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. plugged a gap in its marketing platform with an agreement to buy Braze Inc. for an enterprise value of about $5.7 billion …
The deal also follows Salesforce's planned purchase of AI customer-service platform Fin in 2026, placing customer engagement across marketing and service at the center of its acquisition agenda.
First-order effects
Salesforce is set to add Braze's customer-engagement platform for roughly $5.7 billion in enterprise value, at $47.50 per share, subject to a closing expected from February 2027.
Braze shareholders receive a defined cash exit, while Braze's product and commercial organization move toward Salesforce's marketing-platform portfolio.
Second-order effects
Marketing-software vendors competing for enterprise customer-engagement budgets face a larger Salesforce suite spanning the earlier ExactTarget and Datorama assets alongside Braze.
Salesforce customers gain a prospective route to buy marketing engagement and AI customer-service capabilities from one vendor, increasing the importance of product integration and account-level cross-selling.
Third-order effects
If Salesforce executes the planned integrations, enterprise customer-engagement software is likely to consolidate around broader suites assembled through acquisitions rather than standalone marketing tools.
The transaction reinforces acquisition-led expansion as a way for established cloud vendors to add AI-oriented workflow products and distribute them through existing enterprise sales channels.
The trend: Enterprise software vendors are using acquisitions to assemble broader AI-enabled customer-engagement suites around established distribution channels.
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 …
@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…
@gregg_johnson
Gregg Johnson on x
1) Hot take on Salesforce acquiring Braze (from a former SFDC / Marketing Cloud alum)... https://investor.salesforce.com/ ...
@benioff
Marc Benioff on x
Congrats @braze @billmag! Welcome to the Ohana. ❤️
@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/ ...
@katie_roof
Katie Roof on x
Wow! It's been my theory that middling 2021 IPOs would get acquired. Maybe finally happening!?
@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
@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
@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…
@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!
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. …
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 …
Jeff Chang
Jeff Chang on linkedin
Qatalyst Partners serving as exclusive financial advisor to Braze
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! …
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 …
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. …
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 …
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! …
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 …
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 …