Salesforce buys Braze for $5.66 billion

Salesforce said it will buy customer engagement company Braze for $5.66 billion, or $47.50 a share in cash.

The deal gives Salesforce a customer engagement platform that includes personalized experiences across multiple channels including email, SMS and WhatsApp. Braze also features optimization across content, offers and channels.

For Salesforce, the Braze deal is another tuck-in acquisition to be integrated into its broader offerings. Braze will be included in Salesforce's marketing cloud, CRM and Data 360. Braze will also likely complement Contentful, another recent Salesforce acquisition.

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Patrick Stokes, president of applications and marketing at Salesforce, said Braze will give customers the ability to respond to customers with personalization at scale. Bill Magnuson, CEO of Braze, said the company is seeing traction with BrazeAI and shipping products faster.

The plan for Salesforce is to integrate Braze across its platform including Data 360, Customer 360, Agentforce and SIForce, which was AIForce when Dreamforce kicked off just a few weeks ago.

Braze, which has about 2,770 customers, isn't expected to change Salesforce's guidance for fiscal 2027. The company had second quarter revenue growth of 26.2% to $227.2 million.