| Key Points: – Braze is acquiring AI decisioning company OfferFit for $325 million. – OfferFit’s reinforcement learning technology will enhance Braze’s AI-powered personalization. – The acquisition supports Braze’s vision for AI-driven customer engagement and experimentation. |
Braze (Nasdaq: BRZE), a leading customer engagement platform, has announced its acquisition of OfferFit, an AI decisioning company, for $325 million. The acquisition, expected to close by the end of July 2025, represents a significant step in Braze’s mission to enhance AI-powered personalization, customer journey optimization, and marketing automation.
OfferFit specializes in AI decisioning agents that replace traditional A/B testing with reinforcement learning, allowing brands to automate experimentation and optimize customer interactions in real time. By integrating OfferFit’s technology into its platform, Braze aims to accelerate the evolution of AI-driven engagement, enabling brands to deliver more relevant and personalized customer experiences across multiple channels.
A New Era of AI-Powered Customer Engagement
Braze has long been at the forefront of AI-driven marketing, using machine learning and automation to refine customer interactions. In September 2024, the company introduced Project Catalyst, an initiative designed to leverage AI agents for personalizing customer journeys, content, and incentives. OfferFit’s multi-agent AI system will further enhance these efforts, helping Braze create an even more intelligent and adaptive marketing platform.
“From the beginning, our real-time stream processing technology differentiated Braze’s modern approach to cross-channel customer engagement,” said Braze CEO Bill Magnuson. “Now, with OfferFit’s reinforcement learning technology, we’re taking another leap forward. AI decisioning agents will help brands automatically understand customer behavior, engage them more effectively, and strengthen relationships through intelligent optimization.”
OfferFit has already demonstrated significant success in the AI-driven personalization space. Brands using its technology have seen improved marketing performance by customizing outreach based on hundreds of unique characteristics. For example, companies have used OfferFit’s AI to optimize reactivation campaigns for inactive users or personalize emails to increase new customer signups.
Strategic Benefits and Industry Implications
With this acquisition, Braze is positioning itself as a leader in AI-powered customer engagement at a time when marketers are increasingly turning to automation and machine learning to drive results. OfferFit’s expertise will allow Braze to provide more sophisticated AI-powered tools, helping businesses move beyond manual segmentation and A/B testing to truly individualized marketing strategies.
OfferFit CEO George Khachatryan emphasized the alignment between the two companies. “Like Braze, OfferFit was built to apply advanced technology to the hardest problems that marketers face,” he said. “As a long-time technology partner of Braze, we knew our products were complementary. This acquisition will allow us to scale our AI decisioning technology more rapidly and bring even greater value to Braze’s global customer base.”
Under the terms of the agreement, Braze will acquire OfferFit in a cash and stock transaction. Goldman Sachs & Co. LLC is serving as financial advisor to Braze, with Davis Polk & Wardwell LLP providing legal counsel. OfferFit is being advised by Atlas Technology Group and Latham & Watkins LLP.
The acquisition highlights Braze’s commitment to AI innovation, reinforcing its position as a key player in the rapidly evolving marketing technology landscape. Investors and industry stakeholders will gain further insights during Braze’s Fourth Quarter Fiscal Year 2025 Financial Results Conference Call. As AI continues to reshape marketing, this acquisition signals a new chapter in customer engagement, where automation, data-driven insights, and personalization take center stage.