Sanity
San Francisco, US · Founded 2019 · Delaware corporation · 325 employees on LinkedIn · 16 known investors
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Sanity provides a content operations platform built on a structured content database where JSON documents and code-defined schemas power web, mobile, and AI agent applications through a single API. It offers a customizable content studio, programmable automation, content agents, and enterprise governance for teams managing content across multiple brands and channels.
Also known as Sanity US Inc. · sanity-io
Founders & leadership
Sanity was founded in 2019 by Magnus Hillestad, Simen Svale Skogsrud, and Even Westvang.
Board
Investors · 16
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Also in the syndicate · 3
Reported raises · per SEC filings
Form D private placements$174.3M disclosed across 5 rounds · 2019–2025
▶$87.2MraisedMay 2025 · 11 investors · Other TechnologyRule 506(b)
- Raman KapurExecutive Officer
- Doug PepperDirector
- Magnus HillestadExecutive Officer, Director
- Joakim DalDirector
- Jesse RobbinsDirector
- Simen Svale SkogsrudDirector
- Josh SteinDirector
- Offering amount
- $87.2M
- Amount sold
- $87.2M
- First sale
- Apr 2025
- Incorporated
- Corporation, Delaware
- Federal exemptions
- 06b
▶$35MraisedJun 2022 · 1 investors · Other TechnologyRule 506(b)
- Doug PepperDirector
- Jesse RobbinsDirector
- Josh SteinDirector
- Magnus HillestadExecutive Officer, Director
- Simen Svale SkogsrudDirector
- Offering amount
- $35M
- Amount sold
- $35M
- First sale
- Apr 2022
- Incorporated
- Corporation, Delaware, 2019
- Federal exemptions
- 06b
▶$33.9MraisedJun 2021 · 9 investors · Other TechnologyRule 506(b)
- Jose EstradaExecutive Officer
- Jesse RobbinsDirector
- Simen Svale SkogsrudDirector
- Magnus HillestadExecutive Officer, Director
- Doug PepperDirector
- Josh SteinDirector
- Offering amount
- $34M
- Amount sold
- $33.9M
- First sale
- Jun 2021
- Incorporated
- Corporation, Delaware, 2019
- Federal exemptions
- 06b
▶$9.3MraisedOct 2020 · 12 investors · Other TechnologyRule 506(b)
- Magnus HillestadExecutive Officer, Director
- Oyvind RostadExecutive Officer
- Josh SteinDirector
- Christian FlaatenExecutive Officer
- Jesse RobbinsDirector
- Simen Svale SkogsrudDirector
- Offering amount
- $10M
- Amount sold
- $9.3M
- First sale
- Jun 2020
- Incorporated
- Corporation, Delaware, 2019
- Federal exemptions
- 06b
▶$8.9MraisedJun 2019 · 9 investors · Other TechnologyRule 506(b)
- Magnus HillestadExecutive Officer, Director
- Even WestvangDirector
- Simen Svale SkogsrudDirector
- Christian FlaatenExecutive Officer
- Oyvind RostadExecutive Officer, Director
- Offering amount
- $8.9M
- Amount sold
- $8.9M
- First sale
- May 2019
- Incorporated
- Corporation, Delaware, 2019
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026Sanity offers what it calls a Content Operating System: a platform combining a real-time hosted database for structured content (the Content Lake), a configurable editing workspace (Sanity Studio), APIs and SDKs, and AI/automation components. Content is stored as JSON documents, with schemas defined in code (TypeScript) inside the Studio configuration and kept in the customer's repository rather than enforced as database constraints, so content models are version-controlled and deployed through CI/CD. Content is queried with GROQ, Sanity's query language, or through a GraphQL API, and rich text is handled as structured data via Portable Text.
Around this core the company ships a set of applications and developer tools: Sanity Studio (an open-source, React-based, customizable multiplayer CMS with real-time collaborative editing, inline comments, tasks, version history and Content Releases for bundling and scheduling changes), Canvas (an AI-assisted writing tool that maps output to structured Studio fields), a Media Library for asset management with image transformation, signed URLs and video streaming, a Dashboard, an App SDK for building custom content applications, and Visual Editing with click-to-edit support for Next.js, Nuxt, Svelte, Remix and Astro front ends. AI-oriented capabilities include Content Agent for conversational bulk edits, audits and gap analysis; Agent Actions for schema-aware AI automations; Functions for event-driven automation triggered by dataset mutations; and Sanity Context plus an MCP server that lets AI agents read and query Sanity content.
The company positions the product against traditional CMS and DXP products, arguing those systems were built for single use cases such as marketing sites, news publishing or documentation, and for point-and-click configuration, while Sanity treats content as data that can power web, product information, media, IoT and learning applications from a single platform.
