September 2026 Edition, published · The permanent record of that edition, superseded since. The current standing is on the category page →
Index › IT › Data platform › ETL · September 2026 Edition

ETL and ELT

Asked as “ETL tool”, and as “data pipeline and ELT platform”, on behalf of a mid-market B2B company. 47 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
32%
Contested · Fivetran 32%
32Airbyte32Fivetran15Integrate.io21others

32% of first choices, contested.

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.

The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a mid-market B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Airbyte32%4%50endorsed leader
02Fivetran32%17%53endorsed leader
03Integrate.io15%8%24accepted challenger
04Hevo Data6%12%25accepted challenger
05Stitch4%21%29accepted challenger
06Talend4%40%30criticized challenger
07Apache NiFi2%18%11accepted challenger
Show the seven products at 0%, ordered by negative rate
14Informatica Intelligent Data Management Cloud0%43%14criticized challenger
12AWS Glue0%17%18accepted challenger
10Matillion0%12%26accepted challenger
08dbt0%0%39accepted challenger
09Apache Airflow0%0%27accepted challenger
11Azure Data Factory0%0%15accepted challenger
13Skyvia0%0%10accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
All twenty-one head-to-head pages: the top seven products, each against each

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
07
08
09
10
11
12
13
14
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative50%
Key
01Airbyte32%
02Fivetran32%
03Integrate.io15%
04Hevo Data6%
05Stitch4%
06Talend4%
07Apache NiFi2%
08dbt0%
09Apache Airflow0%
10Matillion0%
11Azure Data Factory0%
12AWS Glue0%
13Skyvia0%
14Informatica Intelligent Data Management Cloud0%

What they warned about

One of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, GPT-5.4 mini, Gemini 3.5 Flash, Grok 4.20, Mistral Small, DeepSeek V4 Flash, Llama 4 Maverick, Qwen 3.7 Flash, Kimi K2, GLM 4.7 FlashX and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Talend
40%
12 of 30 labels negative · 8 of 12 models · 6 hard negative
“Why to avoid: Any existing Talend Open Studio pipelines are running on frozen, unpatched 2023-era Java and JDBC drivers.” Gemini 3.5 Flash, negative prompt
Fivetran
17%
9 of 53 labels negative · 7 of 12 models · 1 hard negative
“One of the most widely-cited cautionary examples right now... Users report bills jumping 35–70%” DeepSeek V4 Flash, negative prompt
Microsoft SQL Server Integration Services
62%
5 of 8 labels negative · 5 of 12 models · 3 hard negative
“Why to avoid: Tightly coupled to Windows ecosystem, difficult to maintain, poor schema evolution support” GLM 4.7 FlashX, negative prompt
Informatica Intelligent Data Management Cloud
43%
6 of 14 labels negative · 5 of 12 models · 2 hard negative
“Legacy ETL Tools with Vendor Lock-in Examples: Older Informatica versions, IBM DataStage, legacy SAP Data Services” Kimi K2, negative prompt

What they cite

Twelve of the twelve models returned a source list in this edition: four return the pages they cited and eight the search results they consulted.

Sites the answers cite

61 of 72 answers in this category came back with a source list, from 12 of 12 models: citations where the model returns them, or the search results it consulted. 785 links across 190 sites, every framing counted. Ranked by the number of answers carrying the site or page.

vendor site · Integrate.io44 answers · 70 citations · 11 models
vendor site · Hevo Data33 answers · 54 citations · 11 models
vendor site · Airbyte22 answers · 35 citations · 8 models
vendor site · Fivetran22 answers · 28 citations · 9 models
22 answers · 22 citations · 10 models
21 answers · 21 citations · 10 models
vendor site · Estuary20 answers · 23 citations · 9 models
vendor site · Skyvia17 answers · 17 citations · 10 models
17 answers · 17 citations · 7 models
13 answers · 38 citations · 9 models
vendor site · Stacksync13 answers · 14 citations · 8 models
vendor site · Weld11 answers · 15 citations · 8 models

