FormFire
FormFire provides a SaaS quote-to-close platform for small-group health insurance brokers, unifying multi-carrier quoting, employee enrollment, and electronic carrier form submission. The Cleveland, Ohio-based company operates as an AgencyBloc subsidiary, serving SMB and mid-market brokerages and agencies across the United States.
- Company typePrivate
- Founded2007
- HeadquartersCleveland, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What FormFire does
FormFire is a Cleveland, Ohio-based SaaS company that provides a quote-to-close platform for small-group health insurance brokers and agencies in the United States. Founded around 2006–2007, the company operates a web-based enrollment system that unifies multi-carrier quoting (ACA and medically-underwritten plans), employee data collection through a single Medical Health Questionnaire, automated mapping of that data onto carrier-specific forms, and electronic submission of enrollment data to insurance carriers. The platform is integrated with major U.S. health insurers including Aetna, Anthem, UnitedHealthcare, Cigna, Humana, Medical Mutual of Ohio, and BlueCross BlueShield of Georgia, and is HITRUST CSF certified and HIPAA/HITECH compliant to meet healthcare data security requirements.
The platform is sold primarily on an annual subscription basis with quote-based, negotiated pricing, and is acquired by brokers through a sales-assisted motion (Request a Demo, dedicated Sales line at (866) 338-7075) as well as through channel partners such as Expresslink, a Northeast Ohio General Agency whose 500+ independent agency network uses FormFire as its core technology. The company is led by co-founder and CEO Colin Ingram and COO Dave Campbell, with Andrew Laytin as CTO. Following a 2023 acquisition by AgencyBloc, LLC, FormFire now operates as a wholly-owned subsidiary under the AgencyBloc platform while retaining its own brand, legal entity (FormFire, LLC), and Quote+ sub-brand. The business is sub-scale (11–50 employees) and operates exclusively in the U.S. small-group benefits market, with no disclosed revenue, funding, or headcount growth data in the public source material.
FormFire firmographics
Firmographics- Name
- FormFire
- Legal name
- FormFire, LLC
- Website
- https://formfire.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FormFire provides a SaaS quote-to-close platform for small-group health insurance brokers, unifying multi-carrier quoting, employee enrollment, and electronic carrier form submission. The Cleveland, Ohio-based company operates as an AgencyBloc subsidiary, serving SMB and mid-market brokerages and agencies across the United States.
- Ownership category
- akta.pro rank
FormFire industry classification
Industry- Product category
- Health Insurance Enrollment Software
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Patient Intake, Registration & Digital Forms (HLACADAD)
- akta.pro secondary industries
- Self-Funded (ASO) Group Health Plans & Stop-Loss (FSAIAFAB), Payer-Provider Data Exchange (X12, prior auth, claims/clinical attachment) (HLACABAK), Claims Management & Digital FNOL Platforms (FSAGAGAC)
Keywords
Where FormFire is headquartered
LocationHeadquarters
- HQ city
- Cleveland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FormFire business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS Subscription (Platform Access): FormFire operates as a cloud-based SaaS platform for brokers and carriers. Brokers and employer groups access the platform through subscription accounts (with per-account user roles including Account Executive, Customer Administrator, General Agent, and Service Representative). The platform is described as 'subscription services' in the Terms of Service. Pricing is not publicly disclosed and appears to be quote-based / negotiated per agency.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quote-based / Not publicly disclosed |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
FormFire product offering
Product offeringCore offering
FormFire provides a web-based SaaS platform that automates the quote-to-close workflow for small-group health insurance brokers. The platform pulls ACA and medically-underwritten quotes from multiple carriers simultaneously, collects each employee's personal and health data once via a Medical Health Questionnaire that automatically maps to carrier-specific forms, and electronically submits enrollment data to carriers. It also includes a private digital marketplace where employees select plans, tools for bulk renewals and passive enrollment, and reporting on group health profiles.
