Hex vs Whatagraph
Side-by-side trajectory, velocity, and editorial themes.
Hex bets the product on prompt-as-authoring: data apps are now one sentence away.
Hex is in the most aggressive AI-agent build-out of any analytics tool we track. The last month has stacked: repo connections as agent context, Generative Data Apps, prompt-to-dashboard, context suggestions, user memory, projects-as-context, and a CLI for programmatic context control. Around it, the surface has been extended with Hex-in-Claude, Hex-in-Cursor, a ClickHouse partnership, and Google Sheets export.
Hex is reorganizing itself around an agent that the user steers with prompts and grounds with context. Each release adds either more context channels (repos, projects, semantic models, memory, guides) or more places the agent can act (apps, dashboards, third-party clients). The product surface is being recast: notebooks remain, but the primary entry point is becoming the prompt. Expect Hex to keep stacking context sources and to start moving from authoring assist into autonomous, scheduled, agent-driven workflows.
Next plausible moves: agent-authored scheduled jobs or alerts, deeper integrations with semantic layer tools (dbt-style metric stores) as context sources, and more co-pilot embeddings in third-party editors. A pricing tier tied to agent usage is increasingly hard to delay.
Whatagraph adds Data Storage and a Snowflake source — agency reports stop waiting on live API calls.
Whatagraph is moving from 'report builder over live API connections' to 'managed data layer plus report builder.' Two recent releases anchor the shift: Data Storage lets Whatagraph store customer data on its own infrastructure with a 24-month default backfill, and Snowflake has been added as a first-party data source so warehouse tables can sit alongside paid media and web analytics in the same report. Around that, the company is filling in standard reporting depth — GeoMap widget, conditional formatting, Gauge and Heatmap widget types — plus broader integration coverage like bol. Retailer and Advertising for Benelux retail media and a rebuilt event-level CallTrackingMetrics.
The product is pushing toward becoming an agency-grade marketing reporting platform that also owns the data plumbing. Historically agencies had to choose between Whatagraph-style report builders (fast but live-API constrained) and BigQuery-based stacks (flexible but heavyweight). Whatagraph's managed Storage destination collapses that choice, and the Snowflake source pulls customer-warehouse data directly into the reporting surface — both moves widen the addressable customer set into mid-market and larger agencies.
Expect the next quarter to deepen the data layer: a SQL-style transformation interface on stored data, more warehouse sources (likely Databricks or Redshift), and a billing change that splits the storage layer from the report-builder seat licenses. The GeoMap widget will exit beta with continent-grouped drill-downs.
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