Salesforce Agrees to Buy Braze for About $5.66B Cash to Add Real-Time Engagement to Marketing Cloud and Agentforce
Salesforce announced a definitive agreement on Oct. 20 to acquire Braze for about $5.66B in enterprise value, or $47.50 cash per Class A share. By our calculation that is about a 58% premium to Braze's Monday close of $30.04 reported by CNBC. Close targeted for Salesforce fiscal 2028, subject to shareholder and regulatory approval.
The largest enterprise applications vendor is still paying up for AI-adjacent customer engagement while AI stocks swing. Salesforce on Tuesday, October 20 announced a definitive agreement to acquire Braze for about $5.66 billion in enterprise value. Braze Class A holders get $47.50 per share in cash.
CNBC reports Braze closed at $30.04 on Monday, October 19. By our calculation, $47.50 is about a 58% premium to that close (($47.50 − $30.04) / $30.04). CNBC said Braze jumped more than 50% on Tuesday after a brief premarket halt, while Salesforce slipped about 1% — intraday moves as of CNBC's update, not closes.
What Salesforce says the deal does
Salesforce says Braze's real-time engagement and AI decisioning are expected to complement Data 360, Customer 360, Agentforce and SIForce, and frames the deal as part of a shift to agentic marketing. Braze serves about 2,770 customers, including Canva, Instacart and Venmo, Salesforce said. The deal is expected to close in Salesforce's fiscal year 2028, subject to Braze shareholder and regulatory approval, with no change to FY27 guidance.
Limits
- Premium percentage is our calculation from Salesforce's $47.50 cash price and CNBC's reported Monday close; markets move.
- Share moves are intraday as of CNBC's report.
- We did not verify secondary mentions of unrelated prior Salesforce deals.