Product overview
FormFire is a comprehensive small group health insurance enrollment platform that provides quote-to-close software for brokers. The core FormFire Platform unifies ACA quoting (Product Quote/ACA Quoting Tool), medical data collection (Medical Health Questionnaire with Form Mapping), employee enrollment (Plan Selection Tool, Group Plan Assign), and carrier data submission (Protected Data Sending, Census Population) into one system. Supporting modules include the Intelligent Employee Interview, Information Preloader, Auto Error Check, and Business Intelligence Reporting. The platform operates under the AgencyBloc umbrella as a Quote+ solution, enabling brokers to quote, sell, and enroll small groups across multiple carriers including ACA and medically-underwritten plans.
Differentiator
Problem solved
Functional benefit
Brands
- Quote+: FormFire's quoting and proposal tool that allows small group brokers to compare community rated, medically underwritten, and ancillary products in one place.
Products and services
- FormFire Platform (Quote-to-Close Software) A comprehensive quote-to-close SaaS platform for health insurance brokers that streamlines the small-group benefits enrollment process from pulling carrier quotes to enrolling and managing groups. It unifies ACA quoting, employee medical data collection via a single Medical Health Questionnaire, electronic submission of enrollment data to carriers, a private employee plan-selection marketplace, and reporting on group health. Sold to small-group health insurance brokers, general agencies, and carriers in the United States.
- Quote+ A sub-brand quoting and proposal tool within the FormFire/AgencyBloc platform that allows small group brokers to compare community rated, medically underwritten, and ancillary products in one place and produce proposals. Served to small-group health insurance brokers through web-based login portals.
Quantifiable outcome
- Brokers using FormFire (through partner Expresslink) increased sold group volume by 22% from 2018 to 2019
- +4 more outcomes
Companies that use FormFire
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
FormFire technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature14 records
FormFire partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- VericredcoreFormFire partnered with Vericred, the industry-leading carrier data provider, to relaunch and improve its ACA Quote Engine. Vericred provides health insurance and employee benefit data through a universal API, enabling FormFire to deliver more accurate, timely, and widely available quote rates across the majority of US states. This partnership automates the upload of plan details and rates, increasing speed to market and reducing data entry errors.
- ExpresslinkcoreExpresslink, a Northeast Ohio-based General Agency for group health and ancillary insurance, has partnered with FormFire since 2007. FormFire serves as Expresslink's core technology platform enabling their network of over 500 independent insurance agencies to quote, sell, and enroll small-group benefits. The partnership has generated measurable results including a 13% expansion in Expresslink's broker client base (2018–2019), 26% increase in groups prescreened (2018–2019), and 22% increase in sold group volume (2018–2019).
- AetnacoreAetna is featured as a carrier partner on FormFire's website, indicating integration for small-group quoting and enrollment. FormFire's platform enables brokers to generate Aetna quotes and submit enrollment data electronically.
- AnthemcoreAnthem is featured as a carrier partner on FormFire's website. FormFire integrates with Anthem's plan data and enrollment requirements to enable brokers to quote and enroll groups in Anthem products.
- UnitedHealthcarecoreUnitedHealthcare is listed as a carrier partner on FormFire's website. The platform supports UnitedHealthcare small-group plan quoting and electronic enrollment submission through the Quote+ platform.
- CignacoreCigna is listed among FormFire's carrier partners. FormFire enables brokers to quote Cigna small-group plans and submit enrollment data through the platform.
- HumanacoreHumana is listed as a carrier partner on FormFire's website. FormFire integrates with Humana's plan data for small-group quoting and enrollment.
- AgencyBlocflagshipFormFire was acquired by AgencyBloc and operates as 'an AgencyBloc solution.' AgencyBloc is described as 'the #1 Recommended Insurance Industry Growth Platform for health, senior, and benefits agencies and agents.' FormFire's technology and customer base are integrated into AgencyBloc's broader insurance technology ecosystem.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
FormFire competitors and assessment
Company assessmentDirect peers
- Employee Navigator: Employee Navigator is a benefits administration and enrollment platform widely used by benefits brokers to manage small-group health, dental, and other benefits. Directly comparable to FormFire as a quote-to-enroll SaaS serving the same small-group broker channel with multi-carrier integrations.
- Selerix: Selerix provides benefits administration and enrollment software used by carriers, brokers, and employers, including small-group segments. Directly comparable as a SaaS vendor powering carrier-to-broker enrollment and quoting workflows.