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

Search against answers

Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best etl tool”, “etl tool”, “etl tools”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
Company and productsShareOwn site citedName searches, GoogleAI search demand, est.Organic visitsPaid search a month, est.Google ads, last 30 daysBest Google position
Airbyte airbyte.com32%1566,60012017,507$320425
Fivetran fivetran.com32%16818,10047641,501$126975
Integrate.io integrate.io15%67110253,33631
Hevo hevodata.com
Hevo Data 6%
6%937202916,828 company182
Stitch stitchdata.com4%59823,000214,9768,859
Talend qlik.com4%1142,900235705,83155
Apache NiFi nifi.apache.org2%212,9001293,411
Rivery rivery.io2%81,3002818,376
MuleSoft mulesoft.com
MuleSoft Anypoint Platform 2%
2%25514,8001,31473,982 company99
dbt getdbt.com0%905,59075,75312

Google's top ten for the three searches hold 19 sites; 5 of them are among the sites the models cited here (airbyte.com, fivetran.com, hevodata.com, integrate.io, reddit.com). The first result for “best etl tool” is reddit.com.

How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHide
ModelDirect“What is the best ETL tool for a mid-market B2B company?”Paraphrase“Which data pipeline and ELT platform would you recommend to a mid-sized B2B company?”Comparative“What are the top ETL tools and how do they differ?”Budget-constrained“What is the best ETL tool for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating a ETL tool. What should we look at?”Negative“Which ETL tools should I avoid or be cautious about?”
Claude Haiku 4.5MuleSoft Anypoint Platform, Talend
Three alternativesAWS Glue, Apache Airflow, Azure Data Factory
against: Informatica Intelligent Data Management Cloud
no first choiceChangedWeld
Four alternativesAirbyte, Estuary Flow, Fivetran, Matillion
Airbyte
Three alternativesApache Airflow, Apache NiFi, Pentaho Data Integration
no first choiceagainst: AWS Glue, Apache Kafka, Fivetran, Pentaho Data Integration
GPT-5.4 miniAirbyte, Fivetran
One alternativeAWS Glue
FivetranChanged
Eight alternativesAirbyte, Apache Airflow, Apache Kafka, Apache Spark, Google BigQuery, Rivery, Snowflake, dbt
Airbyte, Fivetran
Five alternativesAWS Glue, Azure Data Factory, Informatica Intelligent Data Management Cloud, Matillion, Talend
Airbyte
Two alternativesApache NiFi, dbt
against: Fivetran, Talend
no first choiceagainst: Fivetran, Informatica Intelligent Data Management Cloud, Matillion, Talend
Gemini 3.5 FlashFivetran
Five alternativesAirbyte, Estuary Flow, Hevo Data, Integrate.io, dbt
AirbyteChanged
Five alternativesEstuary Flow, Fivetran, Sling, dbt, dlt
Fivetran, dbt
Seven alternativesAWS Glue, Airbyte, Azure Data Factory, Confluent Cloud, Estuary Flow, Informatica Intelligent Data Management Cloud, Integrate.io
Airbyte, Hevo Data
Three alternativesEstuary Flow, Meltano, dbt
against: Talend
Fivetran, Stitch
Three alternativesAirbyte, Meltano, Rivery
against: AWS Glue, Apache NiFi, Azure Data Factory (ADF) Mapping Data Flows, Fivetran, IBM DataStage, Informatica PowerCenter, Luigi, Microsoft SQL Server Integration Services, Oracle Data Integrator, Stitch, Talend
Perplexity SonarIntegrate.io
Four alternativesAirbyte, Fivetran, Matillion, dbt
Integrate.ioHeld
Three alternativesAirbyte, Fivetran, Skyvia
Fivetran
Eight alternativesAWS Glue, Airbyte, Apache Airflow, Azure Data Factory, Databricks Lakeflow, Informatica Intelligent Data Management Cloud, Matillion, dbt
Airbyte
Three alternativesHevo Data, Skyvia, Stitch
no first choiceagainst: IBM DataStage, Informatica PowerCenter, Microsoft SQL Server Integration Services, Talend
Grok 4.20Fivetran, Integrate.ioagainst: StitchFivetranChanged
Two alternativesAirbyte, dbt
against: Hevo Data, Informatica Intelligent Data Management Cloud, Integrate.io, Talend
no first choiceAirbyte
Three alternativesHevo Data, Pentaho Data Integration, Skyvia
against: Apache NiFi
no first choice
Two alternativesFivetran, dbt
against: Airbyte, Alteryx, Databricks Lakeflow, Fivetran, Informatica PowerCenter, Matillion, Microsoft SQL Server Integration Services, Talend
Mistral SmallFivetran
Three alternativesApache Airflow, Integrate.io, dbt
Fivetran, Hevo DataChanged
Two alternativesAzure Data Factory, dbt
Integrate.io
Three alternativesAirbyte, Fivetran, Stitch
against: Oracle Data Integrator
Airbyte
Three alternativesBladePipe, Hevo Data, Skyvia
no first choicenothing named
DeepSeek V4 FlashFivetran
Six alternativesAirbyte, Apache Airflow, Hevo Data, Integrate.io, Matillion, dbt
AirbyteChanged
Two alternativesAzure Data Factory, dbt
against: Fivetran, Hevo Data, Integrate.io, Stitch
no first choice
Five alternativesAirbyte, Fivetran, Hevo Data, Integrate.io, dbt
Airbyte
Five alternativesApache Airflow, Apache NiFi, Fivetran, Talend, dbt
no first choiceagainst: AWS Glue, Databricks Lakeflow, Fivetran, Hevo Data, Informatica Intelligent Data Management Cloud, Matillion, Microsoft SQL Server Integration Services, Talend
Llama 4 MaverickIntegrate.io
Three alternativesApache Airflow, Fivetran, dbt
RiveryChanged
Two alternativesIntegrate.io, Talend
no first choiceHevo Data
Five alternativesAirbyte, Altova MapForce, Integrate.io, Stitch, dbt
no first choicenothing named
Qwen 3.7 FlashIntegrate.io
Four alternativesAirbyte, Fivetran, Skyvia, dbt
FivetranChanged
Four alternativesAzure Data Factory, Matillion Data Orchestrator, Stitch, dbt
Airbyte, Fivetran
Two alternativesApache Airflow, Matillion
against: Informatica PowerCenter, MuleSoft Anypoint Platform
Airbyte, Stitch
One alternativeAWS Glue
against: Fivetran
no first choiceagainst: Boomi, IBM DataStage, Informatica PowerCenter, Microsoft Access, Oracle Forms / Reports, Pentaho Data Integration, Talend
Kimi K2Airbyte, Fivetran
Three alternativesIntegrate.io, Matillion, dbt
FivetranChanged
Five alternativesAirbyte, Google BigQuery, Hevo Data, Snowflake, dbt
against: Stitch
Airbyte, Fivetran
One alternativedbt
against: Informatica Intelligent Data Management Cloud, Talend
Airbyte
