Salesforce is buying Braze. On Tuesday, the CRM giant said it had signed a definitive agreement to acquire the New York-based customer engagement platform for roughly $5.66 billion.
Braze shareholders will get $47.50 in cash for each Class A share.
Braze is a real-time customer engagement platform (CEP) that collects customer data, analyzes audience data, and sends personalized marketing messages. In a press release, Salesforce said, “Braze helps marketers build deeper customer relationships by responding to customer behavior in real time, coordinating personalized experiences across mobile apps, websites, email, SMS, WhatsApp, and more.”
In an investor presentation filed with the Securities and Exchange Commission (SEC), Salesforce said it will fund the deal entirely in cash, and that Braze will boost growth but dilute profitability in the near term. The company also cited “significant operational efficiencies” across the combined businesses. Salesforce pitched Braze to investors as an extension of its marketing products: Braze is built for high-volume consumer brands that need real-time mobile engagement. In return, Braze gets Salesforce’s global distribution.
Salesforce intends on using Braze’s AI to deliver customers real-time signals on customer behavior, deliver services across platforms, and utilize the company’s AI to help marketers to optimize content. Braze’s clients include Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters, and Venmo.
Despite previous concerns about the impact of AI on Salesforce’s business, this year the company has been on an acquisition spree. According to its 10-Q filings with the SEC, in April, the company acquired Qualified Inc., an agentic AI marketing company, for $1.2 billion. It also entered into agreements to acquire Contentful Global for approximately $1.5 billion and Intercom, Inc. (“Fin”), a platform that provides end-to-end AI service agents, for $3.6 billion.
Last year, the company acquired Informatica, an enterprise cloud data management company, for around $8 billion. According to its 10-Q, Informatica brought in around $900 million over the first half of 2026.
Salesforce did not respond to ADWEEK’s request for comment.
