The Pulse
Hightouch Buys Strata to Automate Custom Marketing Integrations
Hightouch announced on October 9 that it had acquired Strata, whose agent-driven platform builds and maintains custom API integrations. The company says Strata can help expand its integration coverage and give its AI agents more context acr
AI.info Team · Written with AI ·
Hightouch wants to connect marketers’ data across a growing mix of specialized software, but says every new system can bring more integration work for engineering teams. On October 9, the company announced it had acquired Strata, whose AI-driven platform builds and maintains custom API integrations. The announcement date does not establish when the deal closed. Hightouch is betting that automating some of that work can widen the range of marketing tools its customers connect.
Strata targets the integration queue
Strata’s platform lets teams describe what data they want moved between systems. Its agent then maps fields and events, configures transformations and generates an integration, according to Hightouch. The company says the platform can also keep connections running as the tools and data change.
That approach addresses a bottleneck Hightouch describes in its announcement: marketing teams use tools for customer relationship management, support, loyalty, advertising, analytics and automation, while custom connections often depend on engineering. When engineers have to build and maintain each connection, Hightouch says, campaigns and new ideas can wait in the queue.
Hightouch also links the acquisition to its AI products. The company says connecting more of the tools marketers use will give its AI agents the context they need to make better decisions. Its announcement presents Strata as a way to extend data connections across the marketing stack, including for custom and emerging tools.
The acquisition adds technology aimed at those custom and emerging use cases. Hightouch says it already serves customers across hundreds of marketing and business tools, but maintaining broad integration coverage requires continuing engineering investment. It expects Strata to help speed that work and support easier onboarding and more flexibility as customers’ software stacks change.
Mullaney joins Hightouch’s revenue team
Strata was founded in 2024 by Kelsey Mullaney, Julian Mclain and Ilya Brin. Hightouch says the founders met as early employees at Iterable, where they spent nearly a decade helping build and scale the marketing platform. Mullaney, Strata’s CEO, is joining Hightouch to help lead revenue programs and go-to-market strategy.
“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,” said Kelsey Mullaney, Strata’s CEO.
The promised gains are not yet product details
Hightouch presents the acquisition as a way to expand integration capabilities without treating every new customer request as a separate engineering project. Strata’s stated method—using an agent to create and maintain API connections—fits that goal, particularly where a customer wants to connect a specialized or newer tool.
The announcement does not give financial terms or specify when Strata’s technology will appear in Hightouch products. It describes a faster integration roadmap, easier onboarding and greater flexibility as expected benefits for customers, rather than detailing a release schedule or measured results. For now, the concrete change is that Strata’s technology and Mullaney are joining Hightouch as it tries to reduce the engineering work behind marketing-data connections.