A PYMNTS Company

Salesforce Strikes $5.66 Billion Deal to Acquire Braze

By  |  October 20, 2026
Salesforce Strikes $5.66 Billion Deal to Acquire Braze

Salesforce has agreed to acquire customer engagement software provider Braze Inc. in a transaction valued at approximately $5.66 billion, expanding its presence in digital marketing technology as businesses increasingly turn to automation and artificial intelligence to connect with customers.

    Get the Full Story

    Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required.

    Subscribe to our daily newsletter, PYMNTS Today.

    By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions.

    Under the agreement, holders of Braze Class A common stock will receive $47.50 per share in cash, according to Reuters, which reported the transaction Tuesday.

    Salesforce shares declined 2.6% in premarket trading following the announcement, Reuters reported, suggesting an initially cautious response from investors to the multibillion-dollar acquisition.

    The deal is expected to close during Salesforce’s fiscal year 2028, subject to regulatory clearance and approval from Braze shareholders.

    Acquisition Expands Salesforce’s Marketing Capabilities

    The proposed purchase would add Braze’s customer engagement technology to Salesforce’s existing portfolio of enterprise software products, potentially strengthening its ability to help businesses deliver personalized communications across digital channels.

    Braze specializes in software that allows companies to interact with customers based on their behavior, including through mobile applications, websites, email and messaging services.

    According to Salesforce’s announcement, the acquisition is intended to bring Braze’s real-time engagement capabilities together with Salesforce’s customer relationship management platform and artificial intelligence products.

    Related: Salesforce and Slack Sue Microsoft in UK Over Teams Competition Claims

    We’d love to be your preferred source for news.

    Please add us to your preferred sources list so our news, data and interviews show up in your feed. Thanks!

    Add as Preferred Source

    The combination could allow businesses to use customer information more effectively when developing marketing campaigns, tailoring messages and coordinating communications across multiple channels.

    The transaction also reflects the growing importance of software that connects customer data with automated marketing tools, an area in which enterprise technology providers are seeking to expand their offerings.

    Investors Assess Deal as Regulatory Review Awaits

    Salesforce’s 2.6% premarket share decline, as reported by Reuters, came as investors evaluated the financial implications of the acquisition and its potential contribution to the company’s broader software business.

    The $5.66 billion enterprise valuation represents a substantial investment in customer engagement technology. The proposed acquisition would give Salesforce access to Braze’s established platform and customer relationships while extending its marketing software capabilities.

    Salesforce said in its official announcement that it does not expect the transaction to alter its fiscal 2027 financial guidance. The company has not provided guidance for fiscal 2028.

    The acquisition remains subject to customary closing conditions, including approval from Braze shareholders and relevant regulatory authorities.

    If completed as planned, the transaction would further expand Salesforce’s role in enterprise marketing software, combining its existing customer management products with technology designed to deliver personalized engagement in real time.

    Source: Reuters