Salesforce agrees to acquire Braze for about $5.66 billion

Salesforce announced on October 20, 2026 a definitive agreement to acquire Braze, a customer engagement platform, for $47.50 in cash per Braze Class A share. Salesforce puts the enterprise value at about $5.66 billion. Braze serves about 2,770 customers with real-time messaging across mobile apps, websites, email, SMS, WhatsApp and other channels. The deal is expected to close in Salesforce's fiscal year 2028, subject to Braze shareholder approval and regulatory approvals.

The details

• Named Braze customers include Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo.
• Salesforce says Braze will strengthen Marketing Cloud's cross-channel personalization and complement Data 360, Customer 360, Agentforce and SIForce.
• Braze co-founders Bill Magnuson and Jon Hyman are named in the release; post-close roles are not specified.
• Salesforce says the deal does not change its FY27 guidance and that it is not updating long-term targets.
• J.P. Morgan advised Salesforce and Qatalyst Partners advised Braze.

Context

The Braze agreement came eight days after Salesforce agreed to acquire AI analytics company Loops for Tableau. Our coverage also records Salesforce's Claudeforce partnership with Anthropic and Q2 FY27 results of $11.3B revenue in August, and the AIforce and Koa announcements in September. Braze sells mainly to consumer brands, and the release describes its event-streaming architecture and BrazeAI decisioning as additions to Marketing Cloud. Both companies say they will keep an open, composable approach. Patrick Stokes of Salesforce said "Every interaction is an opportunity to wow your customers."

Not disclosed

• Offer price relative to Braze's recent share price
• Financing of the cash consideration
• Post-close roles for Braze leadership