Payload
Payload is an open-source Next.js headless CMS and application framework that auto-generates admin panels, REST/GraphQL APIs, authentication, and storage from a TypeScript config. It serves developers, marketing teams, enterprises, and agencies via freemium self-hosting and paid Cloud/Enterprise subscriptions, and was acquired by Figma in 2025.
- Company typePrivate
- Founded2018
- HeadquartersGrand Rapids, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Payload does
Payload is an open-source Next.js headless content management system and application framework, founded in 2018 and headquartered in Grand Rapids, Michigan. The product is code-first: a developer defines collections, globals, fields, access control, localization, and storage in a single typed TypeScript config file, and Payload auto-generates a React-based admin panel, REST and GraphQL APIs, authentication, file uploads with image processing, access control, and live preview. The platform natively supports MongoDB and PostgreSQL, ships official storage adapters for Vercel Blob, AWS S3, Azure Blob, Google Cloud Storage, Uploadthing, and Cloudflare R2, and integrates directly into the Next.js application rather than operating as an external service.
Payload monetizes the open-source core through two paid layers: Payload Cloud, a managed hosting subscription billed monthly, and an Enterprise tier billed quarterly that adds SSO with SAML/OAuth, AI Auto-Embedding for RAG, Publishing Workflows, Visual Editor, multi-tenancy, white-label admin, and custom SLAs. Distribution combines product-led growth (npm, GitHub, public roadmap), community channels (Discord, community forums), enterprise field sales via a 'Schedule a Demo' CTA, and an agency partner program. Customers span Fortune 500 enterprises—Microsoft, Blue Origin, ASICS, Hello Bello, Tekton—down to indie developers and small studios such as Paper Triangles. Following its November 2025 acquisition by Figma, Payload operates as a subsidiary: the open-source core continues to be maintained and invested in, while new Payload Cloud deployments are paused during the transition.
Payload firmographics
Firmographics- Name
- Payload
- Legal name
- Payload CMS, Inc.
- Website
- https://payloadcms.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Payload is an open-source Next.js headless CMS and application framework that auto-generates admin panels, REST/GraphQL APIs, authentication, and storage from a TypeScript config. It serves developers, marketing teams, enterprises, and agencies via freemium self-hosting and paid Cloud/Enterprise subscriptions, and was acquired by Figma in 2025.
- Ownership category
- akta.pro rank
Payload industry classification
Industry- Product category
- Headless Content Management System (CMS)
- NAICS
- Software Publishers (513210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- API-First Backend Platforms (BaaS/mBaaS & Serverless Backends) (HDAEAKAH)
Keywords
Where Payload is headquartered
LocationHeadquarters
- HQ city
- Grand Rapids
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Payload business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Payload Cloud Hosting: Subscription-based cloud hosting service with automatic renewals, multiple service tiers, and usage-based billing for excess usage beyond tier limits.
- Enterprise Licensing and Support: Enterprise tier customers receive dedicated support, advanced features (SSO, AI Framework, Visual Editor, Publishing Workflows), and custom SLA terms beyond the standard service offering.
- Open Source (Community): Core open-source product available free for self-hosting, building developer community and top-of-funnel awareness that converts to enterprise accounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Cloud subscription with monthly billing |
| Subscription | Annual | Enterprise tier with quarterly billing |
| Freemium | Pay-as-you-go | Free Trial period |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
Payload product offering
Product offeringCore offering
Payload is an open-source Next.js headless CMS and application framework that lets developers define schemas in a TypeScript config file and automatically get an admin panel, database with migrations, REST and GraphQL APIs, authentication, access control, file uploads, live preview, and localization. It supports MongoDB and PostgreSQL databases, deploys anywhere (self-hosted or via Payload Cloud), and offers an enterprise tier with SSO, AI Auto-Embedding, Visual Editor, and publishing workflows.
Product overview
Payload is a unified, open-source Next.js headless CMS and app framework that combines a headless CMS, enterprise app builder, headless e-commerce backend, and digital asset management into a single platform. The core product includes the Payload CMS (headless CMS with auto-generated admin panel, REST/GraphQL APIs, authentication, and access control), Payload Cloud (managed SaaS hosting), and Visual Editor (enterprise content visualization). Additional enterprise add-ons include AI Auto-Embedding (RAG vector embedding for AI readiness), Single Sign-On (SAML/OAuth), Publishing Workflows, Multi-Tenancy, White Label customization, and Localization. Cloud storage adapters extend the platform for Vercel Blob, AWS S3, Azure, Google Cloud Storage, Uploadthing, and Cloudflare R2. The platform is built on TypeScript and supports MongoDB and PostgreSQL databases.
Differentiator
Problem solved
Functional benefit
Products and services
- Payload (Headless CMS and App Framework) Open-source Next.js headless CMS and application framework used by developers, marketing teams, enterprises, and agencies to build production content and backend infrastructure with full ownership and no SaaS lock-in.
