Hightouch Acquires Strata to Bolster No-Code Marketing Integrations…

Event summary

Hightouch acquired Strata, an AI platform enabling no-code connections between marketing tools, for an undisclosed sum on October 9, 2026.
Strata was founded in 2024 by Kelsey Mullaney, Julian Mclain, and Ilya Brin, former Iterable employees.
Mullaney, Strata's CEO, will join Hightouch to lead revenue programs and go-to-market strategy.
The acquisition aims to expand Hightouch's integration capabilities and simplify onboarding for customers.

The big picture

The acquisition reflects the growing demand for seamless, no-code integrations in marketing technology, enabling marketers to leverage AI and data without engineering dependencies. Hightouch's move underscores the trend of consolidation in the marketing tech space, as companies seek to offer comprehensive solutions that reduce fragmentation and improve operational efficiency. The deal also highlights the strategic importance of former Iterable employees, suggesting a potential shift in talent and expertise within the industry.

What we're watching

Integration Expansion: How quickly Hightouch can onboard Strata's technology and expand its integration capabilities across the marketing stack.
Market Differentiation: Whether the acquisition will help Hightouch stand out in a competitive marketing technology landscape.
Customer Adoption: The pace at which existing and new customers adopt the enhanced integration features.