- Ease: Ease is a benefits administration and HR platform built for insurance brokers and small businesses to manage enrollment, onboarding, and renewals. Overlaps directly with FormFire's small-group quoting, enrollment, and plan-selection workflows.
- BenefitHub (Benefit Administrative Services / BAS): Benefit Administrative Services provides online enrollment, quoting, and benefits administration platforms for brokers and small-to-mid employer groups. Directly comparable to FormFire on multi-carrier small-group enrollment and broker-centric workflows.
Broad incumbents
- Benefitfocus: Benefitfocus is an established, larger-scale benefits enrollment platform serving employers, carriers, and brokers across medical, dental, and voluntary benefits. Comparable to FormFire in the small-group enrollment workflow but operates at broader enterprise scale with a much larger product portfolio.
- HR Software / Zywave (benefits & agency tech): Zywave supplies insurance agencies with a broad suite of sales, content, and benefits-technology tools, with adjacent capabilities in quoting and benefits administration. Comparable to FormFire in serving the broker channel with tech-enabled enrollment workflows, though it is much broader in scope.
Emerging players
- GoCo: GoCo is an HR, benefits, and payroll platform with online enrollment workflows aimed at small businesses and the brokers/HR partners that serve them. Partial overlap with FormFire in digital enrollment and benefits selection; positioned more broadly as HRIS plus benefits.
- Now-Health (Wam Health / Now Health): Now-Health and adjacent insurtechs provide small-group quoting and enrollment platforms for brokers, comparable in niche and target customer. Useful as a smaller-scale competitor/peer with overlapping small-group quoting capabilities.
Others
- HealthCare.gov / CMS (regulatory competitor context): Not a peer in the commercial sense, but the public ACA Marketplace and CMS small-group standards shape FormFire's compliance baseline and competitive context (federal Small Business Health Options Program). Included as ecosystem reference rather than direct competition.
Regional players
- OneDigital: OneDigital is one of the largest US insurance, financial services, and HR consulting firms with proprietary benefits administration technology. Comparable customer set (small/mid employers using a broker), but operates as a brokerage + tech provider with proprietary platforms rather than a pure-play SaaS vendor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
FormFire social profiles
Digital presenceFormFire compliance and trust
Trust signalCompliance3 records
FormFire financial estimates
Financial estimateRevenue estimate
Valuation estimate
FormFire leadership team
Management profileNumber of profiles
Profiles5 records
FormFire funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FormFire 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 FormFire
What does FormFire do?
FormFire provides a web-based SaaS platform that automates the quote-to-close workflow for small-group health insurance brokers. The platform pulls ACA and medically-underwritten quotes from multiple carriers simultaneously, collects each employee's personal and health data once via a Medical Health Questionnaire that automatically maps to carrier-specific forms, and electronically submits enrollment data to carriers. It also includes a private digital marketplace where employees select plans, tools for bulk renewals and passive enrollment, and reporting on group health profiles.
Is FormFire a public or private company?
FormFire is a private company. It is classified as corporate owned and is currently operating.
When was FormFire founded?
FormFire was founded in 2007. It employs 11 to 50 people.
Where is FormFire based?
FormFire is headquartered in Cleveland, United States, in the North America region.
How does FormFire make money?
One revenue line is on record: saaS Subscription (Platform Access).
Who are FormFire's main competitors?
Direct peers on record are Employee Navigator, Selerix, Ease and BenefitHub (Benefit Administrative Services / BAS). Broad incumbents are Benefitfocus and HR Software / Zywave (benefits & agency tech). Emerging players are GoCo and Now-Health (Wam Health / Now Health). HealthCare.gov / CMS (regulatory competitor context) is listed as an others. OneDigital is listed as a regional player.
Does FormFire have an API?
No public API is recorded for FormFire.
What industry is FormFire in?
FormFire's product category is Health Insurance Enrollment Software. Its primary akta.pro industry code is HLACADAD, Patient Intake, Registration & Digital Forms, with a secondary code of FSAIAFAB, Self-Funded (ASO) Group Health Plans & Stop-Loss. Its NAICS code is 524292 and its SIC code is 6411.