Prepr.
Dutch headless CMS with built-in personalization and A/B testing
Prepr is a Dutch headless CMS with a built-in Customer Data Platform (CDP) that enables native personalization and A/B testing. Built in Amsterdam, it serves major public broadcasters and media organizations.
What is Prepr?
A headless CMS separates content from presentation and delivers content via APIs. Prepr goes a step further: it combines a headless CMS with a built-in Customer Data Platform (CDP). This means you not only manage content but can also personalize based on visitor behavior without external tools. Prepr originated from the Dutch media industry and serves major public broadcasters. The platform is built in Amsterdam and runs on AWS in the Netherlands.
What makes Prepr different?
Native personalization without external tools. This is Prepr's true USP. With Contentful or Storyblok, you need an external tool for personalization and A/B testing. With Prepr, this is built in. You can create content variants, define audiences based on behavior, and run A/B tests from the same interface.
Dutch product with short communication lines. Slack support with direct communication. EEA hosting by default. ISO 27001 certified. Dutch language support.
High innovation power, but smaller organization. Prepr innovates fast but the team behind Prepr is smaller than at Contentful or Storyblok. For midmarket companies and agencies, that's fine. For enterprise with 100+ users and heavy compliance requirements, evaluate carefully.
Strengths.
Native personalization & A/B testing – Built-in CDP enables conversion optimization without external tools
Dutch product with local support – Built in Amsterdam, hosting in Netherlands, Slack support, GDPR-compliant by default
AI translation functionality – Built-in AI translations for multilingual content
Fast innovation cycles – Prepr regularly adds new features
Who uses Prepr?
BNNVARA – Largest public broadcaster in Netherlands
EO – Dutch public broadcaster
NPO – Dutch public broadcasting organization
Talsa – Digital agency
amsterdam&partners – Amsterdam marketing organization
Invest-NL – Dutch investment organization
Our vision.
Prepr is one of the most interesting headless CMS platforms from a Dutch perspective. The built-in personalization is a real differentiator. For marketing teams that want conversion optimization without setting up a complete external tool stack, Prepr is a smart choice. What makes us cautious: the organization is smaller than established players. For midmarket companies and agencies, that's fine. For enterprise with 100+ users and heavy compliance requirements, you should evaluate whether Prepr's governance features are sufficient.
Suitable for
Dutch media organizations and publishers – built for their specific workflow
Marketing teams that want native personalization – without external CDP/testing tools
Mid-market Dutch companies – local support, EU hosting, accessible pricing
Organizations wanting A/B testing without additional tools
Note upon
Smaller organization than established players – less extensive partner ecosystem
Less enterprise governance than Kontent.ai or Contentful
Primarily known in the Dutch market; less international track record
For enterprise with 100+ users: evaluate governance features carefully
Is Prepr suitable for enterprise?
For midmarket enterprise (5-50 content creators): yes. For large enterprise with 100+ users and complex governance: evaluate carefully.
Summary: Prepr is the smartest choice for Dutch organizations that want native personalization without external tools. The built-in CDP differentiates it from all international competitors. Local support and EU hosting are additional advantages. For enterprise-scale governance: look at Contentful or Kontent.ai.
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Integrations & ecosystem
Prepr integrates with modern development stacks: React, Next.js, Vue, Nuxt, Angular. For e-commerce: Shopify, commercetools, custom solutions. Personalization is built in. Integrations with Algolia, Google Analytics, Tag Manager.
Implementation
Basic headless setup: 2-6 weeks. With personalization and integrations: 6-12 weeks. Email and Slack support with direct communication lines. Enterprise gets dedicated support. The learning curve is relatively low.
Support & community
Email and Slack support with direct communication lines. For enterprise, dedicated support is available. Developer documentation is good, particularly personalization documentation is strong. Being a Dutch product, communication is in Dutch if preferred.
AI & further development
Prepr offers built-in AI translations for multilingual content. The roadmap focuses on deeper personalization capabilities, more AI-assisted content operations, and expanding the integration ecosystem.
Compare with alternatives.
How does Prepr compare to Storyblok?
Storyblok offers a superior visual editor; Prepr offers native personalization and A/B testing. Both are European products. Storyblok has a much larger ecosystem and international presence. Prepr is more affordable and has direct Dutch support.
See also our analyses of other solutions:
Storyblok – Superior visual editor; larger ecosystem; also European
Contentful – Market leader; requires external tools for personalization
Plate – Also Dutch; AI-driven content reuse
Frequently asked questions.
How does personalization work in Prepr?
What is the difference between Prepr and Storyblok?
What does Prepr cost?
Is Prepr GDPR-compliant?
How long does a Prepr implementation take?
Is Prepr suitable for enterprise?
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