Schema
Peony is a virtual data room platform providing AI-powered Q&A, page-level analytics, and enterprise security for M&A advisors, PE/VC funds, and startups running due diligence and fundraising, with subscription pricing from $30 to $64 per admin monthly.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Schema does
Peony (Peony (US) Inc.) is a virtual data room (VDR) platform founded in 2021 and headquartered in San Francisco with regional operations in London and Asia. The platform delivers AI-powered Q&A, page-level engagement analytics, built-in e-signatures, and enterprise security for secure document sharing during M&A due diligence, fundraising, and other confidential transactions. Core technology components include natural language processing for document Q&A with cited page references, AI-driven document classification and room organization, AES-256 encryption with TLS 1.3, dynamic watermarks, Screenshield screenshot protection, and legally binding e-signatures with AI auto-markup of signature and date fields.
The company runs a horizontal SaaS model with tiered subscriptions: Free ($0), Business ($30/admin/month), Data Room ($52/admin/month), Deal Team ($64/admin/month, minimum 4 admins), and custom Enterprise contracts. Distribution combines a product-led growth motion with a no-credit-card Free tier for top-of-funnel acquisition and an enterprise field sales motion routed through demo bookings. The customer base of 5,900+ teams spans boutique M&A advisors, PE/VC funds (collectively managing over $19.6B in assets), Y Combinator-backed startups, real estate teams, and law firms. Compliance posture includes SOC 2 Type 2, GDPR, CCPA, and HIPAA, enabling use in regulated industries. Competitive positioning is anchored on price ($52/admin/month versus $25,000–$50,000 per deal for legacy VDRs such as Datasite, Intralinks, Ideals, Sterling, and Firmex) and on deployment speed (5-minute setup versus days for incumbent providers).
Schema firmographics
Firmographics- Name
- Schema
- Legal name
- Peony (US) Inc.
- Website
- https://schema.team
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Peony is a virtual data room platform providing AI-powered Q&A, page-level analytics, and enterprise security for M&A advisors, PE/VC funds, and startups running due diligence and fundraising, with subscription pricing from $30 to $64 per admin monthly.
- Ownership category
- akta.pro rank
Schema industry classification
Industry- Product category
- Note-Taking Software
- NAICS
- Software Publishers (513210), Web Search Portals, Libraries, Archives, and Other Information Services (519)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Audit, Recordkeeping & Evidence Management (WORM, Retention, E-Discovery) (FSAFAKAI)
- akta.pro secondary industries
- Fund Document & Data Management (Prospectus/KIID, Data Quality, Master Data) (FSAAAMAL), Knowledge Management & Wikis (BPAMAMAH)
Keywords
Where Schema is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Schema business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Plans: Tiered subscription model with per-admin monthly pricing. Plans include Free ($0), Business ($30/admin/month), Data Room ($52/admin/month), Deal Team ($64/admin/month min 4 admins), and Enterprise (custom). Revenue from subscription upgrades across tiers.
- Freemium Model: Free tier provides basic file sharing with per-page analytics, 2FA, and link controls. Drives conversion to paid plans with Business, Data Room, and Enterprise tiers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free plan for individual users and small teams |
| Subscription | Monthly | Business plan with password protection and e-signatures |
| Subscription | Monthly | Full data room with enterprise security and AI Q&A |
| Subscription | Monthly | Advanced team plan with controlled redaction |
| Subscription | Multi-year contract | Custom enterprise pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Schema product offering
Product offeringCore offering
Schema is a note-taking tool combined with a reliable knowledge database. The product enables users to capture free-form notes and retrieve them later as structured, organized knowledge, bridging ad-hoc note-taking with systematic information management.
Product overview
Peony is a virtual data room (VDR) platform organized as a multi-tier subscription service with four plans: Free ($0), Business ($30/admin/month), Data Room ($52/admin/month), and Deal Team ($64/admin/month). The core Peony platform integrates AI-powered Q&A (Smart Q&A), automated document organization (AI Rooms), built-in e-signatures, page-level analytics, and enterprise security including dynamic watermarks and Screenshield screenshot protection. Data Room is the flagship full-featured tier offering unlimited storage, deals, and users with NDA gating and granular permissions, while Deal Team adds controlled redaction for legal workflows. Business provides AI chat and basic deal features for smaller teams, and Free enables startup pitch deck sharing with engagement tracking.
Differentiator
Problem solved
Functional benefit
Products and services
- Schema A note-taking tool combined with a reliable knowledge database for capturing and organizing information over time.
