Braze

Marketing Technology · Customer Engagement · Enterprise Software

Acquisition

Salesforce to acquire Braze for $5.66B, paying $47.50 a share

The all-cash offer carries a 58% premium, signaling how much ground Salesforce's marketing tools had ceded to real-time engagement rivals.

• Salesforce signed a definitive agreement to acquire Braze in an all-cash deal worth about $5.66 billion in enterprise value.
• Braze is a real-time customer engagement platform that collects behavioral data and sends personalized marketing messages across mobile apps, websites, email, SMS and WhatsApp to roughly 2,770 customers including Canva, Instacart and Venmo.
• Braze Class A shareholders will receive $47.50 in cash per share, a 58% premium over the prior day's closing price of $30.04.
• Braze shares jumped more than 51% on the news, closing at $45.57 after a premarket trading halt.
• The deal includes reciprocal termination fees: Salesforce would owe Braze $300 million, while Braze would owe Salesforce about $191.4 million, under specified circumstances.
• The transaction is expected to close in Salesforce's fiscal year 2028, pending Braze shareholder approval and regulatory clearance.
• Braze is Salesforce's fifth-largest acquisition and its latest in a string of 2026 deals, following the roughly $3.6 billion purchase of AI customer-service platform Fin and the $1.2 billion acquisition of Qualified.
• The acquisition shows Salesforce choosing to buy real-time engagement technology outright rather than rebuild it, after its Marketing Cloud had fallen behind on AI-driven, high-volume consumer messaging.