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U.S. customer relationship management software giant Salesforce announced on the 20th that it will acquire marketing support company Blaze for approximately $5.66 billion (about ¥900 billion). The all-cash tender offer of $47.50 per share represents a premium of about 58% over the previous trading day’s closing price. Blaze provides a platform that analyzes consumer behavior in real time and executes marketing campaigns optimized for each customer. About 2,770 companies, including Canva, use the platform, and Blaze’s revenue for the fiscal year ending January 2026 was $738.18 million. Salesforce has been pursuing large-scale acquisitions as part of its AI strategy and aims to complete the deal during the fiscal year ending January 2028.
Key Elements
U.S. customer relationship management (CRM) software giant Salesforce (CRM) announced on the 20th that it will acquire enterprise marketing support company Blaze (BRZE) for approximately $5.66 billion (about ¥900 billion). The company aims to incorporate artificial intelligence (AI)-powered customer engagement capabilities into its own products and strengthen its marketing business.
The acquisition is an all-cash tender offer at $47.50 per share, approximately 58.1% above Blaze’s previous trading day closing price of $30.04, representing an acquisition premium. Following the announcement, Blaze’s stock price rose more than 50%. Subject to <a href="https://bitcomme.com/ti-reports-third-quarter-2026-financial-results-and-shareholder-returns/” title=”TI reports third quarter 2026 financial results and shareholder returns”>shareholder and regulatory approvals, the transaction is expected to close during the fiscal year ending January 2028.
Founded in 2011, Blaze is listed on the U.S. Nasdaq market. It provides a platform that captures consumer behavior on apps and websites in real time and enables optimized messaging and marketing initiatives tailored to each customer. About 2,770 companies, including Australian design tool maker Canva, Instacart, and Venmo, have adopted the platform, and Blaze’s consolidated revenue for the fiscal year ending January 2026 was $738.18 million (about ¥120 billion).
Shaye Bhola, chief market strategist at Futuram Equity, said the deal will give Salesforce real-time customer touchpoints that its marketing business has been lacking.
Termination fees in the event of a broken deal are set at $300 million (about ¥47 billion) for Salesforce and $191.4 million (about ¥30 billion) for Blaze. Salesforce’s exclusive financial advisor is JPMorgan Securities, while Catalyst Partners is advising Blaze.
As part of its AI strategy, Salesforce has already announced plans this year to acquire Fin, which develops autonomous AI agent infrastructure, for approximately $3.6 billion (about ¥570 billion). Last year, it announced plans to acquire U.S. data management software company Informatica for approximately $8 billion (about ¥1.3 trillion), continuing a string of large-scale acquisitions.
| Item | Details |
|---|---|
| Acquisition value | Approximately $5.66 billion (about ¥900 billion) |
| Offer price | $47.50 per share (cash) |
| Premium | Approximately 58.1% over previous trading day’s close |
| Blaze’s customer count | Approximately 2,770 companies |
| Blaze’s revenue (FY ending January 2026) | $738.18 million (about ¥120 billion) |
| Expected completion | During fiscal year ending January 2028 |
Note: Yen conversions of the acquisition value and revenue are reference figures based on specified exchange rates.
The series of acquisitions is positioned as a move to expand the company’s business axis from a CRM giant to a customer touchpoint platform for the AI era. In the marketing automation space, competition for customers is intense, and bringing real-time behavioral data technology in-house could lead to higher customer spending. On the other hand, the acquisition price exceeds seven times Blaze’s annual revenue, and some observers believe integration costs and goodwill amortization will weigh on future earnings. Investors are closely watching the next earnings report for an explanation of whether large AI-related investments will prioritize revenue growth or profit margins.
