Formsort
Formsort is a low-code form builder platform that lets product teams, marketers, and designers build HIPAA-compliant, high-conversion multi-step forms without engineering, primarily serving healthcare and digital health organizations alongside fintech and enterprise buyers via free, Pro, and Enterprise SaaS tiers.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Formsort does
Formsort is a low-code form builder platform founded in 2019, headquartered in New York, and operated as Formsort Inc. The platform enables product teams, marketers, and designers to build, iterate, and deploy high-conversion multi-step forms—including onboarding flows, patient intake, quizzes, check-ins, and lead-capture experiences—without engineering involvement. Formsort's proprietary technology stack comprises a low-code form builder with multi-step forms, conditional logic/branching, calculated variables (via TypeScript functions), API variables for dynamic server-fetched answers, split/A/B testing, custom CSS and theme systems, a content library, environments for staging/production separation, JSON Schemas for programmatic management, and a public Admin API. Underlying infrastructure runs on AWS (S3 with encryption at rest and in transit), integrated with native data warehouses (BigQuery, PostgreSQL, Redshift), CRMs (Salesforce), payments (Stripe), analytics (Google Analytics, Segment, Amplitude, Optimizely), and webhook endpoints for EHR systems such as Healthie.
Formsort makes money through a three-tier SaaS subscription model: a Free tier (100 flow starts/month, unlimited users and forms, Formsort branding), a Pro tier at $279/month (or $279/year with two months free) for 1,000 flow starts/month plus full design control and split testing, and an Enterprise tier with custom pricing, HIPAA compliance with BAA agreements, SOC 2 Type II controls, multi-environment support, advanced roles and permissions, external-only data storage, and a dedicated implementation manager. Overage fees on Pro are $239 per additional 1,000 flow starts. Distribution is hybrid: a PLG self-serve funnel through studio.formsort.com (Free and Pro), reinforced by SEO-driven content and competitor-comparison pages, plus a sales-assisted enterprise motion for HIPAA-regulated and large buyers.
The company's primary go-to-market is concentrated in healthcare (GoodRx, Candid, Allara, Form Health, Innerwell, Fodzyme, Origin, Vial), with secondary traction in fintech (Balance Homes, Koalafi) and emerging verticals including government, marketing agencies, and broader enterprise. Documented customer outcomes include conversion-rate doubling (Allara), a 30% sales lift (Candid), 30% completion-rate improvement (Vial), and hundreds of thousands of dollars in engineering cost savings (Form Health).
Formsort firmographics
Firmographics- Name
- Formsort
- Legal name
- Formsort Inc.
- Website
- https://formsort.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Formsort is a low-code form builder platform that lets product teams, marketers, and designers build HIPAA-compliant, high-conversion multi-step forms without engineering, primarily serving healthcare and digital health organizations alongside fintech and enterprise buyers via free, Pro, and Enterprise SaaS tiers.
- Ownership category
- akta.pro rank
Formsort industry classification
Industry- Product category
- Online Form Builder Software
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- eSignature, Forms & Digital Workflow Platforms (HDAEAHAJ)
Keywords
Where Formsort is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Formsort business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription (Free, Pro, Enterprise): Three-tier subscription model with Free tier (100 flow starts/month), Pro tier ($279/month, 1,000 flow starts/month), and Enterprise tier (custom pricing). Revenue is recurring subscription-based with annual discount of 2 months free. Overage fees of $239 for additional 1,000 flow starts on Pro plan.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free - Experiment with first forms at no cost |
| Subscription | Monthly | Pro - Customize form design, data capture & deployment |
| Subscription | Multi-year contract | Enterprise - Complete control over design, security, and logic |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Formsort product offering
Product offeringCore offering
Formsort is a low-code form builder platform that empowers product teams to design, build, and optimize customer-facing forms such as onboarding flows, check-ins, quizzes, eligibility quizzes, and patient intake flows. The platform provides full UX control with multi-step forms, conditional logic, A/B testing, custom CSS, calculated variables, and extensive integrations, and offers HIPAA-compliant infrastructure with SOC 2 Type II certification for healthcare and enterprise use cases.
Product overview
Formsort is a unified low-code form builder platform designed for enterprises and healthcare organizations that need high conversion forms with full UX control. The core Formsort Platform enables teams to create multi-step, dynamic forms with conditional logic, A/B testing, and custom styling. Key modules include the HIPAA Compliant Form Builder for healthcare with templates for mental health assessments (PHQ-9, GAD-7), EHR Integration for secure patient data transmission, and Fineflows - a marketplace for pre-built form flows. The platform offers three pricing tiers: Free (100 starts/month), Pro ($279/month with 1,000 starts and full design control), and Enterprise (HIPAA compliance, advanced permissions, dedicated support). Advanced features include Custom CSS styling, API Variables for dynamic data fetching, Webhooks for custom integrations, Calculated Fields with TypeScript functions, and comprehensive form analytics. The platform integrates natively with Stripe (payments), Salesforce (CRM), Segment and Google Analytics (analytics), and BigQuery/PostgreSQL/Redshift (data storage), plus supports webhook-based connectivity to Healthie and other healthcare systems.
Differentiator
Problem solved
Functional benefit
Products and services
- Formsort Platform A unified low-code form builder platform for product teams to design, build, and optimize high-conversion multi-step forms, including onboarding, check-ins, quizzes, eligibility surveys, and patient intake flows, with conditional logic, A/B testing, custom CSS, calculated variables, EHR and CRM integrations, and HIPAA-compliant infrastructure.
