Salesforce has signed a definitive agreement to acquire customer engagement platform Braze for approximately $5.66 billion in enterprise value, expanding Salesforce’s Marketing Cloud and broader Customer 360 platform with additional real-time customer engagement and AI decisioning capabilities.
Under the agreement, holders of Braze Class A common stock will receive $47.50 in cash for each share. The transaction is expected to close during Salesforce’s fiscal year 2028, subject to approval by Braze shareholders, required regulatory clearances, and other customary closing conditions.
Braze provides technology that enables marketers to respond to customer behavior in real time and coordinate personalized experiences across mobile applications, websites, email, SMS, WhatsApp, and other channels. Its cloud-native event-streaming architecture continuously updates customer profiles and adjusts customer journeys as new behavioral data arrives.
BrazeAI extends the platform with AI-powered capabilities that optimize content, offers, communication channels, and timing. Following the acquisition, Salesforce expects to combine these capabilities with its Data 360, Customer 360, Agentforce, and SIForce platforms.
Within Customer 360, Salesforce said Braze would strengthen Marketing Cloud’s cross-channel personalization capabilities and help brands use real-time customer data to deliver more relevant experiences at scale. The companies also plan to maintain an open and composable approach that lets customers continue working with a range of data platforms, tools, and technology partners.
Braze serves approximately 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters, and Venmo. The company is led by co-founders Bill Magnuson and Jon Hyman and brings expertise in mobile experiences, customer engagement, and data engineering.
Salesforce said the acquisition aligns with its strategy of expanding through both internal product development and acquisitions as businesses increasingly adopt agentic AI systems capable of interpreting customer information, making decisions, and acting in real time.
The company does not anticipate any change to its fiscal year 2027 guidance as a result of the transaction.
J.P. Morgan Securities is serving as exclusive financial advisor to Salesforce, with Wachtell, Lipton, Rosen & Katz and Covington & Burling serving as legal counsel. Qatalyst Partners is acting as exclusive financial advisor to Braze, while Davis Polk & Wardwell is serving as Braze’s legal counsel.
KEY QUOTES:
“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.”
Patrick Stokes, President, Applications And Marketing At 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.”
Bill Magnuson, CEO And Co-Founder Of Braze
