BY Richard Summerfield
US enterprise software company Salesforce has agreed to acquire customer engagement platform Braze in a deal worth $5.66bn. The acquisition will accelerate Salesforce’s push into artificial intelligence (AI) as companies continue to wrestle with AI’s rapid growth.
Under the terms of the deal, Salesforce will acquire Braze for approximately $47.50 per share in cash, implying an enterprise value of roughly $5.7bn. The offer represents a premium of approximately 58 percent to Braze’s prior closing price before the deal was announced.
The deal is expected to close in Salesforce’s fiscal year 2028, subject to customary closing conditions, including approval by Braze’s shareholders and receipt of required regulatory approvals. There is no anticipated change to Salesforce’s financial year 2027 guidance.
“Every interaction is an opportunity to wow your customers,” said Patrick Stokes, president of applications and marketing at Salesforce. “Most of that wow comes from knowing your customer, and responding at just the right moment. Braze was built to turn live customer behavior into personalized engagement at scale. Bringing that capability together with Salesforce Marketing Cloud, CRM, and Data 360 will deliver that wow moment in every customer interaction.”
“Braze was built on the conviction that marketers and their creativity are a brand’s ultimate competitive advantage,” said Bill Magnuson, chief executive and co-founder of Braze. “This past year we shipped at the fastest pace in our history, and BrazeAI is helping marketers get their best ideas live faster. 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. Salesforce’s platform will help us innovate faster and together we’ll help marketers around the world build deeper, more lasting relationships with their customers.”
Braze is an AI marketing and personalisation company dedicated to ‘amplifying’ companies of any size, in any industry, according to its website. The company has around 2770 customers, including Canva, HBO Max, KFC and Venmo. According to a statement announcing the deal, Braze helps marketers strengthen customer relationships by responding to customer behaviour in real time, coordinating personalised experiences on platforms including mobile apps, websites, email and WhatsApp.
The Braze acquisition is the latest in a series of deals struck by Salesforce, which in June said it was due to purchase AI customer service platform Fin for $3.6bn. Shortly after, the company announced it had closed on its acquisition of m3ter, a metering and rating platform for consumption-based monetisation. In late September, Salesforce also announced the $2bn acquisition of AI-powered customer research and human simulation startup Listen Labs.
News: Salesforce deepens AI bets with $5.66 billion Braze deal