Braze, Inc.

My main use case for Braze encompasses mobile marketing campaigns, customer engagement, and additional capabilities. I manage marketing automations in the CRM space, so I leverage it for all its capacities such as desktop, emails, and in-app push notifications.

A specific example of a campaign I managed using Braze is a welcome flow when someone signs up to receive promotions by providing their email on our company website.

The best features Braze offers in my experience are marketing executions and good analytics. Both the dashboards and reporting stand out to me. Braze has positively impacted my organization by becoming our new CRM tool, allowing various other people without technical skills to use it, reducing workload and the review process when it comes to execution with the help of design and content writers.

It has reduced workload by building the review process as part of the feedback process so that content writers write directly into the tool instead of into other documentation and copying over. Designers upload, and I was able to touch it at the very end to execute.

Braze is a pretty good tool and currently I do not feel there are any improvements to suggest. I have no feedback at this moment.

I have been using Braze for two to three years, on and off. I used it in 2020 and then again last year.

I find Braze's accuracy and reliability of output to be pretty decent since I have never had an issue.

My advice to others looking into using Braze is that the academy is really good, and they should leverage the account management, the service teams, and the customer success teams since they are really good at problem-solving.

An alternative I consider for my main use case is a customer data platform, so I leverage Braze as another piece of information on how the customer performs with the availability of other metrics that it records.

On a scale of 1 to 10, I would rate Braze a nine as I would definitely recommend it, especially if businesses have an app. Outside of that, I think the price is pretty pricey, so there are cheaper options, but if I am a multimillion-dollar business with an app, I think Braze is number one. I choose a nine simply as my ranking since I do not give anything perfect.

Regarding Braze's AI capabilities, I know very little about it, but it appears pretty cool. I think once issues or problems arise in the future, that may change my opinion, but right now it is usable. I rate this review a nine overall.

Braze is used primarily for customer engagement and marketing automation workflows as an essential tool for engaging customers.

Multiple customer journeys are created across different life cycle stages using Braze. When a new user comes onto the platform, Braze is used to send outbound communication in terms of email, push notification, WhatsApp, in-app engagement, and on-site engagement. Braze serves as a substitute for the CDP since the organization did not have a CDP, allowing for the creation of relevant segmentation. The website, app, and all real-time events flow into Braze, which is then used to create relevant segments. Braze is treated as a primary tool for segmentation at an organization level, and it is also used to create custom audiences for running multiple paid campaigns for retargeting. Many streams are connected to consume the segments created over Braze for product A/B testing and other purposes. Braze has been integrated with Amplitude, which helps run product experiments.

The organization switched from CleverTap to Braze because something much more stable was needed. CleverTap had numerous stability issues, and the tech team did not support using it anymore. Additionally, the engineering and product teams faced constraints due to inaccurate outputs.

Braze offers many great A/B testing capabilities that are leveraged to give different treatment to different user groups within the platform. This helps optimize relevant communication for each user group within the platform. The primary limitation felt is in terms of product analytics within Braze. Without Amplitude, Braze alone would not be sufficient for the requirement of both engagement and analytics. However, Braze is a very stable and great customer engagement product.

When creating customer journeys within Braze, the amount of flexibility that Braze offers stands out. Having used WebEngage, MoEngage, CleverTap, and Salesforce Marketing Cloud in the past, the options that Braze offers within Canvas to break down a segment into multiple cohorts and then give different treatment to those cohorts within the flows are very interesting. Many versions of a single flow are created with Braze, which helps give different treatment to different consumer groups within a single workflow. The process is executed well in Braze, so multiple flows do not have to be run for multiple use cases, unlike with other platforms such as MoEngage, where the versioning of flows is not as strong.

Braze has all the relevant messaging channels, starting from outbound channels to in-funnel engagement. The one limitation felt is in terms of WhatsApp; third-party platforms must be used to get templates whitelisted, whereas with certain other platforms, this can be done within the platform itself. The cards offered for in-app engagement are really appreciated, which have many flexible options. Braze is a very stable platform with no complaints regarding stability. The email creator and the template creator are also very flexible.

Braze helps the organization significantly, as incremental revenue coming through all outbound communications is measured. Only the incremental conversion is counted as the true revenue generated by the platform, and based on that, the ROI is calculated. Braze has great features for setting up control groups at specific nodes for specific flows or overall across the platform. This flexibility enables measurement of the true impact of whatever is being done through Braze and identification of the incremental revenue brought in. The usefulness of Braze to the organization is evaluated based on whether the true incremental revenue justifies continued investment in the existing CRM platform or if a better CRM solution is needed.

