FormAssembly
- Company typePrivate
- Founded2006
- HeadquartersBloomington, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
FormAssembly firmographics
Firmographics- Name
- FormAssembly
- Legal name
- FormAssembly Inc.
- Website
- https://formassembly.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
FormAssembly industry classification
Industry- Product category
- Data Collection and Workflow Automation Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Document Preparation Services (561410)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- eSignature, Forms & Digital Workflow Platforms (HDAEAHAJ)
- akta.pro secondary industry
- Data App Builders (Forms, Portals & Internal Tools) (HDAEAKAK)
Keywords
Where FormAssembly is headquartered
LocationHeadquarters
- HQ city
- Bloomington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FormAssembly business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Plans: Tiered subscription model with four main plans: Atlas Explorer (entry-level), Atlas Team (mid-tier for workgroups), Atlas Enterprise (for organizations with strict compliance needs including HIPAA), and Gov Cloud (FedRAMP-authorized for government agencies). All plans include unlimited forms and responses. Revenue scales with plan tier and user/license additions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Atlas Explorer - Entry-level plan for individuals starting data collection journey |
| Subscription | Monthly | Atlas Team - Mid-tier plan for workgroups and small businesses |
| Subscription | Annual | Atlas Enterprise - Robust plan for larger organizations with strict compliance requirements |
| Subscription | Multi-year contract | Gov Cloud - Authorized solution for U.S. federal, state, and local government agencies |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
FormAssembly product offering
Product offeringCore offering
FormAssembly provides a cloud-based data collection and workflow automation platform (FormAssembly Atlas) that transforms secure web forms into governed workflows. The platform validates, structures, and routes submitted data directly into systems of record such as Salesforce, and combines form building, payment processing, e-signature collection, document generation, and AI-assisted workflow design through its agentic AI assistant Fai. It is purpose-built for regulated industries including healthcare, government, financial services, higher education, and nonprofits.
Product overview
FormAssembly is a unified data collection platform built around the FormAssembly Atlas platform. The core offering combines a no-code form builder, workflow automation, payment processing, e-signature collection, and document generation into a single integrated system. The platform is anchored by Fai, an agentic AI assistant that guides users through building complex forms and workflows using natural language. Plans range from Atlas Explorer (entry-level individual use) through Atlas Team (workgroup collaboration) to Atlas Enterprise and Gov Cloud (enterprise security and compliance). All products share the same underlying platform architecture with tiered feature access.
Differentiator
Problem solved
Functional benefit
Brands
- FormAssembly Atlas: AI-assisted data collection and automation platform for enterprise form building and workflow management
- Fai
Products and services
- FormAssembly Atlas Core AI-assisted data collection and automation platform that transforms secure web forms into governed workflows, validating, structuring, and routing data directly into systems of record like Salesforce. Anchored by the Fai agentic AI assistant for designing forms and workflows.
- Form Builder No-code drag-and-drop form builder that creates structured forms as entry points to larger workflows, with validation rules, conditional logic, file uploads, and conversion of existing documents or paper forms into digital web forms.
- Workflow Automation End-to-end workflow automation that captures structured data, routes information to appropriate teams and systems, triggers approvals, and delivers data to connected platforms from submission through completion.
- Payment Processing Secure payment collection through integrated payment processors (Stripe, PayPal, Authorize.Net, CyberSource, Chargent, Deluxe/iATS), routing cardholder data directly to PCI-compliant processors while transmitting operational data to systems of record.
- e-Signature Collection Collects legally binding electronic signatures within automated workflows, compliant with ESIGN Act and UETA, with secure signer verification via email and detailed audit trails with timestamps and IP information.
- Document Generation Automatic document generation from workflow data using templates, generating applications, agreements, confirmations, reports, and certificates with dynamic content, conditional logic, and automatic routing to email recipients or storage systems.
- Survey Creation Survey building with multiple question types, branching logic, skip logic, mobile-friendly design, and branding customization, with responses triggering automated workflows, routing data to systems, and feeding approvals.
- Fai (Agentic AI Assistant) Agentic AI assistant acting as a built-in consultant that helps teams design sophisticated workflows without deep technical expertise. Generates form structures, validation rules, and workflow configurations from natural language descriptions while keeping users in control of rules, approvals, and integrations.
Quantifiable outcome
- 107% of delegate acquisition target achieved at executive dinner event, securing 16 senior executive attendees against target of 15
- +6 more outcomes
Companies that use FormAssembly
Customer profileNamed customers24 records
Segments8 records
Ideal customer profiles6 records
FormAssembly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration29 records
AI capability3 records
Feature8 records
FormAssembly partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- SalesforcecoreNative bidirectional integration with Salesforce supporting create/update of standard and custom objects, real-time data processing, conditional routing, dynamic picklists, prefill connector, and workflow orchestration. Multiple connectors for Salesforce clouds including Community Cloud, Marketing Cloud Account Engagement (Pardot), and Marketing Cloud.
- HubSpotcoreTwo-way integration with HubSpot CRM objects listed in HubSpot Marketplace. Supports building multi-page forms with conditional logic, Save & Resume functionality, and workflow automation within HubSpot environment.
- Google SheetscoreAuto-populate Google Sheets with form submission data. Real-time data population with automatic refresh, supports creating new sheets for submissions or populating existing sheets.
- Microsoft ExcelcoreMap form data to Excel workbooks stored in OneDrive/Office 365. Automatic refresh eliminates manual data transfer with real-time data access.
