Salesforce acquires Israeli startup Loops in deal estimated at $30 million
The startup’s AI technology is designed to explain why business metrics change and identify what to do next, rather than simply display data. Salesforce plans to integrate its technology and team into Tableau as it pushes toward more autonomous analytics.
Salesforce is acquiring Loops, an Israeli startup that develops AI-powered analytics technology designed to explain why business metrics change and what companies should do next. The deal is estimated to be worth approximately $30 million, although the companies have not disclosed the price. Salesforce plans to integrate Loops’ technology and specialized team into Tableau, its data analytics platform, as it seeks to make analytics more autonomous.
Founded in 2020, Loops was established by CEO Tom Laufer and CTO Ido Adiv. Laufer previously led growth and analytics for Google across the EMEA region, while Adiv is an entrepreneur and software engineer who previously led R&D teams, including within the IDF’s technology and intelligence units. The company operates in Tel Aviv and the United States.
Loops raised $14 million in a Seed round in 2022 led by Scale Venture Partners, with participation from Cardumen Capital and a group of prominent product and growth executives. They included Lenny Rachitsky, a former product lead at Airbnb, and executives who had worked at companies including HubSpot, Pinterest, Airtable and Discord.
The company’s original pitch centered on the problem that corporate dashboards show managers what is happening without explaining why. Loops developed a platform that connects to company data sources and uses machine learning models and causal analysis to identify factors affecting metrics such as revenue, conversions, customer retention and user engagement.
Last year, Loops expanded its product into AI agents with Scout, a capability that monitors key performance indicators, flags trends and anomalies, investigates their root causes and generates summaries of its findings. Its technology can be triggered through Slack and email, allowing insights to reach users without requiring them to log into an analytics platform.
The acquisition supports Salesforce’s shift in Tableau from a model in which people must actively analyze data to one in which AI agents continuously monitor business performance and surface explanations and potential actions. The broader goal is to help customers move from identifying what happened to understanding what drove the result and deciding what to do next.
“Tableau's mission has been helping people see, understand and act on data. Loops accelerates this mission, using powerful agentic AI to uncover the drivers behind business performance and surface where teams and agents can take action in real time,” said Mark Recher, executive vice president and general manager of Tableau.
“We built Loops around a simple idea: analytics should help businesses understand what drives their results and decide what to do next,” said Tom Laufer, CEO and Co-Founder of Loops. “Salesforce and Tableau share our vision for making actionable analytics accessible for every organization. Together, we’ll have the opportunity to bring what we’ve built to customers at an entirely new scale.”
The acquisition adds to Salesforce’s deals in Israel in recent years. In 2024, the company acquired Own for approximately $1.9 billion and bought the remaining shares in Zoomin for roughly $344 million in cash, having previously held a stake of less than 10% in the company. In 2025, Salesforce also acquired Israeli startup Doti, which specializes in AI-based enterprise search, in a deal valued at approximately $100 million. In all, Salesforce has acquired 10 Israeli companies to date.
The Loops acquisition is expected to close in early November of Salesforce’s fiscal 2027, subject to customary closing conditions.