Every customer journey run measures the incremental uplift against the control group defined in Braze. For example, cart abandonment contributes to thirty percent of overall attributed bookings from CRM. If five percent represents the true incremental uplift or even two to three percent is what can be converted additionally, that reflects the CRM's contribution to converting those incremental users. The same approach applies to user onboarding and customer reactivation. When measuring against the control group defined in Braze, even with branching in different nodes, the control group sanctity remains consistent. This allows measurement of the true impact of customer journeys because control group users receive no communication out of the defined nodes. Thus, each journey or flow contributes to significant differences.

Braze has good connector capabilities, and it also has the MCP connector to support different AI platforms. There is no need for more plugin-based integrations because Braze offers many more integrations compared to similar competition in the region.

Braze is not a very strong analytics platform. Amplitude continues to be needed as a layer to fulfill product analytics capabilities. Other platforms have superior analytical capabilities for building cohorts, funnels, and analyzing event attributes, which are lacking in Braze and could be developed further. While Braze is very stable and excels in customer engagement and segmentation capabilities, there is room for improvement in analytics.

The primary limitation felt is in terms of product analytics within Braze. Without Amplitude, Braze alone would not be sufficient for the requirement of both engagement and analytics. This is an area where improvement can be made. However, Braze is a very stable and great customer engagement product.

The one limitation felt is in terms of WhatsApp; third-party platforms must be used to get templates whitelisted, whereas with certain other platforms, this can be done within the platform itself.

Braze has been used for more than two years, specifically two and a half years, during eight years of relevant work experience.

Braze is stable.

Braze's scalability is pretty scalable.

Customer support is adequate.

The organization switched from CleverTap to Braze because something much more stable was needed. CleverTap had numerous stability issues, and the tech team did not support using it anymore. Additionally, the engineering and product teams faced constraints due to inaccurate outputs.

Regarding pricing, setup cost, and licensing, Braze is comparatively on the expensive side compared to the competition.

The exact comparison has not been measured, but because the organization is a single brand organization, Braze is compared not with Salesforce Marketing Cloud or Adobe Campaign Manager but with Insider, Bloomreach, or MoEngage, and Braze feels pricier than the rest.

Options were evaluated before selecting Braze, including Insider, MoEngage, Bloomreach, and Blue Shift.

My advice for others looking to use Braze is to go ahead; it is one of the best marketing automation or customer engagement platforms available in the market. It is a good platform to onboard.

Braze's scalability is pretty scalable.

Customer support is adequate.

When creating customer journeys within Braze, the amount of flexibility that Braze offers stands out. Having used WebEngage, MoEngage, CleverTap, and Salesforce Marketing Cloud in the past, the options that Braze offers within Canvas to break down a segment into multiple cohorts and then give different treatment to those cohorts within the flows are very interesting. Many versions of a single flow are created with Braze, which helps give different treatment to different consumer groups within a single workflow. The process is executed well in Braze, so multiple flows do not have to be run for multiple use cases, unlike with other platforms such as MoEngage where the versioning of flows is not as strong.

I rate Braze an eight because it is a great platform that is user-friendly and very stable. The product keeps evolving based on the needs of marketers.

My main use case for Braze is CRM and lifecycle marketing, particularly.

One example of how I use Braze for CRM and lifecycle marketing is by setting up a lifecycle campaign for customers who had recently signed up but had not yet taken an important action. I segment those users based on their behavior, then create a series of targeted messages with different content depending on whether they engage or not. We could also use AI A/B testing to compare messages and then monitor engagement and conversion rates to optimize the journey.

Another way I use Braze is for audience segmentation and personalized campaigns. I can create different customer groups based on their behavior or engagement and then tailor the messaging and timing for each group. It is also useful for testing different approaches and using the results to continuously improve campaign performance.

The best features Braze offers include segmentation and the Canvas journey builder. I really value being able to build audiences based on customer behavior and then create automated branching journeys around those segments. The cross-channel capabilities, personalization, A/B testing, and campaign analytics are also very useful because I can test different messages and channels and then measure what actually performs best.

I value the Canvas journey builder because it makes it easy to visualize the entire customer journey and build different paths based on customer behavior. For example, I could create an onboarding journey for new customers. They receive an initial welcome message and then depending on whether they engage or complete a key action, they move into different paths. I can add delay follow-up messages and A/B test using different channels such as email or push. What I particularly value is that the journey can react to real-time behavior rather than just following a fixed schedule.

Another feature I really value is the analytics and reporting. It helps to be able to see campaign and journey performance in the same platform, compare different variants, and understand which segments or channels are driving engagement. That makes it easier to continuously optimize campaigns rather than just launching them and moving on.

Braze has had a positive impact on my organization by making our CRM and lifecycle marketing much more targeted and efficient. Instead of sending the same communication to everyone, we use customer behavior and engagement data to segment audiences and deliver more relevant messages at the right stage of the lifecycle. It has also made it easier to automate journeys, test different approaches, and optimize campaigns based on the results.

