Facet Data

Based in New York, Facet Data operates a no-code collaborative data analytics platform that allows enterprise teams to integrate and visualize information from cloud warehouses without writing complex SQL. The system connects directly to major cloud data repositories, originating from advertising technology previously utilized by companies such as Twitter and Snap. The company generates revenue through a combination of platform fees and annual per-user licensing agreements across various global enterprise industries. In June 2021, the enterprise secured $8 million in seed funding in a round led by Harrison Metal, with additional participation from Bedrock. Following this initial capital injection, the organization announced strategic plans to expand its remote-first workforce to approximately 35 employees. Facet Data was established in 2021 as a spin-off from Metamarkets, with operations spearheaded by founding executives Kevin Weatherman and Herman Yang.

Facet Data

Facet Data, also known as Facet, is a data visualization startup that spun out from Snap Inc. in 2021, specializing in tools that connect directly to clients' cloud data warehouses for real-time analysis without data duplication.[1]

The company targets adtech, martech, and fintech firms handling high-volume transactions, with early clients including Branch Metrics, MobilityWare, and Catch. It raised $8 million in funding to expand its team to around 35 employees, primarily in product and engineering, amid booming demand for visualization tools following major acquisitions like Salesforce's $15.7 billion purchase of Tableau and Google's $2.6 billion acquisition of Looker.[1]

Origin Story

Facet emerged as a spin-off from Snap Inc., evolving from the acquired data visualization tool Metamarkets. CEO Matt Weatherman leads the company, emphasizing a model that leverages clients' existing cloud infrastructure to avoid costly data movement.[1]

The idea gained traction in 2021 with an $8 million funding round, enabling plans to double headcount and serve software-led companies processing millions of daily transactions. Pivotal early wins included live deployments with Branch Metrics (mobile measurement), MobilityWare (gaming), and Catch (payments), positioning Facet for expansion into consumer-facing giants like DoorDash.[1]

Core Differentiators

• Direct Cloud Integration: Unlike competitors such as Imply, Looker, or Tableau, Facet plugs straight into clients' cloud data warehouses, eliminating data duplication, reducing costs, errors, and processing time.[1]
• Cost and Efficiency Focus: This model saves clients money by avoiding separate storage and is harder for rivals to replicate, with claims of superior speed for high-transaction environments.[1]
• Targeted Market Fit: Optimized for adtech, martech, and fintech with massive daily data volumes; plans to scale to consumer apps generating per-interaction transaction data (e.g., deliveries involving payments to drivers, restaurants, and taxes).[1]
• Growth-Oriented Team: Post-funding expansion targets 65% product/engineering hires to enhance the interface and client onboarding.[1]

Role in the Broader Tech Landscape

Facet rides the wave of explosive growth in data visualization, fueled by brands reclaiming control over customer data amid tech giants' massive investments—Salesforce's Tableau deal and Google's Looker acquisition signaled a $18+ billion market shift.[1]

Timing aligns with cloud-native data strategies, where companies avoid legacy ETL pipelines; Facet's non-duplicative approach counters rising cloud storage costs and compliance demands in regulated sectors like fintech. It influences the ecosystem by enabling faster insights for product-led firms, potentially accelerating decisions in competitive spaces like mobile ads and gaming, while paving the way for broader adoption in consumer data-heavy apps.[1]

Quick Take & Future Outlook

Facet's direct-integration model positions it for outsized growth in a maturing visualization market, with headcount doubling and client diversification from B2B to high-scale consumer players like DoorDash as key milestones.[1]

AI-driven analytics trends and escalating data volumes from real-time transactions will amplify its edge, though competition from entrenched players like Tableau (which also supports cloud connections) demands relentless innovation. Expect Facet's influence to grow by democratizing warehouse-native viz for mid-market firms, evolving from niche adtech tool to essential infrastructure in the cloud data economy—reinforcing its spin-off roots as a lean, focused disruptor.