Why we choose Sanity as our preferred tool

In the realm of digital innovation, the tools we choose can significantly impact not only our development process but also the business outcomes. At Nethart, our choice to adopt Sanity in 2018 was strategic and transformative. After evaluating numerous other tools, Sanity clearly stood out—it aligned perfectly with our vision for managing complex content in a flexible, scalable manner.

Today, that decision resonates even stronger. As our Tech Lead,Toms aptly puts it, "Sanity is miles ahead of other comparable tools." Over the years, we've delivered numerous Sanity projects, pushing the boundaries of creativity and dramatically reducing time-to-market. As official Sanity partners, looking back, we see this choice as foundational in our journey toward delivering outstanding digital products.

In this post, I'll share the core strengths and promises that convinced us back in 2018—advantages that remain relevant today, now more powerful and compelling than ever. If you're an ambitious startup founder, a growth-oriented marketing director, or a developer aiming for excellence, here's why Sanity should be your top consideration.

Content as a competitive advantage

In today’s digital landscape, content is not just king—it’s the entire kingdom. Outstanding content experiences are essential for startups, marketers, and developers because they directly influence user engagement, brand differentiation, and, ultimately, business success. Rich, advanced content goes far beyond plain text; it includes interactive elements, multimedia features, and dynamic user interfaces that together create immersive, memorable experiences.

Many of today’s most successful brands—like Airbnb, Spotify, and Nike—have leveraged sophisticated, content-driven experiences to rise above the noise, strengthen customer relationships, and establish clear market leadership.

So how can startups and growing businesses gain this kind of competitive edge through content? At Nethart, our experience has consistently shown that choosing Sanity as our core content platform is a key part of the answer. Sanity enables us to create, manage, and deliver exceptional, highly tailored content experiences with speed and precision—helping our clients stand out in an increasingly saturated digital world.

About the name: why Sanity?

Yes, there is indeed a reason behind naming it “Sanity”! The name “Sanity” perfectly encapsulates the ethos and the mission of the platform: to deliver clarity, order, and efficiency to the often chaotic and overwhelming world of content management. Managing content, especially at scale, can quickly become complex and stressful. Sanity aims to simplify these complexities, making the entire process intuitive and manageable for both developers and content creators. In essence, Sanity is designed to help users maintain their “sanity,” enabling them to focus on creativity and innovation, rather than getting bogged down by complicated workflows and large volumes of data.

The content operating system

For the uninitiated, Sanity is not just another content management system (CMS)—it’s an integrated platform known as “The Content Operating System,” as Sanity aptly describes itself. Unlike traditional CMS platforms such as WordPress or Drupal, Sanity offers unparalleled flexibility and scalability designed to power a wide range of content-driven applications.

Sanity’s unique architecture is decoupled and headless, meaning the content layer is entirely separate from the presentation layer, enabling content to be delivered to any frontend or channel seamlessly. This approach facilitates structured content management, real-time collaboration among team members, and allows developers to build dynamic and highly customized user experiences without limitations.

In contrast to traditional CMS systems, which typically bundle content and presentation together, often resulting in rigid templates and limited customization options, Sanity provides a cohesive, yet flexible environment. It includes an integrated database, robust file storage, sophisticated image processing, and powerful video storage capabilities. This comprehensive toolkit enables businesses to easily scale their digital solutions, from simple websites to complex enterprise applications, growing alongside their evolving needs.

In short, Sanity offers a more adaptable and future-proof approach to managing and delivering content, making it an essential tool for modern businesses seeking to stay agile and competitive.

Let's look into why we chose Sanity and why you should probably consider it too.

Sanity supports building unique & extraordinary experiences

Many of our clients at Nethart have unique and specific design requirements. Original and innovative brands must express their identity without compromise, something Sanity excels at facilitating. For instance, in e-commerce scenarios, design freedom translates into empowering content editors with a modular platform that seamlessly integrates content marketing capabilities with robust shopping functionalities. This setup allows for rapid creation of new pages, efficient reuse of content across various sections or even different applications—something often challenging with traditional all-in-one e-commerce tools.

