Small business▼−3Since September 2026: 12% → 9%, −3 points. Inside the 13-point floor: within noise. Read over the models both editions asked.
9%from 12% in September 2026
Inside the floor by 10 pointsRank 4 → 5 of 66
3 categories · RankedForma
184Judge labels
37First choices
25Negative labels
14 / 14Models named it
3Categories
October 2026 Edition. Every number here is derived from the raw labels under vendor table v2026-10.7, every buyer segment counted.
Best standing
45% in Flexible benefits for enterprise buyers
Rank 3 of 90 in the mid-market standingaccepted challenger
4 of 14 models made it the first choice on the direct prompt; 14% of its 51 labels there were negative.
What the models named instead of Forma →By buyer segmentStrongest at enterprise.
Small business5 of 74
9%44 labels
criticized challenger
Mid-market3 of 90
16%51 labels
accepted challenger
Enterprise1 of 90
45%58 labels
endorsed leader
In flexible benefits · each standing computed within its segment · bars are 0 to 100 · the accent bar is the product's own best reading
Standing by category
Every category where a model named Forma for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.
| Category | Function | Share | Rank | Negative rate | Labels | Quadrant | Since September 2026 |
|---|---|---|---|---|---|---|---|
| Flexible benefits and lifestyle spending accounts | Compensation and total rewards | 16% | 3 of 90 | 14% | 51 | accepted challenger | ▼−3Since September 2026: 19% → 16%, −3 points. Inside the 13-point floor: within noise. Read over the models both editions asked. |
| HSA and FSA administrators | Compensation and total rewards | 6% | 6 of 111 | 0% | 8 | under 10 labels · led by HealthEquity at 29% | |
| Benefits administration | Core HR and payroll | 0% | 24 of 67 | 17% | 6 | under 10 labels · led by Gusto at 20% | =heldSince September 2026: 0% → 0%, ±0 points. Inside the 13-point floor: within noise. Read over the models both editions asked. |
Movement
Since September 2026, Forma held within the floor in all three categories: no change cleared 13 points.
Best category · Flexible benefits · by segment
Mid-market▼−3Since September 2026: 19% → 16%, −3 points. Inside the 13-point floor: within noise. Read over the models both editions asked.
16%from 19% in September 2026
Inside the floor by 10 pointsRank 2 → 3 of 80
Enterprise▲+17Since September 2026: 29% → 46%, +17 points. Past the 13-point floor: movement. Read over the models both editions asked.
46%from 29% in September 2026
Cleared the floor by 4 pointsRank 2 → 1 of 88
All categories · Mid-market
| Category | September 2026 | Now | Change | Reading | Rank |
|---|---|---|---|---|---|
| HSA & FSA admin | 0% | 8% | newNew since September 2026: not ranked then, 8% now. | New this edition | Rank 6 of 111, unchanged |
| Flexible benefits | 19% | 16% | ▼−3Since September 2026: 19% → 16%, −3 points. Inside the 13-point floor: within noise. Read over the models both editions asked. | Within noise | Rank 2 → 3 of 90 |
| Benefits administration | 0% | 0% | =heldSince September 2026: 0% → 0%, ±0 points. Inside the 13-point floor: within noise. Read over the models both editions asked. | Within noise | Rank 20 → 24 of 67 |
Shares here are read over the models both editions asked, so they can differ by a point or two from the standing above, which counts every model in this edition.
The floor is 13 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. Movement is read over the twelve models both editions asked; GPT-6 Luna, Muse Glimmer 30B joined this edition and are in the standing but not yet in the comparison. How the floor is measured · The editions
By model
How each model treated Forma across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.ShowHide
By model
How each model treated Forma across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.
ShowHide| Model | First choice | Alternative | Mention | Negative | Labels |
|---|---|---|---|---|---|
| Claude Haiku 4.5 | 1 | 1 | 0 | 1 | 3 |
| GPT-5.4 mini | 1 | 1 | 1 | 1 | 4 |
| Gemini 3.5 Flash | 2 | 1 | 2 | 1 | 6 |
| Perplexity Sonar | 3 | 2 | 0 | 0 | 5 |
| Grok 4.1 Fast | 2 | 3 | 1 | 0 | 6 |
| Mistral Small | 2 | 0 | 0 | 1 | 3 |
| DeepSeek V4 Flash | 2 | 2 | 1 | 1 | 6 |
| Llama 4 Maverick | 1 | 0 | 5 | 0 | 6 |
| Qwen 3.7 Flash | 0 | 1 | 2 | 0 | 3 |
| Kimi K2 | 2 | 0 | 1 | 1 | 4 |
| GLM 4.7 FlashX | 1 | 2 | 1 | 1 | 5 |
| MiniMax M2.5 | 2 | 2 | 1 | 1 | 6 |
| GPT-6 Luna | 0 | 2 | 2 | 0 | 4 |
| Muse Glimmer 30B | 1 | 1 | 2 | 0 | 4 |
By framing
Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.
