Digital Asset Management pricing: How the leading platforms compare

If you’re looking for a new DAM solution, one of the most important questions is: how much is it going to cost?

The simple (yet frustrating) answer is: it depends.

An analysis by CMSWire found that the average DAM platform costs around $52,000 per year for hosted and $71,000 for non-hosted services.

Those are some big numbers. However, CMSWire notes that these averages are skewed by the most expensive, enterprise-level DAM solutions — meaning more budget-friendly solutions are out there, you just need to know where to look.

Whatever your budget, you’ll need to understand DAM pricing so you know what you’re paying for and what to expect. In fact, 39% of creatives say price is a determining factor in their DAM-choosing process, so it's essential to find a platform that offers the right balance of features and affordability.

By comparing different pricing models and understanding what each plan includes, you can ensure that you're investing in a solution that meets both your creative needs and your budget constraints.

This blog post will walk you through how DAM pricing works and the pricing structures of some of the most popular DAM solutions so you can make an informed decision.

Let’s get started!

Breaking down DAM costs: what to expect

DAM pricing can be murky, but it’s easier to navigate when you understand the costs involved.

There are four different types of costs that a DAM platform may charge. Let’s take a look at each in detail:

1. Subscription costs

These typically depend on four factors — storage, users, administrators, and user groups. Additional hidden costs may include:

API usage fees: If your team integrates the DAM with other platforms, there may be charges for API calls beyond a certain limit.
Storage overage fees: Exceeding the allotted storage may result in additional charges, which can grow over time as you add more assets.
Premium features: Some platforms charge extra for advanced functionality, such as AI-powered search or workflow automation.
Team collaboration: While basic user licenses may be included, you might incur additional fees for advanced permissions or collaboration tools.

2. Upfront costs

One-time costs such as onboarding or consultation fees. Additional hidden costs may include:

Data migration: Migrating assets from an old platform to the new DAM can incur additional fees, especially for large volumes of files or complex data structures.
Custom setup: Some platforms charge for customizing workflows, integrations, or branding during the setup process.
Training: Initial user training may not be included in the basic package and can come at an extra cost if you require in-depth or specialized training for your team.

3. Ongoing costs

Ongoing costs typically include support and training. Additional hidden costs may include:

Support fees: Basic support may be included, but higher tiers of support, such as 24/7 availability or dedicated account management, often come at a premium.
Maintenance and updates: Some platforms charge for ongoing software updates, security patches, or custom feature requests.
Additional training: As new features are rolled out or new team members join, you may need continued training, which could be a recurring cost.

4. Total cost of ownership (TCO)

TCO includes all costs associated with using a DAM over time, including both visible and hidden costs. Several factors can influence long-term costs:

Scaling up: As your team grows or your asset library expands, you'll likely need more storage, user licenses, or administrative permissions, all of which can drive up costs.
Adding users: Many platforms charge based on the number of users or admins, so adding team members can significantly increase your ongoing expenses.
Third-party integrations: If your DAM needs to integrate with other tools (e.g., project management, marketing automation), there may be costs related to maintaining these connections, especially if API usage is involved.

Platforms like Bynder or Acquia DAM (formerly Widen) often charge more for enterprise-level features or higher storage capacities, while smaller competitors might offer lower upfront costs but fewer long-term scalability options. Choosing a DAM that aligns with your growth projections can help control TCO.

DAM features that impact pricing

The amount you end up paying for your DAM platform depends on the features and functionality required for your business.

For instance, the needs of a freelance graphic designer are vastly different from those of a large corporation.

When choosing the right DAM solution, some of the factors to consider include:

Scalability

Does the DAM provide enough flexibility and space to store large files and grow with your business? For creatives, having a platform that scales easily can be crucial, as growing asset libraries require both additional storage and more advanced tools for managing them efficiently. Teams often experience bottlenecks when using non-scalable platforms, which can delay project completion and affect overall productivity.

Integrations

Does the DAM integrate seamlessly with the platforms in your current tech stack, such as project management or content management tools? Seamless integration can reduce manual work and improve workflow efficiency, something 35% of respondents in Playbook’s “State of Creative Digital Asset Management” report said they look for in a DAM solution.

Access and permissions

Does the DAM provide granular controls over who can access, edit, and manage assets? Teams using DAM systems with robust access controls can save time and avoid errors when managing sensitive or licensed content, ensuring only authorized personnel can modify or share important assets.

Analytics and reporting

Does the DAM offer insights into how your files and assets are used? Creatives increasingly rely on data to optimize their workflows and content strategy, and platforms offering in-depth analytics help teams understand how often assets are accessed, which ones are underutilized, and how to optimize future content, ultimately improving both project outcomes and asset ROI.

