Salesforce has agreed to acquire customer engagement platform Braze for approximately US$5.66 billion in enterprise value, as it seeks to expand its AI-powered marketing capabilities.
Under the agreement, holders of Braze Class A common stock will receive US$47.50 in cash per share.
The proposed acquisition would strengthen Salesforce Marketing Cloud with Braze’s real-time customer engagement technology, which supports personalised communication across multiple digital channels.
What Braze brings to Salesforce
Braze enables businesses to respond to customer behaviour in real time, coordinating personalised messages across mobile apps, websites, email, SMS and WhatsApp.
Its event-streaming architecture processes customer activity continuously, allowing businesses to update customer profiles and adjust marketing campaigns as users interact with their products and services.
The platform also uses BrazeAI to optimise content, offers, communication channels and message timing.
Braze serves approximately 2,770 customers, including Canva, Instacart, Urban Outfitters and payments app Venmo.
Its mobile engagement tools include in-app messaging, personalised content feeds and live updates, alongside email, web and other messaging capabilities.
“Braze was built to turn live customer behavior into personalized engagement at scale,”
said Patrick Stokes, President, Applications and Marketing at Salesforce.
How the acquisition fits Salesforce Marketing Cloud
Salesforce expects Braze’s technology to strengthen cross-channel personalisation within Marketing Cloud. It will also complement the company’s Data 360, Customer 360, Agentforce and SIForce platforms.
By combining Braze’s AI decision-making capabilities with Salesforce’s customer data and Agentforce, businesses could better connect marketing with commerce, sales and customer service.
The integration could also help businesses deliver more relevant customer interactions. They could adjust content, offers and communication channels based on customer behaviour in real time.
“Salesforce shares our commitment to marketers, and we’ll continue building as Braze and investing in the Braze community of customers and partners who built this company with us,”
said Bill Magnuson, CEO and Co-Founder of Braze.
Braze’s leadership team, including Magnuson and co-founder Jon Hyman, would also bring expertise in mobile experiences, data engineering and customer engagement to Salesforce Marketing Cloud.
Salesforce expands its AI capabilities through acquisitions
Salesforce said marketers increasingly require AI tools capable of understanding customer behaviour, making decisions and responding in real time.
The company is pursuing these capabilities through internal development and acquisitions.
The Braze agreement follows Salesforce’s US$3.6 billion acquisition of customer service AI company Fin, which it completed in September 2026.
Fin’s customer service AI technology will strengthen Salesforce’s Agentforce offering, while Braze will expand its personalised marketing and customer engagement capabilities.
Featured image credit: Edited by Fintech News Singapore, based on image by lifeforstock via Magnific
