2 hours ago - Business

Salesforce is buying Braze for $5.7 billion

Dan Primack

Illustration: Allie Carl/Axios

Salesforce on Tuesday agreed to acquire marketing platform Braze for $5.66 billion in cash.

Why it matters: We're a long way since 2023, when Salesforce dissolved its board M&A committee, in part because of how hard it was to integrate a trio of mega-deals (MuleSoft, Tableau, and Slack).

Just this year it's paid multi-billions for Listen Labs and Fin, let alone last year's $8 billion blockbuster for Informatica.

Zoom in: It's also an admission that Salesforce's marketing cloud could use some seeding.

By the numbers: Braze stockholders will receive $47.50 per share, a 58% premium to yesterday's closing price. Braze went public in 2021 at $65 per share.

This would be Salesforce's fifth-largest acquisition.

The bottom line: Why build when you can buy?

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Salesforce is buying Braze for $5.7 billion

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