Today’s Hybrid Transactional and Analytical Processing (HTAP) systems, tackle the ever-growing data in combination with a mixture of transactional and analytical workloads. While optimizing for aspects such as data freshness and performance isolation, they build on the traditional data-to-code principle and may trigger massive cold data transfers that impair the overall performance and scalability. Firstly, in this paper we show that Near-Data Processing (NDP) naturally fits in the HTAP design space. Secondly, we propose an NDP database architecture, allowing transactionally consistent insitu executions of analytical operations in HTAP settings. We evaluate the proposed architecture in state-of-the-art key/value-stores and multi-versioned DBMS. In contrast to traditional setups, our approach yields robust, resource-and cost-effcient performance.