The biggest measurable improvement for us with Braze has been efficiency. It reduces the amount of manual work involved in setting up and managing campaigns, especially through automation, segmentation, and the Canvas journey. We also see better engagement from more targeted and personalized communication. Overall, it helps us launch and optimize campaigns faster while improving the relevance of our CRM communications.

One area where Braze could be improved is usability for more complex campaigns. The platform is very powerful, but when I build more advanced journeys or work with a lot of segments and data, it can sometimes feel overwhelming. I would appreciate even more streamlined workflows, clearer guidance for complex setups, and an easier way for marketers to troubleshoot or understand why a campaign or journey is behaving a certain way.

The integrations are generally strong, but there is always room to make integrations and data setup more seamless, especially when working with multiple systems. On the reporting side, I would appreciate even more flexibility in customizing dashboards and making complex campaign results easier to interpret for non-technical marketers. I also think clearer troubleshooting and more visibility into data or journey issues would make the platform easier to manage day to day.

I have been using Braze for the last two and a half years.

I think Braze takes governance and security seriously, especially when AI is being used with customer data. The platform has strong privacy and security controls including role-based access, PII controls, data deletion options, and established security certifications such as ISO 27001 and SOC 2 Type 2 for AI specifically. I think having clear guardrails, transparency around how data is used, and human oversight is important. Overall, I feel confident using the AI capabilities, although I always want clear visibility into how AI decisions are made and what data is being used.

I would say Braze's AI output is generally reliable and useful, especially for generating campaign ideas, content variations, and helping with segmentation or optimization. I still would not treat the AI output as something to use without review. I value that it can speed up the work significantly while I still have control to review, adjust, and approve the output.

My review rating for Braze is nine out of ten.

My main use case for Braze is CRM and lifecycle marketing. I created and managed targeted customer journeys, segmented users based on their behavior and engagement, and sent personalized email and other communications. I also used it for campaign testing and performance tracking to improve engagement and conversions.

One thing I have found particularly useful with Braze is the ability to combine behavioral data with segmentation to make campaigns more relevant, rather than sending the same message to everyone. I have also used testing and reporting to identify which messaging and timing perform better, and then optimized the customer journey accordingly. A challenge I worked on is reducing overly broad communication and ensuring customers receive messages based on their actual engagement. By refining segments and using behavioral triggers, I can make the communication more targeted and reduce unnecessary messages while improving engagement.

I would say the strongest features are Canvas for building and automating customer journeys, the flexible segmentation, and the cross-channel messaging capabilities. I particularly appreciate how you can react to real-time customer behavior and use that information to personalize the next step in the journey. The experimentation and reporting are also very useful because you can A/B test messaging, timing, and different journey paths, then use the results to optimize campaigns. I also think the AI capabilities are becoming an important strength, especially for personalization and decisioning. Overall, I appreciate that data orchestration, messaging, and analytics are brought together in one platform.

Canvas is one of the strongest parts of Braze because it makes complex customer journeys quite easy to visualize. I appreciate being able to combine triggers, delays, behavioral conditions, branching, different channels, and testing within the same journey. Compared with other journey builder tools I have worked with, Braze feels particularly strong for real-time behavior-based orchestration rather than just scheduled campaigns. On the AI personalization side, I think the biggest opportunity is moving beyond basic rule-based segmentation toward truly individual decisioning. Braze AI can help determine things as the most relevant content, channel timing, or offer based on customer behavior, which can make personalization much more scalable. I would still want strong governance, clear guidelines or guardrails, and measurement around those AI decisions, but I think the potential is very strong.

The analytics are another strong feature because you can look at campaign and journey performance across channels and connect that back to business outcomes rather than just looking at opens or clicks. The ability to compare variants and understand where customers drop off is especially useful for continuously improving journeys. I also think Braze does cross-channel messaging particularly well. Having email, SMS, push, in-app, and other channels connected within the same journey makes it easier to create a consistent customer experience and choose the right channel based on customer behavior. For me, that combination of real-time data, journey orchestration, cross-channel execution, and analytics is what really differentiates Braze from more basic marketing automation tools.

The biggest positive impact has been making marketing, CRM, and lifecycle marketing more targeted and scalable. Instead of relying mainly on broad campaigns, I can use customer behavior and engagement data to create more relevant segments and automated journeys. I have also noticed that it makes the team more efficient because journeys can be automated and monitored in one place, while the analytics and experimentation help us continuously improve campaigns. Overall, I would say the main improvements are better personalization, more consistent customer engagement, and less manual work for the marketing team.

One area I think Braze could improve is reporting flexibility. The analytics are strong, but for more detailed analysis or very specific reporting requirements, you can sometimes need additional workarounds or external tools. It would be helpful to have even more flexibility to drill down into individual steps of a journey and build highly customized reports. I would also say there is a learning curve with some of the more advanced features, particularly segmentation, liquid, and more complex personalization. The platform is very powerful, but better guidance and simpler workflows for those advanced use cases would make it easier for new users to get up to speed. Overall though, I see these as areas for improvement rather than major weaknesses. The flexibility is one of Braze's strengths, but it also means there is quite a lot to learn.

