Salesforce to acquire Braze for $5.66 billion

Salesforce has agreed to acquire the real-time customer engagement platform Braze in a cash deal valued at approximately $5.66 billion. The acquisition offers a 58% premium over Braze’s previous closing price.

Braze, founded in 2011, specializes in an event-streaming architecture that allows businesses to track customer behavior and trigger personalized communications across mobile apps, websites, email, SMS, and WhatsApp in real time. The integration is expected to bolster Salesforce’s existing data and AI platforms, such as Data 360 and Agentforce, by allowing enterprises to act on customer signals as they emerge.

Industry analysts suggest the move aims to bridge gaps in Salesforce’s legacy Marketing Cloud by providing more agile, modern capabilities for in-app and mobile messaging. By incorporating Braze’s real-time processing, Salesforce intends to reduce the need for enterprises to maintain complex engineering pipelines to connect customer data with engagement systems.