Salesforce agrees to acquire Braze for $5.66 billion in enterprise value
For the procurement chief at a regional bank
Salesforce said on Oct. 20 that it entered into a definitive agreement to acquire Braze, a customer engagement platform, for approximately $5.66 billion in enterprise value.1
Salesforce said in its press release that Braze's real-time engagement and AI decisioning capabilities are expected to complement Data 360, Customer 360, Agentforce and SIForce after the close, and to strengthen Marketing Cloud's cross-channel personalization.1 The release says Salesforce pursues acquisitions that meet its M&A framework: advancing customer success, fitting its strategy, accelerating innovation and creating long-term value.1
Holders of Braze Class A common stock will receive $47.50 in cash per share, according to the release.1
The deal is expected to close in Salesforce's fiscal year 2028, subject to customary closing conditions, including approval by Braze's shareholders and required regulatory approvals.1
Braze serves approximately 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo, Salesforce said.1
Braze CEO and Co-Founder Bill Magnuson said, "we'll continue building as Braze." The release does not address contract terms, pricing or customer data handling after the close.1
Banks and fintechs that buy both CRM and customer engagement software may soon negotiate with one vendor instead of two, which can change renewal leverage. Existing contracts bind until they expire, and the sources do not say how customer data would move between the merged products, so teams should review renewal dates and data-sharing and portability terms while the deal is pending.
The deal needs Braze shareholder approval and regulatory approvals, and Salesforce expects it to close in its fiscal year 2028.1
Our take. If your bank buys Salesforce and Braze separately, you have two vendors to quote against each other. After this deal closes, you have one, and it sets both prices.
Action. Procurement: List Salesforce and Braze contracts, renewal dates and data-processing terms; lock pricing and data-use clauses before the deal closes.
Sources
- Primary sourceSalesforce Signs Definitive Agreement to Acquire Braze - Salesforce Salesforce