Advanced features

AI-powered tagging: Automated tagging can save creatives countless hours of manual work, organizing files efficiently as libraries grow. Teams that implement AI-powered tagging reduce the time spent on file management, allowing more focus on creative tasks.
Custom workflows: Tailored workflows streamline asset approvals and collaboration, ensuring smoother production cycles and reducing project timelines.

Dynamic media distribution: For teams handling rich media, dynamic distribution ensures the right formats are delivered across various platforms.

DAM pricing: comparing the leading platforms

1. Playbook

Playbook offers a range of plans designed to suit different types of creative professionals and teams, providing flexibility and scalability based on your needs.

Free plan

Ideal for freelancers or small teams just getting started, the Free plan supports up to 10 team members and unlimited collaborators. It includes 100GB of storage, which can be upgraded to a generous 4TB (4,000GB) for qualified creatives under the Artist & Designer Plan — simply submit your portfolio for eligibility.

The Free plan allows users to preview over 1,000 file types, create unlimited shared links, and publish up to one custom-branded page with watermarking, expiration options, and mobile app uploads (up to 100 per month). For those who need to import assets, it supports integration with Dropbox or Google Drive for up to 4GB or 500 files at a time.

Pro plan

Small agencies and creative teams looking for more robust storage and features can benefit from the Pro plan, which offers 5TB of storage with the option to purchase additional storage as needed for $25 per TB per month.

This plan includes everything in the Free plan but with enhanced capabilities, such as unlimited Dropbox/Google Drive imports, streaming video playback, and the ability to publish unlimited custom-branded pages with theming options.

Pro users can also enjoy unlimited mobile app uploads, desktop file sync (coming soon), and live chat support for real-time assistance. This plan is perfect for growing teams that need more storage and the flexibility to manage more complex projects.

Team plan

Designed for larger teams with complex needs, the Team plan starts at $250 per month and offers unlimited team members, making it ideal for departments or agencies managing multiple users. Along with all Pro plan features, it introduces advanced tools like GPT-powered search, AI auto image tagging, and real-time sync from Dropbox or Google Drive.

Teams can also benefit from license management, access and usage analytics, and SAML SSO for enhanced security. With priority live chat support and custom migration services, this plan ensures larger teams have all the tools they need for efficient digital asset management.

Mini add-ons

Additionally, Playbook offers mini add-ons like partner creative tools for tasks such as generating color palettes, editing photos, removing backgrounds, and converting file types (e.g., SVGs). These tools are available for an extra $3 to $5 per month, allowing you to customize your toolset based on your specific creative needs.

2. Brandfolder

Brandfolder’s pricing is opaque to say the least — no prices are listed on its pricing page. However, online reports state that Brandfolder’s core plan starts at $1,600 per month — putting it out of reach for many small businesses, which would end up paying for a bunch of features they don’t need.

Some users have pointed out that Brandfolder’s feature-heavy plans, while powerful, can sometimes feel excessive for smaller teams or those who don't require its full range of functionality.

Others noted that they found themselves using only a fraction of what was available, and felt that the platform was more suited to larger enterprises or teams with complex requirements. This issue of "feature overload" seems to be a recurring theme among those who feel they are paying for capabilities that go underutilized.

If you're considering Brandfolder for your team, it may be helpful to carefully evaluate which features are truly necessary for your operations to avoid overspending on unused functionality. With Brandfolder, there’s no free plan and no free trial, so you’ll have to sign up to try it.

3. Bynder

Like Brandfolder, Bynder does not openly share its pricing on its website, but reports indicate that its pricing typically starts at around $450 per month. However, some users have expressed frustration over the platform’s pricing structure, especially for smaller teams or those who don’t need all of its advanced features.

One recurring issue is that customers feel they are paying for features that go unused, particularly in industries or teams that don’t require Bynder’s full suite of tools, such as advanced branding or content workflow modules.

Some reviewers have also mentioned that while Bynder’s core functionality is powerful, certain features — like asset tracking and reporting — are either lacking or come with added costs, which can further inflate the total price without delivering consistent value to smaller teams.

Additionally, some users have reported the need for costly customization and setup to fully tailor the platform to their needs, which adds to the overall expense of using Bynder.

Bynder does offer a 14-day free trial, allowing teams to assess whether the platform's features match their needs before making a financial commitment. However, it’s crucial to carefully evaluate the necessary features for your business to avoid paying for capabilities that won’t be fully utilized.

