Salesforce, the world's number one AI CRM, has announced it has entered into a definitive agreement to acquire Braze, a leading customer engagement platform, for approximately $5.66 billion in enterprise value. Under the terms of the agreement, holders of Braze Class A common stock will receive $47.50 in cash per share.
Salesforce has signed a definitive agreement to acquire Braze for approximately $5.66 billion in enterprise value.
Holders of Braze Class A common stock will receive $47.50 in cash per share.
Braze's cloud-native, event-streaming architecture is optimized for high-volume, real-time B2C engagement, powering trillions of messages and journey actions each year.
BrazeAI extends these capabilities with AI-powered optimization across content, offers, channels and timing.
Braze serves approximately 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters, and Venmo.
Following the close, Braze's capabilities are expected to complement all four layers of Salesforce's architecture: Data 360, Customer 360, Agentforce and SIForce.
"Every interaction is an opportunity to wow your customers," said Patrick Stokes, President, Applications and Marketing, Salesforce. "Most of that wow comes from knowing your customer, and responding at just the right moment. Braze was built to turn live customer behavior into personalized engagement at scale. Bringing that capability together with Salesforce Marketing Cloud, CRM, and Data 360 will deliver that wow moment in every customer interaction."
"Braze was built on the conviction that marketers and their creativity are a brand's ultimate competitive advantage," said Bill Magnuson, CEO and Co-Founder of Braze. "This past year we shipped at the fastest pace in our history, and BrazeAI is helping marketers get their best ideas live faster. Salesforce shares our commitment to marketers, and we'll continue building as Braze and investing in the Braze community of customers and partners who built this company with us. Salesforce's platform will help us innovate faster and together we'll help marketers around the world build deeper, more lasting relationships with their customers."
AI is raising the bar for marketers, who now need agentic solutions that can understand customers, make decisions, and act in real time. Salesforce is moving to lead that shift, through both organic innovation and acquisitions that meet the standards of its M&A framework: advancing customer success, fitting within its strategy, accelerating innovation, and creating long-term value.
Following the close of the transaction, Braze's real-time engagement and AI decisioning capabilities are expected to complement all four layers of Salesforce's architecture — Data 360, Customer 360, Agentforce, and SIForce. Within Customer 360, Braze is expected to strengthen Marketing Cloud's cross-channel personalization, helping brands turn a deeper view of each customer into richer experiences, optimized in real time at the scale needed to reach hundreds of millions of people.
These capabilities would advance Salesforce's vision for a more complete Customer 360 and expand how brands connect with customers across high-volume B2C experiences. Salesforce and Braze also share a commitment to an open, composable approach that gives customers flexibility across the data, tools, and partners they rely on.
Together, Salesforce and Braze would help businesses:
Act on customer behavior in real time. Braze's event-streaming architecture turns live customer signals and data from cloud data warehouses and other platforms into personalized messages and coordinated journeys.
Deliver richer experiences across channels. Braze's deep mobile and app capabilities, including in-app messages, personalized content feeds, and live updates, work alongside email, web, and messaging channels.
Make personalization more intelligent. Braze's AI decisioning helps marketers optimize content, offers, channels, and timing, which combined with Salesforce's customer context and Agentforce would help make engagement more relevant.
Braze serves approximately 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters, and Venmo. Led by co-founders Bill Magnuson and Jon Hyman, Braze would also bring deep expertise in mobile experiences, data engineering, and customer engagement to Salesforce Marketing Cloud.
About Salesforce
Salesforce helps organizations of any size become agentic enterprises - integrating humans, agents, apps, and data on a trusted, unified platform to unlock unprecedented growth and innovation.
About Braze
Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging™. Braze helps brands deliver great customer experiences that drive value both for consumers and for their businesses. Built on a foundation of composable intelligence, BrazeAI™ allows marketers to combine and activate AI agents, models, and features at every touchpoint throughout the Braze Customer Engagement Platform for smarter, faster, and more meaningful customer engagement. From cross-channel messaging and journey orchestration to AI-powered decisioning and optimization, Braze enables companies to turn action into interaction through autonomous, 1:1 personalized experiences.
