Salesforce has signed a definitive agreement to acquire Braze, a customer engagement platform listed on Nasdaq, for approximately $5.66 billion in enterprise value, the companies announced on October 20, 2026. Holders of Braze Class A common stock will receive $47.50 in cash per share.

The Salesforce press release says the deal is expected to close in Salesforce’s fiscal year 2028, subject to approval by Braze’s shareholders and required regulatory approvals.

What Braze does

Braze sells software that companies use to message their own customers across mobile apps, websites, email, SMS and WhatsApp. According to the release, its event-streaming architecture updates customer profiles as people browse, buy and use a product, and adjusts the messages and journeys they receive in response. BrazeAI adds automated choices about content, offers, channels and timing.

Salesforce puts Braze’s customer count at approximately 2,770, naming Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo among them. Co-founders Bill Magnuson, the chief executive, and Jon Hyman lead the company.

Why Salesforce wants it

Salesforce already sells Marketing Cloud. The release says Braze is expected to strengthen Marketing Cloud’s cross-channel personalization and to complement four layers of Salesforce’s product architecture: Data 360, Customer 360, Agentforce and SIForce. The emphasis falls on high-volume consumer brands and on mobile features such as in-app messages, content feeds and live updates.

Patrick Stokes, Salesforce’s president for applications and marketing, said Braze “was built to turn live customer behavior into personalized engagement at scale.” Magnuson said the company would “continue building as Braze” and keep investing in its customers and partners. The release does not say how long Braze will be sold as a separate product or whether pricing or contracts will change.

Deal terms and timeline

  • Price: about $5.66 billion in enterprise value; $47.50 in cash for each Braze Class A share.
  • Conditions: Braze shareholder approval and regulatory approvals. Braze intends to file a proxy statement with the US Securities and Exchange Commission.
  • Timing: expected close in Salesforce’s fiscal 2028. Salesforce says there is no change to its fiscal 2027 guidance.
  • Advisers: J.P. Morgan for Salesforce and Qatalyst Partners for Braze, with Wachtell, Lipton, Rosen & Katz and Covington & Burling as Salesforce’s counsel and Davis Polk & Wardwell as Braze’s.

Until the deal closes, Braze remains an independent public company, and the release’s forward-looking statements list the possibility that the merger agreement is terminated among the risks.

For employees of a company being acquired, the practical questions usually concern unvested equity and how it converts. Our explainer on employee stock options and vesting covers the terms to look for; the press release does not describe how Braze equity awards will be treated.