Founding story
According to the company's Series C blog post, the founding group — Simen, Even, Øyvind and the author — held an early founder summit at a budget hotel in San Rafael outside San Francisco, discussing the failures of existing CMSes and the future of content. Sanity was built as a content-first database with the Studio as its interface, aiming to make content a strategic business asset rather than a design concern.
Business model
Sanity sells access to a hosted content platform, with a free plan that includes bandwidth and hosting and pay-as-you-go charges for overages. Sanity Studio itself is open source under the MIT License, while the underlying Content Lake, APIs and hosted applications are the commercial service.
Subscription/consumption-based access to the hosted platform, with a free plan including bandwidth and hosting and pay-as-you-go pricing for overages.
Traction
The website states the platform is used by more than 1 million users and over 6,000 teams, and names customers such as Burger King, Morning Brew, Expedia, Complex, Skims and Riot Games. The open-source Sanity Studio repository lists about 6,300 stars and 552 forks.
Latest developments
In May 2025 Sanity announced an $85M Series C led by Bullhound Capital and the general availability of its Content Operating System positioning. Recent product additions include Canvas, the Media Library, Content Agent, Agent Actions, Functions, the App SDK and Sanity Context with an MCP server for AI agents. The company has also launched an engineering blog.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Presents itself as a content operations platform and alternative to headless CMS and DXP products; reports over 1 million users and more than 6,000 teams on the platform, with the open-source Studio repository at roughly 6,300 GitHub stars.
Positions itself as an engineering platform based on the principle that content is data, rather than a marketing-centric CMS or DXP: schemas and content models live in code and version control instead of an admin UI, the Studio is fully customizable with React components and an App SDK, and the same structured content layer serves web, mobile, internal systems and AI agents through one API.
Technology
Structured content stored as JSON documents in the hosted, real-time Content Lake; schemas defined as code in TypeScript within the Studio configuration; GROQ and GraphQL query APIs plus an HTTP API and CLI; Portable Text for rich text as structured data; TypeGen for end-to-end type safety; Sanity Studio built as a React single-page application with a plugin architecture and custom input components; Functions for event-driven serverless automation; Agent Actions, Content Agent and an MCP-based Sanity Context layer for AI agent access.
Go-to-market
Developer-led adoption through a free tier, open-source Studio, npm-based quickstart (npm create sanity@latest), framework quickstarts and templates, documentation, courses and certifications, and a developer community. Following its Series C the company said it would invest in developer ecosystem support and community growth, including moving its community from Slack to Discord and holding an inaugural developer conference.
Engineering, marketing and editorial teams at companies managing content across multiple applications and channels; the company cites customers including Burger King, Expedia, Riot Games, Morning Brew, Complex, Skims and Mejuri.
Geography
Headquartered in San Francisco with a second base in Oslo, Norway; the company said Series C proceeds would fund global expansion of the platform.
History
A trade publication reports Sanity was founded in 2018 by Magnus Hillestad, Øyvind, Simen and Even. The product began with the Content Lake database, a live CDN and the customizable Studio, and later expanded with the App SDK, Compute + AI, Canvas and a Media Library. In May 2025 the company announced an $85M Series C alongside the launch of what it describes as the first complete version of its Content Operating System.
Compiled by commissioned research from 8 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.
Founder mafia
2 people who came through Sanity went on to found or lead other companies.
Competitors · 6
by search overlap
Companies competing with Sanity for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 4
launches, deals, and filingsSanity announced an $85 million Series C to fund global expansion, AI and agentic automation product development, developer ecosystem support and community growth.
$85M source ↗
Alongside the Series C, Sanity announced the first complete version of its Content Operating System, extending the existing Content Lake database, live CDN and Studio.
Series C proceeds were earmarked in part for community growth, including moving the developer community from Slack to Discord and holding the company's first developer conference.
Recent product additions reported alongside Sanity Studio, Content Lake, App SDK and Compute + AI include Canvas, an AI writing tool, and a Media Library.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structureIn the news
▸Research sources · 8
primary sources listed
- Sanitysanity.io · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Sanity do?
- Sanity is a content operations platform built on a structured-content database that powers web, app and AI agent experiences via one API.
- Who founded Sanity?
- Sanity was founded by Magnus Hillestad, Simen Svale Skogsrud, Even Westvang in 2019.
- Who are Sanity's investors?
- Sanity's investors include Alliance VC, Alliance Venture, Caribbean Export Development Agency, CoinFund, Heavybit, ICONIQ, Lead Edge Capital, Threshold Ventures and 5 more.
- How much funding has Sanity raised?
- Sanity has disclosed $174.3M raised across 5 rounds.
- Where is Sanity headquartered?
- Sanity is headquartered in San Francisco, US.