Braze Reviews & Insights

Score8.6 out of 10

345 Reviews and Ratings

Overview

Synthesised from 45 reviews | Last Published May 27, 2026

Braze functions as a comprehensive customer engagement platform, enabling organizations to orchestrate multi-channel communications across email, SMS, push, and in-app messages. In TrustRadius reviews, it is primarily used to engage consumers, optimize KPIs, and deliver personalized experiences through robust segmentation and automated lifecycle journeys. Reviewers frequently highlight its strong segmentation features, with 51% noting its effectiveness in defining and targeting specific audiences.

The platform positively impacts business objectives by improving customer engagement, increasing conversion rates, and reducing churn. However, reviewers frequently cite limitations in reporting and analytics, with 38% expressing concerns about depth and modernity. Other areas for improvement include UI/UX issues and the complexity of the Canvas journey builder, alongside noted high pricing for advanced features. Overall, Braze is seen as a powerful tool for engagement, despite these identified areas for refinement.

Pros

Robust segmentation for defining and targeting specific audiences
Orchestration of multi-channel communications (email, SMS, push, in-app)
Personalized messaging through features like Liquid templating and catalogs
Canvas for automating complex customer journey paths
User-friendly interface for campaign setup

Cons

Reporting and analytics capabilities are perceived as lacking depth and modernity
General UI/UX issues, including outdated design and navigation difficulties
Canvas building interface can be complex for initial setup and quality assurance
High pricing, particularly for advanced AI features and SMS
Campaign creation process can be complex and occasionally buggy

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Braze Reviews

156 Reviews

The Best Customer Engagement Platform for Complex CRM

Rating: 9 out of 10

Incentivized

June 22, 2026

Use Cases and Deployment Scope

Braze is our core customer communication platform and has in effect, become an extension of our product offering - without Braze, we'd not be able to inform our members of vital changes to their personal financial information. Braze's simplistic interface allows non-technical staff to build and monitor customer engagement in a way that is intuitive and relevant to core business metrics such as logins and signups.

Pros

Highly personalised communication thanks to features like intelligent timing
Seamless multi-channel comms all in one place
Real-time comms with event based triggers
Embracing new channels such as RCS

Cons

Lack of easily accessible calculated fields - eg; add user to this segment if x attribute's value is lower than y attribute's value
Inability to use in-message personalisation (event_property value) within a canvas from the same event that entered the user initially

Likelihood to Recommend

Braze is great for real-time communications - for example, when sending a time-relevant push notification to a user to confirm that they have just made a payment. The personalisation capabilities mean we can easily include the amount the user spent in this transaction. The system is fairly intuitive, so newcomers to CRM can quickly get up to speed with its features without a steep learning curve (for the most part).

Verified User

Professional in Marketing (11-50 employees)

Vetted Review

2 years of experience

Braze is really easy to use I have no hard time navigating it as a beginner.

Rating: 10 out of 10

June 14, 2026

Use Cases and Deployment Scope

My specific job at my company is to create a survey to gather consumers' feedback and ratings on our future products (products we plan to sell to them). Braze helps our company create an email that includes a link to the surveys I create. So far, it is really convenient to use, and it is super easy to launch a campaign every time.

Pros

Helps create email formats.
Launch campaigns.
Templates for emails.

Cons

Target Audiences (specifically Target Users By Segment).

Likelihood to Recommend

I use Braze in my everyday work, and I could say that it is really convenient to use. I have never experienced any bugs so far. The only thing that I could think of that Braze needs to improve is the Target Audiences section, specifically the "by segment" field. Sometimes, the imported CSV from the audience import doesn't appear, no matter how I type it. I have to refresh it again and again. It just happens sometimes tho but still, they need to fix it.

Abbygail Aninon

Consumer Insights Coordinator in Marketing at Fabfitfun (201-500 employees)

Vetted Review

1 year of experience

Maximum potential in CRM personalization and powerful journeys with challenges in scale and governance.

