ForMotiv
ForMotiv is a Philadelphia-based SaaS company that captures in-session behavioral data during digital insurance applications and applies real-time machine learning to predict applicant intent, premium leakage, fraud, and underwriting risk for top US P&C and Life carriers.
- Company typePrivate
- Founded2018
- HeadquartersPhiladelphia, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What ForMotiv does
ForMotiv is a Philadelphia-based software company that operates a Behavioral Intelligence Platform purpose-built for the insurance industry. The platform is deployed via a lightweight JavaScript tag on digital insurance applications and captures 'digital body language' - hesitation, corrections, edit patterns, timing, typing cadence, and navigation patterns - typically producing 5,000+ behavioral data points per session. Proprietary real-time machine learning models process these signals in under 20 milliseconds to predict applicant intent, premium leakage, fraud, and underwriting risk before application submission. The technology captures zero personally identifiable information and is GDPR, CCPA, and PIPEDA compliant, and exposes all behavioral features and scores via a glass-box API.
The product portfolio is modular and covers the full insurance lifecycle: Auto Insurance Premium Leakage (undisclosed drivers, garaging, mileage), Auto Fraud (bots, prefilled applications, ghost brokers, agentic AI, VPN), Underwriting Risk (early claims/FNOL, early churn, flat cancels), Marketing and Growth (lead scoring, intent scoring, third-party data orchestration, monetization), Life Insurance Nondisclosure (tobacco, alcohol, drug use, BMI), ForMotiv Agent (captive and independent agent analytics, gaming detection, scorecards), ForMotiv Behavioral Data (API access to behavioral features), and the ForMotiv Forensics module for Special Investigations Units. The Enterprise Intent Solution stitches D2C, agent, call center, servicing, and claims into one longitudinal behavioral profile from quote to claim.
ForMotiv serves a majority of the Top 10 US P&C and Life carriers, with named logos including Lincoln National, New York Life, iPipeline, and Hannover Re. Revenue is generated through enterprise SaaS subscriptions sold via direct field sales (Schedule Demo CTA), a partner network of InsurTech, reinsurance, and eApp providers, and API/embedded integrations. The company has disclosed approximately $9.4 million in funding across a $405K round (2018), a $1M Dreamit Ventures round (January 2021), a $6M Seed+ led by Vestigo Ventures (September 2021), and a $2M SEC Reg D exempt offering initiated in December 2022. The company reported 500% ARR growth in the year preceding the 2021 raise and cites customer outcomes of $7M-$10M in annual savings per carrier deployment. Leadership includes CEO Bill Conners, Founder/Chairman Andrew Schwabe, COO John Loftus, CTO Bill Hazard, and Head of Growth Woody Klemmer.
ForMotiv firmographics
Firmographics- Name
- ForMotiv
- Legal name
- ForMotiv Inc.
- Website
- https://formotiv.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ForMotiv is a Philadelphia-based SaaS company that captures in-session behavioral data during digital insurance applications and applies real-time machine learning to predict applicant intent, premium leakage, fraud, and underwriting risk for top US P&C and Life carriers.
- Ownership category
- akta.pro rank
ForMotiv industry classification
Industry- Product category
- Insurance Technology — Behavioral Analytics Software
- NAICS
- Claims Adjusting (524291)
- akta.pro primary industry
- Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS) (FSAGAGAB)
- akta.pro secondary industries
- Claims Management & Digital FNOL Platforms (FSAGAGAC), Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA), Financial Services Personalization (Banking, Investing, Insurance) (HDAAAGAH)
Keywords
Where ForMotiv is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ForMotiv business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Behavioral Intelligence SaaS Platform: Subscription-based SaaS platform providing real-time behavioral intelligence to insurance carriers. Pricing likely based on quote/application volume or tiered plans. Delivered via API with real-time and batch file options.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
ForMotiv product offering
Product offeringCore offering
ForMotiv sells a Behavioral Intelligence SaaS Platform for insurance carriers that captures proprietary in-session behavioral data during digital insurance applications and runs real-time machine learning models to predict applicant intent, fraud, and misrepresentation risk. The platform is delivered via a lightweight JavaScript tag and real-time API, with sub-20ms scoring, zero PII collection, and modular solutions for premium leakage, fraud, underwriting risk, marketing/growth, life nondisclosure, agent analytics, and forensic investigations.
