Salesforce has entered into a definitive agreement to acquire customer engagement platform Braze in a transaction valued at approximately $5.66 billion, expanding its presence in marketing technology and customer communications.
The acquisition will bring Braze’s customer engagement capabilities into Salesforce’s broader customer relationship management (CRM) ecosystem. The deal is expected to strengthen Salesforce’s position in marketing automation, particularly in areas involving personalized messaging, cross-channel customer engagement and AI-driven marketing workflows.
The agreement comes as enterprise software providers compete to integrate customer data, artificial intelligence and marketing execution tools into unified platforms.
Under the agreement, Braze Class A shareholders will receive $47.50 per share in cash, representing a premium of approximately 58% over the company’s previous closing share price of $30.04.
The transaction values Braze at approximately $5.66 billion in enterprise value, including debt, according to The Wall Street Journal.
The acquisition is expected to close during Salesforce’s fiscal year 2028, subject to regulatory clearance, Braze shareholder approval and other customary conditions.
Salesforce said the transaction is not expected to affect its fiscal 2027 financial guidance. The company has not provided guidance for fiscal 2028 or revised its long-term financial targets in connection with the announcement.
Founded in 2011, Braze provides software that enables businesses to communicate with customers across mobile apps, websites, email, SMS, WhatsApp and other digital channels. Its platform processes customer activity in real time, allowing marketers to trigger messages, manage automated customer journeys and personalize communications based on user behavior.
Braze also operates BrazeAI, a collection of AI-powered capabilities used to optimize messaging content, promotional offers, communication channels and delivery timing.
According to the companies, Braze processes trillions of messages and customer journey actions annually. The platform serves approximately 2,770 customers, including Canva, Instacart, Venmo, Urban Outfitters, Equinox and Dairy Queen.
Salesforce plans to integrate Braze’s technology with Marketing Cloud, Customer 360, Data 360 and Agentforce after the transaction closes. The combination is intended to connect Salesforce’s customer data and CRM capabilities with Braze’s real-time engagement infrastructure.
For mobile marketers, the proposed integration would bring app-based messaging, personalized content feeds, in-app communications and customer journey orchestration into Salesforce’s wider marketing ecosystem.
Salesforce has not announced a detailed integration timeline or changes to Braze’s existing product pricing.
The acquisition forms part of Salesforce’s broader strategy to incorporate artificial intelligence and automated decision-making into its enterprise software products.
Braze’s event-streaming infrastructure allows businesses to respond to customer actions as they occur, while its AI capabilities support decisions about what message to send, which channel to use and when to contact a customer.
Salesforce intends to combine those capabilities with Agentforce, its AI agent platform, and its customer data products.
The proposed integration could allow businesses to coordinate marketing communications with customer activity across sales, commerce and service operations.
In its announcement, Salesforce identified real-time behavioral data, cross-channel engagement and AI-based personalization as the principal reasons for pursuing the acquisition. Braze co-founder and CEO Bill Magnuson indicated that the company expects to continue developing its platform under the Braze brand following the transaction. However, the companies have not disclosed specific operational changes, workforce plans or financial synergy targets.
The Braze agreement follows several acquisitions and announced transactions involving Salesforce as the company expands its AI, data management and customer engagement offerings. In 2025, Salesforce completed its acquisition of Informatica, adding data management and integration technology to its portfolio. The company has also pursued acquisitions involving customer service automation, conversational AI and commerce technology.
The proposed Braze acquisition would extend that strategy into consumer-facing engagement, where companies increasingly use behavioral data to manage retention, lifecycle marketing and customer communications.
For Braze, the agreement represents a change in ownership after operating as an independent publicly traded customer engagement platform.
The transaction remains subject to approval, and both companies will continue operating independently until the deal closes. If completed, the acquisition would place Braze’s mobile-first customer engagement technology within one of the largest enterprise CRM software ecosystems, potentially changing the competitive landscape for marketing automation and customer engagement platforms.
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