- StripecorePCI DSS-compliant payment integration for one-time and recurring payments. Supports donations, event registration, membership fees, and application fees with cardholder data routed directly to Stripe.
- Microsoft SharePointcoreSave and sync file uploads from web forms to SharePoint sites. Real-time file updates within Microsoft 365 environment with seamless integration with Microsoft Excel connector.
- Webhook ConnectorcoreEnterprise-grade integration to any API endpoint with OAuth or API key authentication. Deliver customizable JSON, Raw, or URL-encoded data to proprietary or homegrown systems. Supports passing PHI and sensitive data securely.
- SAML/CAS/LDAPcoreSecurity integrations for enterprise authentication: SAML for single sign-on, CAS for authentication and prefill, LDAP/Active Directory for organizational authentication.
Scale indicators3 records
Recent moves5 records
Expansion highlights7 records
FormAssembly competitors and assessment
Company assessmentDirect peers
- Formstack: Formstack is a direct competitor offering secure online forms, document generation, and e-signature with HIPAA/PCI compliance. Its workflow automation, Salesforce integration, and regulated-industry positioning closely mirror FormAssembly's go-to-market.
- Jotform: Jotform is a leading online form builder with strong HIPAA/PCI compliance offerings, document generation, and a broad integration ecosystem including Salesforce. It targets a similar SMB-to-enterprise audience with similar form-builder, workflow, and e-signature capabilities.
- Cognito Forms: Cognito Forms is a direct competitor in the secure online form builder market, with HIPAA compliance, document generation, payment collection, and Salesforce integration — closely overlapping FormAssembly's regulated-industry value proposition.
- Typeform: Typeform is a form and survey platform with strong consumer-brand identity and growing enterprise features including integrations, workflows, and AI-assisted form generation. It competes for the same broad-based form-builder budget that FormAssembly targets at the lower tiers.
- Gravity Forms: Gravity Forms is a WordPress-native form builder with a strong SMB and developer ecosystem, offering add-ons for payment processing, CRM integration, and workflows. It is a direct competitor particularly for WordPress-based customers and smaller teams.
- AirSlate: AirSlate (including pdfFiller, signNow, and USLegal) competes directly in workflow automation, e-signature, and document generation. Its enterprise and Salesforce-adjacent positioning makes it a comparable end-to-end workflow competitor.
- Conga: Conga (formerly Apttus) is a Salesforce-native document generation, e-signature, and contract lifecycle management platform. Its Salesforce ecosystem presence and document automation capabilities directly overlap FormAssembly's enterprise workflow stack.
Broad incumbents
- DocuSign: DocuSign is the incumbent in e-signature and agreement management, with expanding workflow automation and document generation capabilities. Its CLM and e-signature products overlap directly with FormAssembly's e-signature and document generation offerings.
- SurveyMonkey: SurveyMonkey (including Wufoo) is a broad incumbent in forms and surveys with enterprise capabilities. It competes for the same form-and-data-collection budget, though it does not specialize as deeply in regulated-industry compliance.
Emerging players
- Titan Forms: Titan Forms is a Salesforce-native form builder that competes for AppExchange-driven demand. As a focused Salesforce-form competitor, it represents a direct emerging threat at the integration-and-discovery layer where FormAssembly enjoys strong reviews.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
FormAssembly social profiles
Digital presenceFormAssembly compliance and trust
Trust signalCompliance8 records
FormAssembly financial estimates
Financial estimateRevenue estimate
Valuation estimate
FormAssembly leadership team
Management profileNumber of profiles
Profiles11 records
FormAssembly funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FormAssembly 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 FormAssembly
What does FormAssembly do?
FormAssembly provides a cloud-based data collection and workflow automation platform (FormAssembly Atlas) that transforms secure web forms into governed workflows. The platform validates, structures, and routes submitted data directly into systems of record such as Salesforce, and combines form building, payment processing, e-signature collection, document generation, and AI-assisted workflow design through its agentic AI assistant Fai. It is purpose-built for regulated industries including healthcare, government, financial services, higher education, and nonprofits.
Is FormAssembly a public or private company?
FormAssembly is a private company. It is classified as private equity controlled and is currently operating.
When was FormAssembly founded?
FormAssembly was founded in 2006. It employs 101 to 250 people.
Where is FormAssembly based?
FormAssembly is headquartered in Bloomington, United States, in the North America region.
How does FormAssembly make money?
One revenue line is on record: subscription Plans.
Who are FormAssembly's main competitors?
Direct peers on record are Formstack, Jotform, Cognito Forms, Typeform, Gravity Forms, AirSlate and Conga. Broad incumbents are DocuSign and SurveyMonkey. Titan Forms is listed as an emerging player.
Does FormAssembly have an API?
Yes. FormAssembly offers a Webhook connector for enterprise-grade integration to any application. The webhook connector supports OAuth or API key authentication and delivers customizable JSON, Raw, or URL-encoded data to connected systems. Developers can use the no-code process builder to automate workflows and configure API requests, preconditions, and data delivery to critical systems. Developer documentation is at www.formassembly.com/product/integrations/webhooks-connector.
What industry is FormAssembly in?
FormAssembly's product category is Data Collection and Workflow Automation Software. Its primary akta.pro industry code is HDAEAHAJ, eSignature, Forms & Digital Workflow Platforms, with a secondary code of HDAEAKAK, Data App Builders (Forms, Portals & Internal Tools). Its NAICS code is 518 and its SIC code is 7372.