FramingLabels by classFirst choices
Direct43 labels19
Paraphrase34 labels15
Comparative40 labels23not counted in share
Budget-constrained24 labels3
Scale-constrained22 labelsNone
Negative21 labelsNone
First choiceAlternativeMentionNegative184 labels in all, every segment counted; 37 of the 60 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.
What the models said for it
Verbatim evidence the judge attached to positive labels.
“Differentiator: It's the most comprehensive "one-stop-shop" — handling both pre-tax and post-tax benefits with the broadest global footprint.” DeepSeek V4 Flash · Flexible benefits · comparative prompt · first choice
“Some platforms, like Forma, offer a streamlined approach to managing pre-tax and post-tax benefits under a single, intuitive platform” Llama 4 Maverick · Flexible benefits · comparative prompt · first choice
“Forma helps companies manage flexible benefits at scale by consolidating employee perks and benefits into a single platform.” Claude Haiku 4.5 · Flexible benefits · comparative prompt · first choice
“Best for Modern, "All-in-One Wallet" Benefits: Benepass or Forma ... these modern platforms are the gold standard.” Gemini 3.5 Flash · HSA & FSA admin · direct prompt · first choice
And against it
Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.
“Forma has user reviews reporting limited information and reimbursement delays, with regular support gaps rounding out top complaints” Claude Haiku 4.5 · Flexible benefits · negative prompt · hard negative
“3. Forma ... Users describe it as one of the "worst experiences" to use” GLM 4.7 FlashX · Flexible benefits · negative prompt · hard negative
“Caution: Higher implementation fees (~$10,000+) and generally higher pricing... May be overkill for leaner mid-sized teams.” Kimi K2 · Flexible benefits · paraphrase prompt · soft negative
“mention rejected claims, unclear purchase rules, reimbursement frustration, and poor communication about denials” GPT-5.4 mini · Benefits administration · negative prompt · soft negative
Named alongside
The products named in the same answers as Forma, over the 184 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Forma was named but was not.ShowHide
Named alongside
The products named in the same answers as Forma, over the 184 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Forma was named but was not.
ShowHideProductSame answerTook the first choice insteadHead to head
A head-to-head page exists where both products are among a category's top eight. The other rows are the same fact without a page behind them, so they link to the product instead.
What carried it into the answer
The sites and pages cited by the answers that named Forma. A fact about retrieval, not a lever on the model.
Citations exist only for the models that return a source list, five of the fourteen in this edition, so these counts come from 183 of the 184 answers that named Forma and are not a share of its labels.
Domains cited
joinforma.com153
getbenepass.com112
guideflow.com109
g2.com94
compt.io88
us.fitgap.com52
rippling.com40
myshortlister.com38
hibob.com37
dupple.com36
759 of the 759 domain citations in answers naming Forma came from somebody else's page.
Pages cited
Pages are listed as the models cited them.
Search and answers
forma.ai is not in Google's top ten for any of the category's searches. In the answers, Forma takes 16% of first choices and Compt takes 40%.ShowHide
Search and answers
forma.ai is not in Google's top ten for any of the category's searches. In the answers, Forma takes 16% of first choices and Compt takes 40%.
ShowHideIn search
Google, US estimatesPosition for “flexible benefits platforms”
–
not in the top ten
Position for “lifestyle spending account platform”
–
not in the top ten
- Searches for its name, Google
- 49,500 a month (“forma”)
- AI search demand for its name, est.
- 43,054 a month
- Organic visits to its site
- about 6,459 a month
- Searches its site ranks for
- 1,111 · 32 in the top three
- Sites linking to it
- 1,080
- Paid Google search
- No ads found in the estimate; that does not mean it runs none
Ads on Google
None found in Google's ad transparency records for the US
In answers
This editionShare of first choices
16%
rank 3 of 90 in flexible benefits
Segment leader
40%
Compt
- First choices
- 37 across its categories
- Named in
- 184 answers
- Its own site cited
- in 183 of the answers that named it
Search figures are US estimates from DataForSEO, read September 28, 2026; AI search demand is its modeled, directional estimate, not a count of queries to any assistant. The answers are this edition's. Two measurements side by side: neither is read as the cause of the other.
