Labradorcms
Founded 2011 · 39 employees on LinkedIn · 3 known investors
Labrador CMS is a cloud-based content management system designed for digital publishers and journalists to create, design, and publish articles and magazines quickly with a WYSIWYG editor. The platform serves media organizations and publishers who need a scalable publishing workflow without switching between multiple tools.
Also known as Labrador CMS · Labrador CMS AS · Publish Lab AS · Publishlab
Investors · 3
Also in the syndicate · 2
Company profile
researched Aug 2026Labrador CMS is a cloud-based content management system built for professional publishers and newsrooms. The platform combines writing, image editing and publishing in a single tool, and is delivered as an all-in-one hosted service that does not require customers to run servers or rely on developer support. Publications can be customised through fonts, colours and layouts, and the system includes a no-code visual builder for front pages, articles and parallax effects, with content that can be driven by personalisation algorithms in automatic, hybrid or manual modes.
The product supports headless use through APIs as well as omnichannel production, including publishing to print. Labrador has added a series of AI capabilities, including computer vision that describes, tags and captions images, automated article translation across 141 languages, and support for multiple third-party AI models. Infrastructure is distributed across several countries with self-healing cloud servers for uptime and customer hosting, and the company's technology stack includes AWS, Amazon CloudFront, Cloudflare, Vue.js and HubSpot.
The company operates under the corporate name Publish Lab AS and maintains a public GitHub organisation, Labrador CMS AS (publishlab), with repositories covering an ACME client for Node.js, a Go infrastructure toolkit and a design for delegating content access control from a publisher system to independent issuers.
Founding story
Founded in 2011; Jon R. Hammerfjeld is listed as founder.
Business model
Labrador sells its content management system as a cloud-hosted SaaS subscription to publishers and newsrooms, with an all-in-one service that includes hosting. Pricing is described as based on the number of people who use the system, so cost scales with newsroom team size.
Subscription-based SaaS revenue from publishers, charged per user of the platform, with cloud hosting included in the service.
Traction
The company reports one platform serving 7,500 journalists, 4 billion pageviews, 400 websites and 21 countries, and references 350 newsrooms in a post on its infrastructure. It states that 72% of its customers increased search traffic after switching. At the time of its 2022 raise it ran over 200 sites and counted customers such as Elle Magazine, Computer World, Science Nordic, Dagbladet.no and TV2 Norway. Named later wins include Hanza Media in Croatia, Ultima Media/SMVH in Germany and the UK with 17 sites, ABC News and Startsiden in Norway, and DMJX in Denmark.
Latest developments
Recent announcements on the company site include adding Mistral AI and additional models with GPT-5.4 as the new default; the selection of Labrador CMS by Croatian publisher Hanza Media for its newspaper and magazine titles; adoption by the Danish School of Media and Journalism (DMJX) for 1,200 students; the launch of computer vision AI for image description, tagging and captioning; AI translation between 141 languages; the merger of ABC News and Startsiden onto the platform in Norway; and German and UK publisher Ultima Media/SMVH going live with 17 sites.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Labrador CMS positions itself as a publishing platform for professional news publishers and fast-growing newsrooms, competing with enterprise publishing platforms such as Arc XP, from which one media group migrated its titles. Its customer list has included national news operations and magazine brands, and it reports use by 7,500 journalists across 400 websites generating 4 billion pageviews.
The company emphasises an all-in-one cloud service requiring no servers or front-end development support, rapid onboarding of editorial staff, per-user pricing, headless API access combined with omnichannel and print publishing, and built-in AI features spanning image understanding, translation and multiple model providers.
Technology
A cloud-based, multi-tenant CMS with self-healing cloud servers distributed across multiple countries. It exposes APIs for headless use, supports omnichannel output including print, and provides a no-code visual builder for front pages and articles with personalisation algorithms that can run in automatic, hybrid or manual mode. AI features include computer vision for image description, tagging and captioning, automated translation between 141 languages, and integration of multiple external AI models including Mistral AI. The public stack listed includes Amazon Web Services, Amazon CloudFront, Cloudflare, Vue.js, Mustache, core-js, Highcharts, Google Tag Manager and HubSpot.
Go-to-market
The company markets directly to publishers and newsrooms through its website, offering booked demos and 30-minute live walkthrough video calls, and publishes customer references, migration case studies and editorial guidance on topics such as Google Discover optimisation. Growth also comes from migrating media groups off competing platforms and from institutional adoption, such as a journalism school deploying the system for students.
Professional publishers and newsrooms, ranging from large national news operations and multi-title media groups to smaller niche magazines, plus journalism education institutions.
Geography
Headquartered in Oslo, Norway. At the time of its 2022 funding the platform ran sites in Norway, Sweden, Denmark, the United Kingdom, Belgium and Chile; the company later describes operations spanning 21 countries and 400 websites, with customers including publishers in Norway, Denmark, Sweden, the United Kingdom, Germany and Croatia.
History
The company was founded in 2011 and operates from Oslo, Norway, under the corporate entity Publish Lab AS. In September 2022 it raised EUR 2.5 million in a two-step funding round to scale international sales and automate client onboarding, at which point it ran and hosted more than 200 sites across six countries. It has since expanded its customer base and platform reach, reporting 400 websites across 21 countries and adding AI capabilities to the product.
Compiled by commissioned research from 5 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 8
launches, deals, and filingsGerman and UK publisher Ultima Media, part of SMVH, went live with 17 sites on Labrador CMS.
Norway's ABC News and Startsiden merged their platforms into Labrador CMS.
DMJX adopted Labrador CMS for 1,200 students.
Croatia's largest publisher, Hanza Media, will move its newspaper and magazine titles to Labrador CMS.
Labrador CMS added automatic translation of entire articles between 141 languages.
Labrador added computer vision AI that describes, tags and captions images.
The company expanded its AI model lineup, adding Mistral AI and new models including GPT-5.4, which became the new default.
Publish Lab AS (Labrador CMS) announced a EUR 2.5 million two-step funding round led by Skagerak Capital, with participation from TV2 and Aller Media, to scale international sales and automate onboarding of new clients.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 5
primary sources listed
- Labradorcmslabradorcms.com · web
5 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Labradorcms do?
- Labrador CMS is an Oslo-based cloud publishing platform used by professional news publishers and newsrooms.
- Who are Labradorcms's investors?
- Labradorcms's investors include Skagerak Capital.