Forma.ai is a Toronto-headquartered enterprise SaaS company providing an AI-supported sales performance management (SPM) and incentive compensation management (ICM) platform. Founded in 2016 by Nabeil Alazzam, Forma.ai enables organizations to design, execute, and optimize sales compensation strategy within a single platform driven by a collective data model. The platform manages more than $1 billion in annual commissions for enterprise customers including Autodesk, Trustpilot, OpenTable, and CareerBuilder. In May 2024, Forma.ai completed its first acquisition, buying Toronto-based sales activity monitoring startup SeaMonster to add activity-based incentive capabilities to its product.
Company data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Founded
2016
Employees
140–170
Total Funding
$58M
3 rounds
Total raised $58M across 3 rounds
Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Last updated 06-25-2026
Latest Round
Type
Series B
Date
May 2022
Amount
$45M
Valuation
—
Lead Investors
| Date | Round | Amount Raised | Valuation | Lead Investors |
|---|---|---|---|---|
| May 2022 | Series B | $45M | — | ACME Capital |
| 2021 | Series A | $10M | — | Crosslink Capital |
| February 2020 | Seed | $3M | — | Golden Ventures |
Nabeil Alazzam
Founder & CEO
Jesse Lancaster
VP, Data Engineering
Competitor list is illustrative and may be incomplete, stale, or erroneous.
Xactly
Sales performance management and incentive compensation management (Xactly Incent) platform; PE-owned (Vista Equity Partners).
Varicent
Enterprise sales performance management and ICM platform headquartered in Toronto.
CaptivateIQ
San Francisco-based sales commission and incentive compensation management platform.
Salesforce Spiff
Sales commission management product acquired by Salesforce in 2024.
Performio
Incentive compensation management platform for sales teams.
Anaplan
Connected planning platform used for sales planning, territory, quota, and incentive compensation modeling; PE-owned (Thoma Bravo).
No. Forma (Business/Productivity Software) is a private company and does not have a public stock ticker or trade on a public stock exchange. Its shares are generally held by founders, employees, investors, and other private shareholders. Buyers and sellers may be able to transact in Forma (Business/Productivity Software) shares through private secondary transactions, but any transaction depends on share availability, buyer and seller agreement, transfer restrictions, company approval rights, and any applicable right of first refusal. There is no guarantee that Forma (Business/Productivity Software) will complete an IPO or other liquidity event.
Yes, it is sometimes possible to buy Forma (Business/Productivity Software) shares pre-IPO through private secondary transactions. This depends on finding a willing seller, company approval, and satisfying any transfer restrictions or rights of first refusal.
Buyers interested in buying Forma (Business/Productivity Software) shares on the secondary market typically do so through SetterVC and other secondary-market platforms, subject to eligibility requirements, share availability, transfer restrictions, and issuer approval. Buyers may need to satisfy sophistication, accreditation, institutional, platform, regulatory, or other eligibility requirements before participating. Once eligible, buyers may be able to view listings, make bids, and work with a licensed broker through the transaction process. Buyers should ensure they have appropriate legal and financial advisors guiding them before completing any transaction.
Forma (Business/Productivity Software)'s latest disclosed funding round was a Series B round in May 2022. The round raised approximately $45M, with ACME Capital listed as disclosed lead or major investors. Primary funding rounds are different from secondary transactions: in a primary round, capital goes to the company, while in a secondary transaction, investors buy existing shares from current shareholders. Funding-round data reflects publicly reported or collected information and may be incomplete.
Forma (Business/Productivity Software) has raised approximately $58M in disclosed funding across 3 rounds. These figures reflect primary capital raised by the company and do not include every possible secondary transaction, undisclosed round, debt facility, or private transfer. Reported funding totals can change as new rounds are announced or older round details are corrected. Eligible users can use SetterVC to track Forma (Business/Productivity Software)'s funding history alongside private-market activity where available.
Forma (Business/Productivity Software)'s disclosed investors include ACME Capital, Crosslink Capital and Golden Ventures. Investor lists are based on public reporting, company announcements, and collected funding-round data, and may be incomplete. Participation in a prior funding round does not mean those investors are currently buying or selling shares. On SetterVC, eligible users can review Forma (Business/Productivity Software)'s funding history, valuation history, and private-market activity alongside other venture-backed companies.
Forma (Business/Productivity Software)'s most-cited competitors include Xactly, Varicent, CaptivateIQ, Salesforce Spiff, Performio and Anaplan. Investors often compare these companies by sector, product focus, valuation, funding raised, growth signals, investor base, and private-market activity.
