# Alooma
Alooma was a data-pipeline startup, founded in 2013 by Israelis Yoni Broyde and Yair Weinberger, that let enterprises consolidate data from many operational sources into cloud data warehouses; it was acquired by Google Cloud in February 2019, with the price never disclosed.[1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/) The company was headquartered in [Redwood City, California](https://www.edgepedia.org/redwood-city-california), with a significant presence in [Tel Aviv](https://www.edgepedia.org/tel-aviv).[2](https://siliconangle.com/2019/02/19/google-buys-cloud-migration-startup-alooma/) Before the acquisition it had raised about $15 million across three rounds from Lightspeed Venture Partners, Sequoia Capital, and [Vintage Investment Partners](https://www.edgepedia.org/vintage-investment-partners).[1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/)
| Fact | Detail |
|---|---|
| Founded | 2013, by Yoni Broyde (CEO) and Yair Weinberger (CTO)[3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/) • [4](https://en.globes.co.il/en/article-google-buys-israeli-data-migration-co-alooma-1001273938) |
| Headquarters | Redwood City, California, with a significant Tel Aviv presence[2](https://siliconangle.com/2019/02/19/google-buys-cloud-migration-startup-alooma/) |
| Sector | Managed real-time data pipelines and cloud database migration[5](https://cloud.google.com/blog/topics/inside-google-cloud/google-announces-intent-to-acquire-alooma-to-simplify-cloud-migration) |
| Total raised | About $15 million in three rounds, including a $3.8M seed and an $11.2M Series A (March 2016)[1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/) • [3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/) |
| Investors | Lightspeed Venture Partners, Sequoia Capital, Vintage Investment Partners[8](https://www.crn.com/news/cloud/google-cloud-takes-aim-at-aws-azure-with-alooma-deal) |
| Known customers | OkCupid, Sony, The New York Times[6](https://www.cloudcomputing-news.net/news/google-cloud-acquires-alooma-bolster-enterprise-data-migration-capabilities/) |
| Outcome | Acquired by Google Cloud, announced February 19, 2019; price undisclosed[1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/) |
## What Alooma did
Alooma offered a managed extract-transform-load (ETL) service: enterprises connected data sources such as [Cassandra](https://www.edgepedia.org/cassandra), ElasticSearch, and MySQL, and the platform cleaned and transformed the data in real time before loading it into a destination warehouse such as Google BigQuery, Amazon Redshift, Snowflake, or [Microsoft Azure](https://www.edgepedia.org/microsoft-azure).[3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/) • [1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/) Users could write Python business logic over the real-time data streams, which let customers apply their own cleaning and routing rules without standing up their own pipeline infrastructure.[3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/)
Error handling was a distinguishing feature. When the service met a complicated problem, such as a major change to the format in which a source organized its data, it froze only the affected data subsets while the remaining information continued to be ingested as usual, rather than halting the whole migration.[7](https://siliconangle.com/2016/03/14/alooma-raises-11m-to-make-etl-less-of-a-pain/) The company said its automation could connect a new data source in minutes.[7](https://siliconangle.com/2016/03/14/alooma-raises-11m-to-make-etl-less-of-a-pain/)
## Founding and early history
Broyde and Weinberger set about building a cloud service and launched the company in 2013.[3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/) In March 2016 it announced an $11.2 million Series A led by Lightspeed Venture Partners and [Sequoia Capital](https://www.edgepedia.org/sequoia-capital), on top of an earlier $3.8 million seed from the same investors.[3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/) At that point the company had 20 employees and, according to Broyde, a few tens of paying customers.[3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/)
## Funding and investors
The round-by-round record was modest by the standards of later data-infrastructure startups: a $3.8 million seed, an $11.2 million Series A in March 2016, and a total of about $15 million across three rounds.[3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/) • [1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/) • [6](https://www.cloudcomputing-news.net/news/google-cloud-acquires-alooma-bolster-enterprise-data-migration-capabilities/) Investors included Lightspeed Venture Partners, Sequoia Capital (with Sequoia Capital Israel named in round records) and Vintage Investment Partners.[8](https://www.crn.com/news/cloud/google-cloud-takes-aim-at-aws-azure-with-alooma-deal) Globes reported the 2016 round as $11 million; [TechCrunch](https://www.edgepedia.org/techcrunch) and SiliconANGLE, which covered the announcement at the time, gave $11.2 million.[4](https://en.globes.co.il/en/article-google-buys-israeli-data-migration-co-alooma-1001273938) • [3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/)
## Business, customers and traction
Alooma's customer roster included OkCupid, Sony, and The New York Times.[6](https://www.cloudcomputing-news.net/news/google-cloud-acquires-alooma-bolster-enterprise-data-migration-capabilities/) The company had been a long-term Google partner, with native integrations spanning [Google Ads](https://www.edgepedia.org/google-ads), Google Analytics, BigQuery, and the Cloud Spanner database service.[6](https://www.cloudcomputing-news.net/news/google-cloud-acquires-alooma-bolster-enterprise-data-migration-capabilities/)
Broyde said in 2016 that Alooma competed against legacy ETL vendors like IBM, Microsoft, Pentaho, and [Talend](https://www.edgepedia.org/talend), but that the company mostly ran up against enterprises building their own in-house solutions.[3](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/) No source in the available record reports Alooma's revenue or headcount after 2016.
