Salesforce to buy Braze for $5.66Bn in real-time marketing push
- Salesforce agreed to acquire Braze for about $5.66 billion in enterprise value.
- Braze shareholders will receive $47.50 in cash per Class A share.
- Braze serves approximately 2,770 customers, including Canva, Instacart and Venmo.
- The deal is expected to close in Salesforce’s fiscal year 2028.
CALIFORNIA, UNITED STATES — Salesforce has agreed to acquire Braze, a New York-headquartered customer engagement platform, for approximately $5.66 billion in enterprise value.
Braze shareholders will receive $47.50 in cash for each Class A share, a premium of about 58.1% to the stock’s last close. The deal adds tools that let brands send personalized messages and respond to customer behavior in real time.
A real-time layer for Marketing Cloud
Salesforce announced the definitive agreement in a press release on Oct. 20. It said Braze is expected to strengthen Marketing Cloud’s cross-channel personalization within Customer 360.
Braze coordinates personalized messages across mobile apps, websites, email, SMS, WhatsApp and other channels as customers act. Its BrazeAI tools optimize content, offers, channels and timing.
“Every interaction is an opportunity to wow your customers,” said Patrick Stokes, president of applications and marketing at Salesforce.
“Braze was built to turn live customer behavior into personalized engagement at scale,” he said.
Founders bring mobile expertise
Braze serves approximately 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo.
Led by co-founders Bill Magnuson and Jon Hyman, it would bring expertise in mobile experiences, data engineering and customer engagement to Salesforce Marketing Cloud.
After closing, Braze’s capabilities are expected to complement all four layers of Salesforce’s architecture: Data 360, Customer 360, Agentforce and SIForce.
“Salesforce shares our commitment to marketers, and we’ll continue building as Braze and investing in the Braze community of customers and partners who built this company with us,” said Magnuson, chief executive officer and co-founder of Braze.
Closing expected in fiscal 2028
The transaction is expected to close in Salesforce’s fiscal year 2028, subject to approval by Braze’s shareholders and required regulatory approvals. Salesforce said it anticipates no change to its fiscal 2027 guidance.
Salesforce would pay a $300 million termination fee, while Braze would pay $191.4 million if it abandons the deal, Reuters reported.
The deal follows Salesforce’s $3.6 billion agreement for AI agent platform Fin earlier this year and its $8 billion deal for Informatica last year, according to Reuters.
J.P. Morgan Securities is Salesforce’s exclusive financial advisor, while Qatalyst Partners is advising Braze.
What it means for buyers
For brands that outsource customer experience (CX) work, the deal places real-time messaging and artificial intelligence (AI) decisioning in the same Salesforce stack as commerce, sales and service.
Buyers reviewing CX partners can ask how providers plan to work with Agentforce and Marketing Cloud, and compare options on the top AI outsourcing companies list.
Related news
- Automation Anywhere to buy Boost.ai to push AI into customer service · 12 Oct 2026
- Ema raises $77Mn to take AI agents into IT services work · 30 Sep 2026
- Listen Labs scraps $1.5B round for Salesforce talks · 18 Sep 2026
Disclosure: Outsource Accelerator uses AI tools in the backend of its editorial workflow. Every article is reviewed and verified by a human editor before publication.
Stay ahead of the outsourcing industry. Join thousands of business leaders who rely on Outsource Accelerator for the news, trends, and expert insights that matter. Subscribe to our free newsletter and never miss an update.