Secondary-market demand for Forma (Business/Productivity Software) shares can be affected by company performance, revenue growth, profitability, funding history, valuation, investor interest, sector momentum, public-market conditions, expected timing of a liquidity event, and the availability of shares for sale. Demand can also be affected by transfer restrictions, company approval rights, right of first refusal processes, limited information, and the price expectations of buyers and sellers. Strong demand does not guarantee strong pricing, liquidity, or investment returns. Weak demand does not necessarily reflect the company's long-term prospects. Demand signals should not be treated as a recommendation or prediction of investment performance. Buyers and sellers should treat demand signals as informational and conduct their own diligence before transacting.
Sellers often rely on intermediaries and platforms, such as SetterVC and other secondary-market platforms, to identify potential buyers. The exact process varies by company and transaction, but sellers often begin by confirming their ownership, desired price, transferability, and any company approval or notice requirements. If the seller agrees with a buyer on acceptable price and terms, the company may need to be notified through a share transfer notice or similar process. If a right of first refusal, company approval right, or other transfer restriction applies, the seller may need to wait until that process is completed. The parties may then execute a purchase and sale agreement, complete required transfer documentation, and close if all required conditions are satisfied. Sellers should always seek proper legal and financial advice before completing the transaction.
Yes, current and former Forma (Business/Productivity Software) employees, early investors, and other existing shareholders may be able to sell vested shares before an IPO through a private secondary sale. This is not automatic; it depends on whether the shareholder has transferable shares, whether there is buyer demand, and whether the company's governing documents permit the transfer. Many companies require prior notice, company approval, or a right of first refusal before shares can be sold. Sellers should also seek proper legal and financial advice before proceeding.
A Forma (Business/Productivity Software) secondary transaction usually involves an existing shareholder selling shares to a buyer before a public listing. The buyer and seller typically agree on price, number of shares, share class, and closing conditions. The seller may then need to notify Forma (Business/Productivity Software) through a share transfer notice or similar process. If Forma (Business/Productivity Software) or existing investors have approval rights, transfer restrictions, or a right of first refusal, those steps may need to be completed before the transfer can close. The parties typically enter into a purchase and sale agreement, complete any required transfer documentation, and close only if the necessary conditions are satisfied. Timing and certainty can vary by company and transaction.
In most private secondary transactions, parties commonly use a purchase and sale agreement that outlines price, terms, and conditions. They may also use share transfer documentation, often a stock transfer notice, share transfer notice, transfer instruction, or similar document, along with any required company approval or right of first refusal materials. Proof of ownership, such as a cap table entry, share certificate, brokerage statement, issuer confirmation, or administrator confirmation, may also be important. Buyers often request recent company financials, but private companies may limit disclosure. Since every deal varies, buyers and sellers should consult legal and financial advisors to understand which documents are needed.
Buying Forma (Business/Productivity Software) shares pre-IPO is risky. Shares are illiquid, no IPO or liquidity event is guaranteed, valuations can change, transfers may require company approval, and private companies may provide limited financial disclosure. Be prepared for total loss. SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, verify information, and seek independent legal and investment advice before proceeding.
Private secondary shares are typically illiquid. Unlike public stocks, there is no active public market, so selling them can be difficult and time-consuming. Sales depend on finding a willing buyer and often require company approval. Investors should be prepared to hold the shares for an extended period, with no guarantee of a future sale. Always assess your need for liquidity before investing.
SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, including verifying ownership, transferability, legal structure, company approval, and assessing the company's prospects. SetterVC and Setter Capital do not provide advice on whether an investment is good, what price to pay, or what the best bid or ask is. SetterVC and Setter Capital may share documents in some circumstances, but it does not guarantee their accuracy or completeness. Due diligence is essential. Seek legal and investment advice as needed.
Before buying Forma (Business/Productivity Software) shares, a buyer should try to review the share class, price per share, implied valuation, transfer restrictions, ROFR process, company approval rights, seller ownership evidence, recent financing or tender-offer information, available financial information, information rights, resale restrictions, tax considerations, and expected liquidity paths. Not all information may be available for a private company. Buyers should confirm available diligence, process details, and information needs with their own legal, tax, and investment advisers.
SPVs carry risks. Examples include the need to confirm the company allows SPV-based transfers, verify that the SPV truly owns the shares or interests it claims to own, and ensure it has not sold more interests than it holds. Due diligence is essential. Seek legal and investment advice as needed.
Forward contracts carry risks. Examples include the seller refusing to transfer the shares at the future date, even if the seller owns them, the seller going bankrupt with creditors claiming the shares, or the seller committing the same shares to multiple parties. Due diligence is essential. Seek legal and investment advice as needed.
Access live market data
Sign UpData collected with AI, which can make mistakes. Please double-check this information.