dbt Labs vs Hightouch Pricing (2026)
How do these two stack up on price? Here's what each one costs, what you get, and where the value sits.
| dbt Labs pricing | Hightouch pricing | |
|---|---|---|
| Starts at | $100/mo | Custom |
| Number of plans | 4 | 3 |
| Free plan | ||
| Free trial | — | |
| Pricing model | hybrid | usage-based |
Price is one row. To weigh the features too, use our feature comparison template →
Developer
- Browser-based IDE
- Multi-factor authentication (MFA)
- Job scheduling and monitoring
- CI checks on Github and GitLab
- Upgrade to the latest dbt release automatically
Starter
- Lineage with dbt Catalog
- Define & query metrics with dbt Semantic Layer
- dbt Semantic Layer basic
- API access
Enterprise
- Column-level lineage in dbt Catalog
- Governed metrics with caching
- Multi-project architecture (dbt Mesh)
- SSO, Role-Based Access Control, and SCIM provisioning
- Priority suport with SLAs
Enterprise+
- PrivateLink
- IP Restrictions
- Run dbt in your own environment (Hybrid Projects)
Agentic Marketing Platform
- Ad Studio
- Lifecycle Studio
- AI Decisioning
- Pre-set amount of monthly personalized actions
- Integrations with any marketing platform
- Enterprise security
- Observability features
Composable CDP
- Reverse ETL Platform
- Hightouch Events
- Customer Studio
- Real-time Personalization
- Identity Resolution
- Match Booster
- Unlimited user seats
- Premium extensions
- Advanced observability
- Enterprise security
- Advanced access management
- Dedicated expert support
- Custom SLAs
- Data Agents
Basic Reverse ETL
- Up to 2 active syncs
- Unlimited destination count
- Unlimited user seats
dbt Labs vs Hightouch FAQ
- Which one is cheaper?
- One or both use custom pricing, so it depends on your specific needs.
- Can I use either one for free?
- Both offer free plans, so you can try each without paying. Start with whichever fits your workflow better and upgrade when you hit the limits.
- How do they charge?
- Different approach here. dbt Labs uses hybrid pricing, while Hightouch goes with usage-based. That changes the math depending on your team size and usage.
- Which one is a better deal?
- Depends on what you need. dbt Labs: dbt Labs isn't competing on price — the free Developer tier is a land-and-expand move, not a signal they're the budget option. They're positioning as the category-defining standard for analytics engineering, so the real competition is convincing teams to pay for orchestration and governance instead of duct-taping open-source dbt Core themselves. Hightouch: Free Reverse ETL undercuts anyone charging for basic sync, which pulls in price-sensitive teams and warehouse-native shops early. But once you're quoting custom pricing for the CDP and agentic tiers, they're clearly playing in premium territory against Segment and traditional CDPs, betting that AI-driven marketing execution justifies a sales-led, opaque price tag.
Still deciding? See the best dbt Labs alternatives or the best Hightouch alternatives, ranked with verified pricing.
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