This probably isn't the best place for an extended comparison, but since it's our launch post, I'll try to close the thread with a couple corrections for factuality. If anyone is interested in a deep-dive, email hello@hightouch.io, and I'm happy to set one up personally. And, I'm sure the team at Grouparoo would be willing to do the same ("contact us" at bottom of their website).

    * Add tags to contacts in mailchimp, zendesk or make lists of them in customer.io, Pardot, etc based on segmentation. I believe Hightouch Audiences is more like a filter.

With static mappings, audiences can be synced to destinations as tags :). The magic is in the abstractions, not features!

    * Full workflow with branches, PRs, test suite in a repo. I saw Hightouch added git syncing to a known branch yesterday and it looks cool, but it's not the full workflow yet.

Lots more coming soon here. Our git integration is bidirectional so you can totally do that stuff in git, but UI support is on the way. We've found the UI experience is a lot better of an experience than code for _most_ Reverse ETL workflows... so I see the value in this - I'lll check it out

If I have to be honest, the biggest thing that customers love about our product is that it works and accomplishes their use cases. Platform features are cool, but from time to time, I have to remind myself that Fivetran has proven that integrations and actually working comes first, and it is volume but not _just_ volume... our philosophy (destinations as a product), design, and progress there is quite differentiated from the space. You can read more in our Series A announcement from a few months ago at https://hightouch.io/blog/series-a

PS: I haven't tried Grouparoo in a while. I do love the concepts, will give it a swing!