Bullhound Capital Leads Sanity’s $85M Series C

Sanity’s new platform offers a real-time, structured approach that treats content as reusable data—making it AI-ready, multi-channel friendly, and optimized for developer and marketing velocity. Leading brands including Skims, Puma, RBI, Complex, and AT&T rely on Sanity to accelerate launches, scale operations, and reduce costs.

Magnus Hillestad, CEO and Co-founder of Sanity, said: “We’ve always believed content deserves better infrastructure. The Content Operating System is our answer to years of pain with CMSs, unscalable workflows, siloed systems, and missed opportunities. With this launch, and with Bullhound Capital as our partner, we’re inviting businesses to reimagine content as a growth engine.”

This milestone caps a year of remarkable momentum. In 2024, Sanity exceeded $40 million in annual recurring revenue, onboarded marquee customers such as Nordstrom, Expedia, and Elastic, and expanded its global footprint to support 30,000+ organizations. Sanity now underpins mission-critical content systems across ecommerce, media, SaaS, and enterprise verticals.

Joakim Dal, Partner at Bullhound Capital, commented: “Search is moving from keywords to agents, and Sanity turns every snippet of content into agent‑ready fuel. We’re thrilled to back Magnus and the Sanity team as they launch this essential platform for any user-centric business that wants to stay ahead.”

Proceeds from the Series C will fuel continued product innovation, team expansion, and deeper investment in Sanity’s developer and partner ecosystem. The company is now fully capitalized for its growth journey and does not plan to raise additional funding.

To learn more, read the founder’s blog post

Bullhound Capital invested through GP Bullhound Fund VI, which also includes late-stage ventures such as Q-CTRL, LeoLabs, EcoVadis, CoverManager, Mentimeter, and Sesame HR. The investment was supported by:

• The LFF 2 Initiative – a partnership between the Société Nationale de Crédit et d’Investissement (SNCI) and the European Investment Fund (EIF), aimed at financing innovation in Luxembourg.
• The European Investment Fund (EIF) – with capital from the GFF – EIF Growth Facility, including matching contributions from both the ERP and EIF.

For inquiries, please contact: 
Joakim Dal at joakim.dal@bullhound.com 
Press inquiries: press@gpbullhound.com  

About Bullhound Capital
Bullhound Capital is the investment management arm of GP Bullhound, building with founders creating category-leading technology companies. With over €1 billion under management and 25 years of performance, it has invested in global leaders like Spotify, Klarna, Revolut, Slack, Unity, ConnexAI and EcoVadis. Operating from 13 offices worldwide, its platform delivers hands-on, founder-focused support across strategy, growth, and execution. From quantum to entertainment, Bullhound Capital backs global leaders applying Artificial Intelligence to solve real-world problems.