Salesforce agrees to acquire AI-powered marketing platform Braze for nearly $5.7B in enterprise value, paying $47.50 per share, set to close from February 2027
Salesforce Inc. has agreed to buy Braze Inc., an artificial intelligence-powered platform for marketers, for almost $5.7 billion in enterprise value.
Context & Ripple Effects
Salesforce has repeatedly bought marketing and customer-engagement software, from Buddy Media in 2012 and ExactTarget in 2013 to Datorama in 2018. The Braze agreement extends that acquisition-led approach into AI-powered marketing.
The proposed deal also follows Salesforce’s June 2026 agreement for AI customer-service platform Fin, placing marketing and service capabilities at the center of its latest expansion.
First-order effects
- Braze is set to become part of Salesforce after the proposed closing, giving Salesforce ownership of a dedicated AI-powered marketing platform while Braze shareholders receive $47.50 per share.
- Salesforce must carry two large 2026 application acquisitions—Braze and Fin—through separate closing and integration processes.
Second-order effects
- Salesforce’s enterprise customers will face a broader Salesforce-owned set of marketing and customer-service products, increasing the importance of how Salesforce connects Braze with the rest of its software portfolio.
- Braze’s standalone commercial strategy will shift toward Salesforce’s enterprise sales and product priorities once the transaction closes.
Third-order effects
- If Salesforce continues pairing acquisitions of specialist AI applications with its installed enterprise software base, customer-engagement software is likely to consolidate around vendors that control both applications and distribution.
- The sequence of Fin and Braze deals points to competition shifting from individual AI features toward integrated customer-facing suites spanning marketing and service.
The trend: Enterprise-software incumbents are using acquisitions to embed specialized AI applications across established customer-distribution networks.
Related: Distribution-led AI monetization · Embedded AI economics · Salesforce · Braze · Salesforce agrees to acquire AI customer service platform Fin, formerly Intercom, for ~$3.6B · Salesforce.com Makes Its Biggest Acquisition Yet, Buys ExactTarget for $2.5 Billion
Related Coverage
- Salesforce agreed to acquire customer engagement firm Braze for $5.66 billion Quartz · Cris Tolomia
- Salesforce to acquire Braze in a $5.66 billion deal Reuters · Anzar Mehraj
- Salesforce Signs Definitive Agreement to Acquire Braze Salesforce
- Salesforce To Buy Braze In $5.6 Billion, All-Cash Deal As Acquisitions Continue Investor's Business Daily · Reinhardt Krause
- Salesforce announces $5.66 billion deal for Braze, sending BRZE stock soaring 50% CNBC · CJ Haddad
- Salesforce to Buy Customer-Engagement Platform for Nearly $5.7 Billion Wall Street Journal · Connor Hart
- Salesforce Retreats 2% on $5.66B Deal for Braze, Even as ServiceNow and Adobe Gain 2% 7 Wall St. · David Moadel
- Salesforce To Acquire Braze For $5.66 Billion Pulse 2.0 · Amit Chowdhry
- Braze Stock Soars 51% as Salesforce Makes Its Latest AI Bet Barron's Online · Ty Roush
- Salesforce-Braze Leads A Busy Day For Dealmakers Finimize
- Salesforce to Acquire Braze for $5.66 Billion in All-Cash Deal Techstrong.ai · Jon Swartz
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- Salesforce is planning to buy AI marketing company Braze, sending BRZE shares surging 50% Fast Company · Michael Grothaus
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- Wachtell, Covington, Davis Polk Guide Salesforce's Braze Buy Bloomberg Law · Mahira Dayal
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- So what does this have to do with Klaviyo? — Braze and Klaviyo play in the same sandbox … Motley Fool · Danny Vena
- Salesforce's AI spending spree continues with $5.7B Braze deal The Stack · Tom Krazit
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- Salesforce Bets $5.66 Billion On Braze's Real-Time Marketing AI Finimize
- Salesforce ponies up nearly $5.7 billion for competitor Braze as acquisition spree continues San Francisco Business Times · Ted Andersen
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- Braze … Salesforce's takeover agreement drove the move, and investors will be watching … The Motley Fool · Josh Kohn-Lindquist
- Salesforce's $5.66 billion Braze deal sharpens its bet on marketing to AI agents Crypto Briefing · Diego Almada Lopez
Discussion
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Bill Magnuson
Bill Magnuson
on linkedin
Today we announced that Braze has signed a definitive agreement to be acquired by Salesforce. It's a big moment for everyone who has been part of the Braze story …
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Braze
Braze
on linkedin
Exciting news today: Braze has signed a definitive agreement to be acquired by Salesforce. — Braze was built on the conviction that marketers …
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Carlos Garcia
Carlos Garcia
on linkedin
🚨 BIG NEWS IN THE MARTECH WORLD! 🚨 — Salesforce just announced a definitive agreement to acquire the customer engagement platform Braze! …
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Subhayan Deb
Subhayan Deb
on linkedin
This is Salesforce's 7th acquisition this year. This one will be quite an interesting one to watch, specially as the new Marketing Cloud Next platform evolves …
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Rafael Beckenkamp
Rafael Beckenkamp
on linkedin
Salesforce signing an agreement to acquire Braze is one of those announcements where I'm reading the wording almost as closely as the news itself. …
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r/salesforce
r
on reddit
Salesforce acquires Braze. Thoughts?
