Salesforce has signed a definitive agreement to acquire Loops, an Israeli startup whose artificial intelligence technology explains why business metrics change rather than simply displaying the data.
The deal is estimated to be worth around $30 million, though neither company has disclosed the price.
Salesforce plans to fold Loops' technology and specialised team into Tableau, its data analytics platform, as part of a push toward what it calls agentic analytics, where AI continuously monitors performance rather than waiting for users to query dashboards.
Loops was founded in 2020 by chief executive Tom Laufer, a former Google growth and analytics lead for the EMEA region, and chief technology officer Ido Adiv, a former IDF technology and intelligence R&D lead.
Modest funding
It raised $14 million in a 2022 seed round led by Scale Venture Partners, with backers including former Airbnb product lead Lenny Rachitsky and executives from HubSpot, Pinterest, Airtable and Discord.
The platform uses machine learning and causal analysis to identify what drives shifts in revenue, conversion, retention and engagement.
Last year Loops created an AI agent called Scout, which flags anomalies and generates findings that can be delivered through Slack or email without a user logging into Tableau.
"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, Tableau's executive vice president and general manager.
The acquisition extends a run of Israeli dealmaking for Salesforce, which bought Own for approximately $1.9 billion and took full ownership of Zoomin for roughly $344 million in cash in 2024, then acquired AI search startup Doti for approximately $100 million in 2025.
The Loops deal is expected to close in early November of Salesforce's fiscal 2027, subject to customary closing conditions.