Quantifiable outcome
- Setup time reduced from days to under 5 minutes
- +2 more outcomes
Companies that use Schema
Customer profileNamed customers11 records
Segments7 records
Ideal customer profiles1 record
Schema technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature8 records
Schema partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
Schema competitors and assessment
Company assessmentDirect peers
- Datasite (formerly Merrill / Datasite Diligence): Datasite is the dominant incumbent VDR provider for M&A due diligence. Peony directly compares against Datasite on per-deal pricing ($25,000+) versus Peony's $52/admin/month subscription, positioning itself as the modern AI-native alternative for boutique advisors and independent sponsors historically priced out of Datasite.
- Intralinks (SS&C): Intralinks is a global enterprise VDR provider offering AI document chat and per-MB pricing. Peony cites Intralinks as a $25,000+/deal competitor and competes head-on for cross-border M&A deals with similar AI features but subscription-based transparent pricing.
- Ideals (now part of Datasite ecosystem): Ideals is an established VDR provider focused on per-GB storage pricing for M&A and fundraising deals. Peony directly competes by offering unlimited storage in its subscription tiers versus Ideals' storage-based pricing model.
- Firmex: Firmex is a mid-market VDR provider cited by Peony as a $5,000+/project competitor. Both target mid-market M&A advisory firms and PE funds, with Peony competing on integrated AI features and transparent subscription pricing rather than project-based fees.
- Diligent (including SecureDocs and BoardDocs): Diligent offers SecureDocs VDR and broader governance/risk tooling for boards and deal teams. Peony competes for the same secure document-sharing and diligence-tracking use cases but with a more modern AI-native and PLG-oriented approach versus Diligent's enterprise sales motion.
Broad incumbents
- Box: Box is a broad content management and secure file-sharing incumbent. Peony runs comparison pages against Box, targeting customers who need VDR-grade permissions, NDA gating, and page-level analytics that Box does not natively provide for M&A workflows.
- Ansarada: Ansarada is an established AI-powered deal platform providing VDR plus AI-driven diligence and deal tools. Peony positions as a more affordable, faster-to-deploy alternative for boutique advisors and startups versus Ansarada's enterprise sales-led model.
Emerging players
- DocSend (Dropbox): DocSend offers document sharing with page-level analytics and e-signatures, commonly used for pitch deck distribution. Peony positions as a more secure, VDR-grade upgrade for the same fundraising pitch-deck workflow with full NDA gating and audit trails.
- Digify: Digify is a document DRM and watermarking tool priced at $500/month. Peony bundles equivalent DRM/watermarking/screenshot protection inside its full VDR platform at $52/admin/month, making it a direct alternative for SMB document security buyers.
- CapLinked: CapLinked is a VDR platform targeting deal-making, fundraising, and due diligence use cases for SMB and mid-market clients. Peony competes for the same customer base with AI-first product positioning and PLG onboarding.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Schema social profiles
Digital presenceSchema compliance and trust
Trust signalCompliance4 records
Schema financial estimates
Financial estimateRevenue estimate
Valuation estimate
Schema leadership team
Management profileNumber of profiles
Profiles1 record
Schema funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Schema 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 Schema
What does Schema do?
Schema is a note-taking tool combined with a reliable knowledge database. The product enables users to capture free-form notes and retrieve them later as structured, organized knowledge, bridging ad-hoc note-taking with systematic information management.
Is Schema a public or private company?
Schema is a private company. It is classified as venture growth investor backed and is currently operating.
When was Schema founded?
Schema was founded in 2021. It employs 1 to 10 people.
Where is Schema based?
Schema is headquartered in London, United Kingdom, in the Europe region.
How does Schema make money?
Two revenue lines are on record. Subscription Plans are the primary driver. The others are freemium Model.
Who are Schema's main competitors?
Direct peers on record are Datasite (formerly Merrill / Datasite Diligence), Intralinks (SS&C), Ideals (now part of Datasite ecosystem), Firmex and Diligent (including SecureDocs and BoardDocs). Broad incumbents are Box and Ansarada. Emerging players are DocSend (Dropbox), Digify and CapLinked.
Does Schema have an API?
No public API is recorded for Schema.
What industry is Schema in?
Schema's product category is Note-Taking Software. Its primary akta.pro industry code is FSAFAKAI, Audit, Recordkeeping & Evidence Management (WORM, Retention, E-Discovery), with a secondary code of FSAAAMAL, Fund Document & Data Management (Prospectus/KIID, Data Quality, Master Data). Its NAICS code is 513210 and its SIC code is 7372.