Salesforce Signs Definitive Agreement to Acquire AI Marketing Platform Braze for ~$5.66B
Salesforce announces a definitive agreement to buy Braze for $47.50 per share in cash, aiming to bolster its AI-driven real-time customer engagement capabilities.
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US enterprise software company Salesforce (NYSE: CRM) announced on October 20, 2026, that it has entered into a definitive agreement to acquire Braze (NASDAQ: BRZE). Under the terms, Salesforce will purchase the customer engagement platform for approximately $5.66 billion in enterprise value, paying holders of Braze Class A common stock $47.50 in cash per share.
Braze specializes in real-time personalized marketing, helping brands coordinate customer experiences across mobile apps, websites, email, SMS, and other channels. Its architecture is optimized for high-volume, real-time B2C engagement, powering trillions of messages and journey actions annually. Salesforce stated that the acquisition will integrate Braze’s real-time engagement and AI decisioning capabilities into its four-layer architecture—Data 360, Customer 360, Agentforce, and SIForce—to strengthen cross-channel personalization within Marketing Cloud.
The transaction is expected to close in Salesforce’s fiscal year 2028, subject to customary closing conditions, including approval by Braze shareholders and required regulatory clearances. Salesforce noted that there is no anticipated change to its FY27 guidance, and it has not guided FY28 or updated long-term targets at this time. J.P. Morgan serves as exclusive financial advisor to Salesforce, while Qatalyst Partners advises Braze.