Salesforce’s proposed $5.66 billion acquisition of Braze would add real-time customer messaging tools to its marketing business, with the company expecting faster growth but lower near-term profitability.
The proposed purchase values the deal at about $5.66 billion in enterprise value. Braze Class A shareholders would receive $47.50 in cash for each share. The earlier report on Braze shares closing below Salesforce’s offer covered the gap between the proposed payment and the market close. Braze’s board unanimously approved the agreement, which the companies signed Oct. 19 and announced Oct. 20.
Braze’s software uses customer activity to tailor communications across mobile apps, websites, email, text messages and WhatsApp. Salesforce says the tools would complement Marketing Cloud, CRM and Data 360. Patrick Stokes, Salesforce president of applications and marketing, said the platform can turn customer behavior into “personalized engagement at scale.”
Salesforce plans to fund the purchase with cash, avoiding the issuance of shares as consideration. Its investor presentation describes the structure as non-dilutive and says the acquisition is expected to contribute to growth while weighing on near-term profitability. Salesforce also said its FY30 framework was unchanged “at this time.”
The acquisition comes as Salesforce reports several product lines together. CNBC reported that Marketing had been among the company’s weaker application businesses in recent quarters. For the quarter ended July 31, Salesforce reported $7.193 billion in subscription and support revenue for Agentforce Apps, up 8% year over year in constant currency. The category includes Agentforce Sales, Agentforce Service, Agentforce Marketing, Agentforce Commerce, Agentforce Apps Flex Credits and Slack, so the results do not show Marketing’s performance on its own.
Salesforce expects the transaction to close in fiscal 2028, beginning Feb. 1, 2027. Braze shareholders and regulators still need to approve the deal.
