Salesforce to Acquire Braze for $5.66 Billion

Salesforce has entered into a definitive agreement to acquire customer engagement platform Braze for approximately $5.66 billion in an all-cash transaction. Shareholders will receive $47.50 per share, with the deal expected to close in Salesforce’s fiscal year 2028.

The acquisition integrates Braze’s real-time event-streaming and messaging capabilities into Salesforce’s Marketing Cloud. This move aims to enhance the existing Data 360, Customer 360, and Agentforce architectures by incorporating automated, AI-driven customer journey management.

By absorbing Braze’s technology, Salesforce intends to unify marketing activities with its broader sales, commerce, and service platforms. This integration is designed to facilitate cross-channel engagement across mobile, web, email, and messaging services for its enterprise client base.

The transaction reflects a strategic shift toward embedding autonomous AI agents into enterprise software portfolios. The consolidation of Braze’s 2,770-customer base into the Salesforce ecosystem will likely increase market concentration within the customer relationship management and marketing automation sectors.