# Sanity

> Separates content from its presentation and serves it through an API, so website, app and answer engines all read from one source.

- Vendor: Sanity AS
- Canonical URL: https://www.convios.com/en/toolbox/sanity
- Language version: https://www.convios.com/de/werkzeugkasten/sanity
- Area: Content & web · Cluster: headless CMS
- Role: Building block · Origin: Established
- As of: 2026-07-30 · Reviewed: 2026-07-30 · Author: Dr. Oliver Gausmann, Convios GmbH
- Toolbox: https://www.convios.com/en/toolbox — Markdown: https://www.convios.com/en/toolbox.md

## Verdict

Prevents falling behind: A content system creates no edge. Without one you lose time and publish inconsistently. With one you are still not distinguishable. The edge comes from what you publish and from how it couples to your own data, not from the tool.

## Suitability by company size

- Solo: suitable — The free tier is enough for a site with a single editor. The limit is the number of datasets, not the number of documents.
- Mid-market: suitable — Fifteen dollars per seat per month stays predictable as long as the team works in a single dataset.
- Enterprise: suitable with caveats — An additional dataset costs 999 dollars a month. Anyone who has to separate tenants, brands or environments leaves the predictable range quickly, and commitments on audit logging are not public.

## Vendor staying power

Funded: Sanity has been registered as a Norwegian limited company since February 2017 and has completed three documented venture rounds, most recently 85 million US dollars in May 2025 led by Bullhound Capital. The company remains independent, with no verifiable takeover rumours or completed deals, and the Norwegian entity filed an audited annual profit of 27.9 million NOK for the financial year ending January 2026. Because those figures cover only the Norwegian entity while the group still runs on investor capital, the rating stays "financed" rather than "established".

- Legal form and company register entry: SANITY AS, org. no. 918714529, Aksjeselskap (Norwegian limited company), founded 14.02.2017, entered in the Foretaksregisteret on 16.03.2017, registered office at Trondheimsveien 2K, 0560 Oslo. Share capital NOK 1,000,000. No bankruptcy, no liquidation, no registered group affiliation in Norway. (source: https://data.brreg.no/enhetsregisteret/api/enheter/918714529, as of 2026-07-30)
- Audited annual result of the Norwegian entity: Financial year 01.02.2025 to 31.01.2026: operating revenue NOK 110,543,731, operating result NOK 24,866,329, net result for the year NOK 27,901,611, equity NOK 36,013,959, no long-term liabilities. Accounts audited (no fravalg, that is no opt-out from the audit). (source: https://data.brreg.no/regnskapsregisteret/regnskap/918714529, as of 2026-01-31)
- Most recent funding round (Series C): USD 85 million Series C, announced on 08.05.2025, led by Bullhound Capital (GP Bullhound Fund VI), with ICONIQ Growth, Shopify, Heavybit, Threshold, Blue Cloud Ventures and Monochrome Ventures. Valuation not disclosed. (source: https://www.sanity.io/blog/why-the-age-of-cms-is-over, as of 2025-05-08)
- Revenue scale, customer count and capitalisation statement: Annual recurring revenue (ARR) above USD 40 million in 2024, more than 30,000 organisations as customers. On the round, CEO Magnus Hillestad said the company is fully capitalised for its growth path and plans no further fundraising. (source: https://www.cmswire.com/the-wire/sanity-raises-85-million-for-alternative-to-the-cms/, as of 2025-05-08)
- Earlier funding rounds: Series B of USD 39 million in June 2021 led by ICONIQ Growth, with Lead Edge Capital, Threshold Ventures, Heavybit and Alliance Venture. Before that a Series A of USD 9.3 million in October 2020. Total capital raised after the Series B was USD 51.8 million according to the company, and around USD 137 million including the Series C. (source: https://techcrunch.com/2021/06/24/sanity-raises-39m-for-its-use-anywhere-approach-to-content-repositories, as of 2021-06-24)
- Employee count of the Norwegian entity: 39 employees reported for the Norwegian entity in the NAV Aa register. Vendor and database figures put the group at roughly 290 to 310 people worldwide, but that overall number is not officially substantiated. (source: https://data.brreg.no/enhetsregisteret/api/enheter/918714529, as of 2026-06-11)
- Active product development and independence in 2026: On 04.03.2026 Sanity announced the evolution of the platform into a content operating system (Content Agent, Functions, Agent API, MCP Server, Agent Context). Ten months after the Series C the company still trades independently and under its own name. (source: https://www.prnewswire.com/news-releases/sanity-launches-the-ai-content-operating-system-for-the-ai-era-302704294.html, as of 2026-03-04)
- Certification: Sanity states that it is SOC 2 Type 2 certified (Trust Services Criteria, security principle). It runs on Google Cloud Platform, with data held either in the EU/EEA or in the United States. No ISO 27001 certification of its own is stated; the ISO certificates named belong to the hosting provider. The validity period of the SOC 2 report is not published. (source: https://www.sanity.io/security, as of 2025-06-11)
- Market consolidation in the segment: On 01.06.2026 Salesforce signed a definitive agreement to acquire the direct competitor Contentful. Closing is expected in the third quarter of Salesforce's fiscal year 2027. That leaves Sanity among the few remaining larger independent vendors in the segment. (source: https://www.salesforce.com/news/stories/salesforce-signs-definitive-agreement-to-acquire-contentful/, as of 2026-06-01)