Supporting business agility

In today’s fast-paced digital environment, agility is essential for maintaining a competitive advantage. Sanity’s flexible architecture is specifically designed to support rapid pivots and adaptability, enabling businesses to quickly respond to market changes and new opportunities.

For marketers, Sanity eliminates common bottlenecks caused by developer dependency, empowering them to independently execute rapid content iterations. Marketers can swiftly deploy front-end changes, enter new markets with targeted content, craft personalized campaigns for key influencers, and efficiently launch seasonal promotions. These tasks, traditionally complex and slow, can now be executed within hours or days directly by internal teams, eliminating the need for extensive IT projects or the cumbersome integration of numerous plugins.

For example, modern fashion brands frequently leverage Sanity to quickly roll out region-specific content campaigns tailored to local influencers, dramatically shortening the content creation and deployment cycle. This agility allows them to swiftly capitalize on trending opportunities, maintain relevance in fast-changing markets, and continually drive user engagement and conversions, all while significantly reducing time-to-market and operational costs.

Customizability

Sanity’s API-based architecture offers unmatched customizability through total composability. With its fully decoupled, real-time content backend, you have the flexibility to choose exactly the frontend technologies and integrations your project requires. Unlike traditional platforms, Sanity allows seamless integration with emerging best-in-breed tools, enabling you to continuously innovate and enhance your digital ecosystem.

The composable architecture empowers businesses to selectively combine Sanity with other specialized technologies and services. Whether integrating advanced analytics tools, e-commerce platforms, marketing automation systems, or new frontend frameworks, the possibilities are virtually limitless. Ultimately, this flexibility enables a synergy where the combined solutions deliver greater results—creating a scenario where 2 + 2 equals more than 4, maximizing your digital investment and driving superior business outcomes.

Excellent developer experience

One of Sanity’s standout features is its exceptional developer experience. Many developers find Sanity to be superior due to its emphasis on simplicity, flexibility, and modern tooling. Utilizing technologies like React for the content studio, Sanity makes the development process intuitive and efficient, enabling developers to focus on innovation rather than navigating complex setups.

Sanity offers real-time, no-ops content storage and distribution, significantly streamlining development workflows and reducing operational overhead. Its powerful, integration-friendly APIs are tech agnostic, ensuring seamless compatibility with various frontend frameworks and backend services.

Our tech lead, Toms, captures this perfectly: “When comparing Sanity’s features to other tools, even if they appear similar, Sanity consistently crushes them with its superior developer experience. A feature requiring 20 files and 2,000 lines of code in a traditional CMS can often be achieved with Sanity in a single file using just 5 lines of code.”

This ease of use directly translates into enhanced productivity, higher developer satisfaction, faster project turnarounds, and ultimately, better digital products.

Accelerated time to market

Sanity significantly reduces the time it takes to launch or update digital products, enabling teams to move from concept to production at an impressive speed. Its structured content model, real-time backend, and composable architecture allow teams to rapidly prototype, iterate, and scale content-driven experiences without the delays and complexities often associated with traditional CMS platforms.

At Nethart, we’ve taken this even further with our NCL (Nethart Composable Layer)—a pre-built starter framework that combines Sanity, Vercel, and Next.js, along with out-of-the-box integrations for Shopify, Klaviyo, HubSpot, and more. This gives us—and our clients—a significant head start and the flexibility to adapt as needs evolve. The NCL also includes a powerful page builder capability, allowing marketers and content teams to work in parallel with developers, reducing dependencies and enabling faster iterations.

Compared to traditional CMS setups, where content and design updates can be bogged down by rigid templates, plugin conflicts, or inefficient workflows, Sanity’s approach streamlines collaboration. Developers can set up even the most complex backend structures in record time, and because the system is built with clarity and flexibility in mind, it minimizes mistakes and shortens validation cycles.

The result? Launches happen faster, updates are smoother, and your team spends less time waiting and more time building meaningful experiences.

