Sanity Announces $9.3MM In Series A Funding, Led by Threshold Ventures

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Josh Stein, managing partner at Threshold Ventures and Jesse Robbins, partner at Heavybit will join Sanity’s board of directors

Today, (, the developer-focused content platform, announced that it has raised $9.3MM in Series A funding to expand its content platform and further build out its developer community. The A round was led by Threshold Ventures and brings Sanity’s total funding to $12.8MM. Josh Stein, managing partner at Threshold Ventures and Jesse Robbins, partner at Heavybit will join Sanity’s board of directors.

Included in the round are Ev Williams, co-founder ofTwitter and Medium; Adam Gross, ex-CEO of Heroku; Guillermo Rauch, inventor of NextJS and CEO and co-founder of Vercel; Stephanie Friedman, formerly of Xamarin and Microsoft; and Ben Metcalfe’s newly-launched Monochrome Capital. Sanity’s existing investors include Matthias Biilman and Chris Bach, co-founders of Netlify; Jon Dal CEO and co-founder of Mux; and Edvard Engsæth, co-founder of NURX.

The announcement comes one year after the Company’s seed round of 2.4 million, led by Heavybit inc. and Alliance Venture, both of which participated in the new fundraising round.

“We are thrilled to work with Threshold and welcome Josh Stein and Jesse Robbins to the board,” said Magnus Hillestad, co-founder and CEO of Sanity. “As content needs have grown more complex, developers, editors and product managers need better tools to manage content. Sanity is designed and built to be extended by developers to give intuitive and efficient real time content collaboration, and to structure content for efficient iteration and distribution.”

"We're seeing a tidal wave of companies transform and digitize every aspect of their business, but the tools they use limit their progress," said Josh Stein, partner, Threshold Ventures. “Sanity’s content platform liberates content and content owners by enabling a truly collaborative and customizable experience, while treating content as data to maximize content velocity across all customer touchpoints and surfaces. We're excited to back the Sanity team and their impressive developer-focused content management platform.”

Sanity has built a dynamic community of more than 25,000 developers, including hobbyists and Fortune 500 companies alike, such as Sonos, Conde Nast, National Geographic Society, Brex, Figma, Cloudflare, Mux, Remarkable, Kleiner Perkins, Tablet Magazine, MIT, Universal Health Services, Eurostar, and Nike.

“ is the content platform of the future,” said Markus Schork, CTO for Hair Digital at Unilever. “By treating content as structure it helped us build the most intuitive and robust authoring when building complex web experiences.”

Sanity is the first investment for Ben Metcalfe’s Monochrome Capital.

“A decade ago, I co-founded WP Engine with the goal of bringing the power of WordPress to the enterprise and small business buyer," said Metcalfe. "Not only are we moving away from monolithic codebases to API-driven services, but the way we think about content is changing; as we create once and expect it to appear across web, apps and even IoT devices. Sanity has reimagined the headless CMS, bringing content closer to the developer where it can exist as the defacto content system of record across an entire organization. With CMS so close to my roots, I couldn't be more delighted that Sanity is the inaugural investment for Monochrome Capital."

Since its launch in 2017, Sanity has added a range of features, such as real-time previews, review changes, and workflows, making it the leading developer experience for any content platform on the market and enabling a new standard in collaborative content work. The company has grown to a team of 36. For more information about Sanity, visit

Sanity is a content platform that helps people and organizations articulate, collaborate, and circulate ideas throughout the content creation process. empowers teams to iterate quickly and flexibly by editing, designing, and coding in parallel. With Sanity Studio, the platform’s open-source editing environment, users can customize the editing experience with JavaScript and a real-time hosted data store. Unlike other content management systems, approaches content as data, so it flows seamlessly across APIs to power any experience. Founded in Norway in 2016 by Magnus Kongsli Hillestad, Even Westvang, Øyvind Rostad, and Simen Svale Skogsrud, Sanity is dual-headquartered in Oslo and San Francisco, with remote team members on four continents. To learn more about Sanity visit

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