Rating: 8 out of 10

May 19, 2026

Use Cases and Deployment Scope

Currently, I use the Braze platform to send messages across all channels, email, SMS, push notifications, in-app banners, and in-app messages. It is a crucial tool because it enables us to communicate with our customers, providing them with information about our products while automating these interactions; this helps us significantly in maintaining close contact with our clientele. Therefore, the scope of its use is to serve as a CRM for communicating with our customers, covering both B2B and B2C segments.

Hoje na plataforma Braze eu utilizo para disparos de mensagens de todos os canais, e-mail, SMS, push, banner no app, in-app. É uma ferramenta muito importante porque é onde que nós conseguimos comunicar com os nossos clientes informando sobre os nossos produtos automatizando comunicações então isso nos ajuda a muito a ter um contato próximo com o nosso cliente. Então o escopo é utilizá-lo como CRM em comunicação com os nossos clientes tanto B2B quanto B2C

Pros

What Brasil does exceptionally well is array processing—specifically, applying dynamic filters within a message. Furthermore, when a recipient does not meet the specified filter criteria, we can utilize the "abort" function; this allows us to achieve a high degree of content personalization.
We can achieve powerful segmentation—such as by creating events based on attributes and customer behavior, using multiple rules—and also create campaigns via API events for real-time communications.
O que é Brasil faz muito bem é o processamento de arrays agenda aplicar filtros dinâmicos dentro da mensagem e também quando a pessoa não atende aos filtros e a gente consegue utilizar a função abort então a gente tem um alto grau de personalização de conteúdo
A gente consegue ter uma segmentação bem poderosa como criação de eventos atributos e comportamento do cliente com múltiplas regras e também criar campanhas através de API eventos para comunicações em tempo real

Cons

Customization is a complex undertaking because it utilizes the Liquid language; consequently, for a layperson, performing this programming is very difficult. It is hard to get it right on the first attempt without prior experience, making it a particularly challenging task—especially in the case of my company, where we make extensive use of nested structures.
When creating campaigns that require a high level of detail, the tool lacks convenient features for copying and pasting templates; instead, this process must be performed manually, item by item. Since the required change is often just a minor detail—such as a single filter adjustment—we are forced to rebuild the entire workflow step-by-step from scratch. We are unable to simply take a template, copy it, and paste it directly within the same Canvas. Furthermore, when a highly complex Canvas is created, it is impossible to export all the communications to Figma or a partner platform to review the content more efficiently; instead, one must open each individual message just to understand or recall the content that was originally entered.
There remains a heavy reliance on data engineering for structuring events, sending complex attributes, and standardizing data—tasks that a CRM system still cannot handle autonomously. This necessitates the constant involvement of a developer; consequently, having to depend on other teams to achieve agile progress is a factor that tends to slow down the process somewhat.
É um complexo fazer a personalização pois utiliza a a linguagem Liquid então para um leigo é muito difícil fazer essa programação é difícil de acertar ela de primeira pra quem não tem experiência então é muito desafiador principalmente no caso da minha empresa que utilizamos muito o nested
Ao criar campanhas que precisas ter muitos detalhes a ferramenta não oferece as facilidades de copiar templates e colar precisa ser feito manualmente um a um porque muitas vezes é um detalhezinho um filtro que precisa mudar e a gente tem que ficar reconstruindo os passo a passo do zero a gente não consegue pegar um template copiar e colar dentro de um mesmo Canvas e também quando cria algum Canvas muito complexo a gente não consegue exportar todas as comunicações pro fi guima ou uma plataforma de um parceiro pra gente ver o conteúdo com mais agilidade tem que abrir mensagem por mensagem pra entender ou relembrar o conteúdo que havia colocado
Ainda há uma forte dependência de engenharia de dados pra estruturação de eventos envio de atributos complexos a padronização de dados coisas que um CRM um ainda não consegue fazer sozinho precisa sempre ter um desenvolvedor então dependendo de outros times pra conseguir evoluir com agilidade é uma parte que acaba travando um pouco o processo

