Salesforce to acquire Braze for $5.66 billion

Salesforce has entered into a definitive agreement to acquire Braze, a customer engagement platform, 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.

Braze specializes in real-time customer engagement, utilizing a cloud-native, event-streaming architecture to coordinate personalized experiences across mobile apps, websites, email, SMS, and WhatsApp. The integration aims to combine Braze’s capabilities with Salesforce Marketing Cloud, CRM, and Data 360 to enhance real-time B2C engagement and AI-powered optimization.

Separately, Salesforce announced plans to implement ‘Agentic Identity,’ a system requiring external AI agents that use its APIs or Model Context Protocol (MCP) servers to register before accessing the platform. Scheduled to launch in November 2026, this initiative will assign unique identities and specific permissions to registered agents to monitor and secure data access.