Salesforce to acquire Braze for $5.66 billion

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 deal, Braze Class A common stock holders will receive $47.50 per share in cash, representing a premium of roughly 58% over the stock’s previous closing price.

The acquisition is intended to bolster Salesforce’s artificial intelligence and marketing capabilities, specifically strengthening its Marketing Cloud and Agentforce platforms. Braze provides real-time customer engagement tools that allow brands to personalize communications across mobile apps, websites, email, SMS, and WhatsApp. By integrating Braze’s AI-driven decisioning and event-streaming architecture, Salesforce aims to enhance its ability to respond to consumer behavior instantaneously.

Braze serves approximately 2,770 customers, including major brands such as Canva, Instacart, Venmo, and Urban Outfitters. The transaction is expected to close during Salesforce’s fiscal year 2028, subject to regulatory clearances and Braze shareholder approval. Salesforce has indicated that the deal is not expected to impact its fiscal 2027 guidance.