A multi-billion-dollar deal is taking shape at Salesforce. Target: Braze.
This American company was founded in 2011 by two former executives from Bridgewater Associates. It developed a marketing platform that counts among its French clients Back Market, Doctolib, and TF1.
Salesforce plans to close the acquisition in its next fiscal year, which begins in February 2027. It is investing $5.66 billion. That is slightly less than Braze’s valuation at the time of its IPO (about $5.9 billion, in November 2021).
Blaze, distinguished but still unprofitable
For several years listed in the Magic Quadrant of marketing platforms, Blaze has grown in prominence. In the latest edition (September 2026), it surpassed its two main competitors; namely Adobe… and Salesforce.
Its business, however, has never been profitable, at least since the IPO.
| Revenue | Net income | |
| 2021 | $150M | -$32M |
| 2022 | $238M | -$68M |
| 2023 | $355M | -$140M |
| 2024 | $472M | -$130M |
| 2025 | $593M | -$104M |
| 2026 | $738M | -$131M |
In recent years, Braze completed two acquisitions. In 2023, it absorbed its exclusive Oceania reseller. In 2025, for $325 million, it acquired a partner software publisher: OfferFit, specializing in decision-oriented AI.
The integration of OfferFit’s engine produced the Decisioning Studio component. Focused on personalizing communications, it is part of the BrazeAI portfolio, alongside a number of other brands intended to cover the lifecycle of campaigns.
Salesforce is emphasizing this decision AI component, with a view to combining it with its data and with Agentforce. It would be its largest acquisition since the Informatica deal, finalized in November 2025 for about $8 billion.
