Secoda
Secoda, founded in 2021 in Canada, was acquired by Atlassian in 2025 for an undisclosed sum, marking the endpoint of its short run as an independent data catalog startup.
Profile
Secoda provided an AI-powered data catalog that let companies search, discover, and govern their data assets across databases, warehouses, and analytics tools using natural language queries.
Secoda, founded in 2021 in Canada, was acquired by Atlassian in 2025 for an undisclosed sum, marking the endpoint of its short run as an independent data catalog startup. The company had raised $16 million in total venture funding, including a $14 million Series A led by Craft Ventures in September 2023, with participation from Abstract Ventures. Secoda built an AI-powered data search and cataloging platform that indexed metadata across a company's data stack—warehouses, BI tools, notebooks—and let users query it in natural language.
The product sat in the crowded data catalog and governance space, competing with tools like Alation, Collibra, and Atlassian's own in-house efforts. Its customer list included Vanta, Remote, Dialpad, Pendo, Deezer, Weights & Biases, Remitly, IQVIA, and 6sense, among others. The company was headquartered in Toronto and had roughly 40 employees at the time of the acquisition, according to public sources.
Atlassian folded Secoda into its Confluence and Jira product lines to add metadata management and AI-driven data discovery capabilities. The acquisition price was not disclosed. Secoda's founders, Etai Mizrahi and Sam Piggott, joined Atlassian as part of the deal.
The company's G2 rating at acquisition showed a 4.8 out of 5 stars based on user reviews. No independent revenue figures were ever publicly disclosed. The acquisition closed in 2025, and Secoda's website now redirects to an Atlassian landing page.
Who buys this
- Mid-market and enterprise data teams needing to catalog and govern metadata across multiple data sources
- Companies adopting AI/ML workflows that require governed, discoverable training data
- Organizations with decentralized data teams looking for a single source of truth for data assets
- Enterprises migrating to cloud data warehouses and needing lineage and impact analysis
Publicly disclosed clients
- Vanta
- Remote
- Dialpad
- Pendo
- Deezer
- Weights & Biases
- Remitly
- IQVIA
- 6sense
Strengths and what to watch
Strengths
- Acquired by Atlassian in 2025, validating the product's strategic fit for a major platform player in the knowledge management and collaboration space
- Raised $16 million from top-tier investors including Craft Ventures, indicating strong early investor confidence in the team and product vision
- Built a customer base of recognizable mid-market and enterprise names across tech, healthcare, and financial services, suggesting broad vertical applicability
Watch for
- Acquisition price was never disclosed, making it impossible to assess the financial return for investors or the company's ultimate valuation
- The data catalog market is crowded with well-funded incumbents (Alation, Collibra, Atlassian's own products) and open-source alternatives, raising questions about long-term differentiation
- No independent revenue figures were ever published, leaving the company's financial health and growth trajectory opaque to outside observers
Key Information
- Industry
- Data Governance & Catalog
- Founded
- 2021
- Headquarters
- Toronto, Canada
Frequently Asked Questions
What is Secoda and what does it do?
Secoda is an AI-powered data catalog that lets companies search, discover, and govern data assets across databases, warehouses, and analytics tools using natural language queries. It indexes metadata to provide a single source of truth for data teams.
Who acquired Secoda and when?
Atlassian acquired Secoda in 2025 for an undisclosed sum. The acquisition folded Secoda into Confluence and Jira product lines to add metadata management and AI-driven data discovery capabilities. Founders Etai Mizrahi and Sam Piggott joined Atlassian as part of the deal.
How much funding did Secoda raise before the acquisition?
Secoda raised $16 million in total venture funding, including a $14 million Series A led by Craft Ventures in September 2023 with participation from Abstract Ventures. No independent revenue figures were ever publicly disclosed, leaving financial health opaque.
Who were Secoda's main customers?
Secoda's notable customers included Vanta, Remote, Dialpad, Pendo, Deezer, Weights & Biases, Remitly, IQVIA, and 6sense. These spanned tech, healthcare, and financial services, indicating broad vertical applicability for mid-market and enterprise data teams.
What was Secoda's G2 rating at acquisition?
Secoda's G2 rating at acquisition showed 4.8 out of 5 stars based on user reviews. This high rating reflected positive user feedback on the platform's AI-powered data cataloging and natural language search capabilities.
How does Secoda compare to competitors like Alation and Collibra?
Secoda competed in the crowded data catalog and governance space with tools like Alation, Collibra, and Atlassian's own in-house efforts. Its AI-powered natural language querying and metadata indexing aimed to differentiate, but the market remains competitive with well-funded incumbents and open-source alternatives.
Sources
- www.secoda.co — Company homepage showing Atlassian acquisition banner, customer logos, and product description
- techcrunch.com — Details on $14 million Series A funding round led by Craft Ventures, total raised $16 million, and product description
- www.secoda.co — Official announcement of Atlassian's acquisition of Secoda
- www.g2.com — G2 rating and user reviews referenced in company's marketing materials