Braze works for mobile app product-led orgs
October 15, 2025

Braze works for mobile app product-led orgs

Keenan Taylor | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Braze

We use it extensively in 2 main ways:

- standardized automated in-life comms once a user has created an account on our app and started their new customer journey
- designing and deploying multi-touch nurture email outreach campaigns to B2C consumer contacts

Pros

  • Canvas feature has been really good for creating customer journey paths and long-term messaging campaigns.
  • They have been addressing feature requests to continue to improve the Canvas feature. One of the simplest but most-handy features is allowing Delay steps wait for a very specific date on a calendar -- so you can plan seasonal campaigns or when you have evergreen-style drip campaigns it allows for avoiding public holidays/etc.
  • The catalog feature provides a lot of use-cases and flexibility for personalizing comms or customizing comms for whitelabeled versions of our standard comms (for our B2B2C scenarios).
  • We use the catalog as a repository of our B2B2C brand info, messaging customization - it basically allows us to offer a whitelabeled configurable version of our optimized automated in-life comms in the branding of our b2b customers.

Cons

  • A master/global exclusion list was 1 weakness of Braze, which they just recently launched a feature for this so is no longer a weakness.
  • Their rep support has been inconsistent - we're likely a moderate-tier customer but have had differing SLA fulfillment in our 4 years as a Braze customer.
  • We don't have the greatest comms analytics (outside of Braze) - but we know it has improved our Acquired to Activation rate.
  • We don't have the greatest comms analytics (outside of Braze) - but we know it has reduced our Dormant and Churn rates.
  • We don't have the greatest comms analytics (outside of Braze) - but it has increased our user acquisition, which any customer email marketing tool should support.
It can be quite nuanced - needs a lot of internal documentation for upskilling teams and establishing processes (due to lack of intuitiveness). Sometimes we have to make a scrappy solution to serve our needs - or Frankenstein solutions that technically work but have a steep learning curve or need a lot of detailed nuanced documentation for new joiners.

They are constantly improving areas of the platform that aren't intuitive. It's significantly more easy to use now vs. 2022.
N/A - we really don't use the AI features. I believe this is a premium or bolt-on feature we have not tested.

We do use the cross-channel functionality to send multi-channel campaigns in our in-life customer journey.

We have invested, but not yet completed our utilization of a Braze -> Snowflake integration to surface our Braze messaging analytics into our other business intel tool Holistics.
I am not a CRM, mobile-CRM, or lifecycle marketing technology expert.

Braze is distinct from the other tools I have used due to the SDK integration and feature set specifically suited for mobile app product-led companies like mine.

There are ways in which HubSpot's CRM is far more intuitive to me, but that may be a factor of my background in B2B lead gen. Braze does not seem to be suited to B2B messaging so we do not use it for that purpose.

It has been many years since I used MailChimp. What I can say is the email design features of it and Braze are quite similar - there are drag-and-drop or HTML builder tools in both.

Do you think Braze delivers good value for the price?

Not sure

Are you happy with Braze's feature set?

Yes

Did Braze live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Braze go as expected?

I wasn't involved with the implementation phase

Would you buy Braze again?

Yes

Its really well suited to brands with a mobile app.

And from what I can glean from the features my org isn't able to take advantage of, its best suited for:
- B2C brands that use social media
- ecommerce (i.e. CPG)

Otherwise, I am not convinced it is the tool I would recommend for users that do not have a mobile app. You're not getting most of the value from it.

Comments

More Reviews of Braze

  1. Home
  2. Customer Engagement Platforms
  3. Braze Reviews
  4. User Review of Braze