Customer engagement platform Braze has entered a definitive agreement to acquire OfferFit, with plans to integrate the AI decisioning's multi-agent solution into its platform to enhance personalised customer experiences.

The transaction, worth US$325 million (A$516 million), is subject to customary closing adjustments and is expected to close in the fiscal quarter ending July 31, 2025. The acquisition will involve a combination of cash and Braze Class A common stock.

Braze enables brands to engage with customers in real time across multiple channels. OfferFit specializes in AI decisioning agents that autonomously experiment and learn to deliver personalized customer experiences. OfferFit's technology is utilised by brands in sectors such as telecom, energy, retail, travel, streaming video, and financial services.

"At Braze, we've been innovating to help brands take advantage of frontier technology since our founding over a decade ago. From the beginning, our real-time stream processing technology differentiated Braze's modern approach to cross-channel Customer Engagement. Combined with Canvas as an orchestration layer and infused with BrazeAI throughout our stack, Braze is now responsible for the rapid and reliable delivery of trillions of personalized messages each year," said Cofounder and CEO of Braze, Bill Magnuson.

"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. George, Victor, and I 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, engages with them more completely, and strengthens customer relationships through heightened messaging relevance and intelligent optimization."

OfferFit was founded by Victor Kostyuk and George Khachatryan and is headquartered in Boston. "Like Braze, OfferFit was built to apply advanced technology to the hardest problems that marketers face. 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 Khachatryan, Cofounder and CEO of OfferFit.

"As a long-time technology partner of Braze, we already knew their team, and the synergies of joining forces were clear. 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."

Braze's Project Catalyst is a native AI agent designed to help brands personalize and optimize customer experiences. OfferFit's current customers include Brinks Home, Canadian Tire, Chime, Foxtel Group, LATAM Airlines, MetLife, Pizza Express, Trainline, Wyndham Hotels, and Yelp.

Goldman Sachs & Co. LLC is acting as financial advisor and Davis Polk & Wardwell LLP as legal advisor to Braze. Atlas Technology Group is acting as financial advisor and Latham & Watkins LLP as legal advisor to OfferFit.