Salesforce agrees to buy Braze for about $5.66bn in cash

Salesforce agrees to buy Braze for about $5.66bn in cash

20 October 2026: Salesforce has signed a definitive agreement to acquire Braze, the customer engagement platform listed on Nasdaq, for about $5.66 billion in enterprise value. Holders of Braze Class A shares will receive $47.50 in cash for each share, and the deal is expected to close in Salesforce's fiscal year 2028.

What Salesforce is buying

Braze lets consumer brands respond to customer behaviour as it happens, coordinating personalised messages and journeys across mobile apps, websites, email, SMS, WhatsApp and other channels. Salesforce describes its architecture as cloud-native and built on event streaming, tuned for high-volume consumer engagement, updating customer profiles continuously and powering "trillions of messages and journey actions each year". BrazeAI adds AI-driven optimisation of content, offers, channels and timing. Braze serves about 2,770 customers, among them Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo, and is led by its co-founders Bill Magnuson and Jon Hyman.

"Every interaction is an opportunity to wow your customers," said Patrick Stokes, Salesforce's president of applications and marketing. Magnuson, Braze's chief executive, said "marketers and their creativity are a brand's ultimate competitive advantage" and that Braze would "continue building as Braze" inside Salesforce.

Where Braze fits

Salesforce says Braze's real-time engagement and AI decisioning should complement all four layers of its platform, Data 360, Customer 360, Agentforce and SIForce, and in particular strengthen Marketing Cloud's cross-channel personalisation for brands reaching hundreds of millions of people. Both companies, it adds, share "an open, composable approach", which points to Braze continuing to work with cloud data warehouses and other tools rather than only with Salesforce data.

Conditions and timing

The deal needs approval from Braze shareholders and the required regulatory clearances. Salesforce says it does not change its fiscal 2027 guidance, and it has not yet guided for fiscal 2028. J.P. Morgan advises Salesforce with Wachtell, Lipton, Rosen & Katz and Covington & Burling as counsel; Qatalyst Partners advises Braze with Davis Polk & Wardwell. Braze will file a proxy statement with the SEC before the shareholder vote.

For Braze customers, nothing changes on signing, but contracts that run past the expected closing are worth reviewing for change-of-control terms, data processing commitments and price protection, and teams that run Braze alongside a non-Salesforce CRM will want to know how long Salesforce keeps the open integrations it now promises. Our CRM software category lists 6 products and our mobile marketing software category 13.

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Sources

• Salesforce: Salesforce signs definitive agreement to acquire Braze, 20 October 2026
• SEC EDGAR: Braze, Inc. Form 8-K with the Agreement and Plan of Merger, 20 October 2026