Salesforce, Inc. has announced a definitive agreement to acquire Braze, Inc. for approximately $5.66 billion in enterprise value. This acquisition is a strategic move for Salesforce, aiming to enhance its customer engagement capabilities and solidify its position in the prepackaged software industry.
On October 20, 2026, Salesforce and Braze issued a joint press release detailing the terms of the acquisition. Under the agreement, holders of Braze Class A common stock will receive $47.50 in cash per share. This acquisition is expected to close in Salesforce's fiscal year 2028, pending customary closing conditions, including approval from Braze's shareholders.
About Salesforce
Salesforce, Inc. is a leading provider of customer relationship management (CRM) software, specializing in cloud-based solutions that help businesses manage customer relationships and streamline operations. The company operates under the SIC code 7372, which pertains to Services-Prepackaged Software. Salesforce is listed on the New York Stock Exchange under the ticker symbol CRM.
Details of the Acquisition
The press release highlighted that Braze is a prominent customer engagement platform that enables marketers to build deeper customer relationships through real-time engagement. Salesforce aims to integrate Braze's capabilities with its existing Marketing Cloud, CRM, and Data 360 platforms, enhancing the personalization of customer interactions.
Patrick Stokes, President of Applications and Marketing at Salesforce, emphasized the importance of real-time customer engagement, stating, "Every interaction is an opportunity to wow your customers." He believes that Braze's technology will significantly enhance Salesforce's ability to deliver personalized experiences.
Bill Magnuson, CEO and Co-Founder of Braze, echoed this sentiment, noting that the partnership will allow both companies to innovate faster and better serve their customers. Braze's expertise in mobile experiences and customer engagement is expected to complement Salesforce's existing offerings.
Impact of the Acquisition
This acquisition is poised to affect various stakeholders, including Braze's approximately 2,770 customers, which include notable brands like Canva, Dairy Queen, and Instacart. The integration of Braze's technology is expected to enhance Salesforce's customer engagement strategies and improve the overall customer experience.
Moreover, this move may prompt competitors in the prepackaged software industry to reevaluate their strategies and offerings in light of Salesforce's expanded capabilities. As the demand for personalized customer engagement solutions continues to rise, companies will need to adapt to remain competitive.
What's Next?
The next steps involve obtaining approval from Braze's shareholders and meeting regulatory requirements before the transaction can be finalized. Salesforce has not provided updates regarding its fiscal year 2028 guidance or long-term targets at this time.
As Salesforce continues to lead the charge in customer engagement solutions, the acquisition of Braze represents a significant milestone in its growth strategy, reinforcing its commitment to delivering innovative, personalized experiences for customers.