Salesforce will buy Braze for about $5.66 billion in cash
Braze shareholders get $47.50 for each share, and Salesforce wants its AI agents to see customer behavior as it occurs.
On 20 October 2026, Salesforce told that it has a definitive agreement to buy Braze. Braze is a customer message platform in New York. Braze shareholders get $47.50 for each Class A share in cash. The enterprise value is about $5.66 billion. Regulators and Braze shareholders must give approval for the deal. Salesforce tells that the deal will close in the 2027 fiscal year.
What Salesforce gets
Braze monitors user behavior on apps, websites, email, text messages and WhatsApp. It sends messages to fit each user when a set condition occurs, not on a batch schedule. Salesforce tells that Braze tools will connect to four layers of its software:
- Data 360
- Customer 360
- Agentforce, its AI agent tool
- SIForce
The numbers
The $47.50 is below the $48 target that Raymond James set days before. Braze shares started on the stock market in November 2021 at a $5.9 billion valuation. TIKR Terminal data shows that its shares fell about 58% in the twelve months before this year.
What is not known
Salesforce must connect Braze to Agentforce correctly. In many deals in this industry, the new tool stays apart. Adobe and HubSpot have live personalization and AI marketing automation.
Insight: Salesforce buys the data its agents use
Salesforce bought an AI marketing vendor in April and Braze in October. It tells that more than 1,000 customers buy Agentforce. Stripe tells that agent purchases on its Link system grew 38 times in September. This reads as a race to get live customer data for agents, and a purchase is possibly the short route. Monitor if Braze connects to Agentforce or stays apart.
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