Braze, a leading customer engagement platform, has entered a definitive agreement to acquire OfferFit, an AI decisioning company, for $325 million. This acquisition is expected to enhance AI-driven personalization by integrating reinforcement learning agents into the Braze platform, enabling hyper-personalized customer experiences at scale.

The Power of AI Decisioning in Customer Engagement

1. OfferFit’s AI-Driven Personalization

• Uses multi-agent reinforcement learning to optimize cross-channel customer journeys.

• Enhances personalization by analyzing hundreds of characteristics within messages.

• Automates experimentation, eliminating manual A/B testing for marketers.

2. Braze’s Vision for Agentic AI

• Builds on the Project Catalyst initiative to automate and optimize customer engagement.

• Integrates real-time AI decisioning into Journeys, Content, and Incentives.

• Strengthens BrazeAI’s capabilities in stream processing and cross-channel messaging.

Strategic Benefits of the Acquisition

• Deeper AI integration: Braze will incorporate OfferFit’s reinforcement learning models for enhanced message relevance and intelligent optimization.

• Improved customer retention: AI-driven hyper-personalization will boost engagement and increase conversions.

• Accelerated innovation: OfferFit’s team will collaborate with Braze on AI-powered experimentation and decision-making.

Leadership Insights

Bill Magnuson, Cofounder & CEO, Braze:
"With OfferFit, we’re defining the next chapter of AI-driven customer engagement—leveraging reinforcement learning to enhance personalization, optimize messaging, and build deeper customer relationships."

George Khachatryan, Cofounder & CEO, OfferFit:
"Joining forces with Braze allows us to scale our AI-powered decisioning technology, empowering brands with next-level automation and optimization."

Closing & Next Steps

• The acquisition is set to close by July 31, 2025, subject to regulatory approvals.

• Braze will provide further details in its Fourth Quarter Fiscal Year 2025 Financial Results Conference Call on March 27, 2025.