Three alternativesApache NiFi, Fivetran, Talend
Integrate.io
Three alternativesAirbyte, Fivetran, Matillion
against: Airbyte, Celigo, Databricks Lakeflow, Fivetran, IBM DataStage, Informatica Intelligent Data Management Cloud, SAP Data Services, Stitch
GLM 4.7 FlashXIntegrate.io
Five alternativesAirbyte, Fivetran, Matillion, Peliqan, Talend
FivetranChanged
Three alternativesAirbyte, Snowflake, dbt
against: Stitch
no first choice
Fourteen alternativesAirbyte, Apache Airflow, Apache NiFi, Apache Spark, Fivetran, Hevo Data, Informatica PowerCenter, Integrate.io, Matillion, Meltano, Microsoft SQL Server Integration Services, Stitch, Talend, dbt
Airbyte
Six alternativesApache NiFi, Estuary Flow, Fivetran, Meltano, Skyvia, dbt
no first choiceagainst: Informatica PowerCenter, Microsoft SQL Server Integration Services, Pentaho Data Integration, Talend
MiniMax M2.5Airbyte, Fivetran
One alternativeIntegrate.io
FivetranChanged
Four alternativesAirbyte, Azure Data Factory, Matillion, dbt
no first choiceApache NiFi, Talend
Eight alternativesAWS Glue, Apache Airflow, Azure Data Factory, Fivetran, Google Cloud Dataflow, Hevo Data, Skyvia, Stitch
no first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 13:36no05 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 11:53yes37 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-17 09:23yes1225 s
Direct recommendationPerplexity Sonarsonar2026-09-17 14:13yes205 s
Direct recommendationGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 10:32yes4025 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-17 10:57yes54 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 11:41yes1317 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 12:09yes63 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 13:28yes1030 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-17 13:10yes920 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 10:22yes1235 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 09:40yes517 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 10:09no04 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 09:26no03 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-17 12:16yes1024 s
ParaphrasePerplexity Sonarsonar2026-09-17 10:08yes204 s
ParaphraseGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 12:40yes2513 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-17 11:49yes57 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-17 13:22yes2549 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 12:52yes53 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 13:01yes532 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-17 10:21yes1526 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 11:11yes1597 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 11:55yes526 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 12:40yes99 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 12:29yes410 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-17 13:07yes2031 s
ComparativePerplexity Sonarsonar2026-09-17 12:09yes209 s
ComparativeGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 12:07yes2313 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-17 09:29yes57 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 11:09yes817 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 12:53yes52 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 10:17yes528 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-17 13:07yes1027 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 11:44yes1943 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 10:15yes568 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 10:13yes98 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 10:22no03 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-17 13:50yes1319 s
Budget constrainedPerplexity Sonarsonar2026-09-17 14:04yes205 s
Budget constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 09:27yes3113 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-17 12:50yes55 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 13:11yes1016 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 10:53yes53 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 11:29yes1856 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-17 12:43yes517 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 12:14yes13123 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 11:15no049 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 12:49no07 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 11:27no06 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-17 12:02no017 s
Scale constrainedPerplexity Sonarsonar2026-09-17 11:25yes209 s
Scale constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 14:12yes1913 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-17 10:11no07 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 09:34yes915 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 10:08yes53 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 09:49yes540 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-17 13:33yes1330 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 11:00no075 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 10:45yes514 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 13:28yes1710 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 11:37yes66 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-17 12:34yes1226 s
Negative framingPerplexity Sonarsonar2026-09-17 11:31yes2011 s
Negative framingGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 11:56yes3219 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-17 12:57yes56 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 10:10yes2921 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 10:43yes52 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 10:41no039 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-17 12:58yes1428 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 12:51yes2867 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 13:09yes1439 s

