AI news · Salesforce · Braze
Salesforce agrees to buy Braze for $5.66 billion in cash
Braze sends real-time marketing messages for brands such as Instacart and Canva; Salesforce plans to fold it into Marketing Cloud and its AI agents.
Salesforce signed a deal on Tuesday 20 October 2026 to buy Braze for about $5.66 billion. Braze is a New York company whose software sends a brand’s marketing message at the moment a customer does something, such as opening an app. Its shareholders get $47.50 a share in cash, roughly 58 per cent above the last closing price, SiliconANGLE reports.
Braze gathers customer data from apps, websites and other systems, sorts shoppers into groups and messages each group by email, SMS, WhatsApp or in-app alert. Its AI tools, sold as BrazeAI, help marketers decide when each customer hears from a brand, on which channel and with which offer. About 2,770 businesses use it, Venmo, Instacart, Dairy Queen and Canva among them, B&T reports. Revenue grew 26 per cent year on year last quarter, to $227.2 million.
Salesforce plans to plug Braze into its Agentforce AI agents, its customer data tools and Marketing Cloud. An investor presentation says the deal adds growth but lowers profit margins at first, ADWEEK reports. This year Salesforce has also agreed deals for Contentful, at about $1.5 billion, and Intercom, at $3.6 billion. The Braze purchase needs approval from Braze shareholders and regulators; Salesforce expects to close it in its 2028 financial year, which starts in February.
If your brand runs app or email campaigns on Braze, its roadmap passes to Salesforce once the deal closes.
Sources
- SiliconANGLE: Salesforce to acquire marketing automation provider Braze for $5.66B. Checked
- B&T: Salesforce To Acquire Braze For $8B To Expand AI Marketing. Checked
- ADWEEK: Salesforce to Buy Braze for $5.66 Billion. Checked
Alexandre S.
Alexandre S. is a creative ad strategist and copywriter with ten years' experience in digital marketing across multiple channels.
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