Formaloo

Name

Formaloo

Legal name

Formaloo Solutions Inc.

Website

https://formaloo.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. SaaS Subscription (Freemium Model): Formaloo operates on a freemium subscription model with tiered pricing plans. The free tier attracts users to the platform, with conversion to paid tiers (Essential, Pro, Enterprise) based on feature needs, submission volumes, and team size. This creates a land-and-expand revenue dynamic where small teams upgrade as usage grows.
2. Enterprise Licensing: Enterprise-tier subscriptions provide advanced features, higher submission limits, priority support, and compliance certifications (HIPAA, PCI) for larger organizations, representing upsell revenue from the SMB tier.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Formaloo is a no-code platform that lets teams build forms, surveys, quizzes, calculators, dashboards, custom CRMs, client portals, and automated workflows without writing code. It combines a drag-and-drop builder with AI-assisted form generation, conditional logic, e-signatures, custom PDF output, and 3,000+ native integrations to deliver end-to-end data collection and workflow automation for SMBs, agencies, healthcare, education, and enterprise teams.

Product overview

Formaloo is an all-in-one no-code platform for creating business applications, forms, surveys, and automated workflows. The core offering consists of a Form Builder (the primary drag-and-drop tool for creating branded forms with logic, calculations, and AI assistance) combined with Client Portals (for secure external user access), Custom PDF Builder (for generating documents from submissions), and Approval Workflows (for routing requests through teams). The platform extends through specialized tools including Survey Maker, Quiz Maker, Calculator Builder, Dashboard Builder, Custom CRM, and Chatbot Builder. Formaloo AI serves as the central AI capability powering form generation, analytics, and intelligent automation. The platform supports industry-specific solutions for Healthcare (HIPAA-ready), Agencies, Education, Food & Hospitality, HR, and Enterprise deployments. Pricing tiers range from a Free Forever plan to paid plans starting at $19/month, with Enterprise tier offering advanced features including SSO, SCIM, custom SLA, and self-hosted deployment options.

Differentiator

Problem solved

Functional benefit

Products and services

• Form Builder Primary drag-and-drop form builder for creating branded, multi-step forms with conditional logic, calculations, AI-assisted field suggestions, payments, advanced field types, and progress tracking. Used by SMBs, agencies, healthcare, education, and enterprise teams to replace manual data collection.
• Client Portals Secure portal builder that lets customers, patients, students, or partners log in and manage their own data with granular access permissions and 100% white-label branding. Used by agencies, healthcare providers, and educational institutions to deliver branded self-service experiences.
• Custom PDF Builder Generates quotes, agreements, reports, certificates, and personalized PDFs automatically from form submissions. Used by operations, sales, and healthcare teams to produce branded, transaction-ready documents without manual formatting.
• Approval Workflows Routes requests through teams with customizable statuses, e-signatures, and admin review workflows. Used by operations, HR, and finance teams to replace email-based approvals with auditable, automated chains.
• Survey Maker Professional survey builder with 40+ question types, conditional logic, advanced branching, AI-powered sentiment and theme analysis. Used by marketing, HR, education, and customer experience teams to design, distribute, and analyze surveys.
• Quiz Maker Builds interactive quizzes with automatic grading, scoring calculations, and instant feedback. Used by educators, training teams, and marketers for assessments and lead generation quizzes.
• Calculator Builder Creates calculators with custom formulas and variables for generating quotes, ROI calculations, pricing estimators, and complex scoring systems. Used by sales, financial services, and real estate teams to deliver interactive, lead-capture calculators.
• Dashboard Builder Builds real-time dashboards from form data with charts, tables, Kanban boards, and gallery views. Used by operations, sales, and analytics teams to visualize submission data and pipeline performance.
• Custom CRM Builds custom customer relationship management systems with contacts, deal tracking, sales pipelines, and automated workflows. Used by SMB sales teams and agencies that need a lightweight CRM tailored to their pipeline without enterprise CRM overhead.
• Chatbot Builder Creates AI-powered chatbots for customer engagement, lead generation, and automated support without coding. Used by marketing, sales, and customer support teams to convert web traffic into qualified leads via conversational interfaces.
• AI Generator Builder No-code tool for building custom AI generators, recommendation engines, and AI-powered applications on top of user data. Used by marketers, agencies, and product teams to create personalized recommendations, quizzes, and AI-driven experiences without engineering resources.
• Healthcare Solutions HIPAA-ready forms and workflows for healthcare including patient intake, consent forms, staff credentialing, and medical record PDFs. Used by clinics, vision centres, and healthcare groups (e.g., Kodak Lens Vision Centres, City & County Healthcare Group) to digitize compliant patient interactions.
• Agency OS No-code platform bundle for digital agencies featuring client onboarding, brand brief templates, approval workflows, and white-labeled client portals. Used by marketing and creative agencies to manage multi-client engagements under a branded experience.
• Education Solutions Forms and apps for educational institutions including student enrollment, quiz builders, parent communication, and staff HR workflows. Used by schools, training organizations, and EdTech programs to manage admissions, evaluations, and administration.
• Self-Hosted Formaloo On-premise and private cloud deployment of the Formaloo no-code platform for organizations requiring full control over data residency and infrastructure. Used by regulated enterprises and security-sensitive buyers needing self-managed hosting.
• Concierge Build Service Done-for-you service where the Formaloo team designs, builds, and delivers custom forms, portals, or workflows inside the customer's own Formaloo workspace. Used by buyers that want faster time-to-value without configuring the platform themselves.

