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Digital Asset Management · Rank #2 of 10

Brandfolder

Smartsheet-anchored DAM with strong project + asset workflow integration.

By Smartsheet, Inc. · Founded 2012 · Denver, CO · public

Brandfolder is the Smartsheet-anchored DAM, founded 2012 in Denver. Acquired by Smartsheet in 2020 for $155M. The product covers DAM + brand portal + workflow + Smartsheet-native project integration. Strengths: Smartsheet-native integration (default for Smartsheet-anchored orgs), modern UX, strong AI-driven auto-tagging, founder-led culture under Smartsheet umbrella, public Smartsheet parent stability (NYSE:SMAR). Best fit for Smartsheet-anchored mid-market and enterprise. Trade-offs: outside Smartsheet ecosystem the product is meaningfully less compelling, post-Smartsheet integration created some product velocity tension 2021-2023, brand portal depth below Frontify, and developer-first features below Cloudinary.

Visit Brandfolder Vendor pricing Compare to Bynder
Best for

Smartsheet-anchored mid-market and enterprise (200-5,000 employees) wanting DAM + Smartsheet project workflow combined for cross-functional creative ops.

Worst for

Non-Smartsheet shops (Bynder broader fit), Adobe-anchored enterprises (AEM Assets better), brand-portal-led teams (Frontify better), or developer-first buyers (Cloudinary better).

Vendor Trust Score

Is Brandfolder a trustworthy vendor?

7.1/10
Mixed
Pricing transparency
Published rates; no hidden fees
5.5
Contract fairness
Reasonable terms; no auto-renew traps
7.5
Incident response
How they handle outages and breaches
7.5
Post-acquisition behavior
Customer treatment after M&A or PE
7.0
Executive stability
Leadership churn over 24 months
7.5
Roadmap honesty
Public commitments held
7.5
Trust signal log
  • 2020-09-22
    Acquired by Smartsheet for $155M
    Smartsheet acquired Brandfolder to anchor creative ops + DAM in the Smartsheet platform. Public parent (NYSE:SMAR).
  • 2024-09-22
    Brand Intelligence (AI auto-tagging) launched
  • 2025-04-22
    Smartsheet bundle pricing reorganised
Vendor Trust is scored independently of product quality. A great product from an unfair vendor still earns a low trust score.
Review Intelligence

What 980 reviews actually say

Synthesized from G2, Capterra, Reddit, Trustpilot. Patterns >15% prevalence shown.

Last synthesized
2026-04-29

Praise patterns

  • Smartsheet-native integration
    87% →
  • Modern UX
    78% →
  • AI auto-tagging accuracy
    64% ↑
  • Strong workflow + approvals
    51% →

Complaint patterns

  • Outside Smartsheet ecosystem less compelling
    47% →
  • Brand portal depth below Frontify
    41% →
  • Pricing creep post-acquisition
    38% ↑
  • Smartsheet bundle pricing opaque
    31% →
Sentiment trend (6 months)
81/100 -1 pts
12
01
02
03
04
05
Representative voices

  • “Brandfolder is the right answer if you live in Smartsheet. Outside that ecosystem, Bynder is broader.”

    Director Creative Ops· G2 · 2026-02-22

Patterns are extracted from review corpus and human-verified. We surface trends, not anecdotes.
Verified Pricing

What buyers actually pay

234 anonymized deal disclosures · last updated 2026-05-01

Contribute your deal price
Company size Median annual
200-1,000 employees $42,000
1,000-5,000 employees $120,000
5,000+ employees $288,000
Verified pricing is crowdsourced from buyers under anonymity guarantees. Vendor-listed prices are validated against actual deals quarterly.
Compliance & Security

Auto-verified certifications

Verified 2026-05-01
SOC 2 Type II
ISO 27001
HIPAA
GDPR
CCPA
PCI DSS
FedRAMP

Editorial: Strengths

  • Smartsheet-native integration
  • Modern UX
  • AI-driven auto-tagging (Brand Intelligence)
  • Public Smartsheet parent stability
  • Right call for Smartsheet-anchored orgs
  • Mature workflow + approvals
  • Strong brand templating

Editorial: Weaknesses

  • Outside Smartsheet ecosystem less compelling
  • Post-Smartsheet velocity tension 2021-2023
  • Brand portal depth below Frontify
  • Developer-first features below Cloudinary
  • Pricing creep noted post-acquisition

Key features & integrations

  • +DAM core (asset library + taxonomy)
  • +Brand portal
  • +Brand Intelligence (AI auto-tagging)
  • +Smartsheet-native integration
  • +Workflow + approvals
  • +Adobe Creative Cloud panels
  • +Templating
  • +200+ integrations
200+ integrations
SmartsheetAdobe Creative CloudFigmaSalesforceHubSpotMicrosoft 365Slack
Geography supported
Global; strongest in US, UK, AU
Best fit
200–5,000 employees · Smartsheet-anchored mid-market to enterprise
Editorial deep-dive

Read our full ranking of Digital Asset Management

Brandfolder ranks #2 in our editorial review of 10 digital asset management platforms. The deep-dive covers methodology, comparison tables, decision matrix, migration scoring, and FAQs.

Read the full ranking

Closest alternatives in Digital Asset Management

#1
Bynder
Global DAM market leader with the broadest mid-to-enterprise installed base.
★ 4.5 opaque
#3
Adobe Experience Manager Assets
Enterprise DAM in the Adobe AEM + Creative Cloud + Experience Cloud stack.
★ 4.0 opaque
#4
Frontify
Brand portal + DAM combined; strong fit for marketing-led teams.
★ 4.6 partial
Help the next buyer

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Pricing in B2B software is opaque because vendors want it that way. Verified buyer prices fix that, anonymously. Share what you actually paid for Brandfolder; we’ll add it to the verified pricing dataset on this page (with company size band only, no identifying details).

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