Key insights
- Salesforce has agreed to acquire customer engagement software company Braze for approximately $5.66 billion in cash. The deal, aimed at enhancing Salesforce's marketing and AI capabilities, represents a significant premium for Braze shareholders. While Salesforce shares dipped 3% on the news, Braze shares are expected to open higher. The transaction is anticipated to close in Salesforce's fiscal 2028 and is not expected to impact Salesforce's fiscal 2027 guidance.
Investing.com -- Salesforce (NYSE: CRM) agreed to acquire customer engagement software company Braze (NASDAQ: BRZE) for approximately $5.66 billion in enterprise value, offering $47.50 per share in cash in a deal aimed at strengthening its marketing and artificial intelligence capabilities.
Salesforce shares fell 3% following the announcement. Braze shares were halted pending news, with the stock expected to open higher after closing at $30.04 in the previous session. The proposed cash consideration represents a premium of approximately 58% to that closing price.
The deal would add Braze’s real-time customer engagement and AI-powered personalization technology to Salesforce’s marketing and customer relationship management products. The transaction is expected to close in Salesforce’s fiscal 2028, subject to shareholder approval and regulatory clearances.
“Bringing that capability together with Salesforce Marketing Cloud, CRM, and Data 360 will deliver that wow moment in every customer interaction,” Patrick Stokes, Salesforce’s president of applications and marketing, said in the announcement.
Braze helps businesses personalize customer interactions across mobile apps, websites, email, SMS and other messaging channels. Its AI tools optimize content, offers, delivery channels and timing based on customer behavior.
The company serves approximately 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo.
The acquisition would strengthen Salesforce Marketing Cloud as the company expands its AI strategy around Agentforce and its broader customer data platform. By combining Braze’s real-time engagement capabilities with Salesforce’s customer data and enterprise software, the companies aim to help businesses deliver more personalized marketing at scale.
Salesforce said the transaction is not expected to change its fiscal 2027 guidance. The company has not provided fiscal 2028 guidance, and it said there was no update to its long-term targets.
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