Salesforce agrees to acquire Braze in deal with approximately $5.66 billion enterprise value

Salesforce puts the transaction’s enterprise value at approximately $5.66 billion, and says Braze Class A shareholders are to receive $47.50 in cash for each share.[1] Salesforce expects the acquisition to close in its fiscal year 2028, subject to closing conditions that include Braze shareholder approval and required regulatory approvals.[1] The company said the deal was not expected to change its fiscal 2027 guidance.[1] Salesforce has not issued fiscal 2028 guidance and is not updating its long-term targets.[1]

Salesforce describes Braze as a customer engagement platform that responds to customer behavior in real time and coordinates personalized experiences across mobile apps, websites, email, SMS, WhatsApp and other channels.[1] Its cloud-native, event-streaming architecture is optimized for high-volume, real-time business-to-consumer engagement.[1] The platform continuously updates customer profiles and adapts customer journeys, and powers trillions of messages and journey actions each year, according to Salesforce.[1] BrazeAI uses AI-powered optimization across content, offers, channels and timing.[1]

Salesforce expects Braze’s real-time engagement and AI decisioning capabilities to complement Data 360, Customer 360, Agentforce and SIForce.[1] It also expects the acquisition to strengthen Marketing Cloud’s cross-channel personalization and help brands reach hundreds of millions of people.[1] Salesforce says the companies share an open, composable approach intended to give customers flexibility across their data, tools and partners.[1] These are Salesforce’s stated expectations for the combination; the announcement does not provide a revised fiscal 2028 forecast or updated long-term targets.[1]

Salesforce says Braze serves approximately 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo.[1] Braze is led by co-founders Bill Magnuson and Jon Hyman, and Braze would continue building and investing in its community of customers and partners.[1] CNBC reported that Braze shares rose 50% in premarket trading after the deal was announced, while Salesforce shares slipped roughly 1% on Tuesday morning.[2] J.P.