Salesforce Announces Plan to Acquire Marketing Automation Provider Braze for $5.66 Billion

U.S. cloud software company Salesforce announced on October 20, 2026, plans to acquire marketing automation provider Braze Inc. for $5.66 billion in cash. The deal values Braze at $47.5 per share, representing a premium of approximately 58% over its last closing price. This steep premium reflects Braze's strong financial performance: the company's revenue grew 26% year-over-year last quarter to $227.2 million, while its adjusted operating income nearly quadrupled.

Braze offers a cloud platform that aggregates enterprise customer data using more than 190 pre-packaged connectors and leverages built-in artificial intelligence features (BrazeAI) to automatically generate personalized campaign materials. Salesforce stated that the acquisition will improve Marketing Cloud's ability to personalize campaigns across multiple outreach channels. Salesforce expects to close the acquisition in its fiscal year 2028, which begins in February 2027.