Salesforce said it has signed a definitive agreement to acquire Loops, an AI-powered analytics platform that continuously monitors business performance, explains why key metrics change and recommends what to do next. The company did not disclose the price, but the Israeli business daily Calcalist reported the deal is estimated at approximately $30 million. The transaction is expected to close in early November of Salesforce's fiscal year 2027, subject to customary closing conditions.
The plan is to fold Loops' technology and specialized team into Tableau, Salesforce's data visualization and analytics business. Mark Recher, executive vice president and general manager of Tableau, framed the acquisition as an acceleration of the platform's shift from dashboards that people open to agents that come to them. "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," Recher said in the announcement.
Loops was founded in 2020 in Tel Aviv by CEO Tom Laufer, who previously led growth and analytics for Google across the EMEA region, and CTO Ido Adiv, a software engineer who ran R&D teams inside an Israeli intelligence and technology unit; Reforge founder Brian Balfour is also listed among the co-founders. The company raised a $14 million seed round in 2022 led by Scale Venture Partners, with participation from Cardumen Capital and a roster of product and growth executives including former Airbnb product lead Lenny Rachitsky.
The product's pitch starts from a familiar complaint: corporate dashboards tell managers what happened without explaining why. Loops connects to a company's data sources and uses machine learning models and causal analysis to identify the factors moving metrics such as revenue, conversions, retention and engagement. Last year it extended that engine into an agent called Scout, which watches key performance indicators, flags trends and anomalies, investigates root causes and generates written summaries of its findings — delivered through Slack and email, so users never have to log into an analytics tool to receive them.
That headless, trigger-based delivery is the part Salesforce emphasized. In its announcement, the company described agentic analytics as the ability to identify what drives business performance, prioritize actions and move from insight to action in the flow of work, with Loops capable of being invoked directly from Slack and email to monitor KPIs and surface what is driving change without a user initiating an analysis.
The acquisition is the eleventh for Salesforce in Israel by Calcalist's count, following the roughly $1.9 billion purchase of data protection firm Own in 2024, the purchase of the remaining shares in Zoomin for about $344 million, and the 2025 acquisition of AI enterprise search startup Doti for a reported $100 million. The country has become a reliable hunting ground for the company's agent-related engineering talent.
The deal landed on a good day for Salesforce stock. Shares rose as much as 3.6% at Monday's open, and Bank of America doubled up its rating, moving the stock from Underperform to Buy and lifting its price target from $160 to $285. Analyst Tal Liani told clients that AI is more likely to deepen dependence on incumbent software platforms than to disrupt them, noting that conversations with CIOs suggested large enterprises are unlikely to replace systems that house their business logic, data, workflows and compliance frameworks.
The strategic logic runs in both directions. Analytics vendors are racing to turn passive reporting surfaces into systems that recommend and eventually execute actions, and Salesforce — like Microsoft with Power BI and Google with Looker — does not want its visualization layer to become the dumb endpoint in an agent-driven workflow. For a company spending heavily on its Agentforce platform, buying a small causal-analysis team for an estimated $30 million is a comparatively cheap way to make its analytics answer the only question executives actually ask: what changed, and what should I do about it.
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