Salesforce to Acquire Marketing Software Company Braze for $5.66 Billion

en.Wedoany.com Reported - On October 20, U.S. enterprise software company Salesforce announced that it has signed a definitive acquisition agreement with customer engagement software provider Braze, with a transaction enterprise value of approximately $5.66 billion. Under the agreement, Salesforce will acquire Braze's Class A common stock for $47.50 per share in cash, and the transaction is expected to close in Salesforce's fiscal year 2028. Upon completion of the acquisition, Braze's real-time customer engagement, AI-driven decision-making, and cross-channel marketing technologies will be integrated into Salesforce's existing enterprise software business.

Braze primarily provides a cloud-based customer engagement and marketing automation platform that enables enterprises to conduct personalized marketing through mobile apps, websites, email, SMS, and WhatsApp. Its system uses a cloud-native event stream processing architecture that can receive user behavior data in real time, update customer profiles, and adjust marketing content and delivery channels based on customer behavior. The BrazeAI platform uses artificial intelligence technology to optimize marketing content, product recommendations, outreach timing, and user engagement processes.

Salesforce plans to integrate Braze's technology into Data 360, Customer 360, Agentforce, and SIForce business systems, with a focus on strengthening Marketing Cloud's real-time customer engagement and cross-channel marketing capabilities. Braze currently has approximately 2,770 enterprise customers, including Canva, Instacart, Venmo, and Urban Outfitters. The two parties will integrate customer data management, AI-driven marketing decisions, and mobile app engagement technologies to expand marketing software services for large consumer-facing enterprises.

According to a U.S. Securities and Exchange Commission filing, the two parties signed the merger agreement on October 19 and officially announced it on October 20. The transaction has been unanimously approved by Braze's board of directors and will subsequently be submitted to shareholders for a vote and undergo relevant regulatory approval procedures. J.P. Morgan Securities is serving as Salesforce's exclusive financial advisor, and Qatalyst Partners is serving as Braze's exclusive financial advisor. Salesforce stated that this transaction will not change its existing guidance for fiscal year 2027.