On October 20, 2026, Salesforce announced a definitive agreement to acquire Braze (NASDAQ: BRZE), a customer engagement platform, for approximately $5.66 billion in enterprise value. Braze Class A shareholders will receive $47.50 in cash per share. The announcement was filed as an exhibit to a Salesforce Form 8-K.
Braze runs real-time, event-streaming marketing across mobile apps, web, email, SMS and WhatsApp, and its BrazeAI product optimizes content, offers, channels and timing. Salesforce framed the deal around agents: “AI is raising the bar for marketers, who now need agentic solutions that can understand customers, make decisions, and act in real time.” It said Braze’s engagement and AI decisioning capabilities are expected to complement all four layers of its architecture: Data 360, Customer 360, Agentforce and SIForce.
Braze serves about 2,770 customers, including Canva, Instacart and Venmo. The deal is expected to close in Salesforce’s fiscal year 2028, subject to Braze shareholder approval and regulatory approvals, and Salesforce said there is no change to its FY27 guidance.
Why it matters: enterprise software vendors are buying the systems that hold live behavioral data, because agents are only as useful as the context and channels they can act through. The deal follows Salesforce’s purchase of Fin, another move to put more of the customer relationship within reach of Agentforce.
What it does not show: the deal has not closed and could still fail on shareholder or regulatory approval. The release gives no figures for how much of Braze’s business is AI-driven, and the claimed benefits are expectations, not results.