Hightouch has acquired Strata, an AI-powered platform that connects marketing tools without code, in a move aimed at expanding the integrations available to its agentic marketing platform. The deal is intended to help marketing teams give AI agents access to more customer and campaign data while reducing reliance on engineering teams to build and maintain connections between systems.

Hightouch has acquired Strata, an AI platform designed to connect marketing tools without code, as the company looks to strengthen the data integration capabilities behind its agentic marketing platform.

The acquisition addresses a persistent challenge for enterprise marketing teams: customer data is spread across customer relationship management systems, analytics platforms, advertising tools and other applications, often requiring technical support to connect and maintain. As marketers adopt AI agents to support campaign planning and execution, those agents need access to relevant, reliable data across the marketing stack.

Strata is designed to simplify that process. Rather than requiring users to configure every integration manually, teams describe what data they want to move and where it needs to go. An AI agent then builds the connection and maintains it as underlying systems change. The approach could reduce some of the technical work associated with onboarding marketing tools and adapting integrations as businesses update their technology stacks.

Founded in 2024 by Kelsey Mullaney, Julian Mclain and Ilya Brin, Strata was established by a team whose founders met while working as early employees at Iterable. Mullaney, Strata’s CEO, will join Hightouch to help lead revenue programs and go-to-market strategy.

Hightouch co-founder and CTO Joshua Curl said the acquisition supports the company’s aim of helping marketers use customer data without depending on engineering teams for every new campaign or connection. Mullaney similarly positioned the deal as a way to bring data, AI and marketing execution together for more users.

Hightouch expects the acquisition to simplify customer onboarding and give customers greater flexibility as their technology stacks evolve. However, the announcement does not disclose the financial terms of the deal, the number of Strata customers affected, or a detailed timeline for integrating Strata’s technology into Hightouch’s platform.

Those details will matter to customers assessing how quickly the acquisition translates into usable capabilities. Integration tools can reduce the time required to connect applications, but their value also depends on data quality, access controls, monitoring, error handling and the ability to maintain connections when third-party APIs or schemas change.

For marketing teams experimenting with AI agents, the acquisition highlights an important operational issue: an agent’s usefulness depends not only on its reasoning and execution capabilities, but also on whether it can access the right data across business systems. Expanding integration coverage could help Hightouch address that dependency, although the announcement does not specify which new connectors will be available or how Strata’s functionality will be packaged.

The deal also puts greater emphasis on the infrastructure behind AI-driven marketing. As platforms move toward agents that can act on customer data and execute workflows, integration and governance become central to determining how safely and reliably those agents can operate.

Market Landscape

Marketing technology is moving from disconnected applications toward platforms that can coordinate data, decisions and execution across multiple systems. AI agents increase the pressure on integration infrastructure because they need timely, relevant context to perform tasks reliably.

Gartner reported in October 2025 that 81% of surveyed marketing technology leaders were piloting or had implemented AI-agent initiatives, while half of those surveyed said their organizations lacked the technical and data-stack readiness required for deployment. The findings point to a gap between interest in agentic AI and the infrastructure needed to support it.

Hightouch’s acquisition of Strata targets part of that gap. Rather than relying exclusively on manually developed connectors, the combined company aims to use AI to build and maintain connections for a wider range of marketing tools. The strategy may help Hightouch respond to specialized customer requirements, though its practical advantage will depend on connector reliability, security and the breadth of supported applications.

Strategic Outlook

The acquisition gives Hightouch a potential route to expand integration coverage while bringing Strata’s founder into its commercial organization. For enterprise buyers, the important test will be whether this translates into faster implementation, less maintenance work and dependable access to customer data.

Organizations evaluating agentic marketing platforms should look beyond the number of integrations advertised. They should assess data permissions, audit trails, failure recovery, monitoring and governance controls, particularly when agents can trigger actions that affect customers or campaigns.

Financial terms, a product-integration timetable and specific new connector commitments have not been disclosed. Until Hightouch provides those details, the acquisition is best understood as a strategic investment in marketing-stack connectivity rather than evidence that customers will immediately receive a defined set of new capabilities.

Top Insights

• Hightouch acquired Strata to broaden marketing integrations, giving AI agents access to more data across the tools businesses use to manage customer relationships and campaigns.

• Strata uses AI to build and maintain software connections from user instructions, potentially reducing the engineering work associated with custom integrations.

• Strata CEO Kelsey Mullaney will join Hightouch to help lead revenue programs and go-to-market strategy following the acquisition.

• The deal targets a key barrier to agentic AI adoption: fragmented marketing data and insufficient technical readiness across enterprise technology stacks.

• Financial terms, rollout timing and specific connector additions remain undisclosed, leaving customers to await details on the acquisition’s practical impact.

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