Salesforce agrees to acquire Braze for approximately $5.66 billion in enterprise value
According to Salesforce's announcement, Braze Class A shareholders will receive $47.50 per share in cash; the deal is expected to close in Salesforce's fiscal year 2028.
What's happening
According to investors.braze.com, Salesforce has entered into a definitive agreement to acquire customer engagement platform Braze for approximately $5.66 billion in enterprise value. Braze serves about 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo. The transaction is expected to close in Salesforce's fiscal year 2028, subject to customary closing conditions, including approval by Braze's shareholders and receipt of required regulatory approvals.
Whose desk it lands on
The executive responsible for marketing technology. If you use Braze, what will change once your contracts and data flows come under the Salesforce umbrella?
Our view
The CX Brief's interpretation, not a claim made by the source.
The price Salesforce is paying for Braze reflects a trend: independent platforms that treat customer engagement as a specialty in its own right are moving under the umbrella of large CRM players. According to the announcement, Braze's strength lies in real-time, high-volume engagement, which suggests that Salesforce's primary goal with the acquisition is to move faster on the marketing side.
