TL;DR This guide compares 13 HubSpot ETL tools for moving CRM, marketing and support data into your warehouse.
Airbyte: Fivetran: Stitch Data: Matillion: Apache Airflow: Talend: Pentaho: Informatica PowerCenter: SSIS: Singer: Rivery: Hevo Data: Meltano: These ETL and ELT tools extract data from HubSpot and other sources, transform it and load it into a database, warehouse or lake. Airbyte distinguishes itself by offering self-hosted open source, managed Cloud, and Enterprise Flex hybrid deployment where the data plane stays inside your own environment.
What Is HubSpot ETL? HubSpot is a CRM platform that brings marketing, sales and customer service into one place, letting companies track customer interactions, run campaigns and automate routine work. That makes it a rich source but an awkward one: the data lives behind a REST API, spans several object types that reference each other, and is rate limited. HubSpot ETL tools handle that extraction so the data can be joined with product usage, billing and support records in a warehouse, where attribution and lifecycle reporting actually become possible.
Why Move Data Out of HubSpot? Companies might do HubSpot ETL for several reasons:
Business intelligence: HubSpot data may need to be loaded into a data warehouse for analysis, reporting, and business intelligence purposes.Data Consolidation: Companies may need to consolidate data with other systems or applications to gain a more comprehensive view of their business operationsCompliance: Certain industries may have specific data retention or compliance requirements, which may necessitate extracting data for archiving purposes.Overall, ETL from HubSpot allows companies to leverage the data for a wide range of business purposes, from integration and analytics to compliance and performance optimization.
How Do You Choose the Right HubSpot ETL Tool? As a company, you don't want to use one separate data integration tool for every data source you want to pull data from. So you need to have a clear integration strategy and some well-defined evaluation criteria to choose your HubSpot ETL solution.
Here is our recommendation for the criteria to consider:
Connector need coverage: does the ETL tool extract data from all the multiple systems you need, should it be any cloud app or Rest API, relational databases or noSQL databases, csv files, etc.? Does it support the destinations you need to export data to - data warehouses, databases, or data lakes?Connector extensibility: for all those connectors, are you able to edit them easily in order to add a potentially missing endpoint, or to fix an issue on it if needed?Ability to build new connectors: all data integration solutions support a limited number of data sources.Support of change data capture: this is especially important for your databases.Data integration features and automations: including schema change migration, re-syncing of historical data when needed, scheduling featureEfficiency: how easy is the user interface (including graphical interface, API, and CLI if you need them)?Integration with the stack: do they integrate well with the other tools you might need - dbt, Airflow, Dagster, Prefect, etc. - ?Data transformation: Do they enable to easily transform data, and even support complex data transformations? Possibly through an integration with dbtLevel of support and high availability: how responsive and helpful the support is, what are the average % successful syncs for the connectors you need. The whole point of using ETL solutions is to give back time to your data team.Data reliability and scalability: do they have recognizable brands using them? It also shows how scalable and reliable they might be for high-volume data replication.Security and trust: there is nothing worse than a data leak for your company, the fine can be astronomical, but the trust broken with your customers can even have more impact. So checking the level of certification (SOC2, ISO) of the tools is paramount. You might want to expand to Europe, so you would need them to be GDPR-compliant too.Which Are the Best HubSpot ETL Tools? Here are the thirteen HubSpot ETL tools worth comparing, based on adoption and the criteria set out above:
Tool Type HubSpot Support Connectors Deployment Pricing Model Airbyte Open-source ELT Native connector 600+ Cloud, hybrid (Flex), self-managed Free OSS; capacity-based paid tiers Fivetran Managed ELT Native connector 700+ Cloud Monthly active rows Stitch Data Managed ELT Native connector 140+ Cloud Row volume tiers Matillion Self-hosted ELT Native connector 100+ Self-hosted, cloud Credit-based Apache Airflow Orchestration Build it yourself Operators, not connectors Self-managed Free, infrastructure cost only Talend Enterprise ETL Native connector 1,000+ On-premises, cloud Subscription, custom Pentaho Enterprise ETL Via plugin Broad On-premises, cloud Enterprise licence Informatica PowerCenter Enterprise ETL Native connector Extensive On-premises Enterprise licence SSIS Traditional ETL Third-party driver Microsoft ecosystem On-premises, Azure Included with SQL Server licence Singer Open-source framework Community tap Community taps Self-managed Free, open source Rivery Managed ELT Native connector 150+ Cloud Usage-based credits Hevo Data Managed ELT Native connector 150+ Cloud Event-based tiers Meltano Open-source ELT Via Singer tap Singer taps and targets Self-managed Free, open source
1. Airbyte Airbyte is the leading open data movement platform, created in July 2020. It offers one of the largest catalogues of data connectors available, with 600+ connectors including a native HubSpot source that handles the full CRM object model. Major users include Siemens, Calendly and AngelList. Airbyte integrates with dbt for transformation and with Airflow, Prefect or Dagster for orchestration, and offers an API and Terraform Provider alongside its interface.