Likelihood to Recommend

Braze is well-suited for scenarios where communication is driven by customer behavior—specifically for activation, engagement, or multi-channel journeys that require the integration of data, timing, and personalization. It excels by enabling real-time messaging triggered by specific events, as well as deep personalization using the Liquid templating language. However, it becomes less viable when the requirements involve advanced analytics, complex data modeling, or sophisticated business logic, as it does not serve as a substitute for a data warehouse nor does it offer robust Business Intelligence (BI) capabilities. Consequently, manipulating complex data structures—such as arrays—demands intensive logic within Liquid, which complicates both maintenance and data governance. Furthermore, Braze presents limitations for non-technical users who lack a strong background in technology; therefore, a significant adaptation period is required before the platform can be fully operationalized. In summary, while it is a powerful tool for customer activation and communication delivery, its effective use depends on a well-structured database, advanced technical support, and deep expertise in programming and technology.

A braze ela é adequada para cenários onde a comunicação é orientada pelo comportamento do cliente quando vai fazer uma ativação ou engajamento ou alguma jornada que tenha multicanal onde é necessário combinar os dados o tempo personalização se destaca ao permitir os disparos em tempo real baseados em eventos e personalização com o Liquid no entanto ele se torna menos viável quando a necessidade envolve análise mais avançada de modelagem de dados complexa ou uma lógica de negócio mais já que não substitui um data warehouse e nem oferece recursos robustos de bi e então ao fazer uma manipulação de estruturas complexas como um array exige lógica intensa em Liquid e dificulta a manutenção e governança então a Braze apresenta limitações pra quem é leigo e não entendi muito essa parte de tecnologia então você precisa de um bom tempo de adaptação antes de colocar a plataforma pra funcionar 100% então em resumo ela é uma ferramenta poderosa para ativação e o prestação de comunicação mas depende de uma base de dados bem estruturada um suporte bem avançado e um conhecimento muito profundo na área de programação e tecnologia

This review was originally written in Portuguese and has been translated into English using a third-party translation tool. While we strive for accuracy, some nuances or meanings may not be perfectly captured.

Verified User

Analyst in Marketing (1001-5000 employees)

Vetted Review

Effective and intuitive CRM solution

Rating: 10 out of 10

May 11, 2026

Use Cases and Deployment Scope

Braze is a fantastic solution for our B2C Customer Lifecycle strategy. They are continuously improving, releasing new features that allow us to scale our B2C touch points. It has a very user friendly interface, is intuitive to use and if you every face any issues their Documentation is second to none.

Pros

Documentation for solutioning
Design for ease of use
Saves you time on your day-to-day

Cons

Simple functionality like highlighting all canvas components to delete

Likelihood to Recommend

Braze is very well suited for our B2C function, however is not very suitable for our B2B side of the business. We have a very complex partner setup, and even though we have explored it, it is not the best solution for B2B.

Verified User

Manager in Marketing (501-1000 employees)

Vetted Review

4 years of experience

Great customer engagement platform with room to still scale

Rating: 9 out of 10

Incentivized

March 27, 2026

Use Cases and Deployment Scope

We use Braze as the main tool for customer comms and how we approach our CRM for both all types of customer comms - marketing / transactional, desktop / mobile etc. Braze is the tool that powers it all, the central customer engagement platform. At a high level, Braze enables us to move from campaign-led CRM to a product-led, lifecycle-driven engagement model, where communication is triggered by real customer behaviour rather than fixed schedules.

Pros

Channel orchestration
Data and Segmentation
UI and simplicity of use

Cons

Analytics and reporting are still built mostly for ecommerce biz models
Canvases (journey orchestration) have limitations when you're trying to build super complex journeys

Likelihood to Recommend

Braze is particularly well suited for real-time, behaviour-driven customer engagement, but there are scenarios where other tools or setups may be more appropriate, mostly depending on the use case and organisational maturity.Braze is great when your organisation and CRM team have reached a certain level of maturity and you're seriously thinking about lifecycle, event-based comms, multi-channel orchestration and personalisation at scale etc. If you're still sending just emails and mostly thinking about ad-hoc campaigns, you're better off using something simpler and cheaper. Generally, if you're at the very beginning think or something like MailChimp, then move to something like Klavyo and ultimately land on Braze if you're serious about your CRM / Retention comms.

