Hightouch Acquires Knowledge Management Startup Whatis.

MANews-(C)2009-2022

US-based data activation and reverse ETL specialist Hightouch has acquired UK-based knowledge management startup Whatis, the company said.

Hightouch said the move accelerates its path towards owning the market in implementing Data Activation on an enterprise scale.

Two of Whatis' co-founders, Hugo Darwood and Mitchell Friedman, worked at leading tech companies including Wayve, Twilio, and Deliveroo, before launching Whatis in 2020.

Mitchell Friedman says that interactions with Whatis customers gave him a renewed appreciation for the data...

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