- Fineflows A sub-brand marketplace for pre-built form flows and integrations, providing reusable Formsort-compatible flow templates and connectors accessible at fineflows.formsort.com.
Quantifiable outcome
- Form building time reduced by 80% (from 2+ weeks to 2 days)
- +6 more outcomes
Companies that use Formsort
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles4 records
Formsort technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
Feature19 records
Formsort partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- StripecoreNative payment integration allowing responders to pay using Stripe payment types; supports secure payment collection within forms for healthcare, fintech, and other use cases requiring payment processing
- SalesforcecoreNative CRM integration for seamless data transfer to Salesforce; enables healthcare and enterprise customers to sync form data with their customer relationship management systems
- WebhookscoreFlexible webhook integration allowing data to be sent to any endpoint; enables custom integrations with any system not covered by native integrations
- BigQuerycoreNative data warehouse integration for secure storage of form data; enables healthcare customers to maintain HIPAA-compliant data storage in BigQuery
- PostgreSQLcoreNative database integration for HIPAA-compliant data storage; mentioned in Allara case study as their chosen data destination for form submissions
- Amazon Web Services (AWS)coreUnderlying cloud infrastructure provider; Formsort stores responder data securely on AWS S3 with encryption at rest and in transit
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Formsort competitors and assessment
Company assessmentDirect peers
- Jotform: General-purpose online form builder with HIPAA-compliant tier and broad template library. Directly competes with Formsort across SMB and enterprise; explicitly named by Formsort as a primary comparison competitor.
- Typeform: Conversational form and survey builder focused on design-led UX and conversion. Competes with Formsort for lead generation and onboarding flows; named as direct competitor in Formsort's comparison pages.
- Formstack: Enterprise form builder with HIPAA, GDPR, and SOC 2 compliance, targeting healthcare, financial services, and government. Most comparable on regulatory positioning and vertical GTM.
- FormDr: Healthcare-specialized HIPAA-compliant form and patient intake builder. Directly targets the same digital-health and practice ICP; named by Formsort as a comparison competitor.
- Cognito Forms: Low-code form builder offering encrypted data collection, payment integrations, and conditional logic. Comparable on builder flexibility and security features targeting regulated SMB and mid-market.
Broad incumbents
- SurveyMonkey: Large incumbent in surveys and forms, with enterprise features and an established sales motion. Overlaps with Formsort on feedback/survey and lead forms but is broader and less healthcare-specialized.
- Alchemer (formerly SurveyGizmo): Enterprise survey and feedback platform with advanced logic, integrations, and workflow automation. Competes for the same enterprise CX/research buyers evaluating Formsort for advanced logic and integrations.
- Microsoft Forms: Bundled form/survey tool inside Microsoft 365 with enterprise-grade security. Competes on price and existing-relationship convenience for enterprise customers evaluating Formsort.
Emerging players
- Tellescope: Healthcare customer engagement platform with HIPAA-compliant intake and patient communication. Overlaps with Formsort on HIPAA intake flows and was the publisher of a 'Top 5 HIPAA Form Builders' list that included Formsort.
Others
- Redox: Healthcare data interoperability and EHR integration platform. Adjacent rather than competing directly; relevant because both sit in the HIPAA/EHR workflow stack and overlap on EHR webhooks for Formsort's healthcare customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Formsort social profiles
Digital presenceFormsort compliance and trust
Trust signalCompliance2 records
Formsort financial estimates
Financial estimateRevenue estimate
Valuation estimate
Formsort leadership team
Management profileNumber of profiles
Profiles1 record
Formsort funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Formsort 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 Formsort
What does Formsort do?
Formsort is a low-code form builder platform that empowers product teams to design, build, and optimize customer-facing forms such as onboarding flows, check-ins, quizzes, eligibility quizzes, and patient intake flows. The platform provides full UX control with multi-step forms, conditional logic, A/B testing, custom CSS, calculated variables, and extensive integrations, and offers HIPAA-compliant infrastructure with SOC 2 Type II certification for healthcare and enterprise use cases.
Is Formsort a public or private company?
Formsort is a private company. It is classified as venture growth investor backed and is currently operating.
When was Formsort founded?
Formsort was founded in 2019. It employs 1 to 10 people.
Where is Formsort based?
Formsort is headquartered in New York, United States, in the North America region.
How does Formsort make money?
One revenue line is on record: saaS Subscription (Free, Pro, Enterprise).
Who are Formsort's main competitors?
Direct peers on record are Jotform, Typeform, Formstack, FormDr and Cognito Forms. Broad incumbents are SurveyMonkey, Alchemer (formerly SurveyGizmo) and Microsoft Forms. Tellescope is listed as an emerging player. Redox is listed as an others.
Does Formsort have an API?
Yes. Formsort provides a public API for form deployment and management. The API enables programmatic querying for forms, variants, deployments, and JSON schemas. Developers can programmatically promote forms between environments for automated testing in staging before deploying to production. The platform supports API variables to fetch new answers from servers that return JSON responses, and HTTP POST body for passing data securely to pre-populate form fields. Developer documentation is at docs.formsort.com.
What industry is Formsort in?
Formsort's product category is Online Form Builder Software. Its primary akta.pro industry code is HDAEAHAJ, eSignature, Forms & Digital Workflow Platforms. Its NAICS code is 541511 and its SIC code is 7372.