Salesforce to acquire Braze for $5.66B to boost real-time engagement

Salesforce has agreed to buy customer engagement platform Braze for $5.66 billion. Braze's event-streaming architecture will feed real-time customer signals into Data 360, Customer 360, Agentforce and SIForce. The deal is expected to close by January 2028, with both companies operating independently until then.

• Deal valued at $5.66 billion, expected to close by January 2028
• Braze processes customer events in real time across apps, email, SMS and WhatsApp
• Analysts flag overlap with Salesforce Marketing Cloud and Data 360
• Product integration will not begin until the deal closes