Forma
Forma is a LATAM technology consultancy that designs and implements digital transformation, AI agents, data infrastructure, HubSpot CRM, and eCommerce solutions for mid-market and enterprise clients across Costa Rica, Mexico, and Chile.
- Company typePrivate
- Founded2012
- HeadquartersSantiago, Chile
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Forma does
Forma is a Latin American technology consultancy that designs and implements digital transformation solutions for mid-market and enterprise clients across the region. Founded in 2012 and headquartered in Escazú, Costa Rica, the company operates as part of Moov Media Group (MMG), a multi-brand growth ecosystem with offices in Chile, Mexico, and Costa Rica. Forma positions itself as a partner that "transforms data into business decisions and automated processes," combining cloud infrastructure, artificial intelligence, marketing automation, and platforms such as HubSpot and Shopify.
The company's core offerings are organized around six service pillars: Vertical AI Agents (autonomous AI systems for sales, support, and operations), HubSpot Services and Consulting (CRM implementation and optimization as a HubSpot Platinum Partner), Data Infrastructure and Visualization (cloud-based data centralization and analytics with AWS and Google Cloud), eCommerce Services (Shopify implementation and AI-powered personalization), Social Intelligence (social listening with AI-powered image and video recognition via YouScan), and Web Continuity, Support, and Optimization. Forma Analytics operates as an independent vertical within the firm, providing advanced analytics, CDP integration, and data-driven marketing strategy. The technology stack integrates third-party AI capabilities (ChatGPT, Gemini, YouScan, Connectif) with owned data infrastructure and orchestration layers.
Forma generates revenue primarily through professional services and consulting engagements (project-based and retainer), managed services and ongoing support (recurring), and platform partnership referral/commission revenue (HubSpot, Shopify, AWS, Connectif). Go-to-market is sales-led and consultative, leveraging the Thinking blog, case studies, partner co-sell, and industry events to drive enterprise consultation requests. The company serves 60+ clients across diverse sectors including highway management (VíasChile), automotive (Stellantis), beverage (Coca-Cola, myCoca-Cola.cl/Embonor), wine (Concha y Toro, Santa Rita), mining (Molymet), forestry (Arauco), tires (BKT), retail (BUK, Jumbo, Esprit), pensions (Caja Los Andes), sports (1190 Sports), and education (UBO). No pricing is publicly disclosed, and Forma does not publish a rate card or self-serve product, with all engagements beginning via its "Quiero asesoría" consultation channel.
Forma firmographics
Firmographics- Name
- Forma
- Legal name
- Forma
- Website
- https://somosforma.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Forma is a LATAM technology consultancy that designs and implements digital transformation, AI agents, data infrastructure, HubSpot CRM, and eCommerce solutions for mid-market and enterprise clients across Costa Rica, Mexico, and Chile.
- Ownership category
- akta.pro rank
Forma industry classification
Industry- Product category
- Digital Transformation Consulting
- NAICS
- Marketing Consulting Services (541613), Advertising Agencies (541810)
- SIC
- Services-Management Consulting Services (8742), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Data, Analytics & AI Consulting (BPAHAEAF)
Keywords
Where Forma is headquartered
LocationHeadquarters
- HQ city
- Santiago
- HQ country
- Chile
- HQ region
- Latin America
Offices3 records
Markets served
Forma business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Professional Services and Consulting: Forma generates revenue primarily through consulting engagements and professional services projects. Services include HubSpot implementation and consultancy, eCommerce development and optimization, web development and digital transformation projects, data infrastructure and analytics projects, and AI agent implementation. Engagements are project-based or retainer-based.
- Managed Services and Ongoing Support: Forma offers ongoing managed services including web continuity, support and optimization, marketing automation management, and continuous improvement services. These generate recurring revenue through retainer or subscription-style ongoing service agreements.
- Platform and Technology Partnerships: As a HubSpot Platinum Partner, Shopify Partner, AWS Partner, and Connectif Partner, Forma earns referral fees, commissions, and service revenue tied to platform subscriptions it helps clients procure and manage.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Forma product offering
Product offeringCore offering
Forma is a B2B technology consultancy that designs and implements digital transformation solutions combining cloud infrastructure, AI, marketing automation, and platforms such as HubSpot and Shopify. The firm delivers six service pillars — Vertical AI Agents, HubSpot Services and Consulting, Data Infrastructure and Visualization, eCommerce Services, Social Intelligence, and Web Continuity/Support/Optimization — along with the Forma Analytics vertical for advanced data-driven marketing strategy. Engagements are consultative, project-based, or retainer-style, targeting mid-market and enterprise clients across Latin America.
