# forma.ai: Information technology & services, Toronto, Canada

> forma.ai: Forma.ai is an AI-powered Sales Performance Management (SPM) platform based in Toronto, Canada. Based in Toronto, Canada. Founded 2016.

Source: https://millionrounds.com/startup/forma-ai (Millionrounds; every figure on the page links to its filing or article)

Canada · [Information technology & services startup](https://millionrounds.com/companies)

# forma.ai

Forma.ai is an AI-powered Sales Performance Management (SPM) platform based in Toronto, Canada.

Funding reported Last round: Series B

Information technology & services Toronto, Canada

Company summary

- **Founded:** 2016 10 years old
- **Team:** 150 51 to 200 people
- **Funding reported:** 58M as listed, currency not stated
- **Last round:** Series B May 2022

How sure we are

- ✓ **Listed** We know it exists and what it does
- 2 **Funding reported** A company dataset reports a raise
- 3 **Observed** A filing or a dated announcement confirms a round

No round for forma.ai has been confirmed by a filing or an announcement yet, so nothing here counts toward an investor's record. [How we decide](https://millionrounds.com/methodology)

## About forma.ai

Forma.ai is an AI-powered Sales Performance Management (SPM) platform based in Toronto, Canada.

Founded in 2016, the company focuses on unifying sales planning, territory and quota management, and incentive compensation management into a single platform tailored for enterprise sales organizations. With approximately 31 to 140 employees, Forma.ai has raised between $48.6 million and $55 million in funding, including a $45 million Series B round in 2025. The platform offers a comprehensive suite of services, including Incentive Compensation Management, Territory and Quota Management, and Sales Planning Advisory. It automates complex compensation plans and optimizes sales coverage to help businesses exceed revenue targets. Forma.ai integrates with over 200 to 600 business systems, making it suitable for medium to large businesses with 200 to 5,000+ employees. Notable clients include Autodesk, Trustpilot, Stryker, OpenTable, and CareerBuilder, showcasing its effectiveness in driving revenue and enhancing sales operations.

## What company datasets say forma.ai raised

Funding, as reported

Reported in all **58M** in the source's currency

Rounds **3**

Last round **Series B**

Last round size **45M**

Last round date **May 2022**

Investors listed **7**

## On 2 portfolio pages

Investors who name them

- [Crosslink Capital](https://millionrounds.com/fund/crosslink-capital)
- [Calusa Capital](https://millionrounds.com/fund/calusa-capital)

Each firm lists forma.ai on its own website. That is the firm's claim, a weaker thing than a round we watched, but a named source.

## The company, in detail

What they build

Known for

information technology & services saas incentive compensation management revenue optimization sales performance data management sales compensation software development computer software b2b sales planning sales performance management territory quota planning

Built with from their website

GitHub Actions Docker Google Tag Manager Amazon CloudFront AWS Trusted Advisor YouTube GitHub Google Workspace CloudFlare Gem

+8 more

Viewport Meta Chart.Js Hubspot PostgreSQL pandas AWS Analytics Amazon S3 Webflow Hosting

- **Sector:** Information technology & services
- **Industry code:** NAICS 513210
- **Region:** Ontario
- **Revenue:** 15M a year, as listed
- **Full record:** [Every detail in the company directory](https://millionrounds.com/directory/forma-ai)

## Information technology & services in Canada

Startups like it

- [**Cohere** Toronto · founded 2019 *Raised*](https://millionrounds.com/company/cohere)
- [**Hopper** Montreal · founded 2007 *Raised*](https://millionrounds.com/company/hopper)
- [**Top Hat** Toronto · founded 2009 *Raised*](https://millionrounds.com/company/top-hat)
- [**neuvoo** Montreal · founded 2011 *Raised*](https://millionrounds.com/company/neuvoo)
- [**TrackTik** Montreal · founded 2010 *Raised*](https://millionrounds.com/company/tracktik)
- [**Elastic Path** Vancouver · founded 2000 *Raised*](https://millionrounds.com/company/elastic-path)
- [**Benevity** Calgary · founded 2008 *Raised*](https://millionrounds.com/company/benevity)
- [**gaiia** Montreal · founded 2023 *Raised*](https://millionrounds.com/company/gaiia)

## Is this your company?

Add your raise, your deck and your story, and put forma.ai in front of investors. Or tell us what we have wrong.

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