What's unique about Airbyte? Their ambition is to commoditize data integration by addressing the long tail of connectors through their growing contributor community. All Airbyte connectors are open-source which makes them very easy to edit. Airbyte also provides a Connector Development Kit to build new connectors from scratch in less than 30 minutes, and a no-code connector builder UI that lets you build one in less than 10 minutes without help from any technical person or any local development environment required..
Airbyte also provides stream-level control and visibility. If a sync fails because of one stream, you can relaunch that stream alone rather than rerunning the whole job, which matters when a HubSpot sync covers a dozen object types at once.
Data professionals can either deploy and self-host Airbyte Open Source, or leverage the cloud-hosted solution Airbyte Cloud where the new pricing model distinguishes databases from APIs and files. Airbyte offers a 99% SLA on Generally Available data pipelines tools, and a 99.9% SLA on the platform.
2. Fivetran Fivetran is a closed-source, managed ELT service created in 2012, with 700+ data connectors and a large customer base.
Fivetran offers some ability to edit current connectors and create new ones with Fivetran Functions, but doesn't offer as much flexibility as an open-source tool would.
What's unique about Fivetran? Being the first ELT solution in the market, they are considered a proven and reliable choice. However, Fivetran charges on monthly active rows (in other words, the number of rows that have been edited or added in a given month), and are often considered very expensive.
Here are more critical insights on the key differentiations between Airbyte and Fivetran
3. Stitch Data Stitch is a cloud-based platform for ETL that was initially built on top of the open-source ETL tool Singer.io. More than 3,000 companies use it.
Stitch was acquired by Talend, which was acquired by the private equity firm Thoma Bravo, and then by Qlik. These successive acquisitions decreased market interest in the Singer.io open-source community, making most of their open-source data connectors obsolete. Only their top 30 connectors continue to be maintained by the open-source community.
What's unique about Stitch? Stitch competes primarily on price rather than breadth, which suits teams with a small number of common sources and modest volumes. The trade-off is a narrower connector catalogue and less depth in transformation than the larger platforms offer.
Here are more insights on the differences between Airbyte and Stitch .
4. Matillion Matillion is a self-hosted ELT solution, created in 2011. It supports about 100 connectors and provides all extract, load and transform features. Matillion is used by 500+ companies across 40 countries.
What's unique about Matillion? Being self-hosted means Matillion keeps your data inside your own infrastructure. The trade-offs are that multi-cloud setups may require several paid instances, and that Matillion has verticalised its offering to cover the whole ELT process, so integration with tools like dbt and Airflow is more limited than with composable platforms.
Here are more insights on the differentiations between Airbyte and Matillion .
5. Airflow Apache Airflow is an open-source workflow management tool. Airflow is not an ETL solution but you can use Airflow operators for data integration jobs. Airflow started in 2014 at Airbnb as a solution to manage the company's workflows. Airflow allows you to author, schedule and monitor workflows as DAG (directed acyclic graphs) written in Python.
What's unique about Airflow? Airflow requires you to build data pipelines on top of its orchestration tool. You can leverage Airbyte for the data pipelines and orchestrate them with Airflow, significantly lowering the burden on your data engineering team.
Here are more insights on the differentiations between Airbyte and Airflow .
6. Talend Talend is a data integration platform that offers a comprehensive solution for data integration, data management, data quality, and data governance.
What’s unique with Talend? What sets Talend apart is its open-source architecture with Talend Open Studio, which allows for easy customization and integration with other systems and platforms. However, Talend is not an easy solution to implement and requires a lot of hand-holding, as it is an Enterprise product. Talend doesn't offer any self-serve option.
7. Pentaho Pentaho is an ETL and business analytics software that offers a comprehensive platform for data integration, data mining, and business intelligence. It offers ETL, and not ELT and its benefits.
What is unique about Pentaho? What sets Pentaho data integration apart is its original open-source architecture, which allows for easy customization and integration with other systems and platforms. Additionally, Pentaho provides advanced data analytics and reporting tools, including machine learning and predictive analytics capabilities, to help businesses gain insights and make data-driven decisions.
However, Pentaho is also an Enterprise product, so hard to implement without any self-serve option.
8. Informatica PowerCenter Informatica PowerCenter is an ETL tool that supported data profiling, in addition to data cleansing and data transformation processes. It was also implemented in their customers' infrastructure, and is also an Enterprise product, so hard to implement without any self-serve option.
9. Microsoft SQL Server Integration Services (SSIS) MS SQL Server Integration Services is the Microsoft alternative from within their Microsoft infrastructure. It offers ETL, and not ELT and its benefits.
