OfferFit is Joining Braze

We’re thrilled to announce that OfferFit is joining Braze. We have long admired Braze’s product and thought that it was the most natural complement for OfferFit. As we’ve gotten to know Braze’s team, we also came to see that we have a shared outlook and cultural values.

What brought us here, and why are we so excited about the future?

AI decisioning is here

When we started OfferFit in October of 2020, many people regarded it as a somewhat foolish, doomed quest. Of course, they used more polite words than that, but the general sense among experienced industry experts was that scaling a decisioning engine, as a SaaS product, to deliver 1:1 AI-optimized experiences across a wide range of industry verticals and customer use cases was unrealistic.

This skepticism was very reasonable: Many companies had tried to build this “holy grail,” but none had succeeded. Some got stuck in low-margin, ad-hoc services work, while others productized for a very narrow range of use cases.

So why has OfferFit made it work, serving many of the world’s leading enterprise brands (such as MetLife, Yelp, Wyndham Hotels, and more), delivering tens of millions of impact, and growing revenue over 3x last year?

First, enterprise data stacks have matured rapidly in recent years. As companies adopt cloud data warehouses and related modern tooling to govern and unify their data, the data pipelines that feed enterprise AI have become faster and more reliable.

Second, our approach to reinforcement learning, specifically utilizing ensembles of a type of agent called contextual bandit, has shown new promise across a broad range of use cases that are highly relevant for lifecycle marketing. Leaping ahead of prior generations of predictive AI, the scope of modern reinforcement learning isn't limited to predicting a value (e.g., “what is this customer's propensity to churn or likelihood to buy?”) – OfferFit’s reinforcement learning agents decide what action to take.These AI agents autonomously experiment, balancing exploration and exploitation, to find the best action for each customer in order to achieve demonstrable uplift in target business outcomes (whether measured as revenue, customer engagement, or other custom performance metrics).

And third, we took an approach that combines productization with flexibility. Decisioning products with constraints on reward functions or input data may be easier to scale across narrow use cases, but they don't deliver what the market really needs, especially in large enterprises where even a minor performance uplift can translate into massive ROI. On the other hand, customizing bespoke reinforcement learning agents to each situation through manual code doesn’t scale either. To solve this problem, OfferFit was designed from the beginning as a configurable decisioning engine, with a single centralized code base that exposes deep programmatic customization options, enabling our Machine Learning Implementation Engineers to scalably configure, deploy and maintain the engine to match the needs of each customer.

This has created a new product category: AI decisioning.

AI decisioning is the future

Now, four years later, it is clear that AI decisioning is here to stay. Our “foolish quest” has become arguably the hottest topic in marketing in 2025, and we agree with Braze that there’s never been a better time to be a better marketer.

Before, marketers had only incredibly cumbersome tools at their disposal for personalization: dividing customers into segments (often using propensity scores), running manual A/B tests (incredibly slow & painful) to find the best treatment for each segment, and encoding the findings through a complex (and hard to maintain) system of rules, which also often held back maximum performance.

As AI decisioning becomes increasingly widespread, marketers are gaining a radically improved ability to deliver great, highly personalized experiences to their customers. Now, it is enough to specify the metric to maximize (which defines the reward function) and the actions available to take (e.g., available creative variants, frequencies, times, etc.); the AI decisioning agent takes it from there, autonomously testing, learning, and personalizing.

Once you see it, you can’t unsee it. Marketers who have used OfferFit know that this is a radically better way.

OfferFit and Braze products are a perfect pairing

As we’ve developed OfferFit, we’ve seen that there is a tight interplay between AI decisioning and other capabilities in the Customer Engagement ecosystem  (such as content authorship, journey orchestration, and customer data curation). Accordingly, we have invested in building integrations with leading platforms used by marketers.

We’ve long believed that Braze is the best enterprise customer engagement platform on the market. Joining Braze will allow us to take AI decisioning to the next level, both for enterprises that are using Braze’s platform today and for those which are using other platforms.

First, we will be able to build an exceptionally tight integration of OfferFit into Braze, giving our shared customers an incredibly fluid experience. Second, we will be able to leverage many mature product capabilities in Braze (including data ingestion and processing, integrations, and journey orchestration) to radically accelerate OfferFit’s product offering for all of our customers (even those who don't use Braze as a Customer Engagement Platform). Finally, we are excited to leverage both our underlying reinforcement learning engine and the knowledge we've gained deploying it at scale over the last 4.5 years to further enhance BrazeAI and work alongside the existing Braze R&D teams.

This is great news for our customers and team

To our customers, we're excited to continue the work of enhancing your OfferFit experience, and building new capabilities faster than ever – you can look forward to everything you love today about OfferFit enhanced by the added power of Braze’s product capabilities and global scale of Braze’s team.

To our team, joining Braze provides an incredible platform to further our work on OfferFit’s mission – an amazing set of new colleagues, enhanced product capabilities, and a vibrant community of enthusiastic Braze customers ready to adopt AI decisioning.

4.5 years ago, we set out to build OfferFit because we knew that making optimal decisions at scale is hard, and it demanded to be made easier. Likewise, the decision to start another chapter by joining forces with another company is always a hard one, but years of productive partnership combined with clear evidence that Braze is poised to lead the category in Customer Engagement made this choice an easy one.

We're tremendously excited to have shared this news with you, and are eagerly looking ahead to a future where Braze and OfferFit come together to lead a new frontier in artificial intelligence capabilities for marketers around the globe.

-Victor and George

(Disclaimer: Please note that the transaction described above still remains subject to regulatory approval and other customary closing conditions. Until closing of the transaction, Braze and OfferFit remain separate and independent companies, and each will continue to operate as such. Any of the anticipated benefits described above are contingent upon consummation of the proposed transaction.)