## Cost of leaving

Low: Content sits in JSON documents and can be retrieved in full through the API and the dataset export. We have used that export in our own operation.

## Regulation and data

| Point | Finding | Evidence | As of |
|---|---|---|---|
| Data processing agreement | governed by the terms of service — The security page names no separately signed document. It states that processors outside the EU have signed data processing addendums. | partially evidenced | 2026-07-30 |
| Storage location | EU region (Belgium) for the backend, customer data depending on the region — Globally distributed storage with customer-controlled placement is announced but, per the vendor, not yet implemented. | evidenced | 2026-07-30 |
| Subprocessors | partly public — Two processors are named; the full list sits in the terms of service. | partially evidenced | 2026-07-30 |
| Third-country transfer | unclear — Processing outside the EU occurs. The security page does not name the legal basis for it. | not evidenced | 2026-07-30 |
| Training on customer data | unclear — The security page makes no statement on whether customer content is used for model training. The product offers AI features, so the question is open and belongs in contract talks. | not evidenced | 2026-07-30 |
| Retention and deletion | restore to any point in time within the last 30 days — Version history depends on the plan and is configurable. Deleted data remains in backups for some time, per the vendor. | partially evidenced | 2026-07-30 |
| Certifications | SOC 2 Type 2 at the vendor; ISO 27001, 27017, 27018, SOC 2/3, CSA STAR, PCI DSS at the infrastructure provider (Google Cloud) — No ISO 27001 certificate of the vendor itself is named on the page. Certificates held by the infrastructure provider are not the same thing. | partially evidenced | 2026-07-30 |
| EU AI Act, Article 50 | unclear — The security page says nothing about the transparency duties under Article 50. | partially evidenced | 2026-07-30 |
| Audit logging | unclear — It is not publicly substantiated in which plan access and changes are logged in an auditable way. | not evidenced | 2026-07-30 |

## Cost

- Entry: Free for up to 20 seats, 2 public datasets, 10,000 documents, 100 GB of assets and bandwidth. The next plan costs 15 dollars per seat per month. (as of 2026-07-30)
- Where it gets expensive: Not the seat price but the extras: 999 dollars a month per additional dataset, 299 dollars for another 50,000 documents, one dollar per 25,000 regular API requests, 799 dollars a month for support as an add-on.

## Three routes compared

### Content system with its own frontend

A grown system that ships editing and presentation together. Cheaper to start and richer in templates. As soon as a second channel appears you pay for the coupling: content is tied to one presentation.

### No meaningful AI-native replacement

AI features now sit in every system of this class. Switching for that reason changes the vendor, not the category, and you pay for the migration without structural gain.

### Content as files in version control

Nobody builds their own content system any more. The serious build-it-yourself route drops the editing interface and keeps content as files in version control. That works for small, technically led teams and breaks the moment someone without coding skills needs to change a headline.

Recommendation by size:

- Solo: Free tier, one dataset, done.
- Mid-market: Buy. The seat price is cheaper than the time a self-built interface costs.
- Enterprise: Buy, but count the datasets you will need before signing and get audit logging in writing.

## Context

- Implements method: [Demand Creation vs. Demand Capture](https://www.convios.com/en/methods/demand-creation-vs-capture) — Creating demand means publishing continuously, and a content system decoupled from presentation lets the same piece reach website, app and answer engine without being written three times.
- Implements method: [70/20/10 Creative Reskinning](https://www.convios.com/en/methods/creative-reskinning) — The method multiplies what demonstrably works, and structured content held in one source turns a variation into a field change rather than a rebuild.
- Alternative: [Sulu](https://www.convios.com/en/toolbox/sulu)
- Displaces: Content system with coupled presentation, Content hard-coded in the codebase

## Evidence

- Prices, free limits and extras — https://www.sanity.io/pricing (as of 2026-07-30)
- Storage location, subprocessors, certification, backups — https://www.sanity.io/security (as of 2026-07-30)