Salesforce to buy Braze for $5.66 billion in cash

Salesforce has signed a definitive agreement to buy customer engagement platform Braze for about $5.66 billion in enterprise value, the company announced on Tuesday, October 20, 2026. Holders of Braze Class A stock will receive $47.50 per share in cash. The deal adds real-time, AI-driven marketing tools to Salesforce's product lineup as the software maker builds out its push into AI agents.reuters.com

Salesforce shares fell in premarket trading after the announcement, Reuters reported. Trading in Braze was halted before the market opened. The offer is about a 58% premium to Braze's closing price on Monday, according to Investing.com.cnbc.com+1

Deal terms and timing

The deal is expected to close in Salesforce's fiscal year 2028. It still needs approval from Braze shareholders and regulators. That fiscal year begins in early February, Bloomberg noted. Salesforce said the deal does not change its fiscal 2027 guidance. It has not issued fiscal 2028 guidance and is not updating its long-term targets for now.stocktitan.net+1

J.P. Morgan Securities is Salesforce's exclusive financial adviser, and Qatalyst Partners is advising Braze.stocktitan.net

Folding Braze into Marketing Cloud

Braze, based in New York, helps brands respond to customer behavior as it happens. It runs personalized campaigns across apps, websites, email, SMS and WhatsApp, and its BrazeAI tools adjust content, offers, channels and timing. The company has about 2,770 customers, including Instacart, Urban Outfitters, Venmo, Dairy Queen and Canva.stocktitan.net

Once the deal closes, Salesforce expects Braze's technology to support all four layers of its platform: Data 360, Customer 360, Agentforce and SIforce. In particular, it is expected to improve personalization across channels in Marketing Cloud, Salesforce said on X.x.com

"Braze was built to turn live customer behavior into personalized engagement at scale," said Patrick Stokes, Salesforce's president of applications and marketing. "Bringing that capability together with Salesforce Marketing Cloud, CRM, and Data 360 will deliver that wow moment in every customer interaction".investing.com

Braze keeps its brand

Braze CEO and co-founder Bill Magnuson said the company will keep operating under its own name. "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," he said.stocktitan.net

Salesforce said the purchase fits its acquisition framework, which looks for deals that help customers, fit its strategy, speed up innovation and create long-term value. The company is betting that marketers increasingly want agent-based tools that can "understand customers, make decisions, and act in real time".investor.salesforce.com