Salesforce to buy Braze for about $5.66B to add real-time marketing and AI personalization
Salesforce said on Oct. 20, 2026 that it agreed to acquire customer engagement platform Braze for about $5.66 billion in enterprise value, with Braze shareholders to receive $47.50 per share in cash — roughly 58% above the prior close, according to The Next Web. Salesforce plans to combine Braze's real-time messaging and personalization tools, used by about 2,770 customers including Canva, Instacart and Venmo, with Marketing Cloud, its customer data and its Agentforce AI agent tools. The deal requires Braze shareholder and regulatory approval and is expected to close in Salesforce's fiscal 2028; Salesforce said it would not change its forecast for the current financial year, and TechRepublic notes no combined offering has been finalized.
Braze is a longtime competitor of Salesforce's Marketing Cloud, and Bloomberg reports the purchase is aimed at adding more AI features to marketing products that were increasingly seen as outdated.
Salesforce has agreed to buy Braze, a New York company that helps brands send personalised messages to their customers, for about $5.66bn including debt. The two companies announced the deal on Tuesday, adding to a run of Salesforce acquisitions this year.
Braze shareholders will receive $47.50 in cash per share. That is about 58% above Braze’s last closing price of $30.04, according to Investing.com. Salesforce shares fell about 3% after the news, the outlet reported.
Braze sells software that tracks what customers do in an app or on a website and then sends them messages, emails or offers in real time. It works with about 2,770 companies, including Canva, Instacart, Venmo and Urban Outfitters.
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