# Salesforce Agrees to Buy Braze for About $5.66B Cash to Add Real-Time Engagement to Marketing Cloud and Agentforce

Times of AI Desk · 2026-10-20 · Industry

[https://timesof.ai/2026/10/salesforce-to-acquire-braze-5-66b-cash-agentforce-marketing](https://timesof.ai/2026/10/salesforce-to-acquire-braze-5-66b-cash-agentforce-marketing)

> 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.

## Sources

- [Salesforce: Signs definitive agreement to acquire Braze (October 20, 2026)](https://www.salesforce.com/news/press-releases/2026/10/20/salesforce-signs-definitive-agreement-to-acquire-braze/)
- [CNBC: Salesforce announces $5.66 billion deal for Braze (October 20, 2026)](https://www.cnbc.com/2026/10/20/salesforce-braze-acquisition-deal.html)