Salesforce has agreed to acquire Braze, an AI-powered customer engagement platform, for about $5.66 billion in enterprise value, paying $47.50 per share in cash, a 58% premium to Braze’s prior close. The deal is expected to close in Salesforce’s fiscal 2028, pending shareholder and regulatory approvals, and Salesforce shares fell roughly 3% on the news. Braze serves about 2,770 customers, including Canva, Instacart, Venmo, and Equinox, using real-time event data and AI decisioning to personalize messaging across apps, websites, email, and SMS. The main objective is to strengthen Salesforce Marketing Cloud, a core ISV product, with real-time engagement and AI features, tying it more tightly to Salesforce’s CRM, Data 360, and Agentforce strategy. Key players include Salesforce president of applications and marketing Patrick Stokes and Braze co-founders Bill Magnuson and Jon Hyman.
Salesforce to Buy Marketing Platform Braze for $5.7 Billion
