Salesforce has entered into a definitive agreement to acquire customer engagement platform Braze for approximately $5.66 billion in enterprise value. Under the terms of the agreement, holders of Braze’s Class A common stock will receive $47.50 per share in cash. The acquisition is aimed at strengthening Salesforce’s marketing capabilities by integrating Braze’s real-time customer engagement technology and AI-driven decision-making tools across its platform. Braze enables marketers to deliver personalised experiences across mobile applications, websites, email, SMS, WhatsApp and other channels, using customer behaviour and live data to adapt interactions in real time.
Following the completion of the deal, Braze’s capabilities are expected to complement Salesforce’s Data 360, Customer 360, Agentforce and SIForce platforms. The integration is also expected to enhance Marketing Cloud’s cross-channel personalisation capabilities, enabling brands to deliver tailored customer experiences at scale. Braze’s technology uses an event-streaming architecture to update customer profiles and adapt engagement journeys in response to customer activity. Its AI capabilities help marketers optimise content, offers, channels and the timing of communications. Combined with Salesforce’s customer data and Agentforce capabilities, the technology is expected to support more relevant interactions across marketing, commerce, sales and service.
“Every interaction is an opportunity to wow your customers. Most of that wow comes from knowing your customer, and responding at just the right moment. Braze was built to turn live customer behavior into personalized engagement at scale. Bringing that capability together with Salesforce Marketing Cloud, CRM, and Data 360 will deliver that wow moment in every customer interaction,” said Patrick Stokes, President, Applications and Marketing, Salesforce.
“Braze was built on the conviction that marketers and their creativity are a brand’s ultimate competitive advantage. This past year we shipped at the fastest pace in our history, and BrazeAI is helping marketers get their best ideas live faster. Salesforce shares our commitment to marketers, and we’ll continue building as Braze and investing in the Braze community of customers and partners who built this company with us. Salesforce’s platform will help us innovate faster and together we’ll help marketers around the world build deeper, more lasting relationships with their customers,” said Bill Magnuson, CEO and Co-Founder of Braze.
The companies said the acquisition would also support an open and composable approach, allowing customers to retain flexibility across their data, tools and technology partners. Braze serves approximately 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo. Co-founders Bill Magnuson and Jon Hyman lead the company, which brings expertise in mobile experiences, data engineering and customer engagement to the proposed integration with Salesforce Marketing Cloud.
The transaction is expected to close in Salesforce’s fiscal year 2028, subject to customary closing conditions, including approval from Braze shareholders and the receipt of regulatory clearances. Salesforce said the deal would not affect its fiscal year 2027 guidance. The company has not yet issued guidance for fiscal year 2028, and its long-term targets remain unchanged.