Noise floor in this category

Flips between the edition run and its calibration repeat. Six prompts per model is a small sample; the index-wide floor is the number to trust.

ShowHide
Claude Haiku 4.5
3 of 3 flipped
GPT-5.4 mini
1 of 4 flipped
Gemini 3.5 Flash
5 of 6 flipped
Perplexity Sonar
3 of 4 flipped
Grok 4.20
4 of 5 flipped
Mistral Small
2 of 4 flipped
DeepSeek V4 Flash
3 of 4 flipped
Llama 4 Maverick
1 of 3 flipped
Qwen 3.7 Flash
5 of 6 flipped
Kimi K2
4 of 5 flipped
GLM 4.7 FlashX
1 of 4 flipped
MiniMax M2.5
2 of 3 flipped

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

ShowHide
Category-scoped readings
Databricks read as Databricks Lakeflow
Databricks (Lakeflow) read as Databricks Lakeflow
Estuary read as Estuary Flow
Hevo read as Hevo Data
Informatica read as Informatica Intelligent Data Management Cloud
Informatica CDI read as Informatica Intelligent Data Management Cloud
Informatica Cloud read as Informatica Intelligent Data Management Cloud
Informatica PowerCenter / IDMC read as Informatica Intelligent Data Management Cloud
MuleSoft read as MuleSoft Anypoint Platform
Pentaho read as Pentaho Data Integration
Unresolved, counted raw
Azure Data Factory (ADF) Mapping Data Flows
Kadence
Matillion Data Orchestrator
Microsoft Access (Jet Engine)
Oracle Forms / Reports (for Data Migration)
Sling
Discontinued, still offered
No shut-down product was recommended here.
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