Braze has announced a definitive agreement to acquire OfferFit, an AI-driven decision-making company, in a $325 million deal. Pending regulatory approvals and customary closing conditions, Braze expects to close the transaction, which includes a mix of cash and Braze Class A common stock, by the end of its fiscal quarter ending July 31, 2025.
“And now, with Braze’s planned acquisition of OfferFit, our complementary products and teams will come together to define the next chapter of the evolution of customer engagement with AI. We are incredibly excited about a future where reinforcement learning and modern transformer architectures are wielded within the Braze product ecosystem to drive a vision where Agentic AI automatically understands customers in greater depth. It also engages with them more completely and strengthens customer relationships through heightened messaging relevance and intelligent optimization,” said Bill Magnuson, co-founder and CEO of Braze.
Supercharging AI for next-gen personalisation
AI decisioning agents have transformed how brands connect with consumers, allowing for learning and personalised experiences at scale. Braze’s acquisition of OfferFit strengthens its commitment to agentic AI, a vision it outlined in September 2024 with the launch of Project Catalyst.
This AI-powered initiative also aims to refine customer engagement by intelligently optimising journeys, content, and incentives.
OfferFit brings a robust multi-agent AI system that has already driven significant results for brands, enhancing customer journeys across multiple channels. By leveraging OfferFit’s sophisticated machine learning capabilities, companies have also improved customer acquisition and reactivation efforts, fine-tuning campaigns with hyper-personalised messaging.
Once integrated, OfferFit’s AI-driven approach will also deepen Braze’s personalisation toolkit, enhancing its ability to deliver precise, real-time customer interactions.
“Focused on the decisioning layer, OfferFit replaces the manual work of A/B testing with reinforcement learning agents that autonomously experiment and learn optimal actions,” said George Khachatryan, co-founder and CEO of OfferFit. “As we come together formally, the excitement runs both ways as Victor and I look to leverage Braze’s product ecosystem and global scale to enhance the existing OfferFit product while also augmenting Project Catalyst and BrazeAI overall.”
Strategic growth in AI-driven engagement
In addition, the acquisition highlights Braze’s commitment to AI innovation, combining OfferFit’s expertise with its advancements in Project Catalyst to push the boundaries of data-driven experimentation.
With AI at the forefront of customer engagement strategies, this deal positions Braze to offer brands more intelligent, adaptive marketing solutions.