Superhuman boosts customer LTV by 10% with Fivetran

“Fivetran allowed us to build AI-ready workflows in just 1 week by centralizing our sales, marketing, and customer data. That gave our teams a faster way to act on the data behind reporting, decisions, and execution across the business.”
— George Correa, Software Engineer at Superhuman

Superhuman is a leader in AI-powered productivity software, serving more than 40 million users, 50,000 organizations, and 3,000 educational institutions worldwide. Its expanding product suite brings together multiple AI-driven tools under one platform, increasing the need for reliable, timely data across the business.

As Superhuman scaled, go-to-market, finance, and customer experience teams relied heavily on data from third-party systems — including CRMs, marketing automation tools, finance platforms, and support systems — to guide reporting, forecasting, and day-to-day execution.

However, accessing that data required building and maintaining custom pipelines for each new request. Development cycles often stretched across multiple sprints, and ongoing maintenance consumed valuable engineering time. Non-technical teams were left waiting weeks or months for critical insights. At the same time, Superhuman needed to support specialized data use cases, all while making production data easier to access, faster to operationalize, and less costly to maintain.

To scale data operations without scaling engineering overhead, Superhuman standardized third-party ingestion on Fivetran and centralized it in Databricks.

Empowering lean teams with self-serve data operations

As demand for data grew across the organization, custom-built pipelines became a bottleneck. Each new integration required months of development and ongoing maintenance, limiting the data team’s ability to support the business efficiently.

By standardizing on Fivetran, Superhuman eliminated the need to build pipelines from scratch and created a centralized, governed data foundation in Databricks.

This shift enabled faster, more consistent access to business-critical data:

• Marketing can track ad bidding performance and campaign effectiveness with significantly less manual intervention.
• Finance pulls data from systems like Stripe and Pigment into consistent reporting workflows, reducing reliance on spreadsheet-heavy processes.
• Customer experience teams combine data from Zendesk, Qualtrics, and Sprout Social to analyze support quality, identify friction points, and improve the customer journey.

Instead of operating through a ticket-driven model, business teams now have more self-serve access to trusted data — accelerating reporting, improving cross-functional alignment, and reducing manual work across the organization.

“Fivetran and Databricks didn't just modernize our stack — they gave every team at Superhuman the ability to move faster, trust the data in front of them, and focus on what actually matters.”
— George Correa, Software Engineer at Superhuman

This increased agility supports high-impact initiatives, including real-time alerting and optimization for the company’s $300 million ad bidding program. Across these initiatives, improved data visibility and faster operationalization contributed to a 10% increase in customer lifetime value (LTV).

Speeding data engineering — and reducing costs — with AI and Fivetran Connector SDK

Fivetran also became foundational to Superhuman’s AI-driven go-to-market workflows. The team uses Fivetran connectors to ingest sales and marketing data from Salesforce, Outreach, and Pardot into Databricks, supporting internal automation initiatives, including its AI BDR tool.

Standardizing on Fivetran provided greater visibility into pipeline health and usage, enabling the data team to tune sync cadences, reduce unnecessary compute spend, and manage infrastructure more efficiently than with a do-it-yourself (DIY) approach.

To support specialized and internal data sources, Superhuman adopted the Fivetran Connector SDK in combination with an internal LLM-powered AI agent. This dramatically transformed the custom connector development process. 

Development time was reduced by 98%. Work that previously required approximately 2 months and multiple sprints can now be completed in as little as 1 day. For example, the UX team’s internal survey data — previously deprioritized for over a year due to bandwidth constraints — was built as a custom connector in 1 day using AI-assisted development.

“Fivetran’s Connector SDK is a massive force multiplier for our team. We turned a 60-day engineering headache into a streamlined process that takes just 1 day, directly accelerating time-to-value for the business.”
— George Correa, Software Engineer at Superhuman

Standardizing on Fivetran provides a consistent, scalable approach to both third-party and first-party data ingestion — enabling finance, GTM, marketing, and customer experience teams to operate from a unified data foundation. Freed from constant pipeline maintenance, the data team can focus on higher-value initiatives and operate as a proactive, strategic partner to the business.

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