Pure Storage made a two-part announcement this week: it is rebranding as Everpure and acquiring data management startup 1touch. This is a signal that storage vendors are racing into data management. One reason for this is that AI has shifted value from raw capacity to control over how data is activated. Owning the data layers keeps them strategic.
At BigDATAwire, we have previously covered how context is vital for AI systems. Without semantic structure, models cannot reliably interpret or operationalize data. That is where 1touch comes into the picture. With the 1touch acquisition, Everpure enhances its capabilities for data discovery, classification, enrichment, and contextualization that are essential for building AI use cases.
Founded in 2017, 1touch has built a reputation for solving the problems that come with unstructured enterprise data. Its platform is designed to give enterprises visibility into hidden data flows. Originally, the startup focused on data discovery and compliance tooling, but has since evolved into a broader data intelligence and orchestration solutions provider.
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1touch has been successful in attracting venture backing. It reported a $14 million Series B round to help expand its platform. A focus area for them has been to help enterprises locate sensitive data, understand where it lives, and bring it under stronger governance controls. The details of the acquisition have not been publicly released, however it is expected to close by Q2 of 2027.
“Everpure reflects the company we have become as we help enterprises unleash the full power of their data. It captures the power of our Enterprise Data Cloud architecture and adaptability of Evergreen, reinforcing what has always set us apart as we redefine important markets,” said Charles Giancarlo, CEO of Everpure.
“With 1touch, we are taking the next step in helping organizations not only gain control of their most valuable asset—data—but also understand, enhance, and contextualize that data for actionable intelligence.”
The rebranding to Everpure is a clear sign that the company doesn’t want to be viewed simply as a storage solutions provider. Instead, it is positioning itself to move more deeply into data management and lifecycle control.
Everpure executives said customers saw the old name as limiting category perception. This means that the rebrand was also based on customer feedback, and not just company perception of its brand.
“Data is the lifeblood of the AI era, but without the proper controls and semantic context, it remains an untapped resource,” said Ashish Gupta, CEO and president, 1touch. “By joining forces with Everpure, we can eliminate the barriers that have kept enterprises from realizing the true ROI of their data. Together, we will further expand the Everpure platform to provide a level of contextual intelligence that is unmatched in the industry—giving customers the foundation they need to move AI projects from pilot to production at record speed and trust.”
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What stands out is the timing. Companies aren’t struggling to buy storage. They’re struggling to figure out what data they actually have and whether it’s usable. AI projects stall because teams can’t trace where information came from. They struggle to determine whether it’s complete, or whether it’s even allowed to be used.
By bringing 1touch into the fold, Everpure is stepping into that gap. It’s trying to sit closer to the part of the stack where decisions get made. That is where data is labeled, understood, and trusted. Storage with that sort of structure and oversight becomes infrastructure for AI.
Everpure is not the only company in this space that is shifting its positioning. HPE, Dell, NetApp, and even some cloud providers have been gradually expanding into data management. It will be interesting to see how aggressively Everpure can execute on this shift and whether moving up the stack translates into lasting differentiation in a crowded market.
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Author: Ali Azhar