## The Google acquisition (2019)
Google announced its intent to acquire Alooma on February 19, 2019, describing the company as a leader in data migration whose pipeline tool moves enterprise data from multiple sources to a single data warehouse.[5](https://cloud.google.com/blog/topics/inside-google-cloud/google-announces-intent-to-acquire-alooma-to-simplify-cloud-migration) • [1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/) Google framed the deal as enabling a streamlined, automated migration experience to Google Cloud, giving customers access to its full range of database services, from managed open source offerings to Cloud Spanner and Cloud Bigtable.[5](https://cloud.google.com/blog/topics/inside-google-cloud/google-announces-intent-to-acquire-alooma-to-simplify-cloud-migration)
The price was never disclosed or confirmed. The two companies did not disclose terms.[1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/) Globes reported that market sources estimated the price at about $100 to 150 million, but this remained an unconfirmed estimate.[4](https://en.globes.co.il/en/article-google-buys-israeli-data-migration-co-alooma-1001273938) SiliconANGLE judged the deal likely not large, noting the roughly $15 million Alooma had raised in total.[2](https://siliconangle.com/2019/02/19/google-buys-cloud-migration-startup-alooma/)
After close, the Alooma team joined Google's Tel Aviv and Sunnyvale offices, with Google saying it would leverage the Alooma technology and team to provide a data migration service to Google Cloud customers.[1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/) Google said it would accept only new customers migrating data to [Google Cloud Platform](https://www.edgepedia.org/google-cloud-platform), while existing customers would continue to have access to other cloud providers.[1](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/) Broyde and Weinberger wrote in a blog post that the deal built on a long relationship with Google and that "the journey is not over."[2](https://siliconangle.com/2019/02/19/google-buys-cloud-migration-startup-alooma/) • [4](https://en.globes.co.il/en/article-google-buys-israeli-data-migration-co-alooma-1001273938)
## References
1. [Google acquires cloud migration platform Alooma, TechCrunch](https://techcrunch.com/2019/02/19/google-acquires-cloud-migration-platform-alooma/)
2. [Google to acquire cloud data migration startup Alooma, SiliconANGLE](https://siliconangle.com/2019/02/19/google-buys-cloud-migration-startup-alooma/)
3. [Alooma scores $11.2 million Series A to solve data science pain points, TechCrunch](https://techcrunch.com/2016/03/14/alooma-scores-11-2-million-series-a-to-solve-data-science-pain-points/)
4. [Google buys Israeli data migration co Alooma for $150m, Globes](https://en.globes.co.il/en/article-google-buys-israeli-data-migration-co-alooma-1001273938)
5. [Google announces intent to acquire Alooma to simplify cloud migration](https://cloud.google.com/blog/topics/inside-google-cloud/google-announces-intent-to-acquire-alooma-to-simplify-cloud-migration)
6. [Google Cloud acquires Alooma to bolster enterprise data migration capabilities, Cloud Computing News](https://www.cloudcomputing-news.net/news/google-cloud-acquires-alooma-bolster-enterprise-data-migration-capabilities/)
7. [Alooma raises $11M to make ETL less of a pain, SiliconANGLE](https://siliconangle.com/2016/03/14/alooma-raises-11m-to-make-etl-less-of-a-pain/)
8. [Google Cloud Takes Aim At AWS, Azure With Alooma Deal, CRN](https://www.crn.com/news/cloud/google-cloud-takes-aim-at-aws-azure-with-alooma-deal)
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