Formitize
Formitize is a Sydney-based SaaS provider of a modular cloud platform for field service business management across 14+ verticals. It serves thousands of clients from sole operators to enterprises like Tesla, AbbVie, and NSW Government across Australia, US, UK, NZ, and Singapore.
- Company typePrivate
- Founded2014
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Formitize does
Formitize (legally Mobile Interactive Technologies Pty Ltd) is a Sydney-based, privately held SaaS company that operates a modular cloud-based business management platform targeted primarily at field service businesses. The platform comprises 17 functional modules — CRM, Forms, Jobs, Safety, Documents, Assets, Accounts, Sales Pipeline, Workflows, Reports, Websites, Smart Routing, PayNow, QuoteAccept, Client Portal, FormSketch, and JobLink — accessible via web portal and native iOS/Android applications. It serves more than a dozen vertical industries including pest control, building inspection, food safety, landscaping, pool safety, cleaning, and pet grooming, while also landing enterprise accounts such as NSW Government, Tesla, Yamaha, Yum!, AbbVie, SGS, and Westpac. Founded in 2012 with operational traces from 2014, the company is founder/management-owned (Burge family-led) with no disclosed institutional funding or acquisitions.
The technology stack combines a PHP/MySQL backend with modern JavaScript (Node.js, React, Redux) for the web interface, and the platform exposes a public API with webhooks and pre-built integrations with Xero, QuickBooks, Stripe, PayPal, Mailchimp, Zapier, and Power BI. Formitize holds ISO/IEC 27001 certification with SOC 2 Trust Services Criteria alignment and reports 99.99% platform uptime over rolling 90-day windows. Pricing is quote-based across four tiers (Individual, SMB, Enterprise, Not-for-Profit), billed annually, with a no-credit-card free trial.
The company monetizes primarily through recurring SaaS subscriptions, supplemented by professional services for onboarding and post-termination read-only account fees. Distribution combines product-led growth (self-serve free trial), inside sales, direct enterprise sales, and an Innovation Partner channel — with the Jim's Group franchise network serving as a flagship distribution partner. The firm operates with 11–50 employees from its headquarters in Gregory Hills, NSW, and serves clients across Australia, USA, UK, New Zealand, and Singapore.
Formitize firmographics
Firmographics- Name
- Formitize
- Legal name
- Mobile Interactive Technologies Pty Ltd
- Website
- https://formitize.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Formitize is a Sydney-based SaaS provider of a modular cloud platform for field service business management across 14+ verticals. It serves thousands of clients from sole operators to enterprises like Tesla, AbbVie, and NSW Government across Australia, US, UK, NZ, and Singapore.
- Ownership category
- akta.pro rank
Formitize industry classification
Industry- Product category
- Field Service Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Data App Builders (Forms, Portals & Internal Tools) (HDAEAKAK)
- akta.pro secondary industries
- eSignature, Forms & Digital Workflow Platforms (HDAEAHAJ), Process & Case Management Low-Code Platforms (HDAEAKAE), Enterprise Work Management & Collaborative Workflow Platforms (HDAEAHAI), Work Management & Collaboration Suites (BPAMAMAG)
Keywords
Where Formitize is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Formitize business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription (Modular): Subscription-based SaaS model where clients pay recurring fees for access to the Formitize platform. The modular nature allows clients to select individual modules or bundles, with automatic renewal at the end of each Services Period.
- Professional Services: Implementation, setup, and training services provided to clients for successful onboarding and expanded platform usage.
- Read-Only Account (Post-Termination): Upon termination, clients may opt to maintain a Read-Only Account for a fee to access client data for reference purposes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual - Small business module |
| Subscription | Annual | SMB - Medium business solutions |
| Subscription | Annual | Enterprise - Large organization platforms |
| Subscription | Annual | Not for Profit - Giving Back Program |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
Formitize product offering
Product offeringCore offering
Formitize provides a cloud-based modular SaaS business management platform that consolidates CRM, forms, job management, scheduling, invoicing, payments, safety, and workflow automation into a single solution for field service businesses. Accessible via web portal and native iOS/Android mobile apps, the platform offers 17 integrated modules designed to replace paper-based processes and multiple disparate apps. The platform serves verticals including pest control, building inspection, food safety, landscaping, cleaning, pool safety, and other field service industries from individual operators to large enterprises and government agencies.
Product overview
Formitize is a modular SaaS business management platform designed for field service industries, offering a comprehensive suite of 17 integrated modules that can work independently or together. The core Formitize Platform serves as the central hub, with modules covering CRM, Forms, Jobs, Safety, Documents, Assets, Accounts, Sales Pipeline, Workflows, Reports, Websites, Smart Routing, PayNow, QuoteAccept, Client Portal, FormSketch, and JobLink. Users access the platform via a cloud-based web portal or the Formitize Mobile App for iOS and Android, enabling real-time data synchronization between office and field operations. The platform is tailored for service businesses including pest control, building inspection, landscaping, cleaning, food safety, and pool safety, with industry-specific solutions and workflow automation capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Formitize Platform Cloud-based all-in-one business management platform combining 17 integrated modules for CRM, job management, forms, invoicing, and workflow automation. Accessible via web portal and mobile apps, designed for field service businesses from individual operators to large enterprises and government agencies.
- Formitize Mobile App Native mobile application for iOS and Android enabling field workers to access platform features, complete jobs, fill forms, manage tasks, and accept payments on mobile devices with real-time sync to the cloud platform.
