Braze has always been on my radar, due to its legendary status among CRM platforms - but it has always seemed out of reach because of the price tag associated with the product. This changed in the last 2 months, when I have done a comparative analysis of more than 10 providers, and found the price to feature ratio to be the most balanced on Braze.

PROS:

- Passionate account executives, providing a full overview of the product

- Dedicated onboarding subsidiary called Massive Rocket, with the singular scope of making the process as smooth as possible

- Feature rich, mobile-first platform, with unparallelled diversity and customisation options in campaign and journey setup Review collected by and hosted on G2.com.

As I mentioned before, the pricing had been the main reason why I haven't had the chance of using Braze in my Marketing career so far. While it's definitely competitive when measured against equal calibre products, it can still be a little bit intimidating, especially for companies that are looking to commit to a platform for years to come.

CONS:

- In-app and content card channels priced separately

- Separate one-off onboarding fee

- A handful of learning materials locked behind a paywall Review collected by and hosted on G2.com.

Braze spent the last year really expanding their AI toolset. The big ones include Decisioning Studio (basically AI instead of manual A/B testing), an Agent Console for building custom AI agents right in Canvas, and a Content Optimizer that auto-generates message variants per person. They also added new channels (RCS, WhatsApp Commerce, Banners), zero-copy warehouse data triggers, and automated email IP warming. Lots of it looks promising, but most of the AI features are still in beta and pretty enterprise-focused. Review collected by and hosted on G2.com.

While Braze is a powerful platform, there are a few areas where it could improve. The biggest gap is reporting. There's solid high-level engagement data, but no holistic way to see the cumulative impact of my lifecycle programs, so I still rely on manual analysis to understand each campaign's incremental effect. Beyond that, the pricing model (metered by data points and MAUs) gets expensive. The platform also carries a steep learning curve and heavy QA burden thanks to its reliance on Liquid. Review collected by and hosted on G2.com.

Braze continues to outpace the market by shifting from simple automation to true AI-native orchestration. In 2026, the standout feature is definitely the BrazeAI™ Decisioning Studio. Unlike old-school A/B testing, it uses reinforcement learning to autonomously decide the best channel, timing, and offer for each user in real-time.

I’m also incredibly impressed with the BrazeAI™ Liquid Assistant. It has turned complex Liquid coding into a conversational task, allowing our team to build hyper-personalized logic (like dynamic product catalogs) in minutes rather than hours. The addition of AI Agents for content QA and localization has also streamlined our global operations, ensuring brand consistency across 10+ languages without manual bottlenecks. Review collected by and hosted on G2.com.

As we lean more into Agentic workflows and AI-driven orchestration, the credit-based consumption or 'AI-utility' pricing can become unpredictable. It would be helpful to have better forecasting tools within the dashboard to see exactly how autonomous decisioning will impact our budget before a campaign goes live. Review collected by and hosted on G2.com.

Braze is intuitive and easy to navigate, and its user-friendly design makes working with it especially smooth. It offers a solid range of tools that can be integrated without much hassle, making it a dependable choice. Another great aspect is that users can actively contribute feedback and be involved in improving the platform. Overall, it’s a well-rounded solution—if your product or marketing team is looking for an efficient way to design and manage customer communication, Braze is definitely worth considering. Review collected by and hosted on G2.com.

There aren’t many major improvements to suggest—overall, I’d rate Braze very highly—but there are a few smaller areas that could be enhanced. For instance, unlike some other tools, Braze doesn’t automatically save changes to campaigns or canvases. This can lead to extra work if you forget to save manually, especially since the platform logs you out after a few hours, which can result in losing unsaved progress.

Another limitation is that once a campaign is launched, not all elements can be adjusted—even if it hasn’t actually been sent yet. It would also be helpful to have more flexibility in canvas scheduling. Currently, the maximum delay between steps is limited to 31 days, but in some cases, longer intervals are needed.

Lastly, Braze is quite expensive, which can make it difficult for smaller startups to afford and the pricing should be easier to view and adjust. Review collected by and hosted on G2.com.

I love how Braze ties email, in-app messaging, and push notifications into a single platform, letting me run cross-channel campaigns for our clients efficiently. The intuitive interface makes it very easy to learn and use, and I appreciate the ability to layer different capabilities for building sophisticated, multi-step customer journeys. The customer journey mapping feature is fantastic as it shows me the whole journey clearly with segmentation and filters in one view, which helps me refine targeting and design client campaigns more deliberately. Review collected by and hosted on G2.com.

