1/5/2024 0 Comments Sanity 39m series iconiq![]() “Data is content, but content is also data. “What businesses need now are not just marketing, or product, or e-commerce experiences.” These are all converging, he believes, “So you need to be able to build experiences to catch people wherever they are. “We are taking a programmatic approach to content,” he said. 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. But 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 them the ability to design front ends that are tailored to their specific needs. Organizations that want to buy systems to, say, build websites without putting a lot of investment into design can use platforms that both help them manage the content of the sites, as well as the look of them. “Headless” has become a big theme in the world of technology, covering services as varied as content (by way of content management systems, commerce, banking and financial services. Customers 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. 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, he said). 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, said the company was “very happy” with the number. This latest investment brings the total raised by Sanity to $51.8 million. 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.
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