We’re more than
forms.

about us

Behind every
form is a person
with a purpose.

And with the right tools, that person can move mountains. We give people a platform to get more done, more quickly, more accurately—so they can spend more time doing what matters most.

How it Started

Not too long ago, two separate companies set out on a single shared mission: to change field work for good. After FORM began its journey in 2001, GoSpotCheck was founded in 2011—and the rest is history. Over a decade later, the two trailblazers decided to join forces and create the world’s first digital assistant for the frontline. Follow the timeline below to see how far we’ve come.

Mobile form
Form icon

2001

Our founders built FORM on one defining principal: to be of service. They worked to create an enterprise platform that could simplify the lives of teams in the field—and teams in the office.

2003

We built Key Survey, a configurable survey platform for streamlining company-wide feedback.

2005

We opened our first FORM office in the United Kingdom.

2009

We moved into the form and business process space with the launch of worldapp.com.

2012

The FORM mobile app was launched to all customers.

2013

Our mobile data collection platform for frontline teams hits the ground running—and we haven’t looked back since.

2014

We signed Fannie Mae as a customer.

2015

The 1,000,000th FORM account was created.

2018

We signed Wendy’s as a customer.

2019

FORM is acquired by Diversis Capital—experts in the consumer goods, retail & hospitality, facilities and logistics space—on a mission to drive growth and value for FORM’s customers.

Form icon

2011

Our co-founders Matt Talbot, Samantha Holloway, and Joey Alfano completed the Techstars accelerator program in Boulder, Colorado, before officially founding GoSpotCheck, aiming to completely change the game for field management software.

2013

We signed Panera Bread as a customer to drive execution in bakery operations.

2014

We signed PepsiCo as a customer to support field sales teams across the country.

2015

GoSpotCheck opened its doors in downtown Denver, Colorado.

2015

We launched Advanced Reporting to give customers real-time actionable insights to improve operations and field sales.

2016

We launched PhotoWorks (originally called “Photo Album”) to give customers better ways to validate execution in the field with the world’s top photo workplace for teams.

2019

GoSpotCheck built the world’s only fully-integrated task management and image recognition platform, with the fastest and most accurate machine learning and computer vision solution in the market.

2020

GoSpotCheck is acquired by Diversis Capital to complement its FORM product offering and give customers all new ways to activate teams in the field on mobile.

2021

GoSpotCheck passed 1.4 billion mission responses and 100,000,000 corporate missions completed from the field.

How it’s Going

Form icon

2020

FORM joined forces with GoSpotCheck, the leading mobile task management software for the frontline, with state-of-the-art image recognition technology.

2021

June
We acquired Rodio’s frontline communication technology (think: Slack for field teams) to connect field teams with teammates, leaders, and corporate directives on mobile.
July
We acquired ShelfWise, the leading image recognition platform for smarter retail execution for shelf and display, enabling audits on more display types than any solution on the market.
August
We unveiled a unified FORM brand in our journey to create the world’s first Digital Assistant for the Frontline. Our core solutions, FORM and GoSpotCheck, became FORM OpX and FORM MarketX respectively, while Rodio and ShelfWise became FieldConnector by FORM and Image Recognition by FORM.

2022

april

We announced our partnership with Customer Impact, a leading mobile third-party workforce for retail execution. Together, we pair the most experienced retail team with the award-winning FORM MarketX app to give brands faster, easier ways to get full-market coverage and beat competitors in real-time.

MAY

We expanded our Image Recognition AI capabilities to include wine menu and back bar, creating the ultimate mobile solution for beverage brands to drive shelf share and sales both on- and off-premise.

Join the FORM Team

Explore open positions with FORM across the globe.

Our Values

Customer Focus

We’re a strategic partner with a commitment to quality, product improvement, and value delivery. We always aim to be of service and advocate relentlessly for our customers in every arena.

Accountability

We step up and own it whenever the opportunity requires, and we do what we say we’re going to do—for our customers and for our teammates. We learn from our failures and mistakes, and we celebrate and share in our successes.

Innovation

We’re problem-solvers at heart. We never tire of solving the right problems and motivating those around us to dream bigger.

Teamwork

We win and lose as one team. We seek out and value opinions from all, and we make time to help when help is needed.

Integrity

We do what’s right, even if it isn’t always easy. We choose transparency, honesty, and consistency—and we trust others to do the same.

Meet the team.

Ali Moosani

Chief Executive Officer

Afshin Mirmotahari

Chief Technology Officer

Heather Larrabee

Chief Marketing Officer

Ryan Lucas

Chief Revenue Officer

Steve Manning

Chief Financial Officer

Jeff Wong

Chief Customer Officer

Bri Newhart

VP of Human Resources

Alexander Zagvazdin

VP of Product

Rafal Cycoń

Chief Data Scientist

Travis Swicegood

General Manager, FieldConnector

Oleksii Banasevych

Head of Engineering

Cory Knopp

VP of Sales

Kevin Corcoran

VP of Account Management

Jeff Wrona

VP of Strategic Implementation

Nick Wilson

VP of TechOps

Joe Krzeczkowski

VP of Engineering

Josh Mitchell

VP of Professional Services

Matt Collins

VP of Marketing

Ken Smith

VP of Global Support Operations

Cassie Williams

VP of Customer Success

Liudmyla Bilotserkivets

Sr. HR Director

Iuliia Proskurina

Sr. Director of Solution Engineering

Dima Bekinin

Director of Product

Maryna Boichenko

Legal/Data Protection

Pavel Shlendyk

Director of Delivery

Lisa Wanda

Director of Account Management

Ben Ertz

Director of Reporting & Analytics

Chris Osufsen

Sr. Product Manager

Spencer Lebel

Product Manager, Data & Comms

Sam Hiner

Sr. Product Manager

Christine Berndt

Product Manager

Maria Kuzmina

Product Manager

Mykyta Bondariev

Product Manager

Kyli Ringeman

Technical Product Manager