Salesforce agrees to buy customer-marketing platform Braze for $5.66 billion, targeting FY2028 close

Salesforce said it has reached an agreement to acquire Braze for $5.66 billion, a move aimed at expanding its capabilities in customer experience and engagement. The transaction value, as described in market coverage, indicates Salesforce’s continued push beyond core customer relationship management into broader systems for how brands communicate with customers across channels.

The company expects the acquisition to close in Salesforce fiscal 2028, according to the terms described in the report. Like most large cross-company deals, the timeline depends on approvals from Braze shareholders and clearance from regulatory authorities.

For Salesforce, Braze would add to a portfolio that centers on how enterprises manage customer data and orchestrate experiences. Braze is positioned in the market as a customer engagement platform, which typically focuses on event-triggered messaging, personalization, and lifecycle communications. Those functions connect directly to the broader customer experience theme Salesforce has emphasized across its software suite.

Braze’s shareholders and regulators are the gating items for whether the deal proceeds on the expected schedule. The report indicates the acquisition is contingent on those approvals, with no completion date guaranteed prior to the required consents being obtained.

Industry watchers will likely view the deal as another attempt by Salesforce to unify customer interaction workflows under a single ecosystem, rather than forcing brands to stitch together separate tools for analytics, segmentation, messaging, and campaign operations. In that context, adding a dedicated engagement platform can be seen as a way to deepen Salesforce’s role in the day-to-day execution of customer journeys.

Salesforce has not, in the limited coverage available here, provided additional specifics such as the exact funding mix, expected revenue contribution, or detailed integration plans. It also has not disclosed any separate guidance impacts in the reporting summarized for this story, beyond the broad expectation of a fiscal 2028 closing.

The company’s own newsroom and announcements page remains the most direct place to check for further deal details as they become available. For investors and customers, the key near-term questions will be the final purchase agreement terms, the regulatory path, and how Salesforce intends to connect Braze’s engagement capabilities with existing customer-data and marketing offerings across its platform.

What is not yet clear from the currently available information is the full set of conditions and timelines for approval, including any jurisdictional regulatory reviews that could extend the closing date. Until Salesforce and Braze publish more comprehensive deal materials, investors will have to rely on the stated acquisition value and the dependency on shareholder and regulatory approvals.