Salesforce agrees to buy marketing platform Braze for $5.66 billion

Salesforce is acquiring Braze, a customer engagement software company, for $5.66 billion, according to B&T.

Braze sells tools that let marketers react to shopper behavior as it happens and coordinate messages across phones, sites and messaging services. The company, started in 2011 under the name Appboy by Bill Magnuson and Jon Hyman, counts roughly 2,770 customers, among them Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo.

Salesforce said it would fold Braze's technology into Marketing Cloud, its customer data products and its Agentforce AI agent line, and that Braze would also complement its Data 360, Customer 360 and SIForce layers. Patrick Stokes, Salesforce's president of applications and marketing, said much of what impresses customers "comes from knowing your customer, and responding at just the right moment."

Magnuson, Braze's chief executive and co-founder, said the company would keep operating under its own name and continue investing in its customer and partner base.

The purchase follows Salesforce's announcement in September 2026 that it would buy Listen Labs, an AI customer research platform.

The transaction requires approval from Braze shareholders and regulators and is expected to be completed during Salesforce's 2028 fiscal year.

This story was first reported by B&T.