10. Singer Singer is also worth mentioning as the first open-source JSON-based ETL framework. It was introduced in 2017 by Stitch (which was acquired by Talend in 2018) as a way to offer extendibility to the connectors they had pre-built. Talend has unfortunately stopped investing in Singer’s community and providing maintenance for the Singer’s taps and targets, which are increasingly outdated, as mentioned above.
11. Rivery Rivery is another cloud-based ELT solution. Founded in 2018, it presents a verticalized solution by providing built-in data transformation, orchestration and activation capabilities. Rivery offers 150+ connectors, so a lot less than Airbyte. Its pricing approach is usage-based with Rivery pricing unit that are a proxy for platform usage. The pricing unit depends on the connectors you sync from, which makes it hard to estimate.
12. HevoData Hevo Data is a no-code ELT platform founded in 2017, with around 150 integrations including HubSpot. It applies transformations, mappings and enrichments before data reaches the destination, and can sync results back to source APIs. Pricing is event-based, which is worth modelling upfront if your HubSpot instance generates a lot of activity.
13. Meltano Meltano is an open-source orchestrator dedicated to data integration, spined off from Gitlab on top of Singer’s taps and targets. Since 2019, they have been iterating on several approaches. Meltano distinguishes itself with its focus on DataOps and the CLI interface. They offer a SDK to build connectors, but it requires engineering skills and more time to build than Airbyte’s CDK. Meltano doesn’t invest in maintaining the connectors and leave it to the Singer community, and thus doesn’t provide support package with any SLA.
Most of these tools are not HubSpot-specific, and dedicated HubSpot loaders do exist. In practice, though, you rarely want a separate tool for every source, so a general-purpose platform that also covers HubSpot usually wins out.
HubSpot exposes its CRM and marketing data through a REST API, and an ETL tool can extract any of it. The objects that matter most for reporting are:
1. Contacts: Information about individual contacts, including their name, email address, phone number, and company.
2. Companies: Information about companies, including their name, industry, and location.
3. Deals: Information about deals, including their stage, amount, and close date.
4. Tickets: Information about customer support tickets, including their status, priority, and owner.
5. Products: Information about products, including their name, price, and description.
6. Analytics: Data on website traffic, email performance, and other marketing metrics.
7. Workflows: Information about automated workflows, including their triggers, actions, and outcomes.
8. Forms: Information about forms, including their fields, submissions, and conversion rates.
9. Social media: Data on social media engagement, including likes, shares, and comments.
10. Integrations: Information about third-party integrations, including their status and configuration.
Because these objects reference one another, through associations between contacts, companies and deals, most teams replicate the full set rather than a subset, then model the relationships in the warehouse. Association tables are where HubSpot connectors most often differ, so check that specifically.
How Do You Start Pulling Data From HubSpot? If you decide to test Airbyte, you can start analyzing your HubSpot data within minutes in three easy steps:
Step 1: Set up HubSpot as a source connector 1. First, navigate to the HubSpot source connector page on Airbyte's website.
2. Click on the "Add Source" button to begin the process of adding your HubSpot credentials.
3. Enter a name for your HubSpot source connector and click on the "Next" button.
4. You will be prompted to enter your HubSpot API key. To obtain your API key, log in to your HubSpot account and navigate to the "Settings" page. From there, click on "Integrations" and then "API key." Copy the API key and paste it into the Airbyte connector page.
5. Next, select the HubSpot objects you want to replicate. You can choose from contacts, companies, deals, and more.
6. Once you have selected the objects you want to replicate, click on the "Test" button to ensure that your credentials are working properly.
7. If the test is successful, click on the "Create Source" button to finalize the process.
8. Your HubSpot source connector is now set up and ready to use. You can begin replicating data from your HubSpot account to your destination of choice.
Choose the destination you want your HubSpot data to land in. This can be a cloud data warehouse, data lake, database, cloud storage service or any other supported Airbyte destination.
Step 3: Configure the HubSpot data pipeline in Airbyte Once the source and destination are set up, configure the connection. That means selecting the data you want to extract, since streams and columns are all selected by default, then setting the sync frequency and choosing where in the destination the data should land.
And that's it! It is the same process between Airbyte Open Source that you can deploy within 5 minutes , or Airbyte Cloud which you can try here , free for 14-days.
Which HubSpot ETL Tool Should You Choose? The thirteen tools above cover the realistic options for moving data out of HubSpot. If connector breadth and deployment control matter most, Airbyte fits, and Enterprise Flex keeps customer records inside your own environment when privacy rules demand it. If you want pipelines someone else maintains, Fivetran, Stitch, Rivery or Hevo. If transformation is the bulk of the work, Matillion, Talend or Pentaho. If enterprise governance drives the decision, Informatica or SSIS. And if you already run an orchestrator, Airflow or Meltano keep everything defined in code.
Suggested Reads Zoho CRM ETL Tools
Ringcentral ETL Tools
Omnisend ETL Tools
Data Ingestion Tools
Data Synchronization Tools
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