Salesforce Acquires Israeli AI Startup Loops for $30 Million

American software giant Salesforce is acquiring Israeli startup Loops, a developer of AI-powered analytics platforms. The deal, expected to close in early November, has not been officially disclosed but is estimated at approximately $30 million. As part of the acquisition, Salesforce will integrate Loops' technology and team into Tableau, its data analytics platform, as part of an ongoing effort to make its analytics systems more autonomous and AI-driven.

Loops was founded in 2020 by CEO Tom Laufer and CTO Ido Adiv, with Brian Balfour, founder of Reforge, also among the co-founders. Laufer previously led growth and analytics for Google in Europe, the Middle East, and Africa, while Adiv is a software engineer and entrepreneur who previously led R&D teams, including in an IDF intelligence and technology unit. Operating from Tel Aviv and the United States, the company previously raised at least $14 million in a seed round led by Scale Venture Partners in 2022, with participation from Cardumen Capital and other investors.

AI-Powered Analytics and Agentic Systems

Loops' product was originally built as a critique of traditional corporate dashboards: instead of inundating managers with endless graphs and numbers, the system analyzes company data to automatically identify the root causes affecting key performance indicators such as revenue, conversions, retention, and user engagement. Using machine learning models and causal analysis, the platform attempts to answer not only what changed, but why it changed and what actions should be taken.

Over the past year, Loops expanded its product toward AI agent capabilities, featuring "Scout," a tool that alerts users to anomalies, performs root-cause analysis, and generates insight summaries. The system delivers information directly through Slack, Microsoft Teams, or email, eliminating the need for users to proactively log into an analytics platform.

"Tableau has helped customers move from a data-driven organization to an agentic analytics organization. Loops' AI advances this by explaining why things happened and what to do next," said Marc Rheichert, an executive at Tableau.

Expanding Israeli Footprint

For Salesforce, the acquisition aligns with its strategy to transition Tableau from human-led data analysis to autonomous AI agents monitoring business performance, identifying trends, explaining shifts, and suggesting interventions. This acquisition adds to a series of recent major investments by Salesforce in Israel, highlighted by the 2024 acquisition of Own for roughly $1.9 billion, the purchase of Zoomin, and the 2025 acquisition of Israeli AI enterprise search startup Doti for an estimated $100 million.