Salesforce To Acquire Braze For $5.66 Billion
The technology giant will pay $47.50 per share to acquire the customer engagement platform in an all-cash deal.
Updated on Oct. 20, 2026 in Advertising
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Salesforce has announced an agreement to acquire Braze for approximately $5.66 billion. The transaction grants Braze Class A shareholders a cash payment of $47.50 per share.
Why it matters
The acquisition represents a significant expansion of Salesforce's capabilities in the customer engagement space. Integrating the platform aims to strengthen its data-driven marketing tools for its corporate clients.
The deal is valued at $5.66 billion, with Braze Class A shareholders set to receive $47.50 in cash per share. Following the announcement, Braze shares experienced a 2.6% decrease in premarket trading.
The players
Salesforce
Salesforce is a global leader in customer relationship management software and enterprise cloud solutions.
Braze
Braze is a customer engagement platform that enables brands to manage personalized marketing campaigns across various channels.
The details
The deal mandates a cash payout for shareholders and reflects a strategic pivot for the companies involved. Salesforce anticipates the transaction will be finalized within its fiscal year 2028.
Timeline
October 20, 2026: Salesforce announced the acquisition of Braze.
Fiscal year 2028: The deal is expected to close.
Market Landscape
This move follows the pattern set by the 2021 Salesforce acquisition of Slack, emphasizing the company's strategy of acquiring specialized platforms to dominate the enterprise software market. The consolidation reflects a broader trend of tech giants scaling their capabilities to provide comprehensive data-driven services.
Average business clients utilizing these platforms may see shifts in integration capabilities and unified service offerings as the companies combine resources. Customers should monitor their subscription accounts for future updates regarding software access and platform consolidation.
The takeaway
The merger highlights the ongoing competition among major tech firms to secure robust customer engagement infrastructure. Investors and corporate users should watch for further developments as the companies align their technological roadmaps ahead of the 2028 closing date.
What happens next
The transaction is scheduled for completion within the Salesforce fiscal year 2028.
Further reading
For more context on the current industry landscape, explore recent shifts in the Advertising sector.
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