Salesforce Agrees to Buy Braze at $47.50 a Share
Closing is expected in Salesforce's fiscal 2028, starting February 2027, and needs Braze shareholder and regulatory approval first.
Salesforce has agreed to buy Braze, the customer messaging platform, for about $5.66 billion including debt. The deal still has to close.
It’s worth reading what each side has actually said, not just the headlines.
The deal in numbers
Salesforce announced the deal on October 20, 2026. Braze Class A holders will receive $47.50 in cash per share, according to Braze’s press release.
That’s about 58% above Braze’s last close of $30.04, per Dealroom’s summary of the Wall Street Journal’s report.
It’s still below the $65 Braze priced its 2021 IPO at.
The Next Web reported that Braze revenue grew 26% to $227.2 million in the three months to July, and that at the end of July, 361 of its customers each paid it at least $500,000 a year. This isn’t a small vendor.
Closing is expected in Salesforce’s fiscal 2028, which starts in February 2027. Braze shareholders and regulators have to approve it before then.
What Braze told its own people
Braze sent a message to customers and employees, and it sits in its SEC filing.
Braze keeps its name, and CEO Bill Magnuson stays on.
A team from both companies will begin planning how integration will work over the next several months, according to the filing.
So what does Salesforce want? It says Braze’s real-time engagement and AI decisioning are expected to complement all four layers of its platform and strengthen Marketing Cloud’s cross-channel personalization.
Its guidance for the current fiscal year stays the same.
Braze brings about 2,770 customers. Canva, Instacart and Venmo are among them.
Why it matters
Who should pay attention?
If you run lifecycle messaging on Braze or Salesforce Marketing Cloud, or you’re shopping for a tool this quarter, this deal is about your stack.
On Braze? Then check these this month:
- your renewal date
- the change-of-control clause in your contract
- your data processing terms
Neither company has said a word about pricing or support after close.
A calm first message is what you’d expect before any deal closes. I’d put your questions to your account manager in writing now, well ahead of your renewal.
Using Marketing Cloud? Then Salesforce plans to combine Braze with Marketing Cloud, and how Salesforce sorts that out is something I don’t know and won’t guess.
Migrate now? No.
But if your contract is due within six months, ask for terms that survive an ownership change, because that’s the one lever you still hold before closing.
Either way, it’s one more standalone marketing tool heading into a big suite, and your messaging data may end up next to your CRM. Is that what you signed up for?
Common Questions
When will the Salesforce and Braze deal close?
Salesforce expects the deal to close in its fiscal 2028, which starts in February 2027. Approval from Braze’s shareholders and from regulators comes first, so that date can move.
Will Braze keep its name after Salesforce buys it?
Braze’s own message to customers and employees says it keeps its name, and CEO Bill Magnuson stays after close.
What does Salesforce pay per share for Braze?
Braze Class A shareholders get $47.50 in cash per share, according to The Wall Street Journal.
