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Oct 21, 20262 views2 min read

Salesforce Agrees to Acquire Braze for $5.66 Billion to Boost AI-Powered Customer Engagement

Salesforce announced on October 20 that it has signed a definitive agreement to acquire customer engagement platform Braze for approximately $5.66 billion. Braze shareholders will receive $47.50 per share in cash. The deal is expected to close during Salesforce's fiscal year 2028, pending regulatory and shareholder approval. Braze shares rose more than 51 percent on the day of the announcement.

Salesforce Agrees to Acquire Braze for $5.66 Billion to Boost AI-Powered Customer Engagement
Source:CNBC

Salesforce announced on October 20, 2026, that it has signed a definitive agreement to acquire Braze, a customer engagement platform, for approximately $5.66 billion in enterprise value.

Under the terms of the deal, Braze shareholders will receive $47.50 per share in cash. Braze shares rose more than 51 percent on the day of the announcement, closing at $45.57.

The transaction is expected to close during Salesforce's fiscal year 2028, subject to regulatory approval and the approval of Braze shareholders.

Salesforce plans to integrate Braze's technology into its Data 360, Customer 360, Agentforce, and SIForce platforms. Braze is known for its event-streaming architecture, which allows businesses to engage customers in real time across mobile apps, SMS, email, and WhatsApp.

By combining Braze's real-time behavioral data processing with its existing marketing tools, Salesforce aims to improve personalized customer experiences and AI-driven decision-making for marketers.

J.P. Morgan Securities is acting as the exclusive financial advisor to Salesforce, with Wachtell, Lipton, Rosen and Katz and Covington and Burling providing legal counsel. Qatalyst Partners is advising Braze, with Davis Polk and Wardwell acting as legal counsel.

The acquisition is one of the largest in the marketing technology sector in 2026 and signals Salesforce's continued push into agentic AI and real-time customer data.

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