Salesforce agreed on October 20 to buy Braze for $47.50 in cash per share. The deal values Braze at an enterprise value of about $5.66 billion, according to the press release Salesforce filed with the SEC. The Salesforce Braze acquisition is expected to close in Salesforce’s fiscal 2028.
Braze sells software that brands use to message customers across email, mobile apps and other channels. The company reports about 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo.
Key terms of the Salesforce Braze acquisition
| Term | Detail |
|---|---|
| Announced | October 20, 2026 |
| Price | $47.50 per share in cash |
| Enterprise value | About $5.66 billion |
| Expected close | Salesforce fiscal 2028 |
| Braze customers | About 2,770 |
| Salesforce fiscal 2027 guidance | No change expected |
What Salesforce said
Salesforce said the purchase does not change its fiscal 2027 guidance. It has not given fiscal 2028 guidance, and it did not update its long-term targets. The release does not disclose the premium to Braze’s share price, how Salesforce will pay for the deal, or whether it will add to earnings.
The company plans to tie Braze’s real-time engagement and AI decisioning into its own platform. The release names Data 360, Customer 360 and Agentforce. It also says the deal will strengthen the cross-channel personalization in Marketing Cloud. Braze co-founders Bill Magnuson and Jon Hyman are set to join Marketing Cloud.
Patrick Stokes, president of applications and marketing at Salesforce, said the combination should give customers a personalized experience in every interaction. Magnuson, who is Braze’s chief executive, said Salesforce shares Braze’s commitment to marketers and that Braze will keep investing in its community.
What a cash deal means for Braze holders
A cash deal pays shareholders a fixed amount per share. Braze holders would receive $47.50 for each share, no matter how Salesforce stock moves before the deal closes. An all-stock deal works the other way, since its value moves with the buyer’s share price. For a cash deal that moved quickly from announcement to close, see the Jolt Journal’s report on the $1.9 billion Copart and ACV deal.
Enterprise value adds a company’s debt and subtracts its cash. The release gives the enterprise figure of $5.66 billion. That is not the same as the total amount shareholders will receive.
Where the deal sits in a busy month
The announcement came in a week of software and security deals. Proofpoint agreed to buy Varonis for $6.3 billion in cash, which the Jolt Journal reported in its Proofpoint and Varonis coverage. Both deals use cash. Both involve software companies that sell to large businesses.
The Salesforce Braze acquisition and the Proofpoint deal are not linked. They share a pattern, which is that larger software firms are paying cash for smaller companies that already have customers.
What has to happen before closing
The Salesforce Braze acquisition needs approval from Braze shareholders and clearance from regulators. The release also lists other customary closing conditions. It does not name the regulators or give a closing date. It says only that the deal is expected to close in Salesforce’s fiscal 2028.
Salesforce’s fiscal year begins in February, so that period starts in early 2027. Until the deal closes, the two companies run separately. The release says Braze will keep building for its community in the meantime.
What to watch
Braze intends to file a preliminary proxy statement on Schedule 14A. The release gives no filing date. That document usually explains how the board reached the price and what other options it weighed. Readers who want the full background should look for it on the SEC’s website.
For the Salesforce Braze acquisition, the price is fixed in cash, so the main open question is timing. The release points to fiscal 2028, and the regulatory review will decide whether the deal meets that window.
