Salesforce is adding another piece to its marketing business. Braze shareholders would receive $47.50 in cash for each Class A share, and the agreement values the target at roughly $5.7 billion in enterprise value, the company said in its announcement. Brands use its platform to react within moments to how shoppers behave, coordinating outreach across several channels at once. Salesforce shares slipped in premarket trading after the news, CNBC reported.
Braze built its business around consumer brands that message very large audiences. Led by co-founders Bill Magnuson and Jon Hyman, it serves about 2,770 customers, including Canva, Instacart, Urban Outfitters and Venmo, according to the release. The company was already on a strong run with investors this year: its shares jumped in March after quarterly results beat expectations and it issued a full-year forecast above analyst estimates, CNBC reported at the time. Braze had named Salesforce among its competitors in a filing earlier this year, the company record shows.
The purchase fits a pattern of deals under chief executive Marc Benioff. Salesforce closed its acquisition of data-management firm Informatica in the fourth quarter of fiscal 2026, a year in which it reported revenue of $41.5 billion, as per its annual report. It also completed the purchase of Contentful and the roughly $3.6 billion purchase of Intercom's Fin in September 2026. Braze would slot into Marketing Cloud and, in Salesforce's framing, feed its Data 360 and Agentforce products.
Closing is some way off. The transaction is expected to be completed in Salesforce's fiscal 2028, pending a Braze shareholder vote and regulatory clearance, and Salesforce said its fiscal 2027 guidance is unchanged, the announcement said. Magnuson said Braze would keep operating under its own name after the deal. J.P. Morgan advised Salesforce, and Qatalyst Partners advised Braze.