June Product Updates: New APIs, Smarter Alerts, and a Smoother Snowflake Flow

New in June: API support, rate limits, new connectors, ML-based anomaly detection, webhook alerts, and easier Snowflake setup.

Or Dubinksy, Head of Product, Matia

July 8, 2025

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min read

We’re back with another round of product wins. In May and June, we focused on giving you more control over your integrations, some new integrations, tighter observability, and more secure connection flows. You’ll find new tools to automate setup, monitor smarter, and integrate more deeply with your internal systems.

Control your integrations & new connectors

New API endpoints for integrations

This is especially useful for platform teams looking to standardize deployments across multiple environments or save time when onboarding new sources.

You can now manage nearly every part of your integration setup through API. Create assets, assign tags, and spin up new integrations programmatically. For teams managing large or frequently changing environments, this makes automation easier and reduces the need to hop into the UI.

Set rate limits per integration

You can now define custom rate limits on a per-integration basis. This helps you manage throughput across platforms like Stripe, Salesforce, or HubSpot, and prevents throttling or rejected requests.

New connectors

Matia has allowed for bi-directional syncs from the start, meaning you can do both ETL and reverse ETL in one platform. We added four new connectors to help teams unify their data across analytics, customer success, logistics, and outbound messaging.

You can now integrate:

STAT Search Analytics – bring in keyword tracking and search visibility insights into your warehouse

Vitally – sync customer health and engagement metrics from your CS platform

Shipbob – A highly-requested connector from many of our logistics customers, Shipbob allows you to pull order, fulfillment, and logistics data from your 3PL

Attentive – Matia’s newest destination connector, enabling you to push enriched customer data directly into your SMS campaigns via reverse ETL
These additions make it even easier to operationalize data across your go-to-market stack and serve cross-functional teams.

A better observability experience

Machine learning (ML) that adapts to your pipelines

Anomaly detection is all about striking the right balance. If your alerts are too sensitive, your team will eventually start ignoring them; however, if the appropriate thresholds are not in place, it can wreak havoc on your data pipelines.

Our ML detection engine is here to find that balance. Unlike static thresholds or rule-based alerts, Matia’s ML-powered approach adapts to your historical patterns and flags only the deviations that matter. Whether it's a drop in sync volume or a spike in run failures, you’ll catch it before your stakeholders do.

That means fewer false positives, fewer noisy alerts, and more focus on meaningful incidents.

Redesigned monitor page

We redesigned the monitor page to give you faster access to the insights that matter most. Key upgrades include:

Faster load times across the board
Easier filtering by monitor type, asset, or tag
A new global search bar to quickly find the monitors you need

If you’re managing a complex data environment, this redesign makes your daily workflows smoother and more efficient.

Webhooks for all

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Incident notifications are never fun, but they're a necessary part of any maturing data management program. That's why Matia now support real-time notifications via webhooks, allowing for ultimate flexibility and integration into your existing systems and workflows. When an incident occurs, Matia can send a notification to platforms, ticketing systems, or automation tools you already use.

While no one wants additional Jira tickets, being able to have Matia automate the process can relieve some of the burden so your team can focus on resolving the issue at hand.

Easier Snowflake setup: Unified flow and key-pair

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On the heels of Snowflake Summit and our partnership announcement, we’ve been deepening our capabilities with Snowflake, and making it easier than ever to establish a connection with security top of mind. This enables both Matia’s enterprise customers to continue to deepen their use of the platform, and enables our startup customers to move even faster when onboarding to Matia.

First, we created a step-by-step unified setup wizard. Users can connect ETL, Reverse ETL, Catalog and Observability in one spot. The setup is customized for each user role, which provides increased visibility into cost and maintenance. Users simply choose the Matia platform products they need, add the account information and the platform walks you through the process of setting everything up, from whitelisting Matia’s IPs to generating the Snowflake SQL commands in your console to set up the required permissions. It’s pretty seamless.

Next, users can also now connect their Snowflake environment to Matia using a secure key-pair authentication method - whether encrypted or unencrypted.

This eliminates the need to manage static credentials and aligns with best practices for enterprise security. Whether you’re setting up Snowflake for the first time or migrating to key-based auth, the process is now faster and more secure.