Hightouch, a provider of data activation services, has acquired knowledge management startup Whatis.

The deal accelerates Hightouch’s aim of owning the market in implementing data activation for enterprises.

“The Whatis team has been building data activation since 2018 when they were on the restaurants’ data engineering team at Deliveroo,” says Kashish Gupta, co-CEO of Hightouch. “So when the Whatis team set out to build extensions of their platform into Salesforce and other SaaS tools, it clicked on both sides that we ought to work together as one company.”