Superior content editing experience

Sanity sets a new standard for content editing with its customizable, real-time, and user-friendly interface. Sanity Studio, the editing environment, is fully adaptable to your business needs—offering tailored content workspaces that empower non-technical teams to manage complex content without developer involvement. Whether it's a structured article, a product catalog, or campaign landing pages, editors can work within an interface that mirrors how their business operates.

Real-time collaboration is built in, allowing teams to co-edit content simultaneously—just like in Google Docs. This drastically improves coordination between marketers, content creators, and other stakeholders. Sanity also offers built-in versioning and content history, making it easy to track changes, revert updates, and maintain editorial integrity across the team.

Sanity Create is another powerful innovation that brings the actual content writing process directly into Sanity, helping content teams stay focused and work more efficiently in one centralized system.

Our tech lead, Toms, praises the platform's versatility: "Sanity’s WYSIWYG editors make it easy to insert a diverse mix of content types, and its Live Edit feature puts it light-years ahead of the competition. It creates a UX and DX that’s unmatched in the industry."

Behind the scenes, Sanity’s infrastructure includes features like a powerful image pipeline—with metadata extraction (e.g., dimensions, color) at upload—and on-the-fly image transformations served from a global CDN. Combined with the Content Lake, Sanity provides a future-proof content backbone that enhances both authoring and delivery performance.

All of this adds up to a best-in-class editing experience that supports fast, consistent publishing and empowers teams to ship better content—faster.

Scalability & future-proofing

Sanity is built with scalability at its core, making it an ideal choice for businesses that anticipate growth, increasing content complexity, and expanding digital touchpoints. As your business evolves, your content infrastructure must keep pace—and Sanity ensures you won’t outgrow your CMS.

Thanks to its structured content model and decoupled architecture, Sanity can support everything from a simple landing page to a global omnichannel content hub. Whether you’re adding new markets, launching multiple websites, or scaling to serve millions of users, Sanity’s cloud infrastructure, including its powerful Content Lake and global CDN delivery, is designed to scale alongside you without performance bottlenecks.

For fast-moving, growth-oriented companies, this means you can confidently invest in building advanced content experiences today, knowing that the platform will support your needs tomorrow. It enables your team to add new features, integrations, and channels without rearchitecting your entire content system—a key advantage in a constantly evolving tech landscape.

Sanity’s commitment to extensibility and adaptability positions it not only as a tool for today’s challenges but as a strategic asset for tomorrow’s opportunities. In a world where digital transformation never stops, choosing a platform that evolves with you is a future-proof decision.

Closing: business impact and strategic advantage

Sanity delivers a rare combination of agility, speed, flexibility, scalability, and security—all wrapped in a platform that truly empowers both marketers and developers. These capabilities don’t just make projects smoother—they translate directly into measurable business impact: faster time to market, more innovative user experiences, greater operational efficiency, and stronger brand differentiation.

Toms, our esteemed tech lead, encapsulates the essence of Sanity’s value: “Sanity lays the ideal foundation for any content management endeavor, simplifying the integration of complex features without sacrificing flexibility. Its all-encompassing approach means you get more than just a CMS; you get a comprehensive content infrastructure.”

At Nethart, we don’t just build websites—we create digital experiences that stand out and drive real results. Our partnership with Sanity reflects our commitment to delivering the best for our clients—whether you’re a startup founder, marketing director, or developer. With Sanity, we’re not just solving today’s challenges; we’re preparing our clients to lead tomorrow’s digital landscape.

And finally, choosing the right tools isn’t just about features or performance. It’s about aligning with a vision, a culture, and a standard of craftsmanship. For us, choosing Sanity is a choice to build forward-thinking, design-driven, and high-quality digital products. It’s a reflection of the culture we want to build—and the kind of work we want to be known for.

If your goal is to use content as a competitive advantage and build digital experiences that truly stand out, Sanity should be at the top of your list.

Start building your unique digital experience with Sanity today.