In Hillestad's view, the rise of headless services has been an important development, but what Sanity has conceived of is the next step in extensibility: a platform that lets you use content on the fly in a number of ways without people having to work on that in separate systems. Organizations that want to buy systems to, say, build websites without putting a lot of separate investment into design can use platforms that both help them manage the content of the sites, as well as the look of them.īut some might want a more customized experience, and they will opt for headless offerings, where there are systems still built to help automate and manage data at the backend, but giving the users the ability to design front ends that are tailored to their specific needs. Sanity is now being used by almost 100,000 developers, marketers, content creators and product professionals, the company said, with 'active users' numbering at 30,000 (double the number of active users the company had in October, Hillestad noted).Ĭustomers include the likes of National Geographic, Puma, InVision, Datastax and Brex - who are using it to manage their content repositories and letting them flexibly use information across a range of endpoints. In any case, it comes on the back of some very strong growth. It is not disclosing its valuation, but Magnus Hillestad, Sanity's CEO and co-founder who is based in San Francisco (half the company is there, and half in Oslo, Norway), said the company was 'very happy' with the number.

This latest investment brings the total raised by Sanity to $51.8 million. Others in that round included Ev Williams, founder of a few other content innovations: Blogger, Twitter and Medium.

Lead Edge Capital, Threshold Ventures, Heavybit and Alliance Venture are also in this round, some of which also participated in Sanity's previous $9.3 million fundraise in October 2020. This round, a Series B, is led by ICONIQ Growth (the growth round investment arm of the storied ICONIQ, backed by a number of high-profile family offices including that of Facebook's Mark Zuckerberg). That is slowly changing, and now a startup called Sanity, which has built a system to make it easier to repurpose and use content assets across a number of places, and to more easily use data as content, is announcing $39 million in funding on the back of strong demand for its tech. But in actual fact, a lot of what companies do today with content, and thus the power of that content, is relatively limited by the tools that exist to present it.

39m series iconiq