I wish they'd refine what they already do well. The push story builder has fields that overlap and gets visually messy with a lot of liquid code. Intelligent timing is boxed into a fixed window, which is a limitation I'd love to see relaxed. Some features feel like they were shipped once and then left untouched while focus shifted towards AI. Circling back to polish some of the older tools would go a long way. Review collected by and hosted on G2.com.

It is easy to use, the drag and drop templates are much easier to use and the interface is user friendly. I found creating segments has become a lot easier and I think the use of AI is also a game changer too. Review collected by and hosted on G2.com.

When you clean up a canvas, it still puts the steps all over the place and often if your doing a larger canvas, makes it more untidy. I also still would love it if liquid could be easier to spot errors. Rather than trying to find a needle in a haystack. An ESP provider should be easy to use, than make your campaign and life harder. Review collected by and hosted on G2.com.

I appreciate how Braze lets me send personalized marketing communications without the usual overhead and reach users quickly to get a real read on their behavior and interests. The intuitive platform paired with the AI helps me deliver the right messages at the right time, which is what stands out for me. The AI suite carries a lot of the load, tailoring communications so each user gets something that fits rather than a blanket blast. I lean on the intelligent timing and channel selection more than I expected, since landing the right message at the right moment is half the battle in our work. While rolling it out was a sizeable project, the initial setup went far more smoothly than I had braced for and was very easy with no bigger problems. Review collected by and hosted on G2.com.

Where it falls short is the email builder. The drag-and-drop editor is fairly bare-bones, and putting together a campaign that genuinely looks polished tends to push me back into HTML, which is not where I want to spend my afternoon. The Segment feature also drags its feet, often taking a while to crunch audience figures, and that slows me down when I am trying to move at pace. Review collected by and hosted on G2.com.

I like that Braze lets me run omnichannel campaigns in sync with Salesforce and Snowflake, which prevents fragmented outreach. I appreciate not having to lean on the data team every time and can build and tweak campaigns on my own using the drag-and-drop canvas and segmentation tools. The interface doesn’t fight me, and the AI features are valuable for how we manage inbound. Reporting on events rather than revenue alone helps me make better pitches to leadership. Review collected by and hosted on G2.com.

The weak point is the issue of interpersonal relationships. Our time with the sales team and their onboarding partner Covalent never felt built around how we actually operate, and prying a timely answer out of them was a tall order. The Salesforce integration not being native is a genuine gap for us, and the per-message pricing has a habit of climbing as volume grows. Between webhook, email, and contact charges, the bill mounts up faster than platforms that fold more into a flat fee. Review collected by and hosted on G2.com.

I appreciate most how little engineering effort Braze needs once the integration is in place. The drag-and-drop canvas means I'm no longer the bottleneck for routine work, and the segmentation engine handles complexity that would have needed custom modeling elsewhere. Event-based reporting and attribution beyond revenue have made conversations with marketing more productive, since we are looking at the same numbers. It lets us run real omnichannel campaigns from one platform with Salesforce and Snowflake feeding it in the background. Dynamic segmentation and personalized testing happen without me writing one-off queries, and HIPAA compliance removes one of the legal blockers we used to hit. Quick iteration is underrated, marketing can ship and learn without me cutting tickets every time. The initial SDK wiring took a couple of sprints, but since then marketing builds and iterates campaigns without pulling me into every change. Review collected by and hosted on G2.com.

Onboarding was where things fell apart, the sales team and their partner Covalent did not seem particularly interested in our setup, which made the first few months slower than necessary. The Salesforce integration also disappointed, the connection is not native and we ended up building around the gaps ourselves. Pricing is the longer-term concern, the per-message model scales unpredictably and add-on fees for webhooks, email, and contacts pile up fast. Salesforce sync is not native so it lags and breaks on schema changes, and the per-message pricing makes forecasting a headache. Review collected by and hosted on G2.com.

The updates have made my day-to-day easier. The support is quick and helpful, and there are many new tools that assist with automation. Additionally, the integration with various partners helps a lot. Review collected by and hosted on G2.com.

Some areas still need improvement. Although there are many things that make it easier, other parts remain very manual and need to be enhanced. Review collected by and hosted on G2.com.