We're excited to announce that Hightouch has acquired Strata, an agent-driven platform for building and maintaining custom API integrations without code. Strata will help us connect more of the tools marketing teams use, giving their AI agents the context they need to make better decisions.
Strata was founded in 2024 by Kelsey Mullaney, Julian Mclain, and Ilya Brin. The three met as early employees at Iterable, where they spent nearly a decade helping build and scale the marketing platform. Along the way, they saw the same problem across the industry: to put their data to work, marketers needed integrations only engineering could build. So they created Strata. Instead of coding each connection, teams tell an agent what data to move and where, and Strata generates the integration and keeps it running as systems change.
With the acquisition, CEO Kelsey Mullaney is joining Hightouch to help lead revenue programs and GTM strategy.
What is Strata?
Modern marketing teams rely on specialized tools across CRM, customer support, loyalty, advertising, analytics, and marketing automation. Every new tool means another custom integration to build and maintain, and while engineering works through the queue, campaigns and ideas sit on hold.
Strata uses AI to replace that work. Teams describe what data they want moved and where, and Strata's agent maps fields and events between systems, configures the transformations, and generates the integration. As tools and data change, it keeps those integrations running
The result: marketers connect customer data across their stack faster, and engineering teams spend far less time on maintenance.
Why did we acquire Strata?
Hightouch is the leading Agentic Marketing Platform. Our customers use it to put their customer data to work across hundreds of marketing and business tools. As the MarTech ecosystem continues to grow, customers need to connect an increasingly broad and specialized set of systems.
Building and maintaining that coverage requires ongoing engineering investment, particularly for custom and emerging use cases. Strata's approach gives us a faster way to build and maintain integrations, especially for the custom and emerging tools our customers ask for.
"Hightouch is removing the ceiling on what marketers can do - bringing data, AI, and execution together so marketers can finally move at the speed of their ideas. That's exactly why we built Strata, and joining Hightouch means we get there faster, for far more marketers," says Kelsey.
For Hightouch customers, we expect this acquisition to support a faster integration roadmap, easier onboarding, and greater flexibility as their technology stacks evolve.
Closing thoughts
Strata and Hightouch started from the same belief: marketers should be able to use their customer data without waiting on engineering for every new campaign or connection.
We’re glad to welcome Kelsey to Hightouch and look forward to building together.