I think the integrations are generally strong, but I would prefer to see even more plug-and-play integrations and simpler setups for connecting data sources, especially for teams that do not have a lot of technical resources. I would also improve the usability of some advanced features. Braze is very powerful, but things as complex Canvas journeys, liquid, and advanced segmentation can have a learning curve. Making those areas more intuitive with better error messages and easier troubleshooting would make the platform more accessible. In terms of customer support, my experience has generally been positive, but I think having more immediate guidance for smaller technical issues would be valuable.

One additional improvement I would like to see is making the platform easier to manage at scale. As the number of campaigns, segments, and Canvas journeys grows, it would be helpful to have stronger tools for organizing, searching, and maintaining them. I would also prefer more visibility into AI decisions and recommendations so marketers can easily understand why a particular recommendation was made and measure its impact. Beyond that, I think Braze is already a very capable platform. Most of my suggestions are about making the experience simpler, more transparent, and easier to manage as an organization grows.

I have been using Braze for almost two years.

I find Braze to be stable and reliable for day-to-day CRM and lifecycle marketing. I have not experienced frequent downtime or reliability issues that significantly disrupted our campaigns. I would not say any cloud platform is completely immune to outages. However, I would rate its reliability highly for a platform that handles real-time customer communication, and stability is very important. My experience has generally been positive.

I would say scalability is definitely one of Braze's strengths. It is designed to handle a very large customer base and high volumes of real-time data and messaging without requiring the marketing team to completely change its approach as the business grows. I have not personally managed Braze at an extremely large enterprise scale, so I would not claim a specific performance figure from my own experience. However, based on the platform capabilities and the volume Braze reports processing, I would consider its scalability very strong.

I have had a generally positive experience with Braze customer support. When I needed help, the support team was responsive and helpful, particularly with technical questions or troubleshooting issues. I also appreciate that the platform has a strong knowledge base and resources, so not every question requires contacting support. One area I would improve would be getting faster, more immediate guidance for smaller technical issues, especially when working with a complex integration and advanced Canvas setup. Overall, I would say customer support is a strength of Braze, and I have been satisfied with the level of assistance available.

Before Braze, I used other CRM and marketing automation tools, but the main reason for moving towards Braze was the need for more sophisticated lifecycle orchestration and cross-channel personalization. The previous approach was more limited when it came to real-time behavioral triggers, complex customer journeys, and coordinating multiple channels. Braze gave us more flexibility to build those journeys, experiment with different approaches, and use customer behavior to make communication more relevant. The main reason for the change was scalability and the ability to create a more personalized customer experience rather than simply replacing one campaign tool with another.

Before selecting Braze, we looked at a few alternatives, mainly Iterable, Salesforce Marketing Cloud, Adobe, and platforms as MoEngage and CleverTap. Iterable was probably one of the closest comparisons because of its cross-channel journeys, orchestration, and segmentation capabilities. The decision ultimately came down to Braze being a strong fit for real-time customer engagement, behavioral segmentation, and cross-channel journeys.

I would say there has been a positive return, mainly through higher campaign efficiency, better targeting, and reduced manual work. I do not have verified internal return on investment figures in front of me, so I would not want to give a percentage or monetary amount that I cannot substantiate. The clearest benefit I have seen is time saved through automation, segmentation, journey execution, testing, and reporting that can be handled much more efficiently. This allows the team to spend more time on strategy and optimization rather than manual campaign work. I also saw improvements in engagement and conversion when I used more targeted behavior-based journeys.

Before selecting Braze, we looked at a few alternatives, mainly Iterable, Salesforce Marketing Cloud, Adobe, and platforms as MoEngage and CleverTap. Iterable was probably one of the closest comparisons because of its cross-channel journeys, orchestration, and segmentation capabilities. The decision ultimately came down to Braze being a strong fit for real-time customer engagement, behavioral segmentation, and cross-channel journeys.

My main advice would be to be clear about what you want to achieve before choosing Braze. It is a powerful platform, so I would recommend starting with a few important customer journeys and business goals rather than trying to use every feature immediately. I would also make sure your customer data and integrations are well prepared because the quality of your data has a big impact on segmentation, personalization, and the real journey. Braze is particularly strong for cross-channel segmentation, behavior segmentation, and journey orchestration, so I would take advantage of those capabilities rather than just using it as a simple email sending tool. Finally, I would recommend investing some time in training and testing. There is a learning curve with the more advanced features, but once the team understands Canvas, segmentation, experimentation, and AI capabilities, I think the platform can deliver a lot of value and scale well with the organization. I would rate this product a 9 out of 10.