Salesforce to Buy Customer-Engagement Platform for Nearly $5.7 Billion

By Connor Hart

Salesforce signed a deal to buy Braze for about $5.66 billion including debt, adding a customer-engagement platform to its portfolio.

Under the terms of the agreement, Braze shareholders will receive $47.50 in cash for each common stock owned, the companies said. The purchase price represents a roughly 58% premium to Braze's closing price of $30.04 on Monday.

Salesforce sells software that companies use to manage their sales and marketing functions. Braze, meanwhile, helps marketers build deeper customer relationships, responding to customer behavior in real time to coordinate personalized experiences across channels.

Braze's platform is optimized for high-volume, real-time B2C engagement, according to Salesforce. More recently, Braze has implemented artificial intelligence to help marketers optimize content, offers, channels and timing.

The company--whose nearly 2,800 customers include Canva, Dairy Queen and Equinox--will continue to build, leveraging Salesforce's platform to innovate faster, Chief Executive and Co-Founder Bill Magnuson said.

The deal is expected to close in Salesforce's fiscal 2028, subject to customary closing conditions including regulatory and shareholder approval.

Salesforce doesn't expect the transaction to change its fiscal 2027 outlook. The company hasn't guided for its fiscal 2028, and there are no updates to its long-term targets at this time, it added.

"Every interaction is an opportunity to wow your customers," said Patrick Stokes, president of applications and marketing at Salesforce. "Most of that wow comes from knowing your customer, and responding at just the right moment."

"Braze was built to turn live customer behavior into personalized engagement at scale," he added.

Write to Connor Hart at connor.hart@wsj.com

(END) Dow Jones Newswires

October 20, 2026 08:52 ET (12:52 GMT)