Salesforce to acquire marketing software firm Braze for $5.66 billion
Salesforce has announced plans to purchase AI-driven marketing company Braze for $47.50 per share in an all-cash deal.
Software corporation Salesforce has entered into an agreement to acquire Braze, a New York-based firm specializing in AI-powered multichannel marketing, for approximately $5.66 billion. The offer represents a 58% premium over Braze's closing price prior to the announcement, prompting a 50% surge in the company's share price.
Braze provides enterprise tools for customer engagement across platforms including mobile apps and messaging services. Salesforce aims to integrate these capabilities into its existing architecture, including its Agentforce and Data 360 layers, to address increasing demand for real-time, AI-driven decisioning tools. The acquisition is intended to bolster Salesforce's market position as businesses shift toward automated, agentic software models.
The transaction is subject to regulatory approval and is currently scheduled to close during Salesforce's 2028 fiscal year. While the deal significantly boosts Braze’s valuation, the company's stock remains well below the highs recorded following its 2021 public offering.