Salesforce to buy Braze for $5.7 billion to boost real-time customer engagement

Salesforce is set to acquire US-headquartered customer engagement software provider, Braze, for $5.66 billion in an effort to help enterprises personalize customer interactions in real time. Founded in 2011 as Appboy and renamed Braze in 2017, the company’s offerings include the Braze Customer Engagement Platform that enables businesses to track customer behavior across digital channels and coordinate interactions through mobile apps, websites, email, push notifications, SMS, and WhatsApp.