Verified User

Director in Marketing (1001-5000 employees)

Vetted Review

8 years of experience

Robust product does everything you want requires learning engineering support and budget.

Rating: 8 out of 10

Incentivized

March 26, 2026

Use Cases and Deployment Scope

My work w/ Braze involved Emails, In-App Messages, Push Notifications, and Content Cards. These channels allowed us to reach and engage our users in a variety of places in highly segmented and personalized manner by reaching users on the surfaces with which they were most likely to engage and triggered by specific behaviors.

Pros

Personalized messaging
User segmentation
Custom behavioral triggers for messages

Cons

Payment flexibility
High cost
Cost model based on data consumption disincentivized their core use cases which rely heavily on data

Likelihood to Recommend

Braze is an incredibly robust lifecycle tool that can accomplish a lot and even fill product experience gaps in a wide range of apps. You can likely accomplish any lifecycle messaging objective and functionality you could imagine. However, it's not for everyone. Getting the most out of Braze requires an experienced and digitally savvy marketing, strong and reliable engineering support to implement and maintain integrations, and a big budget.

Verified User

Director in Marketing (11-50 employees)

Vetted Review

4 years of experience

Braze wins with a great UX and capable features

Rating: 8 out of 10

Incentivized

March 25, 2026

Use Cases and Deployment Scope

Braze is the greatest omni channel marketing program Im aware of. It makes reporting, tracking, and segmentation fairly seamless and has a pretty user friendly UX. There are a wide variety of out of the box solutions that our organization relies on for beautiful marketing. They are constantly updating their program and are innovating in real time.

Pros

omni-channel marketing
out-of-the-box creative solutions
adaptive HTML capabilities

Cons

There are some quirky segmentation issues in segments that need to be addressed
There are some bugs with in app message triggers

Likelihood to Recommend

the user friendliness of Braze makes it easy to train new team members on operations

Verified User

Manager in Marketing (10,001+ employees)

Vetted Review

6 years of experience

Ben Hodson Review.

Rating: 10 out of 10

March 9, 2026

Use Cases and Deployment Scope

I use Braze to manage all forms of communication for our application. We use this to drive user engagement across different areas of the platform and to advance commercial priorities while promoting a strong user experience. Braze allows us to bridge a communication gap with limited in-person hours from our field sales teams.

Pros

Braze AI is very intuitive and supports day to day.
Segmentation by usage and tendencies is an asset.
Overall UI/UX.

Cons

More intuitive canvas building that is more streamlined like duplicating.
Auto build functionality based on previous campaigns.

Likelihood to Recommend

Braze is overall very well suited, but it leans towards a purely consumer-based platform and has room to offer implementations for B2B platforms.

Benjamin Hodson

Digital Communications Manager in Sales at Labatt Breweries (10,001+ employees)

Vetted Review

2 years of experience

Braze is easy to navigate and to use

Rating: 10 out of 10

January 9, 2026

Use Cases and Deployment Scope

Braze is used for campaign management in order to either engage users or convert them in case they are operating on a free offer. This is in the scope of a music streaming service, leveraging musical recommendation and a variety of features through these campaigns.

Pros

Segmentation of users.
Integration of custom attributes
Ease of campaign set-up.
AB testing and complex journeys.

Cons

AI-generated feedback or support.

Likelihood to Recommend

As of right now, for testing, reporting and ease of set-up for either campaigns or more complex canvases, Braze is very well suited. This is less the case if the user has specific expectations when it comes to AI support (content generation for example).

