Braze Reviews

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.

Public Cloud

My main use case for Braze is the customer journeys that I build with Canvas.

A quick, specific example of a customer journey I have built with Canvas is an onboarding flow, which is classic and triggered via the creation of an account directly in Braze, whether using a default attribute or a custom attribute. This trigger can occur every day or through API, and from the beginning of the canvas, you will receive various step channels, such as email, push, SMS, in-app messages, and content cards, depending on your stack.

I use Braze for these onboarding flows because, while every CMS has the potential to set up an onboarding flow, Braze stands out due to its user interface and simplicity of use, making it easier to implement compared to Salesforce, which can be significantly more complex.

Braze helps in many ways, allowing direct creation of segments and providing AI agents for additional support. Beyond just CRM via content cards, Braze allows displaying banners in your app or on your website, presenting numerous opportunities to explore CRM beyond basic email and push notifications. It also excels in data management, allowing you to handle data within Braze as needed.

The best features Braze offers include intelligent timing, which can interpret the optimal time to send messages to specific users, helping optimize open and click-through rates. Additionally, Braze is implementing the Agent Console, part of Braze's AI operator, which utilizes an LLM to access all your setups and respond swiftly to questions about specific canvases, journeys, or user attributes. Moreover, context steps can be set up via Liquid, providing a robust coding library confined to individual canvases or campaigns, thus not cluttering the user setup, which is a valuable feature.

Currently, I find that the AI decisioning features, particularly the churn model prediction, are underrated and could be better. While it is something that is developing, it also incurs costs due to the need for extensive data digestion. Additionally, I believe there is room for improvement in the MCP, as it currently does not allow editing everything, with no direct cloud integration, which I find limiting and would like to see enhanced functionality with the API keys in Braze.

I find the UI of Braze to be excellent; however, when dealing with a significant amount of data, I prefer analyzing it outside of Braze using tools such as Mixpanel. I wish for improvements in AI capability and MCP functionalities.

I have been working in my current field for four years.

I have never experienced any downtime or reliability issues with Braze.

Braze's scalability is impressive, as it helps reduce workload through a user-friendly interface and comprehensive documentation, enabling easy access to all necessary information.

Customer support from Braze is amazing; I think I have contacted them more than three hundred times over four years. Their responses are consistently quick, usually within a day, even for complex issues. They take the time to explain everything thoroughly and also offer the option to set up meetings for further support.

While I do not have the specific numbers, I recognize that Braze positively impacts my organization by aiding in engagement monitoring and improvement, functioning as a CMS that enables me to build nearly everything I wish to create. Honestly, I cannot identify any use case where Braze does not serve as the right tool if the data setup is properly organized.

The way Braze has helped me monitor engagement is through real-time event triggering of a canvas, allowing for instant communication with users post-event, such as when they buy cryptocurrency. This triggers a push notification, content card, in-app message, or email, capturing intent effectively and driving the user behavior I expect as quickly as possible.

Regarding Braze's AI capabilities, I initially faced challenges with the accuracy and reliability of the output; however, I noticed significant improvements recently, as all the questions I have asked in the past few weeks were answered adequately, quickly, and constructively.

My advice for others considering using Braze is to ensure they have the budget, as Braze tends to be more expensive than other options, and determine if its usage is truly necessary. If so, they can proceed without hesitation.

I rate Braze a nine out of ten because I can build nearly everything I want. Even from a data and technical perspective, I find it straightforward to use, despite not being from the data team.

Public Cloud

Amazon Web Services (AWS)

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.

Braze is primarily used for sending marketing emails and marketing communications in an omnichannel manner. A specific example of how I use Braze for my marketing communications is an onboarding campaign where, as soon as a user registers, the event fires, Braze sends the email, and based on the user behavior on the email journey, it can tailor the whole workflow accordingly, from being two emails to three emails to also adding other channels if the user is active over there.

The best features Braze offers include their Canvas, which is a very good feature to visualize everything in a visual manner, and also some of its data capabilities. Canvas really helps in building the whole campaigns in a very visually structured manner, making all the workflows from one step to multiple steps quite easy, and from a data capability standpoint, it is very easy to create segmentations and personalizations based on that.

Braze has had a positive impact on my organization in that a lot of things which required some amount of technical effort previously can now be streamlined by the marketers, making marketers more agnostic and self-served, which has been the biggest impact. Self-service has changed things for my team in that, for example, previously any kind of segmentation we used to build required a lot of data analytics capabilities, but now they can slice and dice on Braze, and setting up API-triggered campaigns, which previously required engineering effort, can now be done by marketers on their own.

Braze does a very good job in terms of capabilities, but sometimes the roadmaps could be a bit clearer.

I have used Braze for the last seven years, in both my current role and my previous roles.

Braze is stable.

Braze is very scalable.

I experience a good amount of customer support and account management with Braze.

Previously, I used Salesforce, and the goal was to make marketers more self-serve.

My experience with pricing, setup cost, and licensing has been positive; they are very transparent, but I think the pricing could be a bit more competitive.

I have seen a return on investment, as productivity has gone up and the overall impact on revenue has been fairly positive.

I evaluated other options such as Customer.io and Iterable before choosing Braze.

My advice to others looking into using Braze is to always verify if it meets their use cases and capabilities, as it is a very thorough solution. I would rate this product a nine out of ten.