Product overview
Forma is a technology consulting firm that transforms data into business decisions and automated processes. It operates as part of the Moov Media Group (MMG) ecosystem in LATAM. The core offering is structured around six main service pillars: Vertical AI Agents (autonomous AI systems for sales, support, and operations), HubSpot Services (CRM implementation and consulting), Data Infrastructure and Visualization (cloud architecture and analytics), eCommerce Services (Shopify implementation and AI-powered personalization), Social Intelligence (social listening with image/video AI recognition), and Web Continuity/Support/Optimization. Additionally, Forma Analytics operates as an independent analytics vertical within the firm, delivering advanced analytics, CDP integration, and data-driven marketing strategies. The services are designed to interconnect — HubSpot serves as the central CRM hub, Connectif powers personalized marketing automation, and AI agents are deployed across these platforms to automate and optimize client operations.
Differentiator
Problem solved
Functional benefit
Brands
- Forma Analytics: Advanced analytics and business intelligence vertical specializing in data-driven marketing strategies and customer analytics.
Products and services
- Vertical AI Agents (Agentes Verticales de IA) Autonomous AI agent systems that analyze data, make decisions, and execute marketing and business operations in real time. Agents are trained with client-specific business information and deployed for sales assistance, customer support, operational chatbots, and campaign optimization. Delivered to enterprise and mid-market clients across Latin America.
- HubSpot Services and Consulting Implementation, configuration, and ongoing consulting for HubSpot CRM as the central platform for sales, marketing, and customer service automation. Integrates HubSpot with ERP, WhatsApp, and ecommerce ecosystems, powered by Breeze AI and workflow automation. Delivered by a HubSpot Platinum Partner.
- Data Infrastructure and Visualization Cloud-based data infrastructure design, centralization of data from multiple sources, and visualization dashboards for informed business decision-making. Includes Marketing Mix Modeling and advanced analytics capabilities. Built on AWS and Google Cloud Platform with Power BI reporting.
- eCommerce Services End-to-end ecommerce support including Shopify implementation, AI-powered hyperpersonalization, marketing automation, conversion rate optimization, and omnichannel coordination between physical and digital sales channels. Delivered as a Shopify Partner.
- Social Intelligence Social listening and social intelligence service combining text and visual analysis (image and video recognition) via YouScan to monitor brand reputation, detect trends, identify opportunities, and manage crises in real time across social media platforms.
- Web Continuity, Support and Optimization Ongoing web maintenance, performance optimization, and continuous improvement services for digital platforms. Includes SEO, WebP optimization, CDN configuration, cache management, and security updates. Delivered as retainer-based managed services.
- Forma Analytics Advanced analytics vertical that evolved from Forma's analytics practice into an independent business unit. Provides RFM segmentation, behavioral analytics, customer data platform (CDP) implementation, and data-driven marketing strategy for clients.
Companies that use Forma
Customer profileNamed customers17 records
Segments4 records
Ideal customer profiles4 records
Forma technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability13 records
Feature8 records
Forma partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, key and supporting.
- HubSpotcoreForma is a HubSpot Platinum Partner providing full-cycle HubSpot implementation, configuration, and managed services. As a Platinum Partner, Forma has certified expertise in HubSpot's Sales, Marketing, and Service Cloud platforms, helping clients with CRM setup, automation workflows, AI integration (Breeze AI), and ongoing optimization.
- ShopifycoreForma is a Shopify Partner offering eCommerce store development, customization, and optimization services. The partnership enables Forma to build and manage Shopify-based online stores for clients across retail, fashion, food & beverage, and other sectors.
- AWS (Amazon Web Services)coreForma is an AWS Partner providing cloud infrastructure implementation, data centralization architecture, and cloud-based solutions for clients. AWS forms the infrastructure backbone for data integration and AI agent deployment.
- ConnectifcoreForma partners with Connectif, a Customer Data Platform (CDP) and marketing automation platform. The partnership enables Forma's clients to implement customer data platforms, configure automated workflows, and execute personalized marketing across email, web, push, and advertising channels. Joint case studies include Esprit and myCoca-Cola.cl (Embonor).
- YouScancoreForma partners with YouScan, a leading social intelligence platform with AI-powered image and video recognition capabilities. The partnership enables social listening services that analyze both text and visual content across social media platforms. Forma co-organized a social listening event with YouScan in June 2024.
- WOTSkeyForma partners with WOTS to deliver AI conversational solutions including sales assistants for websites, contextualized support in digital channels, conversational interfaces over analytics dashboards, automated onboarding and post-sale flows, internal operational chatbots, and in-store applications with voice or QR activation.
- n8nsupportingForma integrates n8n, an open-source workflow automation platform, as part of its technology stack for workflow automation and system integration capabilities.
- Google Cloud PlatformsupportingForma utilizes Google Cloud Platform as part of its cloud infrastructure stack, alongside AWS, for building client data infrastructure and AI solutions.
- Power BIsupportingForma integrates Microsoft Power BI for data visualization and analytics reporting as part of its data infrastructure and visualization services offering.
- MITIsupportingMITI is listed as one of Forma's technology partners, though specific details of the partnership are not detailed in available source material.
- SearchBrand.aisupportingForma uses SearchBrand.ai as a tool for measuring and strengthening brand visibility in AI-powered search environments (LLMs). The tool helps identify key questions where the brand should appear, compare coverage against competitors, measure Share of Voice in AI responses, and generate actionable content recommendations.