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@gregg_johnson
Gregg Johnson
on x
1) Hot take on Salesforce acquiring Braze (from a former SFDC / Marketing Cloud alum)... https://investor.salesforce.com/ ...
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Mirko Reckhard
Mirko Reckhard
on linkedin
🔥 🔥 Hot news in MarTech: Salesforce has announced it will acquire Braze. — This is a big one for Marketing Cloud customers. …
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Sam Ward
Sam Ward
on linkedin
Informatica, Cimulate (Acquired by Salesforce), Contentful, Fin, Regrello, Palmata and now Braze. — Salesforce's acquisitions in the last 12 months …
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Jeff Chang
Jeff Chang
on linkedin
Qatalyst Partners serving as exclusive financial advisor to Braze
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Marcos Duran
Marcos Duran
on linkedin
Definitely didn't have this on my 2026 bingo card: Salesforce is acquiring Braze. — The race to the top is getting hotter, fast! …
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Rachel Cassidy
Rachel Cassidy
on linkedin
OK, this Salesforce acquisition has genuinely shocked me. I don't really watch reality TV, but this feels like one of those dramatic season-finale reveals …
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@dsteinberg10000
David A Steinberg
on x
We believe the Salesforce-Braze acquisition will be an incredible catalyst for Zeta. Please see this analyst briefing for more information. $ZETA LG 🚀🚀🚀 Read more here: https://investors.zetaglobal.com/ ...
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@benioff
Marc Benioff
on x
Congrats @braze @billmag! Welcome to the Ohana. ❤️
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@salesforce
@salesforce
on x
We signed a definitive agreement to acquire @Braze, a leading customer engagement platform that helps marketers build deeper customer relationships by responding to customer behavior in real time and coordinating personalized experiences across channels. Following close, Braze's …
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@braze
@braze
on x
Braze is taking the next step on our journey to transform customer engagement by agreeing to be acquired by @salesforce. We're excited to join forces to help marketers around the world build deeper relationships with their customers. See here for more: https://investors.braze.com…
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@jasonlk
@jasonlk
on x
Salesforce is buying Braze for $5.7B. That's 6.8x revenue. 🎁 A gift for Braze holders. It traded at 3.7x on Monday. Look at the rest of GTM: HubSpot 3.1x (growing 20%) Klaviyo 3.1x (growing 26%) Monday 2.3x (growing 22%) Adobe 3.8x Real growth, and still 2-4x revenue
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@probyshandilya
Proby Shandilya
on x
BRAZE has now entered the pantheon of companies acquired by Salesforce, coming as the company's 5th largest acquisition to date, trailing only Slack / Tableau / Informatica / Mulesoft Congrats to all involved! 👏👏 @Braze
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@virtualgoodz
Simon Dawlat
on x
Some early thoughts on the Braze x Salesforce announcement: First, it's obviously a massive achievement for the founders, leadership team and investors. I'm impressed and, let's face it, a bit jealous. Second, the deal values Braze at roughly 6x ARR. Certainly a premium to curren…
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@spenserskates
Spenser Skates
on x
Congratulations to @billmag and the rest of the @Braze team! Braze has always been a top messaging partner for us at Amplitude and Bill has always been super helpful giving advice on growing Amplitude. We're looking forward to working together in this next chapter at Salesforce!
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@katie_roof
Katie Roof
on x
Wow! It's been my theory that middling 2021 IPOs would get acquired. Maybe finally happening!?