Quantifiable outcome

• 1,800% average ROI reported by customers
• +2 more outcomes

Named customers5 records

Segments12 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

AI capability8 records

Feature9 records

Partnerships

14 partnerships are on record, tiered core.

• Google SheetscoreTechnology or IntegrationNative integration enabling automatic syncing of form submissions to Google Sheets spreadsheets for data analysis and reporting.
• Microsoft (Outlook/Teams)coreTechnology or IntegrationIntegration with Microsoft ecosystem including Outlook for email notifications and Teams for workflow notifications.
• SlackcoreTechnology or IntegrationNative Slack integration for real-time form submission notifications and workflow alerts to team channels.
• HubSpotcoreTechnology or IntegrationCRM integration enabling form data to flow directly into HubSpot for lead management and customer tracking.
• SalesforcecoreTechnology or IntegrationEnterprise CRM integration connecting form submissions with Salesforce records and workflows.
• StripecoreTechnology or IntegrationPayment processing integration enabling secure payment collection through forms for orders, donations, and invoices.
• AirtablecoreTechnology or IntegrationIntegration with Airtable for flexible database management and custom workflows using form submission data.
• ZapiercoreTechnology or IntegrationZapier integration enabling automated workflows connecting Formaloo with 3,000+ other applications beyond native integrations.
• Monday.comcoreTechnology or IntegrationProject management integration connecting forms with Monday.com for task creation and project workflows.
• Make (Integromat)coreTechnology or IntegrationAdvanced automation integration through Make for complex multi-step workflows and data transformations.
• JiracoreTechnology or IntegrationIssue tracking integration enabling form submissions to automatically create Jira tickets for support and operations workflows.
• Google DrivecoreTechnology or IntegrationDocument storage integration connecting form submissions and files with Google Drive.
• NotioncoreTechnology or IntegrationWorkspace integration syncing form data with Notion for documentation and knowledge management.
• AsanacoreTechnology or IntegrationTask management integration connecting forms with Asana for project and workflow management.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Typeform: Typeform is a direct competitor in conversational forms, surveys, and quizzes. It targets similar SMB and enterprise customers with a similar SaaS subscription model and competes head-to-head on UX, integrations, and AI-powered form generation.
• JotForm: JotForm is a direct competitor in online form building, with comparable products across forms, surveys, approvals, and HIPAA-compliant healthcare workflows. Both platforms emphasize no-code building, 3,000+ integrations, and vertical-specific templates.
• Formstack: Formstack is a direct enterprise competitor in forms, e-signatures, documents, and workflow automation. It competes for the same regulated-industry customers (HIPAA, GDPR) and offers comparable document generation and approval workflow capabilities.
• SurveyMonkey: SurveyMonkey is a direct competitor in survey creation and analytics, with overlapping capabilities in questionnaire design, distribution, and reporting. Both serve enterprise customers and emphasize analytics and insights.

Broad incumbents

• Google Forms: Google Forms is a free, broadly distributed form builder bundled with Google Workspace. It is a broad incumbent that anchors much of the SMB and education market with zero price and native integration into Gmail, Sheets, and Drive.
• Microsoft Forms: Microsoft Forms is bundled with Microsoft 365 and competes directly for enterprise customers already using Teams, SharePoint, and Outlook. It is a broad incumbent that competes on enterprise distribution rather than feature depth.

Emerging players

• Tally: Tally is an emerging no-code form builder with a generous free tier and modern UX, gaining traction among creators and SMBs. It overlaps with Formaloo on form building and surveys, though it has less depth in enterprise compliance and approvals.
• Fillout: Fillout is an emerging no-code form builder focused on advanced logic, payments, and scheduling. It targets similar SMB and mid-market use cases as Formaloo with comparable conditional logic and integration features.
• Airtable: Airtable's forms and interface builder sit on a broader low-code database platform, competing with Formaloo's custom CRM and dashboard capabilities. It is a partial overlap rather than direct head-to-head on forms.
• Cognito Forms: Cognito Forms is a niche form builder targeting organizations needing HIPAA compliance, encryption, and custom workflows. It overlaps with Formaloo's healthcare and compliance positioning but with a narrower product surface.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/formaloo
• YouTubeyoutube.com/@Formaloo
• LinkedInlinkedin.com/company/formaloohq
• Facebookfacebook.com/formaloo

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Formaloo