Salesforce Agrees to Acquire Braze for 5.66 Billion

Salesforce Inc. agreed on October 20, 2026, to acquire Braze Inc. for approximately $5.66 billion in enterprise value, expanding its artificial intelligence-powered marketing and customer engagement capabilities. Under the agreement, Braze Class A shareholders will receive $47.50 per share in cash, with the transaction expected to close during Salesforce's fiscal 2028, subject to shareholder and regulatory approvals.

The acquisition would bring Braze's real-time messaging and AI-driven personalization technology into Salesforce's broader software ecosystem. According to details reported by Quiver Quantitative, Salesforce plans to integrate Braze's capabilities with Marketing Cloud, Data 360, Customer 360, and Agentforce.

Braze operates a customer engagement platform that enables businesses to communicate with customers through mobile applications, websites, email, SMS, WhatsApp, and other channels. Its artificial intelligence technology helps companies tailor message content and offers while optimizing communication channels and delivery times.

According to Quiver Quantitative, Braze serves approximately 2,770 customers, including Canva, Instacart, Urban Outfitters, and Venmo. The acquisition would expand Salesforce's existing marketing technology portfolio with tools designed to support personalized customer interactions across multiple digital channels.

Salesforce's announcement did not change its financial guidance for fiscal 2027, according to Quiver Quantitative. The company expects the transaction to close in fiscal 2028, which begins in early February, subject to the required approvals.

The proposed purchase price represents a cash payment of $47.50 for each Braze Class A share. Bloomberg reported the transaction's enterprise value at nearly $5.7 billion, while KSL.com and Quiver Quantitative cited an approximate value of $5.66 billion.

Following the announcement, Salesforce shares fell 2.6% in premarket trading, according to KSL.com. The report did not provide a corresponding percentage change for Braze shares.

J.P. Morgan is advising Salesforce on the transaction, while Qatalyst Partners is advising Braze, according to Quiver Quantitative. The acquisition remains subject to approval by Braze shareholders and regulators before completion.