About the Flatfile Rebrand

Flatfile (the company) is now Obvious. Flatfile (the product) remains unchanged. Your implementation, contract, and support continue exactly as they are today.

What Changed

You'll soon see the Obvious name and logo across our website and communications. Your Flatfile product experience stays the same—same features, same APIs, same integrations, same support team.

Why We Made This Change

For seven years, we've solved data migration problems. We built a workspace where services teams and customers collaborate to prepare data for import, eliminating manual work and project time by over 70%. With our new AI features, teams and customers now collaborate alongside AI agents to migrate data more consistently and efficiently.

We started seeing the same patterns beyond data migration. All organizations need clean data and want to collaborate cross-functionally—with customers and AI agents—to solve their biggest problems. The principles and infrastructure Flatfile was built upon could be applied to other pressing business issues.

Flatfile is a name anchored to efficient data preparation. It remains the name of the data migration product you use. Obvious is the company name and the AI workspace we've launched to support teams across broader use cases. We chose a name that fits both what we do today and where we're headed.

What is Obvious?

Obvious is an AI-first workspace where a capable AI agent supports you in getting work done. It creates artifacts (docs, slide decks, workbooks, etc.), transforms and synthesizes data, writes code, performs deep research—whatever is on your task list. The agent can build integrations with any of your data sources or tools to help you keep all of your work in one place.

While Flatfile is typically used by enterprise services teams and systems integrators, Obvious is for everyone. Within enterprises, teams like Product, Marketing, Operations, Customer Success, and more will find value. It's also designed to support entrepreneurs, agencies, small businesses—anyone who needs to create deliverables, conduct research, manage projects, or build systems.

How it's different from ChatGPT: ChatGPT gives you answers. Obvious produces outcomes—completed deliverables ready to review and ship. Your work is associated to projects where the agent works from your business context and project memory to perform work like a senior member of your team.

Relationship to Flatfile: Obvious is a separate product. While it can solve similar problems to Flatfile, the approach and user experience is different. Obvious is not specifically focused on data migration and can handle broader work such as analysis, planning, documentation, and building. Both products are strategic to our business.

What This Means for Your Flatfile Implementation

Implementation: Nothing changes. Same features, same APIs, same integrations.

Contract: Same terms, same pricing, same renewal schedule.

Support: Same team, same SLAs, same channels. Reach us the same way you always have.

Login: Same URL, same credentials, same dashboard.

Integrations: All integrations continue to work without modification.

Future support: Flatfile remains in active, long-term support. We're committed to maintaining reliability, security, and performance. Your implementation will continue to receive the same level of support and maintenance it does today.

Frequently Asked Questions

Is Flatfile being deprecated or sunset?
No. Flatfile remains our core product and continues to be fully supported. We're not deprecating features or changing pricing.

Do I need to do anything?
No. Your Flatfile experience stays the same.

Is this a pivot?
No. This is an expansion. Obvious is an additional product that serves a broader set of use cases.

Can I use Obvious if I'm already a Flatfile customer?
Yes. We're offering early access to Flatfile customers first. Reach out to your CSM or email us at success@flatfile.com.

Will Obvious cost extra?
Obvious is a separate product from Flatfile. Obvious is free while we're in early access. When we move to general availability, we'll share pricing details.

Does Obvious replace Flatfile?
No. While Obvious can be used to solve similar problems to Flatfile, the approach and user experience is different. Flatfile remains the purpose-built solution for data migration projects.

Is Obvious built on the same infrastructure as Flatfile?
Obvious uses what we learned building Flatfile—handling messy inputs, adapting to workflows, building reliable infrastructure—but it's a separate product with its own architecture.

Can Obvious integrate with Flatfile?
Yes. If you use both products, you can use Obvious to create a connection between the two systems. For example, you could have Obvious evaluate a Flatfile project and produce a summary doc with visualizations about the data.

What about security and compliance?
Obvious follows the same security standards as Flatfile: SOC 2 Type II, GDPR compliant, encryption at rest and in transit. Full details at obvious.ai/security.

What data does Obvious access?
Only what you connect. You control which data sources Obvious can access. We do not use customer data for training external models, and our AI systems do not retain raw customer data for generalized model learning.

Where can I learn more about Obvious?
Visit obvious.ai, talk with your Customer Success Manager, or reach out to us at success@flatfile.com.

Still Have Questions?

Email us at success@flatfile.com or reach out to your Customer Success Manager.