Salesforce said on Tuesday, October 20, 2026, that it has agreed to acquire customer engagement software maker Braze for about $5.66 billion in cash, paying $47.50 for each Class A share. The all-cash structure means Braze shareholders would receive $47.50 for every Class A share they hold. The $47.50 price is about 58 percent above the $30.04 at which Braze shares closed on Monday, the trading session before the announcement. The company said the Salesforce Braze deal is expected to close during its fiscal 2028, subject to Braze shareholder and regulatory approval. Braze shareholders must still vote on the agreement.
Salesforce said the purchase would not affect its fiscal 2027 guidance. The company told investors the deal would not change its guidance for fiscal 2027, keeping its outlook intact while it pursues the acquisition. Braze shares rose more than 50 percent on the news, while Salesforce shares fell about 1 percent in early trading, according to TechStartups. The Salesforce Braze deal now faces months of review before the closing can happen.
What the Salesforce Braze deal includes
Braze was founded in 2011 under the name Appboy. It is based in New York and has been listed on Nasdaq since 2021. Its software lets businesses message customers across mobile apps, email, websites and SMS, using customer activity that is processed in real time. Customers named by the company include Canva, Venmo and Urban Outfitters.
Braze’s software is used by businesses that want to message customers across the channels they use every day. It processes customer activity in real time and turns it into messages sent across mobile apps, email, websites and SMS.
Braze CEO Bill Magnuson said Salesforce “shares our commitment to marketers” and that its platform will help Braze innovate faster. The Salesforce Braze deal gives the marketing software company access to Salesforce’s customer base and sales reach, while Salesforce gains a real-time engagement product aimed squarely at marketers.
Why the Salesforce Braze deal follows a pattern
The agreement is the latest in a series of Salesforce acquisitions. The company recently agreed to buy Fin, an AI customer service platform, for $3.6 billion, and it previously agreed to buy data management company Informatica for roughly $8 billion. In August, Salesforce expanded its partnership with Anthropic.
The Fin agreement was valued at $3.6 billion, while the Informatica agreement was valued at roughly $8 billion. The Braze purchase, at about $5.66 billion in cash, sits between the two.
TechStartups noted that investors have previously questioned the costs of Salesforce’s large acquisitions, including Slack and Tableau. Details of how Salesforce will fund the Salesforce Braze deal were not specified beyond the cash consideration. The company has not said whether it will draw on cash reserves or take on debt to pay for the purchase.
Questions around the Salesforce Braze deal
One open question is whether regulators will sign off. Regulators would need to clear the transaction, and Braze shareholders would need to approve it, before the expected fiscal 2028 closing. Another is how quickly Salesforce can fold Braze’s products into its own sales and marketing cloud offerings.
The early market verdict was split. Braze investors welcomed the 58 percent premium, sending the stock up more than half. Salesforce investors were less enthusiastic, with the stock slipping about 1 percent in early trading. The mixed reaction is familiar for Salesforce, whose investors have questioned the costs of past large acquisitions such as Slack and Tableau. How Braze’s team and products fit inside Salesforce after the Salesforce Braze deal closes is another matter the companies have not detailed.
The road to closing
Two approvals stand between the announcement and the closing: a vote by Braze shareholders and clearance from regulators. The deal terms value Braze at about $5.66 billion in total, all in cash. The closing is expected during Salesforce’s fiscal 2028, after the shareholder vote and regulatory clearance, when the Salesforce Braze deal is set to close.