Salesforce announced on October 20 that it had agreed to acquire customer engagement platform Braze for an enterprise value of about $5.66 billion. The announcement, issued in San Francisco and New York, sets a cash payment of $47.50 for each Braze Class A share. The purchase remains subject to approvals.
The deal would expand Salesforce’s marketing business with software that responds to customer activity in real time. According to the companies, Braze coordinates personalized communications across mobile applications, websites, email and messaging services. Its artificial intelligence tools help select content, offers, channels and timing.
Reuters reported that the offer represents a premium of about 58.1% to Braze’s previous closing share price. Braze shares rose more than 50% on Tuesday after the announcement. The platform serves roughly 2,770 customers, including Canva, Instacart and Venmo, according to the companies.
Salesforce said Braze’s capabilities would strengthen Marketing Cloud and complement its broader customer data and AI products after completion. Braze chief executive and co-founder Bill Magnuson said the business would continue developing under the Braze name and investing in its customer and partner community. These are the companies’ plans for the combination.
The acquisition follows other large Salesforce transactions as it expands its AI offering. Reuters noted its $3.6 billion agreement for AI agent platform Fin earlier this year and its $8 billion Informatica deal last year. The news agency placed the latest purchase against investor concerns that AI adoption could weaken demand for traditional software.
Salesforce expects completion in its fiscal year 2028, conditional on Braze shareholder consent, regulatory clearance and customary requirements. It anticipates no change to fiscal 2027 guidance. The companies’ statement says Braze intends to file proxy materials with the US Securities and Exchange Commission; those documents will provide shareholders with further transaction information.
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