Salesforce Agrees to Buy Customer Engagement Platform Braze for $5.66 Billion in All-Cash Deal

Salesforce announced on October 20 that it has signed a definitive agreement to acquire Braze, a customer engagement platform traded on the Nasdaq, for approximately $5.66 billion in enterprise value. Under the terms of the all-cash deal, Braze shareholders will receive $47.50 per share, a premium of nearly 50 percent over Braze's recent trading levels.

Braze's platform enables marketers to engage customers in real time across mobile, web, email, SMS, and WhatsApp channels. The acquisition is expected to integrate those capabilities with Salesforce's Customer 360 and Marketing Cloud ecosystems, and analysts noted a particular fit with Salesforce's Agentforce AI offering. The deal is also seen as positioning Salesforce to benefit from a shift toward usage-based revenue models in enterprise software.

The transaction is expected to close in Salesforce's fiscal year 2028, subject to regulatory approvals and customary closing conditions. Markets responded sharply in opposite directions: Braze shares surged roughly 51 percent toward the offer price in premarket trading, while Salesforce shares slipped approximately 1 to 3 percent on investor concern over the acquisition cost.