What Prepr CMS does

Prepr CMS, founded in 2016 and headquartered in Utrecht, Netherlands, is a private SaaS provider of a headless content management system positioned for composable digital architectures. The platform separates content management from presentation through a GraphQL-first delivery API and a REST Mutation API for content operations, with CDN-backed content distribution for customer-facing applications and websites. On top of the core CMS, Prepr layers natively integrated data-driven features: an adaptive content / personalization engine, built-in A/B testing, a content recommendations engine (Similar, Popular, People Also Viewed), visitor and customer data management, multi-locale support, and visual editing with preview tooling. The product has expanded to include an MCP (Model Context Protocol) server that exposes the CMS to AI agents such as Claude, ChatGPT, Cursor, and GitHub Copilot, alongside AI-assisted features for schema suggestions, content optimization, and automatic alt text generation.

Prepr sells through a hybrid go-to-market combining API-first, product-led growth (self-serve documentation, SDKs, free trial, MCP server) with enterprise direct sales and agency channel partnerships. Its primary customer segments are digital agencies and mid-market organizations seeking composable flexibility without enterprise-grade complexity, with a secondary enterprise tier requiring advanced features such as SSO, multi-environment management, and CRM/CDP integrations. The platform integrates natively with a broad ecosystem including HubSpot, Salesforce, Shopify, BigCommerce, Commercetools, Cloudinary, Algolia, Vercel, Twilio Segment, and Zapier, and supports front-end frameworks including Next.js, Nuxt, Laravel, React, Vue, Astro, Svelte, and Gatsby. Pricing is quote-based subscription SaaS and is not publicly disclosed.

The company raised €2.25 million in a pre-Series A round in January 2022 led by Newion and ROM Utrecht Region, which remains the only disclosed funding event in the source data. Headcount is in the 11-50 range. Prepr was ranked #1 CMS in the 2026 Emerce 100 based on agency evaluations, and during 2026 has expanded its commercial focus into the Nordic markets (Sweden, Denmark, Norway, Finland) while maintaining its Utrecht, Netherlands headquarters.

Name

Prepr CMS

Legal name

Prepr

Website

https://prepr.io

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Prepr CMS is a Utrecht-based SaaS provider of a headless, GraphQL-first content management system with built-in personalization, A/B testing, and recommendations, serving digital agencies and mid-market organizations building composable digital experiences.

Ownership category

akta.pro rank

Product category

Headless Content Management System (CMS)

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Platform Engineering & Internal Developer Platforms (IDP) (BPAEAKAC)

Keywords

• Headless CMS
• Content management
• Content personalization
• Composable architecture
• A/B testing platform

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription: Prepr operates as a SaaS platform with subscription-based pricing tiers. The platform offers different plans including enterprise features. Pricing is quote-based and not publicly disclosed.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Prepr is a headless, API-first content management system that enables organizations to model, manage, and deliver digital content across multiple channels. It bundles native personalization, A/B testing, content recommendations, and visual editing on top of a GraphQL-first delivery architecture, and exposes SDKs for frameworks such as Next.js, Nuxt, and Laravel.

Product overview

Prepr CMS is a headless content management system designed for organizations managing complex, performance-focused digital platforms. The product portfolio consists of Prepr CMS as the core platform, supplemented by a GraphQL API for content delivery and a REST Mutation API for content management operations. Additional offerings include the Prepr MCP Server for AI agent integration, AI Text Assistant for content optimization, Adaptive Content for personalization, Prepr Recommendations for content discovery, A/B Testing for experimentation, Prepr Radio API for broadcasting, and Prepr Image Processing for media handling. The platform emphasizes composable architecture, data-driven content management, and seamless integration with front-end frameworks including Next.js, Nuxt, Laravel, React, Vue.js, Angular, Node.js, PHP, Astro, Svelte, and Gatsby.

Differentiator

Problem solved

Functional benefit

Products and services

• Prepr CMS A headless, API-first content management system that enables organizations to create, model, manage, and deliver content across multiple channels, with built-in personalization, A/B testing, recommendations, multi-locale support, and visual editing. Designed for digital agencies, mid-market, and enterprise organizations operating composable digital platforms.
• Prepr MCP Server A Model Context Protocol server that connects AI clients to the Prepr environment, enabling natural-language content operations including querying, creating, updating, and publishing content items. Supports OAuth authentication, agent role mirroring, URL-based access, and integrations with Claude, ChatGPT, Cursor, and Copilot.
• Prepr Radio API A specialized API for radio broadcasting organizations that supports publications, imaging, talk, weather data, artists, tracks, guides, tags, messages, and timelines. Designed for radio publication use cases that require structured content around programming and media metadata.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration32 records

AI capability9 records

Feature10 records

Partnerships

One partnership is on record.

• iOflagshipImplementation/ SI/ Consulting PartnerDigital agency that partners with Prepr to deliver lean composable stack solutions. iO uses Prepr CMS to enable enterprise-level capabilities without enterprise complexity for mid-sized projects.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Contentful: Contentful is a leading enterprise headless CMS offering GraphQL and REST APIs, content modeling, and integrations. It is the most direct competitor to Prepr in the headless CMS category, serving developers and digital teams building composable architectures.
• Storyblok: Storyblok is a headless CMS with a visual editor for marketers and a developer-friendly component-based content model. It competes directly with Prepr in serving digital agencies and mid-market composable architecture projects.
• Sanity: Sanity is a structured content platform with a real-time hosted backend, GROQ query language, and developer-friendly APIs. It targets the same developer-focused, composable CMS use cases as Prepr.
• Builder.io: Builder.io is a visual headless CMS with drag-and-drop page building, structured content, and SDKs for major frameworks. It overlaps with Prepr's visual editing and framework-agnostic content delivery capabilities.
• Hygraph: Hygraph (formerly GraphCMS) is a GraphQL-native headless CMS with content federation, localization, and a content marketplace. It is a close direct peer to Prepr's GraphQL-first approach and composable positioning.
• Kontent.ai: Kontent.ai is a modular headless CMS with AI-assisted content operations, structured content modeling, and a strong governance focus. It competes with Prepr in serving enterprise and mid-market organizations that need content personalization at scale.
• Strapi: Strapi is an open-source headless CMS built on Node.js with REST and GraphQL APIs, customizable content types, and a plugin ecosystem. It competes directly with Prepr in the developer-led headless CMS segment.
• Prismic: Prismic is a headless CMS offering page-building, slices, and a visual editor for marketing teams. It targets the same mid-market digital experience use cases and developer-friendly deployment patterns as Prepr.
• Directus: Directus is an open-source data platform that wraps existing SQL databases into headless CMS APIs, with a no-code admin panel. It targets the same developer-driven, API-first CMS market segment as Prepr.

Broad incumbents

• Adobe Experience Manager: Adobe Experience Manager is an enterprise content and digital asset management platform with headless capabilities, part of Adobe's broader Experience Cloud. It competes with Prepr at the enterprise tier but operates as a broad incumbent across a much wider digital experience portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

• Xx.com/prepr_io

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Prepr CMS