Salesforce buys Braze for $5.66 billion in agentic marketing push
Salesforce is acquiring Braze for $5.66 billion in an all-cash deal, paying $47.50 per share, which represents a 58% premium to Braze’s previous closing price.
Braze coordinates personalized customer experiences across mobile apps, websites, email, SMS, and WhatsApp in real time. Its AI layer lets marketers optimize content, offers, channels, and timing based on live customer signals rather than predetermined campaign flows.
What Salesforce Gets
The plan is to fold Braze’s real-time engagement technology into Salesforce Marketing Cloud, Data 360, and Agentforce. The combined stack is intended to let brands identify customer needs, determine the next action, and deliver personalized communications across channels in a single loop.
Braze counts 2,770 customers worldwide, including Canva, Instacart, Dairy Queen, Equinox, Urban Outfitters, and Venmo.
Where This Fits in Salesforce’s Acquisition Run
This deal continues a pattern of large acquisitions. Salesforce closed its roughly $8 billion purchase of Informatica in November 2025 for data integration and governance. Before that, the $27.7 billion Slack acquisition brought workplace collaboration into the platform.
Braze CEO and co-founder Bill Magnuson said the company will continue operating under the Braze brand post-acquisition and keep investing in its customer and partner community.
“Braze was built on the conviction that marketers and their creativity are a brand’s ultimate competitive advantage. This past year we shipped at the fastest pace in our history, and BrazeAI is helping marketers get their best ideas live faster.” — Bill Magnuson, CEO and co-founder, Braze
The transaction is subject to Braze shareholder approval and regulatory clearance. Salesforce expects it to close during fiscal year 2028.
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