Salesforce agrees to buy Braze for about $5.66 billion to add it to Marketing Cloud
Braze shareholders would get $47.50 a share in cash. Salesforce pitches the deal as giving its Agentforce agents real-time customer engagement across apps, web, email, SMS and WhatsApp.
Salesforce and Braze announced on October 20 that Salesforce has signed a definitive agreement to acquire Braze for "approximately $5.66 billion in enterprise value." Holders of Braze Class A common stock would receive "$47.50 in cash per share." The release, filed with the SEC as an exhibit to Braze's Form 8-K, says the deal is "expected to close in Salesforce's fiscal year 2028," subject to "approval by Braze's shareholders and receipt of required regulatory approvals."
Where Braze fits
Braze runs customer messaging across mobile apps, websites, email, SMS and WhatsApp. Salesforce says it will join Marketing Cloud alongside its CRM and Data 360 products, and that combining Braze with customer context "and Agentforce would help businesses" act on what customers are doing in real time. Patrick Stokes, Salesforce's president of applications and marketing, said Braze "was built to turn live customer behavior into personalized engagement at scale." Braze chief executive Bill Magnuson said Salesforce's platform "will help us innovate faster."
Why it matters
If you pay for both Braze and Salesforce today, expect the two contracts to be pitched as one once the deal closes, likely with agent features bundled in. Before that conversation, know what each tool costs you per message or per contact and what campaigns it produces, so a bundled price can be compared with what you pay now.