Salesforce has agreed to acquire marketing software company Braze for $47.50 per share in cash, a deal valued at $5.66 billion, according to the Associated Press. Braze shares jumped 51.7% to $45.57 on Tuesday as investors cheered the premium bid, which extends Salesforce's push into customer engagement and AI-powered marketing tools.
The acquisition would fold Braze's customer engagement platform into Salesforce's sprawling software empire, strengthening its position against rivals in the marketing technology space. The deal comes just as Salesforce is reshaping its workforce around AI, cutting more than 1,000 jobs while hiring salespeople for its Agentforce AI platform — a signal that the company sees AI-driven customer software as its growth engine.
Wise Voter reported the $5.66 billion valuation and noted that the all-cash structure underscores Salesforce's balance-sheet confidence even as it pursues cost discipline. The announcement landed on a busy earnings day that saw mixed reactions across corporate America, with investors rewarding clear growth stories like 3M's raised forecast and punishing companies whose outlooks disappointed.
The Braze deal is among the largest enterprise software acquisitions of the year and continues a wave of consolidation in the sector. For Salesforce, which has faced pressure from activist investors to maintain profit margins, the move is a bet that owning more of the customer engagement stack will pay off as companies pour spending into AI-powered marketing. The transaction is expected to close subject to regulatory approval and Braze shareholder sign-off.
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