Verified User

Employee in Marketing (201-500 employees)

Vetted Review

Braze at Mama Money

Rating: 10 out of 10

December 27, 2025

Use Cases and Deployment Scope

We use Braze to send our customers messages at different parts of their journey with us across multiple platforms: Push, In-App, WhatsApp, SMS, Email. We use it for onboarding, cross-selling, education, notifications, specials and other use cases. We serve a large number of different segments and languages and can adapt messaging per segment with ease leading to much greater engagement

Pros

Segmentation and complex messaging for different cohorts
Real time notifications
Simple One off messages

Cons

Making it easier to access information and reporting in the platform itself for more detailed use cases

Likelihood to Recommend

Braze is really well-suited to businesses whose customers engage with them across multiple touch points: App, website, email, WhatsApp. It makes it simple to communicate to all kinds of customers and group personalise depending on the customers' segmentation. It is easy to track the performance of experiments and to build control and test groups

Jono Child

Head of Digital and Marketing in Marketing at Mama Money (51-200 employees)

Vetted Review

1 year of experience

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Maximum potential in CRM personalization and powerful journeys with challenges in scale and governance.

Rating: 8 out of 10

May 19, 2026

Use Cases and Deployment Scope

Pros

What Brasil does exceptionally well is array processing—specifically, applying dynamic filters within a message. Furthermore, when a recipient does not meet the specified filter criteria, we can utilize the "abort" function; this allows us to achieve a high degree of content personalization.
We can achieve powerful segmentation—such as by creating events based on attributes and customer behavior, using multiple rules—and also create campaigns via API events for real-time communications.
O que é Brasil faz muito bem é o processamento de arrays agenda aplicar filtros dinâmicos dentro da mensagem e também quando a pessoa não atende aos filtros e a gente consegue utilizar a função abort então a gente tem um alto grau de personalização de conteúdo
A gente consegue ter uma segmentação bem poderosa como criação de eventos atributos e comportamento do cliente com múltiplas regras e também criar campanhas através de API eventos para comunicações em tempo real

Cons

Customization is a complex undertaking because it utilizes the Liquid language; consequently, for a layperson, performing this programming is very difficult. It is hard to get it right on the first attempt without prior experience, making it a particularly challenging task—especially in the case of my company, where we make extensive use of nested structures.
When creating campaigns that require a high level of detail, the tool lacks convenient features for copying and pasting templates; instead, this process must be performed manually, item by item. Since the required change is often just a minor detail—such as a single filter adjustment—we are forced to rebuild the entire workflow step-by-step from scratch. We are unable to simply take a template, copy it, and paste it directly within the same Canvas. Furthermore, when a highly complex Canvas is created, it is impossible to export all the communications to Figma or a partner platform to review the content more efficiently; instead, one must open each individual message just to understand or recall the content that was originally entered.
There remains a heavy reliance on data engineering for structuring events, sending complex attributes, and standardizing data—tasks that a CRM system still cannot handle autonomously. This necessitates the constant involvement of a developer; consequently, having to depend on other teams to achieve agile progress is a factor that tends to slow down the process somewhat.
É um complexo fazer a personalização pois utiliza a a linguagem Liquid então para um leigo é muito difícil fazer essa programação é difícil de acertar ela de primeira pra quem não tem experiência então é muito desafiador principalmente no caso da minha empresa que utilizamos muito o nested
Ao criar campanhas que precisas ter muitos detalhes a ferramenta não oferece as facilidades de copiar templates e colar precisa ser feito manualmente um a um porque muitas vezes é um detalhezinho um filtro que precisa mudar e a gente tem que ficar reconstruindo os passo a passo do zero a gente não consegue pegar um template copiar e colar dentro de um mesmo Canvas e também quando cria algum Canvas muito complexo a gente não consegue exportar todas as comunicações pro fi guima ou uma plataforma de um parceiro pra gente ver o conteúdo com mais agilidade tem que abrir mensagem por mensagem pra entender ou relembrar o conteúdo que havia colocado
Ainda há uma forte dependência de engenharia de dados pra estruturação de eventos envio de atributos complexos a padronização de dados coisas que um CRM um ainda não consegue fazer sozinho precisa sempre ter um desenvolvedor então dependendo de outros times pra conseguir evoluir com agilidade é uma parte que acaba travando um pouco o processo

Likelihood to Recommend

Verified User

Analyst in Marketing (1001-5000 employees)

Vetted Review