Salesforce has announced a definitive agreement to acquire Braze, a provider of marketing automation software, in an all-cash transaction valued at $5,66 billion. The offer price of $47,5 per share represents a premium of approximately 58% over the company's most recent closing price.
Braze reported a 26% year-over-year revenue increase to $227,2 million in the previous quarter, with adjusted operating income nearly quadrupling. The company provides a cloud platform that aggregates customer data from various sources using over 190 pre-built connectors to support personalized marketing campaigns.
The platform utilizes BrazeAI to automate the creation of promotional content based on purchase history and product availability. Additionally, the Agentic Standards feature allows users to set operational guardrails for AI-generated campaigns, while integrated dashboards track performance metrics across channels like SMS, WhatsApp, and mobile apps.
Salesforce intends to integrate the acquired technology into its Marketing Cloud platform to enhance data consolidation and campaign personalization capabilities. The company expects the transaction to close within its 2028 fiscal year, which commences in February.