Quantifiable outcome
- 99.99% uptime
- +2 more outcomes
Companies that use Formitize
Customer profileNamed customers20 records
Segments10 records
Ideal customer profiles4 records
Formitize technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature9 records
Formitize partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- XerocoreSeamless accounting software integration between Formitize and Xero for synchronized invoicing, quotes, and financial data. Eliminates double handling of accounts.
- QuickBookscoreAccounting integration for QuickBooks users enabling synchronized financial management and bookkeeping.
- ZapiercoreZapier integration allowing Formitize to connect with thousands of other applications and automate workflows across the software ecosystem.
- StripecorePayment processing integration for accepting credit cards, Apple Pay, and Google Pay through the PayNow gateway.
- PayPalcorePayment gateway integration enabling PayPal as a payment option for client invoicing.
- BraintreecorePayment processor integration (PayPal subsidiary) for secure credit card processing.
- MailchimpcoreEmail marketing integration for bulk email and SMS campaigns through Mailchimp platform.
- Jim's GroupcoreFranchise network including Jim's Mowing, Jim's Pest Control, Jim's Antennas, and other divisions. Franchisees actively recommend Formitize to new franchisees and existing operators. Multiple testimonials from Jim's Group members.
- ISO/IEC 27001coreInformation security management certification for Formitize's platform demonstrating commitment to data protection standards.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Formitize competitors and assessment
Company assessmentDirect peers
- ServiceM8: Australian-headquartered field service management SaaS targeting trade and service businesses with mobile job management, quoting, invoicing and forms. Closest geographic and product peer to Formitize, competing head-to-head in ANZ trade verticals.
- Praxedo: Cloud field service management software focused on job scheduling, smart routing, mobile forms and field technician workflows. Highly comparable in mobile forms, dispatch and field worker productivity positioning.
- Commusoft: UK-based field service management SaaS for plumbing, heating, electrical and other trades with job scheduling, invoicing and CRM. Comparable vertical-SMB trade focus and modular SaaS model.
- FieldEdge: Field service management software for HVAC, plumbing and electrical contractors with dispatch, mobile apps, forms and customer portal. Comparable mid-market field service positioning.
Broad incumbents
- Jobber: Established North American field service SaaS for home service businesses (cleaning, lawn care, HVAC, plumbing) with quoting, scheduling, invoicing and client management. Competes directly with Formitize in the SMB field service category but with much broader scale.
- Housecall Pro: Leading home services SaaS platform serving tens of thousands of field service businesses with job management, CRM, payments and marketing tools. Overlaps with Formitize's verticals (cleaning, landscaping, pest control) at the SMB level.
- ServiceTitan: Enterprise-grade field service management platform for commercial and residential trades, with deep dispatching, marketing and accounting integrations. A scale incumbent whose enterprise tier competes with Formitize for larger customers.
- Salesforce Field Service: Enterprise field service capability within the Salesforce platform, offering scheduling, dispatch, mobile workflows and work order management. Competes with Formitize at the upper end for enterprise and government deals.
Emerging players
- Connecteam: Mobile-first employee app with forms, checklists, job scheduling and time tracking for deskless and field workforces. Overlaps Formitize on digital forms, job management and inspections for SMB and mid-market field teams.
- Kickserv: Field service management platform for small to mid-sized service businesses offering job management, estimating, invoicing and customer communications. Overlaps with Formitize's SMB franchise and trade verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Formitize social profiles
Digital presenceFormitize compliance and trust
Trust signalCompliance1 record
Formitize financial estimates
Financial estimateRevenue estimate
Valuation estimate
Formitize leadership team
Management profileNumber of profiles
Profiles3 records
Formitize funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Formitize 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 Formitize
What does Formitize do?
Formitize provides a cloud-based modular SaaS business management platform that consolidates CRM, forms, job management, scheduling, invoicing, payments, safety, and workflow automation into a single solution for field service businesses. Accessible via web portal and native iOS/Android mobile apps, the platform offers 17 integrated modules designed to replace paper-based processes and multiple disparate apps. The platform serves verticals including pest control, building inspection, food safety, landscaping, cleaning, pool safety, and other field service industries from individual operators to large enterprises and government agencies.
Is Formitize a public or private company?
Formitize is a private company. It is classified as family owned and is currently operating.
When was Formitize founded?
Formitize was founded in 2014. It employs 11 to 50 people.
Where is Formitize based?
Formitize is headquartered in Sydney, Australia, in the Oceania region.
How does Formitize make money?
Three revenue lines are on record. SaaS Subscription (Modular) is the primary driver. The others are professional Services and read-Only Account (Post-Termination).
Who are Formitize's main competitors?
Direct peers on record are ServiceM8, Praxedo, Commusoft and FieldEdge. Broad incumbents are Jobber, Housecall Pro, ServiceTitan and Salesforce Field Service. Emerging players are Connecteam and Kickserv.
Does Formitize have an API?
Yes. Formitize provides a public API that allows developers to access and integrate with their platform. The API supports Asset API Functions, Client and Contact API Functions, Locations API Functions, Lookup Database API Functions, and Form and Form Template API Functions. Users can access the API by generating an API token, and webhooks are available for integrations. The API documentation is available through the support/help desk. Developer documentation is at support.formitize.com/support/solutions/4000009513.
What industry is Formitize in?
Formitize's product category is Field Service Management Software. Its primary akta.pro industry code is HDAEAKAK, Data App Builders (Forms, Portals & Internal Tools), with a secondary code of HDAEAHAJ, eSignature, Forms & Digital Workflow Platforms. Its NAICS code is 5182 and its SIC code is 7372.