Salesforce agrees to acquire Braze in 5.66 billion dollar deal
Salesforce has agreed to acquire customer engagement platform Braze in an all-cash deal valued at roughly $5.66 billion, offering $47.50 per share to bolster its AI-powered marketing suite.
Salesforce announced an agreement to acquire marketing automation and customer engagement platform Braze in an all-cash transaction valued at roughly $5.66 billion enterprise value, or nearly $5.7 billion. Under the terms of the deal, Braze shareholders will receive $47.50 per share in cash, representing an approximate 58% premium.[1][2][3][5][6][10]
The transaction is expected to close in Salesforce's fiscal year 2028—with reporting noting a close from February 2027—subject to customary closing conditions, including required regulatory clearances and approval from Braze shareholders. Three Big Law firms advised on the transaction.[2][4][5][7][9][12]
Following the announcement, Braze shares surged over 50%, while Salesforce stock slipped between 1% and 3% as investors weighed committing cash that could otherwise have funded share buybacks. The acquisition folds Braze's real-time customer engagement and AI decisioning capabilities into Salesforce's Marketing Cloud, CRM, and Data 360, while equipping Agentforce to act on live consumer behavior alongside Braze's usage-based pricing structure.[2][4][5][8][11][13][14]
Key facts
- Salesforce agreed to acquire Braze in an all-cash deal valued at roughly $5.66 billion enterprise value, or nearly $5.7 billion.
- Salesforce will pay $47.50 per share for Braze, reflecting an approximate 58% premium.
- The transaction is expected to close in Salesforce's fiscal year 2028, with reporting specifying from February 2027, subject to Braze shareholder and regulatory approvals.
- Braze shares surged over 50% following the deal announcement.
- Salesforce shares dropped roughly 1% to 3% after the deal was announced.
- The deal incorporates Braze's real-time engagement and AI decisioning capabilities into Marketing Cloud, CRM, Data 360, and Agentforce.
Sources · 12 sources
- CN
CNBC@CNBCPost on X ·
Salesforce to acquire Braze in a $5.66 billion deal https://t.co/xT5yJcqDUI
Open source - TA
Techstrong.ai@TechstrongaiPost on X ·
Salesforce has agreed to acquire customer engagement platform Braze in an all-cash deal valued at roughly $5.66 billion, with shareholders receiving $47.50 per share and the transaction expected to close in fiscal 2028. Braze shares jumped more than 50% on the news while Salesforce slipped 2% to 3% as investors weighed tying up cash that could have funded buybacks, even though the deal fills a real gap in Marketing Cloud by adding real-time, cross-channel engagement that feeds Data 360 and Agentforce. Get the full breakdown of the deal terms and what it means for Salesforce's AI strategy: https://t.co/h9jsIWVK3O #Salesforce #Braze #AI #Agentforce #MarketingCloud
Open source - BL
Bloomberg@businessPost on X ·
Salesforce has agreed to buy Braze, an AI-powered platform for marketers, for almost $5.7 billion in enterprise value https://t.co/VM99T9AYOi
Open source - SB
Shay Boloor@StockSavvyShayPost on X ·
$CRM just agreed to acquire $BRZE for ~$5.7B in cash bringing in a real-time customer engagement platform that had been taking customers from Salesforce’s own Marketing Cloud. The acquisition gives Agentforce ability to act on live customer behavior while adding Braze’s usage-based revenue model as AI agents increasingly challenge traditional per-seat software pricing.
Open source - MI
Mint@livemintPost on X ·
Salesforce agreed to acquire Braze for about $5.66 billion, offering $47.50 per share—a 58.1% premium. Braze shares surged 52% to $45.59. The all-cash deal, expected to close in fiscal 2028 pending approvals, would expand Salesforce’s AI-powered marketing and customer engagement capabilities. https://t.co/gBEo7VLIkq
Open source - MA
MarketWatch@MarketWatchPost on X ·
Salesforce gets a chilly investor response to a $6 billion deal at a 58% premium https://t.co/Fi4Cjjuzrv
Open source - BL
Bloomberg Law@BLawPost on X ·
Three Big Law firms steered Salesforce Inc.'s agreement to buy an artificial intelligence-powered marketing platform Braze Inc. for nearly $5.7 billion. https://t.co/qPtpbRSXkA
Open source - CN
CNBC@CNBCPost on X ·
Salesforce announces $5.66 billion deal for Braze, sending BRZE stock soaring 50% https://t.co/gKt6kthfE8
Open source - TE
TechmemeArticle ·
Salesforce agrees to acquire AI-powered marketing platform Braze for nearly $5.7B in enterprise value, paying $47.50 per share, set to close from February 2027 (Dana Wollman/Bloomberg) Dana Wollman / Bloomberg : Salesforce agrees to acquire AI-powered marketing platform Braze for nearly $5.7B in enterprise value, paying $47.50 per share, set to close from February 2027 — Salesforce Inc. has agreed to buy Braze Inc., an artificial intelligence-powered platform for marketers, for almost $5.7 billion in enterprise value.
Open source - AG
AGTP@AGTPinsightsPost on X ·
BREAKING: Salesforce agrees to acquire marketing platform Braze for about $5.66 billion in enterprise value, paying $47.50 in cash https://t.co/TVcZI91IEp
Open source - BA
Barron's@barronsonlinePost on X ·
Braze Stock Soars 51% as Salesforce Makes Its Latest AI Bet https://t.co/rPTcUl2hFT
Open source - TE
Techmeme@TechmemePost on X ·
Salesforce agrees to acquire AI-powered marketing platform Braze for nearly $5.7B in enterprise value, paying $47.50 per share, set to close from February 2027 (@danawollman / Bloomberg) (Visit Techmeme dot com for the link and full context!)
Open source - PY
PYMNTS@pymntsPost on X ·
💰 Salesforce is paying $5.6 billion for Braze, folding real-time customer engagement and AI decisioning into Marketing Cloud, CRM and Data 360. Full story on PYMNTS. https://t.co/jWEnG50bZ0
Open source - CN
CNBC@CNBCPost on X ·
Shares of $CRM slipped roughly 1% on Tuesday morning, after the company announced an agreement to buy customer engagement platform $BRZE for about $5.66 billion. Read more: https://t.co/Zeu4cbw0Bb https://t.co/wtqcIpRSmN
Open source