Overview

Braze is a customer engagement platform that integrates customer data, messaging, and journey orchestration capabilities into a single system. The platform is designed to assist businesses in personalizing interactions across various digital channels, including email, push notifications, in-app messages, and SMS. Its architecture focuses on real-time data ingestion and activation, allowing for dynamic customer segmentation and timely message delivery.

The platform's core offering includes a customer data platform (CDP) component that unifies user data from different sources, creating a comprehensive profile for each customer. This unified data then powers Braze's journey orchestration engine, which allows developers and marketers to design automated, multi-step customer journeys based on user behavior and attributes. Messaging and in-app experiences are a central feature, providing tools to create and deploy various communication types, from promotional campaigns to transactional alerts.

Braze also incorporates experimentation and optimization tools, enabling A/B testing and multivariate testing of messages and journey paths to improve engagement metrics. Analytics and insights are provided through dashboards and reporting features, offering data on campaign performance, user behavior, and overall customer lifecycle. The platform is often selected by enterprise-level organizations that require a scalable solution for managing customer relationships across a broad user base and diverse product ecosystems. Its SDKs and APIs facilitate integration into existing technology stacks, supporting custom data flows and extended functionalities for developers, as detailed in the Braze developer documentation.

The system's modular design enables developers to build custom integrations and leverage its capabilities beyond out-of-the-box functionalities. For instance, developers can use the Braze API reference to programmatically manage user profiles, send messages, or retrieve campaign data. This architectural flexibility is suited for companies that require granular control over their customer engagement strategies and need to adapt to evolving market demands. Braze is positioned as a solution for companies focused on large-scale customer engagement, cross-channel marketing automation, and real-time data activation across various industries.

Key features

  • Customer Data Platform (CDP): Unifies customer data from various sources into a single, comprehensive profile for each user, enabling detailed segmentation and personalization.
  • Journey Orchestration: Allows for the visual design and automation of multi-step customer journeys across different channels, triggered by real-time user behavior.
  • Messaging & In-App Experiences: Provides tools to create and deliver personalized messages via email, push notifications, in-app messages, content cards, and SMS.
  • Experimentation & Optimization: Supports A/B testing and multivariate testing of messages, campaigns, and journey paths to identify optimal engagement strategies.
  • Analytics & Insights: Offers dashboards and reporting to monitor campaign performance, track user behavior, and gain insights into customer lifecycle metrics.
  • Real-time Personalization: Leverages live customer data to deliver dynamic and relevant content and experiences at the moment of interaction.
  • SDKs for Multiple Platforms: Provides comprehensive SDKs for mobile (iOS, Android, React Native, Flutter, Unity, Roku, Cordova, Xamarin) and web applications to facilitate data collection and experience delivery.
  • Robust APIs: Offers various APIs for data ingestion, user management, messaging, and reporting, supporting custom integrations and workflows.
  • Compliance Features: Includes features and certifications to help organizations meet regulatory requirements such as GDPR, CCPA, SOC 2 Type II, and ISO 27001, and is HIPAA ready.

Pricing

Braze operates on a custom enterprise pricing model. Specific pricing details are not publicly listed on their website and are typically determined based on factors such as the volume of monthly active users (MAUs), required features, and support levels. Interested parties are directed to contact Braze directly for a personalized quote.

Pricing Model Details As of Date
Custom Enterprise Pricing Determined based on factors including Monthly Active Users (MAUs), feature requirements, and support needs. 2026-05-08

For more specific information regarding pricing, organizations can visit the Braze pricing page and request a demo or consultation.

Common integrations

  • Customer Data Platforms (CDPs): Integration with other CDPs for enriched customer profiles and data synchronization.
  • CRM Systems: Connects with CRM platforms to synchronize customer data and activity for a unified view.
  • Analytics Tools: Exports data to analytics platforms for deeper insights and custom reporting.
  • Data Warehouses: Integrates with data warehouses for storage and complex querying of customer engagement data.
  • E-commerce Platforms: Connects with e-commerce systems to track purchase behavior and personalize shopping experiences.
  • Advertising Platforms: Integrates with ad networks for audience syncing and retargeting campaigns.
  • Payment Gateways: Used to trigger transactional messages based on payment events.
  • Cloud Storage: Integrates with cloud storage solutions for data export and import.

Alternatives

  • Iterable: A customer engagement platform offering flexible segmentation, workflow automation, and multi-channel messaging capabilities.
  • Leanplum: Provides mobile-first customer engagement, A/B testing, and automation for mobile apps and other digital channels.
  • Salesforce Marketing Cloud: A comprehensive marketing platform that includes tools for email marketing, social media marketing, advertising, and customer journey management.

Getting started

To begin integrating with Braze using their APIs, a common starting point is to send data to the Braze platform. This example demonstrates how to make a basic API call using cURL to log a custom event for a user, as described in the Braze track users API documentation. This event could represent any user action within an application or website that needs to be recorded for segmentation or journey triggering.

curl --request POST \
  --url https://rest.braze.com/users/track \
  --header 'Authorization: Bearer YOUR_BRAZE_API_KEY' \
  --header 'Content-Type: application/json' \
  --data '{ \
    "api_key": "YOUR_BRAZE_API_KEY", \
    "attributes": [ \
      { \
        "external_id": "user_id_123", \
        "first_name": "Jane", \
        "email": "[email protected]" \
      } \
    ], \
    "events": [ \
      { \
        "external_id": "user_id_123", \
        "app_id": "YOUR_BRAZE_APP_ID", \
        "name": "Product Viewed", \
        "time": "2026-05-08T12:00:00Z", \
        "properties": { \
          "product_name": "Example Widget", \
          "product_id": "EW-1234" \
        }
      }
    ]
  }'

Before executing this command, replace YOUR_BRAZE_API_KEY with your actual Braze API Key and YOUR_BRAZE_APP_ID with your Braze Application ID. Both of these credentials can be found within your Braze dashboard. This command sends user attributes (like first name and email) and a custom event (Product Viewed) associated with a specific user identified by external_id. This data can then be used within Braze for segmentation, triggering messages, or analyzing user behavior.