- Payload Cloud
Quantifiable outcome
- Used in production by innovative companies including Microsoft, ASICS, Blue Origin, Hello Bello, and Tekton
- +2 more outcomes
Companies that use Payload
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles1 record
Payload technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability3 records
Feature9 records
Payload partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FigmaflagshipPayload CMS was acquired by Figma in late 2025. Figma is committed to maintaining and investing in Payload's open-source core, ensuring developers continue to have full transparency, flexibility, and control. The acquisition reinforces the future of headless web content management and promotes streamlined workflows between design and development.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Payload competitors and assessment
Company assessmentDirect peers
- Strapi: Open-source headless CMS built on Node.js that provides REST/GraphQL APIs and an admin panel. Direct competitor with similar open-source, self-hosted, developer-first positioning as Payload, though Strapi is framework-agnostic rather than Next.js-native.
- Contentful: Enterprise-focused headless CMS delivered as a SaaS platform with REST and GraphQL APIs. Direct competitor targeting the same enterprise content infrastructure segment, but with a closed SaaS model versus Payload's open-source approach.
- Sanity: Headless CMS offering a content lake with real-time APIs, Studio, and developer-friendly tooling. Direct competitor in the developer-focused headless CMS category, with comparable GTM targeting developers and enterprise marketing teams.
- Directus: Open-source headless CMS and data platform that wraps existing SQL databases with REST and GraphQL APIs. Comparable as an open-source, self-hosted alternative to Payload, though Directus positions more as a database wrapper than a Next.js framework.
- Hygraph (formerly GraphCMS): GraphQL-native headless CMS with content federation and enterprise features. Competes with Payload for developer-led headless CMS selection, particularly for teams standardizing on GraphQL APIs.
- Storyblok: Headless CMS with a visual editor aimed at marketing teams and developers. Direct competitor in the headless CMS space with overlapping enterprise and agency customer base, emphasizing visual editing similar to Payload's Visual Editor feature.
- KeystoneJS: Open-source Node.js headless CMS and app framework with auto-generated admin UI and GraphQL/REST APIs. Highly comparable as an open-source CMS targeting developers building custom applications, overlapping Payload's core use cases.
- Prismic: SaaS headless CMS with a slice-based content modeling approach and visual page builder. Competes with Payload for developer and marketer-friendly headless content management, primarily through a hosted SaaS model.
Emerging players
- Builder.io: Visual CMS and headless platform with no-code page building and headless API delivery. Overlaps with Payload's Visual Editor enterprise feature and the visual content management use case, with a more no-code-oriented positioning.
Broad incumbents
- WordPress (headless via REST/GraphQL): Dominant CMS platform with a vast ecosystem that can be deployed in headless mode via its REST and GraphQL APIs. Serves as the broad incumbent Payload explicitly compares against, capturing many of the same content management use cases at a different scale and openness model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Payload social profiles
Digital presencePayload compliance and trust
Trust signalCompliance2 records
Payload financial estimates
Financial estimateRevenue estimate
Valuation estimate
Payload leadership team
Management profileNumber of profiles
Profiles3 records
Payload funding detail
Funding detailFunding overview
Funding rounds4 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Payload M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Payload
What does Payload do?
Payload is an open-source Next.js headless CMS and application framework that lets developers define schemas in a TypeScript config file and automatically get an admin panel, database with migrations, REST and GraphQL APIs, authentication, access control, file uploads, live preview, and localization. It supports MongoDB and PostgreSQL databases, deploys anywhere (self-hosted or via Payload Cloud), and offers an enterprise tier with SSO, AI Auto-Embedding, Visual Editor, and publishing workflows.
Is Payload a public or private company?
Payload is a private company. It is classified as corporate owned and is currently acquired.
When was Payload founded?
Payload was founded in 2018. It employs 11 to 50 people.
Where is Payload based?
Payload is headquartered in Grand Rapids, United States, in the North America region.
How does Payload make money?
Three revenue lines are on record. Payload Cloud Hosting is the primary driver. The others are enterprise Licensing and Support and open Source (Community).
Who are Payload's main competitors?
Direct peers on record are Strapi, Contentful, Sanity, Directus, Hygraph (formerly GraphCMS), Storyblok, KeystoneJS and Prismic. Builder.io is listed as an emerging player. WordPress (headless via REST/GraphQL) is listed as a broad incumbent.
Does Payload have an API?
Yes. Payload provides a fully functional REST API that is automatically generated from Collection and Global configs. The REST API supports all CRUD operations with automatic pagination, depth, and sorting. Auth-enabled collections have additional endpoints for login, logout, unlock, refresh, verify, me, forgot password, and reset password. Custom REST endpoints can be added via the Payload Config. A type-safe SDK (@payloadcms/sdk) is available for querying the REST API. The API also supports GraphQL. Developer documentation is at payloadcms.com/docs/rest-api/overview.
What industry is Payload in?
Payload's product category is Headless Content Management System (CMS). Its primary akta.pro industry code is HDAEAKAH, API-First Backend Platforms (BaaS/mBaaS & Serverless Backends). Its NAICS code is 513210 and its SIC code is 7372.