Salesforce is expanding its artificial intelligence capabilities by acquiring Loops, an Israeli startup that uses AI to explain changes in business performance and recommend potential next steps. The deal is estimated to be worth around $30 million, although the companies have not officially disclosed the acquisition price.
Salesforce plans to integrate Loops’ technology and team into Tableau, its data analytics platform, as it works towards more autonomous analytics that can identify business trends, investigate their causes, and suggest actions.
Founded in 2020, Loops was established by CEO Tom Laufer and CTO Ido Adiv. Laufer previously led growth and analytics for Google across the Europe, Middle East and Africa region. Adiv is an entrepreneur and software engineer who has led research and development teams, including within Israel’s technology and intelligence units. The company operates in Tel Aviv and the United States.
In 2022, Loops raised $14 million in a seed funding round led by Scale Venture Partners, with participation from Cardumen Capital and several product and growth executives, including former Airbnb product lead Lenny Rachitsky and professionals associated with HubSpot, Pinterest, Airtable, and Discord.
The startup developed its platform to address a common limitation of traditional business dashboards, which show performance metrics but often fail to explain the reasons behind changes. Its technology connects to company data sources and uses machine learning and causal analysis to identify factors influencing revenue, conversions, customer retention, and user engagement.
Last year, Loops expanded into AI agents with Scout, a capability that monitors key performance indicators, identifies trends and anomalies, investigates their causes, and generates summaries. The technology can also deliver insights through Slack and email, allowing users to receive updates without opening an analytics platform.
The acquisition supports Salesforce’s broader effort to move Tableau beyond manual data analysis towards AI agents that continuously monitor business performance and provide explanations and potential actions.
“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 deal adds to Salesforce’s acquisitions in Israel. In 2024, the company acquired Own for approximately $1.9 billion and purchased the remaining shares in Zoomin for around $344 million in cash. In 2025, it acquired Israeli AI-based enterprise search startup Doti in a deal valued at approximately $100 million. 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.
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