Salesforce has entered into a definitive agreement to acquire Braze, a US-headquartered cloud-based software company, in a transaction valued at approximately $5.66bn.
Under the agreed terms, holders of Braze Class A common stock will receive $47.50 in cash per share. Braze is currently listed on Nasdaq.
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The acquisition is expected to close in Salesforce’s fiscal year (FY) 2028, pending approval from Braze shareholders and regulatory authorities.
Braze provides tools for marketers to personalise customer interactions across mobile applications, websites, SMS, email, WhatsApp, and other channels.
The company operates an event-streaming architecture designed for real-time business-to-consumer engagement, maintaining up-to-date customer profiles and supporting large volumes of messages and journey actions each year.
Additional capabilities are offered through BrazeAI, which uses AI to optimise content, channels, offers, and message timing.
Salesforce applications and marketing president Patrick Stokes said: “Every interaction is an opportunity to wow your customers. Most of that wow comes from knowing your customer, and responding at just the right moment.
“Braze was built to turn live customer behaviour into personalised engagement at scale. Bringing that capability together with Salesforce Marketing Cloud, CRM, and Data 360 will deliver that wow moment in every customer interaction.”
Salesforce indicated that Braze’s technology is expected to strengthen areas such as Data 360, Marketing Cloud, and other components of Salesforce’s Customer 360 platform.
The integration is anticipated to support expanded cross-channel personalisation and real-time engagement for brands aiming to reach large audiences.
Braze CEO and co-founder Bill Magnuson said: “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.
“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.”
Braze currently serves around 2,770 customers, including companies such as Canva, Equinox, Dairy Queen, Urban Outfitters, Instacart, and Venmo.
The company was co-founded by Bill Magnuson and Jon Hyman, and brings expertise in mobile engagement and data engineering.
Both companies intend to maintain a flexible and open approach for clients using their data and tools.
Earlier this year, Docusign expanded its partnership with Salesforce by making its Intelligent Agreement Management platform available within Salesforce, Slack, and Agentforce.
