Salesforce Seeks to Bolster Marketing Products With Braze Acquisition

Salesforce plans to acquire Braze for its customer engagement technology, aiming to strengthen its marketing products as combined Marketing and Commerce subscription and support revenue fell 1% in constant currency.

The companies signed an agreement with an enterprise value of about $5.66 billion. Braze Class A shareholders are to receive $47.50 in cash for each eligible share. Salesforce plans to fund the purchase with cash, which avoids issuing Salesforce shares to pay Braze holders.

The acquisition would add Braze’s tools for coordinating customer engagement across mobile apps, websites, email, SMS and WhatsApp. Its AI features help marketers tailor content, offers, channels and timing. Salesforce expects the platform to strengthen cross-channel personalization in Marketing Cloud.

The deal targets a Salesforce business category that has recently lagged other areas. In fiscal Q4 2026, ended Jan. 31, the company’s combined Marketing and Commerce subscription and support revenue was $1.377 billion, up from $1.357 billion a year earlier. The category’s constant-currency growth rate was down 1%, while Sales and Service grew 8% and 7%, respectively, in constant currency.

Salesforce’s fiscal Q2 2027 results group Marketing with Sales, Service, Commerce, Slack and other offerings under Agentforce Apps. That combined category grew 8% in constant currency, but the figure does not show Marketing’s standalone performance.

Braze’s fiscal Q2 2027 revenue reached $227.2 million for the quarter ended July 31, 2026, up 26.2% from a year earlier. The company’s net loss attributable to Braze was $18.9 million. Salesforce expects the acquisition to contribute to growth, alongside near-term profitability dilution.

The acquisition remains subject to Braze shareholder approval and required regulatory approvals. Salesforce expects it to close in fiscal 2028.