Salesforce announced Tuesday that it will acquire marketing technology platform Braze for $47.50 per share in cash, valuing the company at $5.66 billion including debt. The deal strengthens Salesforce’s weaker marketing business by adding real-time personalization capabilities across smartphones, the web, email and text messaging. Paying entirely in cash avoids diluting existing shareholders and does not interfere with the company’s aggressive share repurchase program, contrasting with some of Salesforce’s earlier acquisitions. Braze, which has roughly 2,770 customers, including Instacart, Dairy Queen and Venmo, is projected to generate $912 million in revenue over the 12 months ending in January, up 24% year over year, with the acquisition expected to close in fiscal 2028.
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