SAN FRANCISCO, California — Salesforce has signed a definitive agreement to acquire customer-engagement platform Braze for approximately $5.66 billion in enterprise value, extending consolidation across the technology used to plan and deliver personalized marketing.
Under the all-cash agreement announced Tuesday, October 20, holders of Braze Class A common stock would receive $47.50 per share. The transaction is expected to close during Salesforce’s fiscal year 2028, subject to approval by Braze shareholders, regulatory clearances and other customary conditions.
Braze provides real-time customer-engagement tools spanning mobile apps, websites, email, text messaging and WhatsApp. Salesforce said Braze’s event-streaming and artificial-intelligence decisioning capabilities would be integrated with Salesforce Marketing Cloud and its customer-data products. Braze serves approximately 2,770 customers, including Canva, Instacart and Venmo.
The acquisition agreement is confirmed in Salesforce’s filing with the Securities and Exchange Commission. The companies’ claims about improved personalization and customer engagement are forward-looking and have not yet been demonstrated through an integrated product.
The proposed acquisition is consequential for advertisers and media companies because it would place a substantial real-time marketing platform inside one of the largest customer-relationship software businesses. It could affect how brands coordinate audience data, automated messaging and campaign delivery across owned digital channels.
The deal has not closed. The regulatory review timeline, shareholder vote date, integration plan and any effect on Braze staffing, pricing or customers remain unresolved. Salesforce’s announcement says no change is anticipated to its fiscal 2027 guidance.