Salesforce agreed to acquire customer engagement platform Braze for about $5.66 billion in enterprise value. Salesforce is paying $47.50 per share in cash, a 58% premium over Braze’s Monday close of $30.04, but still below the company’s 2021 IPO price of $65. Braze lets brands trigger messages across apps, websites, email, SMS, and WhatsApp based on what a customer is doing at that moment, and its roughly 2,770 customers include Canva, Instacart, Urban Outfitters, and Venmo. Salesforce plans to add those tools to Marketing Cloud once the deal closes in its fiscal 2028, pending shareholder and regulatory approval, however, co-founder Bill Magnuson will stay on as CEO, and Braze will keep running under its own name.
