Salesforce buys Israel's Loops for estimated $30M to boost Tableau
What's the deal? Salesforce is acquiring Loops, an Israeli startup whose AI analytics technology explains why business metrics change and suggests what to do next. The deal is estimated at $30 million, though neither company disclosed the price. Salesforce plans to fold Loops' technology and team into Tableau, its data analytics platform.
What's the endgame? Salesforce wants to move Tableau from a model where people actively analyse data to one where AI agents continuously monitor performance and surface explanations and actions.
Why Loops? Founded in 2020 by chief executive officer Tom Laufer and chief technology officer Ido Adiv, Loops connects to company data and uses machine learning and causal analysis to identify what drives metrics such as revenue, conversions, retention and engagement. Last year it added Scout, an AI agent that flags anomalies, investigates root causes and delivers summaries via Slack and email. The company raised $14 million in a 2022 seed round led by Scale Venture PartnersDealroom has a profile for this one. Try Dealroom →.
What they're saying: "Loops accelerates this mission, using powerful agentic AI to uncover the drivers behind business performance," said Mark Recher, executive vice president and general manager of Tableau. Laufer said the deal lets the team "bring what we've built to customers at an entirely new scale."
Why now? The deal adds to Salesforce's recent Israeli dealmaking. It acquired Own for roughly $1.9 billion in 2024, bought the remaining shares in Zoomin for about $344 million, and picked up AI search startup DotiDealroom has a profile for this one. Try Dealroom → for around $100 million in 2025.
The signal: Enterprise software vendors are racing to make analytics autonomous, shifting from dashboards that show what happened to agents that explain why and recommend action. Salesforce's string of Israeli acquisitions shows where it is sourcing the talent to get there.
The acquisition is expected to close in early November, subject to customary closing conditions.
Read more: calcalistech.com
Image credit: kevinmarsh