- BrilliantsupportingBrilliant is referenced as an AI conversational solution for eCommerce — an AI sales expert capable of answering questions in natural language, recommending products, comparing alternatives, creating smart combinations, and enabling visual search. Forma implements this technology for clients with large online catalogs.
- Meta (Facebook/Instagram)keyForma integrates Meta advertising (Facebook and Instagram) with Connectif for synchronized campaigns, dynamic audience targeting, and high-pressure commercial events like Black Friday. The combination enables behavior-based audience segmentation, creative personalization, and impact timing optimization.
- Mercado LibresupportingMercado Libre is listed as a partner of the MMG ecosystem. The nature of the partnership appears to be co-marketing or platform collaboration within the Latin American eCommerce ecosystem.
Scale indicators3 records
Recent moves8 records
Expansion highlights6 records
Forma competitors and assessment
Company assessmentDirect peers
- Huge: Digital experience agency delivering strategy, design, data and engineering including CRM and AI agent work. Comparable to Forma's UX/UI, AI agents and marketing transformation services for enterprise clients, with overlapping delivery model.
- Horizontal Digital: Global digital experience consultancy and HubSpot Elite Partner delivering CRM, marketing automation, eCommerce and data services. Directly comparable to Forma's HubSpot Platinum practice, AI agents and end-to-end MarTech implementation, with similar mid-market enterprise focus.
- Slalom: US-based technology and business consulting firm with deep practices in AI, marketing technology and data. Comparable to Forma in consultative AI/CRM delivery, though operating at much larger scale and without Forma's LATAM regional concentration.
- CI&T: Brazil-headquartered digital transformation and technology consultancy serving enterprise clients across LATAM, the US and Europe. Highly comparable to Forma in offering AI/data engineering, marketing technology implementation and managed services at scale, but with a much larger global footprint.
Broad incumbents
- Deloitte Digital: Global consulting firm's digital arm covering CRM, marketing technology, data and AI transformation. Overlaps with Forma's end-to-end transformation engagements, particularly for multi-brand enterprise clients such as those in Forma's portfolio.
- Globant: Large LATAM-origin digital and IT services firm providing AI, cloud, data and digital marketing capabilities to global enterprise clients. Overlaps with Forma in data, AI and digital transformation, but operates at substantially larger scale across more geographies.
- Accenture (Song / Interactive): Global consulting giant with dedicated customer-experience and marketing transformation practices. Competes with Forma for enterprise digital-transformation mandates including CRM, data, AI and eCommerce, but at a vastly larger scale and broader capability set.
- Media.Monks: Global digital production and marketing services firm with strong capabilities in marketing automation, content, data and AI. Comparable to Forma's marketing technology and eCommerce optimization offerings, but with significantly broader geographic and creative reach.
- VML (WPP): Global marketing agency network combining creative, commerce, CRM and data capabilities. Overlaps with Forma's end-to-end marketing technology, eCommerce and AI-driven personalization work, but as part of a much broader agency portfolio.
Emerging players
- Edenspiekermann: Independent design and digital transformation consultancy with capabilities in UX, data and AI-enabled products. Comparable to Forma's UX/UI-led product work and digital transformation engagements, though typically smaller-scale and Europe-centric.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Forma social profiles
Digital presenceForma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Forma leadership team
Management profileNumber of profiles
Profiles18 records
Forma funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Forma 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 Forma
What does Forma do?
Forma is a B2B technology consultancy that designs and implements digital transformation solutions combining cloud infrastructure, AI, marketing automation, and platforms such as HubSpot and Shopify. The firm delivers six service pillars — Vertical AI Agents, HubSpot Services and Consulting, Data Infrastructure and Visualization, eCommerce Services, Social Intelligence, and Web Continuity/Support/Optimization — along with the Forma Analytics vertical for advanced data-driven marketing strategy. Engagements are consultative, project-based, or retainer-style, targeting mid-market and enterprise clients across Latin America.
Is Forma a public or private company?
Forma is a private company. It is classified as corporate owned and is currently operating.
When was Forma founded?
Forma was founded in 2012. It employs 11 to 50 people.
Where is Forma based?
Forma is headquartered in Santiago, Chile, in the Latin America region.
How does Forma make money?
Three revenue lines are on record. Professional Services and Consulting is the primary driver. The others are managed Services and Ongoing Support and platform and Technology Partnerships.
Who are Forma's main competitors?
Direct peers on record are Huge, Horizontal Digital, Slalom and CI&T. Broad incumbents are Deloitte Digital, Globant, Accenture (Song / Interactive), Media.Monks and VML (WPP). Edenspiekermann is listed as an emerging player.
Does Forma have an API?
No public API is recorded for Forma.
What industry is Forma in?
Forma's product category is Digital Transformation Consulting. Its primary akta.pro industry code is BPAHAEAF, Data, Analytics & AI Consulting. Its NAICS code is 541613 and its SIC code is 8742.