ETL Is Now a Commodity – So Why Are You Still Paying a Premium?

ETL used to be a complex, specialised part of the data stack.

Now it’s longer a specialised function, it’s a commodity, yet many organisations are still paying inflated prices due to outdated, volume-based pricing models.

The function of moving and transforming data has become standardised, repeatable, widely available, and delivered by dozens of vendors.

It’s a commodity.

So why does it still feel like your ETL bill is going up quarter after quarter?

Let’s unpack what’s happening, and what to do about it.

 

The Problem Isn’t ETL Technology. It’s How You’re Being Charged.

Most ETL platforms still use volume-based pricing models that charge you for every row processed, regardless of whether the data is valuable, duplicated, or even used.

It doesn’t matter if 90% of your pipeline is unchanged.

You’re still billed for 100% of the rows that pass through.

This pricing model:

• Punishes scale, even when your usage stays the same
• Makes cost forecasting hard for both finance and data teams
• Incentivises inefficiency, vendors benefit from excess processing
• Treats a commodity like a luxury product
  

It’s not just outdated. It’s extractive.

 

What Should Pricing Look Like for a Commodity?

If ETL is now a commodity, your pricing model should reflect that reality.

Here’s what that means:

• You should pay for actual infrastructure usage, not arbitrary row counts
• You should be able to forecast spend with confidence
• You should have visibility into what you’re paying for and why
• You should be rewarded for clean, efficient data operations, not penalised for them
  

At Matatika, we call this performance-based pricing.

It’s how ETL should work in 2025.

 

But Even If You Agree, One Question Remains

“How do we switch without breaking things?”

This is what holds most teams back.

Even when they know their current platform is too expensive…
Even when leadership wants to cut spend…
Even when they’ve explored better options…

The fear of disruption stops the decision.

That’s why we built Mirror Mode.

 

Mirror Mode: Switch Without the Risk

Mirror Mode lets you run Matatika alongside your current ETL platform, so you can validate everything before making the switch.

You get:

• The same data sources
• The same transformation logic
  
• Live, side-by-side comparisons of outputs
  
• No schema changes or rebuilds
  
• Zero disruption to existing reports or workflows
  
• And no billing until you go live

It’s a way to prove the switch works, before you commit to anything.

 

Why This Matters to Data and Finance Teams

💡 For Data Leaders

• You get clarity, not complexity
• You protect your team from firefighting during a transition
  
• You build confidence internally, because you’ve already validated it

💡 For Finance

• You avoid double payment
  
• You get a clean view of comparative costs
  
• You turn a risky migration into a clear, ROI-driven decision

 

You Don’t Need to Justify a Switch You Haven’t Tested

Most renewal conversations go like this:

“We want to move… but we can’t take the risk right now.”

Mirror Mode changes the conversation.

Instead of asking for budget approval based on a pitch,

You present a working solution, with validated output, a clean cost model, and a transition plan.

You move from guessing to proving. From delaying to deciding.

 

Want to Know What Your Real ETL Costs Should Be?

Let’s run a Renewal Planning Session, a focused, no-pressure session where we’ll take a look at your current ETL setup and walk you through:

• Where you’re likely overspending
  
• What side-by-side validation looks like using Mirror Mode
  
• How to map out a risk-free transition on your timeline

This isn’t a sales call.

It’s a practical way to get clarity, test the thinking, and prepare for renewal with confidence.

📅 If your renewal’s coming up, or you’re just tired of guessing, this is your first step.

👉 Book your Renewal Planning Session 

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