4. Acquia DAM

Acquia DAM is quite secretive about its pricing. The platform offers flexible pricing based on the number of users, storage needs, and specific features required, but you won’t find standard pricing readily available online. To get detailed information, prospective customers typically need to engage in a sales call.

Reports suggest that Acquia DAM is positioned towards mid-size to large enterprises, with prices potentially starting at around $49 per user, per month, depending on the plan and configuration. However, companies that need more complex features, such as extensive storage or integrations, might see their costs rise significantly.

Some users have mentioned that while Acquia DAM offers robust features like AI-powered tagging and advanced metadata management, smaller companies find the cost excessive for their needs, particularly if they aren't fully utilizing all the capabilities.

On the plus side, Acquia does offer a 30-day free trial, allowing users to explore the platform before making a commitment. This can be a great way to test whether the platform’s features justify its cost for your business.

5. Canto

Canto’s pricing is not publicly available and requires you to submit a contact form for a tailored quote, as its costs are based on the specific needs of each business.

However, some users have shared insights into the pricing structure. For example, regular users are often free, but "power users" (those who need more advanced features) are reported to cost around $1,000 per person, per year. This can quickly add up, especially for larger teams.

Many users praise Canto for its extensive features like smart tagging, facial recognition, and unlimited portals, but they also point out that the pricing can feel steep, with one user describing it as “very expensive”. Some teams feel they don’t use all of the premium features enough to justify the cost.

Despite this, many reviewers still consider Canto a valuable investment due to its robust functionality and ease of use, especially for managing large-scale digital assets.

Canto does offer a seven-day free trial, allowing potential users to explore its capabilities before committing to a purchase.

6. Cloudinary

Cloudinary offers a flexible pricing structure with four tiers, starting with a Free plan that includes 3 users and 25 monthly credits, perfect for small-scale testing and long-term exploration of its core features.

The Plus plan, priced at $89 per month, increases credits to 225 and still supports 3 users, making it a good fit for slightly larger teams or those with heavier usage requirements.

For growing teams, the Advanced plan costs $224 per month and accommodates 5 users with 600 monthly credits, offering additional advanced features like custom domain support and enhanced security options.

Finally, for businesses with high-demand, the Enterprise plan provides custom pricing and includes unlimited features such as multi-CDN support and enterprise-grade infrastructure.

Many users appreciate Cloudinary’s robust feature set, particularly its AI-powered transformations and media management capabilities, but some note that the Plus plan's 225GB bandwidth may feel restrictive for the price point. Credits in Cloudinary are used for various tasks, such as media transformations and video streaming, and can be flexibly allocated depending on your specific needs.

7. MediaValet

MediaValet does not publicly disclose its pricing on the website, and potential users are required to submit a request to get a customized quote. According to Predictive Analytics, prices start at around $6,000 per year, which includes unlimited users, 24/7 support, and training.

A notable feature is that MediaValet offers a sandbox account for prospective customers to try out, although they don’t specify the duration of this free trial. The platform is built on Microsoft Azure and is known for its scalability, making it ideal for large enterprises and creative teams that need to manage a vast array of digital assets. Key features like AI-powered search, metadata management, and integration with tools like Adobe Creative Cloud and Microsoft Office 365 add to its appeal for marketing and creative departments.

While MediaValet’s comprehensive features and security protocols make it a robust choice for larger organizations, smaller businesses will likely find it to be too complex or expensive for their needs.

8. Adobe Experience Manager

Adobe Experience Manager (AEM) is a high-end enterprise solution with a price tag to match. While Adobe doesn't publicly disclose exact pricing on its website, reports indicate that the cost can range between $30,000 and $200,000 per year, depending on the specific package and features your organization requires.

The price variation is due to AEM's customizable nature — every installation is tailored to each company's specific needs, including factors such as team size, the number of digital assets, and the integration of additional Adobe tools like Adobe Analytics or Adobe Campaign.

Because there is no free trial or version available, AEM is generally suited for large organizations with the budget to afford this extensive, powerful platform. It excels in content management, digital asset management, and delivering personalized experiences across various channels, which makes it ideal for enterprise-level businesses. However, smaller businesses will find AEM’s costs prohibitive, particularly if they don’t need its full suite of features.

Playbook: the budget-friendly DAM for creatives

If you’re looking for a DAM solution with an intuitive interface and AI-powered search that fits your budget, why not give Playbook a try?

With 4TB and up to 10 users on the free plan, you’ll have everything you need to get started. And if your business grows and you need more functionality, Playbook will be ready to grow with you.