans are Free, Standard, Enterprise and Business Critical; pay-as-you-go carries a $5 base charge on standard connections with 1 to 1 million MAR, and annual contracts have a $12,000 minimum with discounts that start at 5% (checked 3 November 2026).

Does Fivetran have a free plan or trial?

Yes: the Free plan includes Standard plan features up to 500,000 MAR for connections, 3,500 MAR for activations and 5,000 monthly model runs, with no credit card and no time limit. New accounts can also trial Fivetran for up to 14 days on the Business Critical plan, and signing up does not place you on Free automatically; you select it in your dashboard. Going over a Free plan limit a second time freezes connections, transformation jobs and the account until you upgrade (checked 3 November 2026).

Who owns Fivetran, and what happened with dbt Labs?

Fivetran Inc. runs Fivetran, and its press release of 1 June 2026 says it completed an all-stock merger with dbt Labs, originally announced on 13 October 2025, and initially operates as Fivetran + dbt Labs, with George Fraser as CEO and Tristan Handy as President. Fivetran's Investor Relations page lists a Form 8937 only, and the pages Conversion Gems read do not say whether the company is publicly traded, so this page does not say.

How do I log in to Fivetran?

Fivetran's sign-in page at https://fivetran.com/login offers Google, Microsoft or email and password. Conversion Gems is a review site and cannot sign anyone in to Fivetran, and only read the page without signing in.