Product overview
ForMotiv offers a Behavioral Intelligence Platform as its core product, with a modular portfolio of insurance-focused solutions. The platform captures digital body language data during insurance applications and delivers real-time behavioral insights. Key product modules include: Premium Leakage Solution for detecting undisclosed drivers, garaging address manipulation, and mileage misrepresentation; Fraud Solutions covering bots, ghost brokers, and agentic AI; Underwriting Risk Solutions for early claims and churn detection; Growth Solution and Marketing Solutions for conversion scoring, lead scoring, monetization, and third-party data orchestration; Life Insurance Solutions with Nondisclosure Detection for medical history and tobacco use; ForMotiv Agent for distribution analytics including gaming detection and agent scorecards; and ForMotiv Behavioral Data for API access to proprietary behavioral features. The Enterprise Intent Solution unifies cross-channel behavioral data from quote to claim.
Differentiator
Problem solved
Functional benefit
Products and services
- Behavioral Intelligence Platform Central SaaS platform that captures in-session behavioral data (hesitation, corrections, timing, edit patterns) during digital insurance applications and runs real-time machine learning models to predict user intent and risk for insurance carriers.
- Premium Leakage Solution Identifies risky behaviors on high-impact premium questions and alerts carriers to possible misrepresentations during the application process, addressing undisclosed drivers, garaging address manipulation, mileage understatement, and accidents/violations for auto and other P&C lines.
- Auto Fraud Solutions Detects and stops bots, prefill harvesters, ghost brokers, suspected VPN usage, and agentic AI in real time during the insurance application process for personal, commercial, motorcycle, RV, and boat lines.
- Underwriting Risk Solutions Early detection of risk indicators including early claims/FNOL, early churn, and flat cancels to prevent risk from entering the book of business across insurance lines.
- Marketing Solutions Marketing intelligence including lead scoring, monetization, and data orchestration to optimize marketing spend and improve conversion for insurance carriers.
- Growth Solution Real-time purchase intent scoring solution that helps carriers predict, segment, and act on varying levels of applicant purchase interest to grow sales and create better digital experiences, including propensity-to-bind models and uplift modeling.
- Life Insurance Nondisclosure Solutions Solutions for term, whole, and universal life products and long-term disability across accelerated underwriting and fully underwritten programs, including nondisclosure detection for tobacco/nicotine, alcohol, drug use, and weight/BMI misrepresentation during the digital underwriting process.
- ForMotiv Agent Analytics solution for distribution through captive agents, independent agents, and independent agencies, including UX analytics, benchmarking, behavioral analysis, risk/fraud detection, agent gaming prevention, agent efficiency, and agent scorecards.
- ForMotiv Behavioral Data Data layer providing behavioral features, rule-based signals, real-time predictive models, behavioral analysis reporting, and user experience analysis via API access to hundreds of proprietary behavioral features.
- ForMotiv Forensics Global search capability for Special Investigations Units (SIU) enabling examination of how policies were completed, what was edited, and session behavior for forensic analysis of suspicious claims.
Quantifiable outcome
- 40% improvement in insurance application conversion rate for targeted population
- +6 more outcomes
Companies that use ForMotiv
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
ForMotiv technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature8 records
ForMotiv partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship.
- iPipelineflagshipeApp provider and major customer of ForMotiv. iPipeline provides digital insurance application platforms and integrates ForMotiv's behavioral intelligence for their carrier clients.
- Lincoln National CorporationflagshipTop 10 Life insurance carrier and logo customer of ForMotiv. Partner logo displayed on ForMotiv website as customer/partner.
- New York LifeflagshipTop 10 Life insurance carrier and logo customer of ForMotiv. Partner logo displayed on ForMotiv website as customer/partner.
