Salesforce acquires Braze for 5.66 billion dollars

Salesforce is spending 47.50 dollars per share in cash to acquire the engagement platform Braze. The transaction, valued at approximately 5.66 billion dollars, is expected to be completed during the fiscal year 2028, pending approval from regulatory authorities and Braze shareholders. Braze has established itself in the market with an architecture designed for event streaming. Its technology allows for continuous analysis of user behavior to instantly adjust marketing campaigns across mobile applications, websites, WhatsApp, SMS, and email. Patrick Stokes, president in charge of applications and marketing at Salesforce, stated, "Every interaction is an opportunity to impress your customers. It requires knowing your customer and responding at the precise moment. Braze is designed to transform real-time customer behavior into personalized engagement at scale."

Once finalized, the acquisition will complement Salesforce's four software pillars: Data 360, Customer 360, Agentforce, and SIForce. Operationally, the integration aims to enhance its Marketing Cloud offering, which has been lacking in the streaming processing of high-volume mobile and In-App data. Braze's technology utilizes data streams from cloud data warehouses to adapt customer journeys during browsing or purchasing sessions. Additionally, the inclusion of BrazeAI algorithms is expected to strengthen Agentforce's autonomous decision-making capabilities for channel selection, content, and timing of communications. The Salesforce leadership clarified that this investment aligns with their strategic acquisition framework: to accelerate customer success, align with their strategy, and generate long-term value.