What it publishes
ShowHide
What it publishes
ShowHideAddresses on forma.ai
395
subdomains included
Content
335
counted in the table below
Documentation
0
Product · Integration
17 · 0
| Kind | Pages | Last 90 days | 2025-10 to 2026-09 | Latest | Categories named |
|---|---|---|---|---|---|
| Blog | 247 | undated | |||
| Webinar or virtual event | 50 | undated | |||
| Glossary or explainer | 14 | undated | |||
| Comparison | 11 | undated | |||
| Case study | 5 | undated | |||
| Conference or event | 5 | undated | |||
| Template or tool | 2 | undated | |||
| News or press | 1 | undated |
Events in person
Last twelve months
- September 24, 2026GTM OPS briefing seriesThe Landmark @ One Market, Ste. 400, San Francisco, USA · took part
As the event pages on forma.ai state them, read September 28, 2026.
How it is countedHide how it is counted
Every page forma.ai exposes, subdomains included. Kind is read from the address and title. The last 90 days, the latest date and the twelve months count pages by when they were published, from the site's feeds, a date in the address, or the page's own publication date, read from up to a hundred of its most recently changed pages; a page that says only when it last changed is counted in its kind but not in when, so the recent counts are a floor, and a kind none of whose pages gives a publication date reads undated. An event counts as online when its address or title says so (webinar, on demand, virtual or online summit); a conference, summit, trade show, expo or roadshow that does not say so is counted as a conference or event, which on a vendor's site is mostly in person. Read September 29, 2026.
Names read as Forma
What the judge wrote, as written, with how often. The vendor table decides that these count as Forma; a claim can dispute any of them.
Forma (formerly BenefitHub/Stackboard) 1Forma (formerly Twic) 1
Follow Forma
An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.
Already following? Everything you follow, with a stop for each.
The company
Forma is its own company.ShowHide
The company
Forma is its own company.
ShowHideIn its own words
Stated by the vendor, not checked- Positioning
- enterprise sales compensation software
- For
- enterprise sales compensation professionals; RevOps, SalesOps, compensation leaders, revenue leaders, Sales leadership, Finance, Human Resources
- Price stated
- Need a proposal tailored to you? Our pricing at Forma.ai reflects your team's unique needs. forma.ai/pricing
- Integrations claimed
- 600 forma.ai
- Certifications
- ISO/IEC 27001:2022SOC 1 Type 2SOC 2 Type 2SOC 3
- Customers named
- AutodeskEdmentum Inc.How a global medical technology leader transformed sales compensation across 40+ countries with Forma.aiHow Harry Rosen maximizes sales performance and employee trust with Forma.aiProcom's sales compensation transformation: visibility, efficiency & $1M+ in savingsHow Autodesk transformed sales performance management with Forma.ai
- Not stated on the pages read
- Starting price, free plan or trial, hosting
What Forma's own pages state, read September 28, 2026: forma.ai, forma.ai/pricing, trust.forma.ai, forma.ai/solutions/sales, forma.ai/resources/customer-stories. A claimed page can correct any of them.
Is this your product?
Claim this page
Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Forma's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Forma, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.
What a new claim receivesHide what a new claim receives
A new claim receives the current edition's vendor brief for Forma by email, built from the raw record of the edition. It shows:
- where Forma is named, by buyer and by framing, and which cells hold its first choices;
- the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
- its vocabulary against the segment leader's, and the pages the models cited;
- who was chosen in the answers that did not name Forma, and every reason the record gives;
- a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
- one page of published figures cleared to show a buyer.
Badges
Wins only: a badge exists where Forma is ranked in a category's top three this edition. Three sizes, one file each, light and dark; the code is under each.ShowHide
Badges
Wins only: a badge exists where Forma is ranked in a category's top three this edition. Three sizes, one file each, light and dark; the code is under each.
ShowHideForma is among the products AI models recommend first in Flexible benefits and lifestyle spending accounts this edition. Each badge says so in the buyer's words, names the edition, and links to the standing. The next edition issues a new badge; this one stays true as a record of October 2026.
Wide · 320 × 104 Website, beside other badges
Square · 240 × 240 LinkedIn, slides
Compact · 200 × 56 Email signature, footer
Badges read on light and dark pages. Alt text carries the claim, the category, the edition and the index, so it stays a citation where the image does not load.