Salesforce said on 20 October 2026 that it had signed a definitive agreement to acquire Braze, the New York-based customer-engagement software company, for US$47.50 per share in cash, an enterprise value of about US$5.66bn.
Why Salesforce, Inc. is buying Braze, Inc.
Salesforce said AI is raising the bar for marketers, who need agentic tools that act in real time. It expects Braze's real-time engagement and AI decisioning to complement its Data 360, Customer 360 and Agentforce layers and to strengthen cross-channel personalisation in Marketing Cloud, including mobile and in-app messaging.
Deal terms and financing
Holders of Braze Class A common stock will receive US$47.50 in cash per share, about 58% above the 19 October closing price of US$30.04. Braze's board unanimously backed the offer. Salesforce said the deal does not change its fiscal 2027 guidance.
Regulatory approvals and timing
Completion requires approval by Braze shareholders and the receipt of required regulatory approvals. Closing is expected in Salesforce's fiscal year 2028.
Market context
Braze serves about 2,770 customers, including Canva, Instacart and Venmo, from 15 offices across the Americas, EMEA and Asia-Pacific. Its shares rose about 52% on the news to close at US$45.57. The deal follows Salesforce's US$3.6bn purchase of AI customer-service company Fin in June.
