Skip to content
Sign in
Business · Global

Salesforce’s $5.66 billion Braze deal sends shares up more than 51%

Salesforce’s agreement to acquire Braze for $5.66 billion was accompanied by a more than 51% jump in Braze shares, signaling a strong investor response to the deal.

AI-assisted synthesis · Based on 6 outlets' reporting · Article text read from 1 of 6 outletsHow it's made

View timeline · 7 entries
6 outlets2 regionsLatest reporting 2 min read
Coverage: Center OnlyL 0 · C 4 · R 0 · 2 unrated
Updat3 graphic: Business
Updat3 graphic

What happened

Key facts

  • Salesforce said Tuesday it signed a definitive agreement to acquire Braze for roughly $5.66 billion.
  • Braze shareholders will receive $47.50 in cash for each Class A share.
  • Salesforce said it will fund the acquisition entirely in cash.
  • Salesforce said Braze would boost growth but dilute profitability in the near term, and cited potential operational efficiencies across the combined businesses.
  • Salesforce described Braze as a platform built for high-volume consumer brands and said its global distribution would benefit Braze.

The brief

Salesforce will acquire Braze for about $5.66 billion, and Braze shares climbed more than 51% to close at $45.57, Digital Today reported, citing CNBC. The proposed acquisition puts Braze, an AI-based marketing platform company, within a deal Salesforce says it plans to complete during fiscal 2028. The completion plan depends on shareholder and regulatory approvals.

Digital Today’s account does not provide a more specific schedule for those reviews, but identifies both as conditions of the transaction. The stated fiscal-year target is therefore a plan rather than a confirmed closing date. Braze CEO Bill Magnuson said the company would keep developing products under the Braze name and continue investing in its customers and partners.

His remarks describe the intended continuity of Braze’s product identity and relationships as the acquisition proceeds. Magnuson also said Braze would speed up innovation on the Salesforce platform. He linked that work to helping marketers build deeper and longer-lasting relationships with customers.

The account does not give further operational details about how the platform work would be carried out. Digital Today placed the Braze announcement alongside Salesforce’s earlier plan to buy Fin, an AI customer service platform, for about $3.6 billion.

It described that announcement as having occurred a few months before the Braze deal, without specifying a date or the status of the Fin transaction. The stock move followed Salesforce’s acquisition announcement, according to Digital Today’s account of CNBC’s report.

The account gives the increase and closing price, but does not break down trading during the session or identify other factors behind the share-price change. The immediate milestones stated for the Braze transaction are shareholder and regulatory approvals, with Salesforce planning completion within fiscal 2028.

Magnuson’s comments set out how Braze’s leadership says it intends to maintain the Braze name and invest in customers and partners while pursuing work on Salesforce’s platform.

Why it matters

  • Braze shareholders saw the stock rise more than 51% to $45.57 after Salesforce announced the proposed acquisition.
  • The deal is valued at about $5.66 billion, making the transaction’s completion dependent on shareholder and regulatory approvals.
  • Braze customers and partners are specifically named in CEO Bill Magnuson’s stated plan for continued investment and use of the Braze name.
  • Salesforce’s stated acquisition plans also include Fin, valued at about $3.6 billion, alongside the Braze deal.

What to watch next

  • Whether Braze shareholders approve the proposed acquisition.
  • Whether regulators approve the proposed acquisition.
  • Whether Salesforce completes the transaction within fiscal 2028, its stated plan.
  • Whether Braze continues product development under its name and investment in customers and partners, as CEO Bill Magnuson said.

How it's being covered

Coverage analysisShow details
6 source articles · 6 unique outlets
Outlet political mix: Center Only· 4 Center · 2 unrated
Where the outlets are based: US/Canada 50% · Asia 33% · Other 17%
Outlet political mix
Center Only
Left
Center
Right
0 outlets
4 outlets
0 outlets
The marker shows coverage balance: each unique outlet counts once. 2 unrated outlets are not included.
Geography
Where the outlets covering this story are based.
6 unique outletsDominant coverage: US/Canada
Coverage imbalance
  • Coverage is currently concentrated among Center-rated outlets (4 of 4 rated sources); comparatively few Left or Right-rated outlets have published on the event.
How we measure coverage

One source is from a wire service (AP, Reuters, AFP or Bloomberg), whose reporting other outlets often republish.

How outlets' accounts compare

Updat3 does not yet have enough full reports to compare how outlets framed this story.

Timeline

Developments from this story's sources, dated background we compiled and fact-checked, and our earlier coverage. Each row says which.
  1. Marc Benioff and co-founders launched Salesforce as a cloud-based customer relationship management company.
    Background · compiled and fact-checked by Updat3
  2. Founded in 2011 as Appboy, it initially focused on helping businesses communicate with customers through mobile applications.
    Background · from our historical context
  3. Salesforce acquired digital-marketing company ExactTarget.
    Background · compiled and fact-checked by Updat3
  4. It later broadened its services and adopted the Braze name in 2017.
    Background · from our historical context
  5. Salesforce completed its acquisition of data-integration company MuleSoft.
    Background · compiled and fact-checked by Updat3
  6. Salesforce completed its acquisition of analytics company Tableau.
    Background · compiled and fact-checked by Updat3
  7. Braze went public on the Nasdaq.
    Background · compiled and fact-checked by Updat3

How we got here

Its 2013 purchase of ExactTarget, a digital-marketing company, helped establish the business that became Marketing Cloud. Founded in 2011 as Appboy, it initially focused on helping businesses communicate with customers through mobile applications. It later broadened its services and adopted the Braze name in 2017.

Salesforce sells a wide range of software used by sales, service and marketing teams, while Braze built its business around coordinating customer communications and engagement. Salesforce’s earlier purchases expanded its reach beyond its original sales-management products, while Braze established itself as a specialist in customer engagement.

Original sources

6 articles from 6 outlets

Every story links to the reporting it was built from. How we choose sources

Spotted a factual error, a broken link or a misleading summary? Tell us.