- Hannover ReflagshipMajor reinsurance company and logo partner on ForMotiv website, indicating a strategic relationship in the reinsurance space.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
ForMotiv competitors and assessment
Company assessmentDirect peers
- Shift Technology: Provides AI-driven fraud detection and claims automation for the insurance industry. Closely comparable to ForMotiv's real-time behavioral risk and fraud scoring for carriers.
- FRISS: Insurance fraud detection and risk scoring SaaS used by P&C and life insurers globally. FRISS is a current ForMotiv technology partner, indicating directly overlapping buyer personas and use cases.
- BioCatch: Behavioral biometrics for fraud detection and identity verification across banking and insurance digital sessions. Most analogous peer in pure behavioral-signal-based risk scoring.
- Feedzai: Real-time behavioral analytics platform for fraud and AML primarily in financial services, with an overlapping technical approach (session-level signals, ML scoring) to ForMotiv.
Broad incumbents
- Verisk: Large insurance-focused analytics and data incumbent serving underwriting, claims, and fraud. Represents the in-house / incumbent threat that could compete with or absorb ForMotiv's capabilities.
- LexisNexis Risk Solutions: Major insurance and identity data/analytics provider that ForMotiv competes with for third-party data orchestration spend. Broad incumbent overlapping in fraud and risk scoring.
- NICE Actimize: Enterprise financial crime, fraud, and AML analytics platform incumbent across banking and insurance. Represents the large-suite competitor that carriers may default to.
Emerging players
- DataVisor: AI-based fraud detection platform with strong real-time ML capabilities across financial services and insurance. Comparable in approach (unsupervised ML on session data) though broader in vertical.
- Socure: Digital identity verification platform that incorporates behavioral and device-intelligence signals. Comparable buyer (risk/fraud leaders at carriers) and adjacent technology stack.
Others
- iPipeline: Leading insurance eApp platform and ForMotiv's flagship technology partner/customer. Adjacent ecosystem participant that distributes ForMotiv's behavioral intelligence to its carrier base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
ForMotiv social profiles
Digital presenceForMotiv compliance and trust
Trust signalCompliance3 records
ForMotiv financial estimates
Financial estimateRevenue estimate
Valuation estimate
ForMotiv leadership team
Management profileNumber of profiles
Profiles5 records
ForMotiv funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ForMotiv 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 ForMotiv
What does ForMotiv do?
ForMotiv sells a Behavioral Intelligence SaaS Platform for insurance carriers that captures proprietary in-session behavioral data during digital insurance applications and runs real-time machine learning models to predict applicant intent, fraud, and misrepresentation risk. The platform is delivered via a lightweight JavaScript tag and real-time API, with sub-20ms scoring, zero PII collection, and modular solutions for premium leakage, fraud, underwriting risk, marketing/growth, life nondisclosure, agent analytics, and forensic investigations.
Is ForMotiv a public or private company?
ForMotiv is a private company. It is classified as venture growth investor backed and is currently operating.
When was ForMotiv founded?
ForMotiv was founded in 2018. It employs 11 to 50 people.
Where is ForMotiv based?
ForMotiv is headquartered in Philadelphia, United States, in the North America region.
How does ForMotiv make money?
One revenue line is on record: behavioral Intelligence SaaS Platform.
Who are ForMotiv's main competitors?
Direct peers on record are Shift Technology, FRISS, BioCatch and Feedzai. Broad incumbents are Verisk, LexisNexis Risk Solutions and NICE Actimize. Emerging players are DataVisor and Socure. iPipeline is listed as an others.
Does ForMotiv have an API?
Yes. Real-time behavioral data API delivered in under 20 milliseconds. Carriers ingest API at any point in the application to drive interventions, route applicants, trigger callbacks, or adjust experiences. Behavioral risk scores and intent signals are accessible via API in real time. Integration typically takes 4-6 weeks of calendar time. Uses lightweight JavaScript tag. Developer documentation is at formotiv.com/book-a-demo.
What industry is ForMotiv in?
ForMotiv's product category is Insurance Technology — Behavioral Analytics Software. Its primary akta.pro industry code is FSAGAGAB, Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS), with a secondary code of FSAGAGAC, Claims Management & Digital FNOL Platforms. Its NAICS code is 524291.